Marketing Graduate Certificates
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.
The certificate includes one core course (two semester credits) and four to five elective courses (10 semester credits). The prerequisite Marketing Foundations course is required for students without a marketing background.
*Master's students at the Lindner College of Business 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. MKTG 7000 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.
The goal of this certificate is to give students the combination of quantitative and marketing skills necessary to be successful market researchers.
Cincinnati is the headquarters to four leading market research firms: dunnhumby USA, Burke, Inc., Directions Research, and MarketVision Research. Nielsen, the nation's leading market researcher, also has a strong presence in Cincinnati.
Additionally, four leading market research presidents and CEOs received business degress from the University of Cincinnati:
- Jeff Miller, MBA ‘98, CEO and chairman of the board of directors of Burke, Inc., in Cincinnati.
- Adam Rodgers, BBA ‘83, president and CEO of MLV Group Inc., in Jupiter, Florida.
- Randy Brooks, MBA ‘75, founder and president of Directions Research Inc., Cincinnati. Brooks founded Directions Research in 1988.
- John Gongos, MBA ‘84, president and CEO of Gongos Research Inc., in Auburn Hills, Michigan. Gongos formed Gongos and Associates in 1991.
The University of Cincinnati’s Lindner College of Business has trained more CEOs and presidents of top 50 market research firms than any other university–more than Harvard, Columbia, USC, or Yale.
The certificate is made up of 12 semester credits, consisting of two core courses (six semester credits) and three elective courses (six semester credits).
Professional Selling and Sales Management
In today's marketplace, customers have access to more information and more vendors than ever before. Thus, success in sales now requires more than just product knowledge. You must also be able to understand your customers' needs, especially the unspoken ones, and use those insights to form lasting win-win relationships.
The professional selling and sales management certificate will hone your listening, selling and negotiation skills. The curriculum is ideal for new sales professionals as well as for mid-career
salespeople seeking leadership roles.
The retail industry is the nation's largest private sector employer and accounts for one fifth of the country's total gross domestic product. To remain competitive in today's ever-changing world, retailers must continually address new marketplace realities. They need to stay focused on the long-term horizon while simultaneously finding new and innovative solutions to create additional value. They must also fiercely reduce operating costs and mitigate risks throughout the entire enterprise. The retail management certificate gives you the planning, development and commercialization skills needed to succeed in this fast-paced environment.
The certificate is made up of 12 semester credits, consisting of three core courses (six semester credits) and three elective courses (six semester credits).
The electives listed above represent the typical set from which most students will choose. Students may also select other electives with the approval of the Program Director.
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