Marketing Graduate Certificates

Marketing

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.

Marketing certificate curriculum
  Course number Course title Credit hours

Prerequisite, 1 credit

MKTG 7000 Marketing Foundations* 1

Core, 2 credits

MKTG 7035 Marketing Strategy 2

Electives, 10 credits

MKTG 7012 Marketing Research 4
MKTG 7013 Qualitative Research 2
MKTG 7014 Systematic Innovation Tools 2
MKTG 7015 Buyer Behavior 2
MKTG 7016 Professional Sales 2
MKTG 7017 Consumer Insights 2
MKTG 7020 New Product Development 2
MKTG 7021 Design Thinking for Business 2
MKTG 7022 Business to Business Marketing 2
MKTG 7025 Advertising 2
MKTG 7026 Influence Strategies 2
MKTG 7027 e-Marketing (Social Media) 2
MKTG 7028 Marketing Ethics 2
MKTG 7029 Direct Marketing 2
MKTG 7030 Branding 2
MKTG 7031 International Marketing 2
MKTG 7032 Sales Management 2
MKTG 7033 Retailing Strategy 2

*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.

Market Research

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).

Market Research certificate curriculum
  Course number Course title Credit hours
Core
6 credits
MKTG 7012 Marketing Research for Managers 4
BANA 6043 Statistical Computing 2
Electives
6 credits
BANA 6037 Data Visualization 2
BANA 7038 Data Analysis Methods 2
MKTG 7013 Qualitative Research Methods 2
MKTG 7015 Buyer Behavior 2
MKTG 7017 Consumer Insights 2

The electives listed above represent the typical set from which most students will choose. Students may also be able to select other electives, with the approval of the Program Director.

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 certificate is made up of 12 semester credits, consisting of four core courses (eight semester credits) and one to two elective courses (four semester credits).

Professional Selling and Sales Management certificate curriculum
 

Course number

Course title

Credit hours

Core
8 credits

MKTG 7016

Professional Selling

2

MKTG 7026

Applied Influence Strategies

2

MKTG 7028

Marketing Ethics

2

MKTG 7032

Sales Management

2

Electives
4 credits

MKTG 7015

Buyer Behavior

2

MKTG 7017

Consumer Insights

2

MKTG 7022

Business to Business Marketing

2

MKTG 7029

Direct Marketing Strategy

2

MKTG 7035

Marketing Strategy

2

Retail Management

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).

Retail Management certificate curriculum
 

Course No.

Course Title

Credit Hours

Core
6 credits

MKTG 7033

Retailing

2

MKTG 7017

Consumer Insights

2

MKTG 7035

Marketing Strategy

2

Electives
6 credits

Electives for Retail Development and Planning

GEOG 7085

Location Theory and Analysis

3

RE 6050

Real Estate Development

3

OM 7083

Supply Chain Strategy & Analysis

2

Electives for Retail Management

MGMT 7073

Human Resource Management

2

MGMT 7014

Leadership and Organizations

2

RE 6000

Property and Asset Management

3

Electives for Retail Marketing

MKTG 7023

Pricing

2

MKTG 7024

Services Marketing

2

MKTG 7025

Advertising & Marketing Communication

2

MKTG 7026

Applied Influence Strategies

2

MKTG 7027

e-Marketing Strategy

2

MKTG 7030

Branding Strategy

2

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.

Contact us

To learn more about these certificates please contact:

Headshot of Drew Boyd

Drew Boyd link

Executive Director of MS-Marketing Program, Associate Professor-Educator of Marketing and Innovation, Department of Marketing

433 Carl H. Lindner Hall

513-556-4587

Headshot of Kevin Mussman

Kevin Mussman link

Assistant Director of Graduate Recruitment

513-556-6904