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.
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.
Strategic Marketing Tuition
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.
Admission for Strategic Marketing
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.
Strategic Marketing Registration Information
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.
Find out more about the Strategic Marketing Certificate
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.
Marketing structure and processes whereby products proceed from
the place of production to final use or consumption. Sales
management, retailing, foreign trade, advertising, channels of
distribution for marketing different types of products, activities
of wholesale and retail middlemen and other important marketing
institutions, cooperative marketing, market risk, sources of
marketing information, price determination, governmental activity
related to marketing, cost of marketing, and general critique of
market structure.
This course is conducted completely online. A technology fee
will be added to tuition.
Integrated Marketing Communications provides students with an
opportunity to understand and apply IMC strategic concepts and
methods. We will cover the main functions of marketing and
marketing communications including product strategy, branding,
pricing strategy, distribution, retailing, service marketing,
advertising, promotion and media. This course was formerly MKTG
390-CN: Topics in Marketing: Integrated Marketing
Communications
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.
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