Graduate Certificate in Global Brand Marketing
The advanced graduate certificate in global brand marketing is designed to provide marketing professionals and managers seeking to improve skills in developing marketing programs for global brand management. Specifically, the certificate provides students with critical tools to identify, analyze and solve the complex problems facing managers with respect to the buying behavior of global customers. Students will acquire the skills and knowledge necessary to analyze markets, create marketing programs with a global reach and develop strategies to position the brand globally.
The certificate is intended for professionals with management responsibilities in the following areas:
- advertising and promotions
- public relations.
Courses are taught online and students may begin the certificate program in the fall, spring or summer terms.
Required Courses and Suggested Sequence
High Performance Management – MGT-651591
This course focuses on the managerial leadership roles and competencies needed to translate strategic visions into tactical and operational plans, as well as on tools and methodologies to improve organizational productivity through integration, communication and the management of knowledge-based organizations. Students identify, develop and apply competencies associated with the dynamics of change and flexibility and balance them with the competencies required to lead with stability and control. Ethical leadership is also covered in this course.
Consumer Behavior, A Global Marketing Perspective – MGT-651557
This course focuses on the advanced study of the buying behavior of customers in the consumer market. Drawing on previous studies of the role of consumer behavior on marketing strategies, students identify the effect on strategy and policy based on the buying process of various market segments. Further in-depth analysis of both internal and external influences on the buying process is applied to changes in strategy and outcomes in the global-market environment. Emphasis is placed on cultural variations in consumer behavior, changing demographics, the impact of reference groups and prior customer attitudes and learning on the buying process.
Strategies for Marketing Research – MGT-651603
This course focuses on the specific problems faced in the marketing arena, including brand management. The study enables students to understand and apply the basic concepts of marketing research as a component of strategic business decision making. Students also are introduced to the logic and methodology of market research. As part of this course, students will be able to design a global-market research plan.
International Marketing Strategies – MKT-651635
This course explores the effects of the global economy on firm behavior and changes in marketing strategies. The course examines global issues with particular attention to global-business environment, analysis of global-market opportunities, culture and global buyer behavior, legal and ethical issues and optimal global-marketing mix.
Admission and Advisement
Admission to the certificate program requires the applicant to submit an official transcript of his or her bachelor’s degree along with a completed application. Advising will be provided by the certificate program coordinator, Dr.Rosalyn Rufer.
Program Coordinator: Rosalyn Rufer, PhD, Rosalyn.Rufer@esc.edu
While the 12 credits are fully transferable into the MBA. program, acceptance to the MBA. will require candidates to apply to the master’s degree program and complete the full admission process. Completion of the graduate certificate does not guarantee admission to the master’s degree program.