Explore our Graduate Certificate in Brand and Product Marketing
In today’s fast-paced environment of instant communication, consumers are constantly exposed to a barrage of marketing messages. As a marketing professional, how do you help your organization and its product stand out from the rest?
In this graduate certificate program, you will be exposed to ways to reach, engage, and influence consumers in meaningful ways and effectively differentiate your product and brand from the competition. Through your coursework, you will have an opportunity to develop, execute, and evaluate comprehensive marketing plans; forecast, measure, and analyze marketing performance; and create targeted campaigns that best position your product in customers’ minds. The program covers topics such as market segmentation, product life cycle, consumer demand and pricing, brand positioning, performance metrics, competitive analysis, and much more.
Upon completion of this certificate, you will have the option to apply your course credits directly to Walden’s online MS in Marketing program.
Apply best practices to develop a comprehensive three-year marketing plan.
Gain hands-on experience with the latest marketing tools and channels.
Apply your certificate toward the MS in Marketing program to save you time and money.
Gain access to interview preparations and real-time résumé writing services, and find out how you can create a live portfolio using OptimalResume.
Connect with an Enrollment Specialist to understand your options and plan how you will fund your dream. This certificate is eligible for federal financial aid.
- 9 total semester credits
This sequence represents the minimum time to completion. Time to completion may vary by student, depending on individual progress and credits transferred, if applicable. For a personalized estimate of your time to completion, call an Enrollment Specialist at 855-646-5286.
Brand and Product Management
Key differences exist between brand and product management, and, yet, both are crucial to the success of a product or service. In this course, students will explore the many elements of brand management, including brand architecture, the development and sustainability of the brand, brand positioning, and the perceived value of the brand. Students will analyze competitive information, and can learn to apply that knowledge in areas such as product differentiation. Throughout the course, students also will examine the critical business skills, tools, and techniques necessary for effective product management. Students will focus on the stages of a product's lifecycle, consumer demand and pricing, multichannel product management, and the fundamentals of profit and loss management.
|(3 sem. cr.)|
Harnessing the Power of Data and Information
Effectively using data and information can make the difference in whether the best decisions are made or problems are solved correctly. There are multiple approaches to practical managerial problem solving that are rooted in the systematic collection, analysis, and display of relevant data and information. In this course, students examine the importance of data, beginning with the process of transforming data into information, and then focusing on the best methods for presenting that information in support of sound and ethical decision making. Students evaluate common misinterpretations or errors in working with data and determine how to detect data and information presented in a deceptive manner. Students explore current paradigms in data-based decision making and problem solving. They learn how they can use these analytical-thinking practices to improve their general managerial decision-making skills.
|(3 sem. cr.)|
From Marketing Strategy to Execution
How can a marketing plan help a business meet its goals and objectives? How can a marketing plan help capitalize on consumer insights and trends? How can the latest innovations and communication strategies be used to reach the target audience? In this course, students will be immersed in all aspects of developing a comprehensive 3-year marketing plan that aligns with an organization's business strategy and helps marketers make better decisions about their products, services, customers, brand, and competition. Students can learn to apply best practices for market segmentation, consumer insights, competitive analysis, brand positioning and strategy, and consumer acquisition and retention strategies, as well as developing tactical ideas for each strategy, and providing financial justification for the plan.
|(3 sem. cr.)|
Tuition and Fees
|Curriculum Component||Requirements||Cost||Total *|
|Tuition||9 total semester credit hours||$955 per semester hour||$8,595|
|Technology Fee||Per semester||$210||$420|
|Transfer up to 3 credits||$3,075|
|Total with Maximum Transfer Credits†||$5,940|
*The tuition reflects the minimum time to completion. Time to completion may vary by student, depending on individual progress and credits transferred, if applicable. For a personalized estimate of your time to completion, call an Enrollment Specialist at 855-646-5286.
†Transfer credit total includes reduction in technology fee as related to reduced number of courses over time.
Tuition and fees are subject to change. Books and materials are not included and may cost between $300-$450.
A bachelor’s degree is required for admission to a graduate certificate program. Exceptions and other requirements may apply, depending on individual programs. Consult your Walden Enrollment Specialist about admission requirements for specific certificate programs. Call 855-646-5286 in the United States or see a list of international toll-free phone numbers.