2013 International Diploma Programs - UC Berkeley Extension ...

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4-MONTH IDP Marketing Reach Your Target The IDP certificate in Marketing gives you the knowledge to understand the vital role of marketing in the success of any company. Through case studies, team projects and simulations, you analyze current market conditions; investigate the relationships of product, price, promotion, distribution, customer relationship management and packaging; and learn to develop an integrated marketing plan. Whether you seek to be a marketing professional or to manage a marketing department, the IDP certificate in Marketing provides you with the essentials to get started. YOUR COURSE SCHEDULE AT A GLANCE Monday–Friday, 9:30 am–12:30 pm and 1:30–4:30 pm (subject to variation) NOTE: This is a typical course schedule. Your program may follow a different schedule from the one shown here, and workshops and seminars may be added. For the most up-to-date Marketing IDP information, visit extension.berkeley.edu/diploma/marketing. Course titles, descriptions and content are subject to change. 12 extension.berkeley.edu/diploma PROGRAM PREREQUISITES The Marketing IDP is designed for students with little or no experience in marketing; however, at least two years of substantial work experience is required. If you have previous study or significant work experience in marketing, we recommend that you choose a different program. Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Introduction to Marketing Marketing Research Marketing Metrics Integrated Marketing Communications Global Marketing Global Business and Marketing Strategy Brand Management Strategic Marketing
REQUIRED COURSES Introduction to Marketing explores the principles of marketing strategy and implementation. By studying marketing concepts, tools and methods of analysis, you learn how to make decisions about products and services, prices, target markets, competition, and expansion or growth. Through this course, you will: • understand customer value as the driving force behind marketing strategy, • analyze the marketing environment and the buyer behavior of consumers and businesses, • design a customer-driven marketing mix. Marketing Research helps you understand what market research can accomplish and how to use research tools in decision making. By the end of the course, you will: • comprehend the role of qualitative methods in research, • understand the focus-group process, • be familiar with the criteria for evaluating secondary data and be able to recognize the strengths and weaknesses of sampling. Marketing Metrics covers principles and concepts of business accounting, finance and economics. You gain confidence with quantitative data, helping you contribute to your company’s success. Through this course, you will understand: • basic accounting and financial statements and how to interpret them; • how to use financial figures to make and evaluate existing and future financial marketing decisions; • the interrelationships of price sensitivity, budgeting and forecasting, as well as the costs of distribution, inventory and promotion. Integrated Marketing Communications introduces you to ways to design and implement successful promotions and communications as part of your marketing strategy. By the end of this course, you will: • understand the principles, relationships and strategies of integrated marketing components; • deepen your creative-research and strategic-thinking skills; • develop an integrated marketing communications plan for an organization. Global Marketing offers you a comprehensive study of global marketing dynamics and trends. The course addresses the skills you need to evaluate, develop and implement marketing plans for a global and multicultural audience. By the end of the course, you will be able to: • recognize global and local marketing practices; • evaluate cultural value systems, behavior standards, communication techniques and issues of diversity; • develop a global marketing strategy. Brand Management focuses on building brand image and value, as well as loyalty between brands and clients. You learn how brand management influences all aspects of marketing. After completing this course, you will be able to: • build brand equity and manage brand identity, • formulate effective brand strategies to compete in the marketplace, • develop a brand audit of a company. Strategic Marketing synthesizes the knowledge you gained throughout the program and helps you formulate a marketing strategy. The course teaches you how to discover new market opportunities, develop recommendations and integrate marketing in an overall business strategy. By the end of the course, you will be able to: • develop a marketing strategy, • understand the analytical tools used to develop a marketing strategy, • identify opportunities for developing a competitive advantage. CAPSTONE COURSE Global Business and Marketing Strategy enables you, through a com puterized simulation experience, to apply the principles learned in your other courses in a hands-on setting. As part of a multi disciplinary team of students from the Marketing and Global Business Management IDPs, you will: • act as a senior manager for a virtual global business; • make decisions that affect the company as a whole rather than at the department level of marketing, finance or accounting; • compete with classmates to make profits under realistic market conditions. extension.berkeley.edu/diploma 13
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