Graduate Certificates provide students with the opportunity to deepen their skills in a particular subject. They may be completed at any time while taking Master of Business Administration courses provided the prerequisites are met, or may be completed as a stand-alone certificate.
The credit for a single course cannot be applied to more than one degree or certificate; any exceptions or variations must be approved by the MBA/MM exceptions committee.
The following Foundational Knowledge course is required and must be completed before courses for the Graduate Certificate:
This course focuses on marketing strategies and tactics, which are the tools that managers use to increase sales and profits of products and services. Identifying and employing the most effective strategies are critical to the success of any firm. In this course, students explore market segmentation, product, price, distribution, promotion, international, and strategic marketing strategies and tactics. Case studies are used to provide an opportunity to conduct situation analysis, identify SWOTs (strengths, weaknesses, opportunities, and threats), and recommend appropriate strategies and tactics that will attract, satisfy, and retain customers. Note: A grade of C or better is required on the final assessment in order to earn a passing grade in this course. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees.
Prerequisite(s): BUSN520
This course examines the application of digital marketing tools to attract interest, influence consumers, and retain customers. Students will gain knowledge of customer relationship management using digital technology such as the Internet, social media, as well as emerging digital media platforms. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees.
Prerequisite(s): MKTG610
This course presents the theoretical and applied fundamentals of consumer and organizational behavior. Students will develop an understanding of how and why consumers and organizational buyers are influenced in the decision-making process. Emphasis is placed on internal and external behavior influencers including cultural and inter-cultural contexts, psychological and sociological influences, attitudinal as well as situational pressures and their impact on the consumer decision-making process. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees.
Prerequisite(s): MKTG610
This course provides students with strategies to define a brand’s position by focusing on developing a broad understanding of competitors, customer’s needs, and market opportunities. The student will explore new brand development, how to define a brand by utilizing customer and competitor analyses, how to create a sustainable market position, create and manage a brand, and identify brand equity dimensions. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees.
Prerequisite(s): MKTG610
This course focuses on the study of the theoretical and practical application of integrated marketing communications. The strategy development includes exposure to the elements of the integrated marketing communications mix: advertising, sales promotion, public relations, interactive marketing, and personal selling. In addition, media strategy, creative strategy, integrated marketing communication objectives, and budget determination are explored. The course format includes case studies and/or group projects to exhibit topic comprehension. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees.
Prerequisite(s): MKTG610