Carl H. Lindner College of BusinessCarl H. Lindner College of BusinessUniversity of Cincinnati

Carl H. Lindner College of Business

Marketing Graduate Certificate

Highly trained professionals such as doctors, lawyers, and engineers often enter the workforce with strong technical skills but without the business and commercial skills to take full advantage of their expertise in the marketplace. This certificate program will:

  • Prepare candidates to leverage their deep technical, clinical, or creative background for success in the business world.   
  • Teach skills and expertise needed to apply marketing frameworks and tools to advance professional goals.
  • Enable these professionals to gain enough marketing expertise to increase their earning potential and remain competitive.  

The certificate provides flexibility in selecting electives to appeal to four career tracks:

  • Practice Building:  This track is for the new attorney, doctor, accountant, architect, etc. who is planning to start or join a private professional practice.  Course work is aimed at demand generation—those skills and activities designed to bring more customers into the practice. 
  • Corporate Marketing:  This track is for the pharmacologist, nurse, scientist, or other specialist seeking roles in the large corporate setting.  Course work is aimed at corporate marketing—those skills and activities designed to build brand and manage large product portfolios.
  • Creative Services Marketing:  This track is for the designer, artist, musician, or technician in the creative field who wants to succeed at commercializing their creations. Course work is aimed at understanding and spanning the creator-consumer interface:  developing conceptual tools and marketing skills designed to understand clients, communicate meaningfully about creative products, and sell them successfully in the marketplace.
  • Technical Sales: This track is designed for the engineer, scientist or other technical expert who seeks to join a firm working directly with customers – sales, customer service, or field consulting.  Course work is aimed at selling—those skills and activities designed to succeed in a large technical, customer-facing, field organization.

Curriculum

The certificate includes two core courses (3 semester credits) and three to five elective courses (9 semester credits).

Course Number

Course Titles

Credit Hours

CORE  (3 semester credit hours required):
MKTG 7000Marketing Foundations*1
MKTG 7035Marketing Strategy2
ELECTIVES (9 semester hours required):
MKTG 7012Marketing Research4
MKTG 7013Qualitative Research2
MKTG 7014Systematic Innovation Tools2
MKTG 7015Buyer Behavior2
MKTG 7016Professional Sales                  
1
MKTG 7017Consumer Insights2
MKTG 7020New Product Development2
MKTG 7021Design Thinking for Business2
MKTG 7022Business to Business Marketing2
MKTG 7025Advertising2
MKTG 7026Influence Strategies2
MKTG 7027e-Marketing (Social Media)2
MKTG 7028Marketing Ethics2
MKTG 7029Direct Marketing2
MKTG 7030Branding2
MKTG 7031International Marketing2
MKTG 7032Sales Management2
MKTG 7033Retailing Strategy
2

*Master’s students at LCB who are required to take MKTG 7000 as part of their degree program may not count this towards the Certificate. They will be required to take an elective instead. MKTG7000 is a gateway course and must be taken prior to other courses in the program. 

The electives listed above represent the typical set from which most students will choose. But they are not meant to be exhaustive. Students may also be permitted, with the approval of the Program Director, to substitute another appropriate course.

To learn more about this certificate, please contact:

Drew Boyd
Executive Director - MS-Marketing Program, Associate Professor-Educator Marketing and Innovation
Email:
Office:
420 Carl H. Lindner Hall
Phone:
513-556-4587
Fax:
513-556-0979
Jason Dickman
Director, Graduate Recruiting & MBA Engagement
Email:
Office:
606 Carl H. Lindner Hall
Phone:
513-556-7024
Fax:
513-558-7006