Strategic Marketing
The Strategic Marketing post-baccalaureate certificate is designed for emerging professionals in the fields of marketing, management, public relations and integrated marketing communication. Students learn to think strategically about marketing, from developing market-responsive products to branding to developing effective communication. The courses in this program blend theory and practice, drawing upon examples from recent and noteworthy marketing campaigns and market-leading products and services.
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Other 300-level marketing courses may be used as a substitute for two of the above courses. Students should have academic writing and research experience before enrolling.
Post-baccalaureate students at Northwestern's School of Professional Studies pay per course. For more information about financial obligations and tuition, please visit the Tuition page.
In addition to completing an online application, you'll also need to submit a few supplemental materials. A list of requirements for admission including application deadlines and tips on how to apply can be found on the Admission page.
Whether you're a first-time registrant or current and returning student, all students register using our online student registration and records systems. Important information about registering for courses at SPS, including registration timelines and adding or dropping courses in which you are already enrolled, can be found on the Registration Information page.
| Program Courses: | Course Detail |
|---|---|
| Intro to Public Relations <> ADVT 370-CN | Public relations is a core management function for every type of organization, whether public or private. Public relations spans a wide range of marketing disciplines including media relations, corporate reputation, community affairs, issues/crisis management, investor relations, and government affairs. PR is one of the primary tools used to reinforce a company's brand and support its competitive position. Students learn the essential components of an effective PR strategy; how to evaluate and manage outside PR counsel; essentials of media relations and crisis management; and how to draft PR messages. Students select a "beat" or coverage area to investigate as part of the class homework projects. This course involves heavy writing; it may not be audited.This course is cross-listed as MKTG 390-CN. There is no available section. |
| Visual Communication <> ADVT 380-CN | The fast-paced world we live in is flooded with visual messages including advertisements, products, dashboards, slide decks, charts, infographics, videos, memes, emoji, and more. Visuals are infused into every aspect of our lives, from the boardroom to the classroom to the subway station. It is increasingly important that we are well-equipped to communicate visually using a human-centered approach. In this course, students will develop strong and creative visual communication skills in an increasingly digital world while learning to design communication vehicles for specific audiences. We will study a human-centered design framework for creating connections. Students will use their skills to develop visualizations for branding, advertising, marketing, presentations, data analysis, websites, and more. No previous technical or design experience is required for this course. This course will be meeting remotely on Wednesdays on 1/3, 1/17, 1/31, 2/14 and 2/28 via Zoom from 6:15 p.m. – 9:15 p.m. View ADVT 380-CN Sections |
| Principles of Marketing <> MKTG 201-DL | This course will introduce students to marketing research and
the marketing research process. Students will examine the
fundamental concepts and techniques used in marketing research and
learn the value of marketing research with respect to
decision-making in marketing and in business. We’ll discuss problem
formulation, research design, survey design, sampling, data
collection, and data analysis as well as how to effectively present
the data and insights uncovered during the marketing research
process. We’ll also explore qualitative and quantitative research
methods, primary and secondary research, exploratory and causal
research, and data visualization techniques. Throughout the course,
students will gain hands-on experience in conducting, analyzing,
and presenting both qualitative and quantitative research. View MKTG 201-DL Sections |
| Integrated Marketing Communications <> MKTG 310-CN | Integrated Marketing Communications MKTG 310 provides students with an opportunity to understand and apply IMC strategic concepts and methods. IMC is essentially defined as Customer Centric Marketing driven by deeper insights and creative, innovative IDEAS grounded in/supported by real time data and information. The course covers the main functions of Marketing and Marketing Communications including brand identity, brand strategy, segmentation, targeting, positioning, and brand activation and marketing math required to make informed decisions. The key themes that run through this course, and differentiate it from traditional ways traditional Marketing is taught. Class periods will consist of participative discussions along with lecture content focused on key topics supported by relevant readings, discussion board peer to peer conversations, case study analyses, and a team project centered on building an IMC plan. This course was formerly MKTG 390-CN: Topics in Marketing: Integrated Marketing Communications. This course will be running remotely on Tuesdays during the Fall 2023 quarter. Course canceled as of 9/7/23. View MKTG 310-CN Sections |
| Brand Management <> MKTG 320-CN | Some of the most valuable assets managed by companies today are the brand names associated with their products and services. Strong brands can influence purchase decisions by communicating the value of and providing differentiation for products and services. Effective brand management is critical to maintaining the long-term profitability of products and services. This course is designed to develop students’ understanding of
the importance of brand equity as well as how to build, measure and
manage brand equity. Topics will include understanding brands from
the customer’s perspective, building brand equity, measuring brand
equity, leveraging brand equity, managing brand portfolios and
managing brands over time. The Summer 2023 section is canceled as of 6/14/23. View MKTG 320-CN Sections |
| Brand Management <> MKTG 320-DL | In this dynamic brand management course, you'll explore the
importance of brands, and learn about core branding components and
brand equity. Topics will include integrated marketing, branding in
the digital era of social media, long-term brand management, crisis
communication, personal branding, and the impact of AI. You will
engage in practical exercises, current case studies, and
discussions to apply your learning to real-world brand management
scenarios. Whether your future lies in marketing, business
management, or entrepreneurship, this course provides a strong
foundation for navigating the evolving world of brand
management. View MKTG 320-DL Sections |
| Market Research <> MKTG 350-CN | This course will introduce students to marketing research and the marketing research process. Initially, the class will orientate the student into the world of marketing research. After that initial survey, the course will then move into four different parts of the research process, integrated into in-class examples: (1) the different kinds of data, (2) tools and techniques to analyze that data, (3) how the results might be presented and (4) how managers might use the data to make decisions. The course will include lectures, as well as hands-on work analyzing market data. This course was formerly MKTG 390-CN: Topics in Marketing: Marketing Research This course has been canceled as of 3/24/23. There is no available section. |
| Market Research <> MKTG 350-DL | This course will introduce students to marketing research and the marketing research process. Students will examine the fundamental concepts and techniques used in marketing research and learn the value of marketing research with respect to decision-making in marketing and in business. During this 10-week course, we’ll discuss problem formulation, research design, survey design, sampling, data collection, and data analysis as well as how to effectively present the data and insights uncovered during the marketing research process. We’ll also explore qualitative and quantitative research methods, primary and secondary research, exploratory and causal research, and data visualization techniques. Throughout the course, students will gain hands-on experience in conducting, analyzing, and presenting both qualitative and quantitative research.
View MKTG 350-DL Sections |
| Public Relations MKTG 370-DL | Public relations is a core management function for every type of
organization, whether public or private. Public relations spans a
wide range of marketing disciplines including media relations,
corporate reputation, community affairs, issues/crisis management,
investor relations, and government affairs. PR is one of the
primary tools used to reinforce a company's brand and support its
competitive position. Students learn the essential components of an
effective PR strategy; how to evaluate and manage outside PR
counsel; essentials of media relations and crisis management; and
how to draft PR messages. View MKTG 370-DL Sections |
