Texas Graduate Certificates in Marketing

Marketing Graduate Certificate Programs are structured for those who want to develop or update key analytical and technical skills. They often present information related to new product development, market research, and brand management.

Participants could also tailor studies through specific courses in digital marketing, consumer marketing, international marketing and beyond.

Marketing Graduate Certificate Programs: Basics

While short-and-sweet compared to fuller masters degrees, marketing graduate certificate programs offer up valuable and versatile credential to tack onto a professional resume. Certificates often help students learn principal theories and key abilities required for marketing-related professions such as how to think critically and systematically.

DID YOU KNOW?

Per O’Net, 4% of Market Research Analysts have a post-baccalaureate certificate! i

The Application Process

Applications to marketing certificate programs are often submitted on-line, though there could be distinct requirements from school to school. Applicants usually need a minimum bachelors degree, and may need to make up courses such as Intro to Marketing and/or Marketing Management if they have not already done so.

Some programs also require GRE or GMAT scores and/or a certain level of experience, but this is not always the case. Prospective students may also need to include documents such as an essay, professional resume and transcripts. Proof of English literacy is a common ask of international applicants.

How Long Does It Take to Complete a Marketing Certificate Program ?

The length of time needed to complete a graduate certificate in marketing often varies from student to student and program to program. In some schools, students may need to successfully finish 9 to 12 credits, but other programs may require a minimum of 18 to 19 credits.

For those who have already taken a course equivalent to one of the program’s requirements, it may be possible to complete the certificate in one semester. That stated, some schools report that students often choose to complete the program over two or more semesters (about one year).

Part-time domestic students and permanent residents may choose to complete the program over several years. International students may have to follow specific guidelines, and in some cases, might need to complete the program within a set timeline of two semesters.

Individuals who have not previously completed a master’s level introductory marketing course may need to begin their coursework prior to other students to bring themselves up to speed. This may add on extra time to completion.

Could I Earn a Graduate Certificate in Marketing Online?

A number of graduate schools offer online marketing certificate programs. These do not usually require students to come to campus. Instead, participants join a virtual classroom which may provide a self-paced format. Log into courses from home, office or wherever there is a good Internet connection.

Types of Marketing Certificate Programs for Post-Baccalaureate Students

There many types of marketing graduate certificate programs for post-baccalaureate students. Some require that applicants are enrolled in an MBA or masters program—or, have graduated with a business major.

Universities may also offer programs that could be used both as a stand-alone certificate or as the focus of an MBA. However, there are also programs designed for non-business majors.

Marketing Certificate Programs

A graduate certificate in marketing might offer an overview of analytics, research and managerial practices for today’s digital landscape. Students may gain a fresh point of view about consumer behavior, cost analysis and return of investment.

See below for a sample course plan.

  • Marketing Promotions
  • Marketing Research
  • Strategic Marketing Management

These tools, ideas and frameworks may be useful to form integrated strategic marketing plans which aim to improve the performance of their organization.

Digital Marketing Certificate Programs

A graduate certificate in digital marketing could serve the needs of students who want to boost skills in social media, mobile marketing, analytics and more. Participants might study core concepts and tools of digital marketing management and could learn to assess digital marketing strategies for their merits and weaknesses.

Courses could cover market analysis in tandem with key marketing concepts. Students might reasonably expect to take at least one course in digital marketing which may highlight consumer behavior and opportunities. See Below for a sample course plan.

  • Marketing Management
  • Digital Marketing
  • Marketing Analytics
  • Applied Topics in Marketing

In addition, there may be some discussion of the issues and tactical solutions that are brought into play as digital marketing practices infuse the classic marketing function. Internet and mobile marketing tools such as search engine marketing, social media, and viral marketing may be presented as well.

For those who want to continue their graduate education, some schools might allow students to start out with a 4-course certificate, then apply those 12 credits into their 36-credit MS in Digital Marketing program.

Internet Marketing Certificate Programs

A graduate certificate in internet marketing might provide a concise course plan replete with timely topics. These could cover areas such as social media and online PR, search engine optimization (SEO), data analysis, web analytics, PPC advertising and conversion optimization.

Students might therefore work to master the key marketing tools needed to craft successful marketing campaigns. See below for a sample course plan.

  • Search Engine Optimization
  • Web Analytics
  • Landing Page & Conversion Optimization

Some universities might offer internet marketing certification courses after an MBA in marketing. However, a graduate certificate in internet marketing could also serve as a stand-alone credential to help students get ready for an OMCP (Online Marketing Certified Professional) certification exam. If this is your goal, check that the school you want to apply to is a registered OMCP provider.

Integrated Marketing Certificate Programs

A graduate certificate in integrated marketing communications (IMC) could cover the strategies and tactics needed to reach key audiences in today’s web dominated industry. Curricula might get started with an overview of IMC followed by core courses and electives.

At its most basic level, IMC is about joining all the promotional activities of an enterprise so that they are in harmony across all channels. Said channels could span advertising, public relations, direct marketing, social media, sales promotion, etc. See below for a sample course plan.

  • Marketing Research & Analysis
  • Audience Insight
  • Brand Equity Management
  • Emerging Media & the Markets
  • Students might therefore learn how to align marketing activities to ensure a constant flow of information to consumers from a variety of media.

Marketing Management Certificate Programs 

A graduate certificate in marketing management could target marketing managers who want to more deeply grasp sales, brand management, promotion, and consumer behavior. Students might learn how decision-making in the marketing function of profit and nonprofit organizations is impacted by many factors such as how firms analyze market opportunities and select target markets.

Topics might also relate how firms develop their 4P’s (product, price, place and promotion), deal with competition and strategize for the global marketplace. See below for a sample course plan.

  • Marketing Communications
  • Marketing Planning and Strategy
  • Consumer Motivation and Behavior
  • Product Planning and Pricing

What Could I Learn Through a Graduate Certificate in Marketing?

Course plans in marketing graduate certificate programs vary, though commonly target a single theme. Students might need to fulfill core requirements but may still have a hand in course selection through a choice of electives.

Actual coursework may be based on actual case studies and relevant projects where students might learn to apply theory into real-time scenarios. The malleability of graduate certificate in marketing could be an asset to those who want to pair modern marketing practices for the digital age with their own career-focused goals.

We put together a sample curriculum below which draws common courses from marketing graduate certificate programs and provides some insight into what these courses might discuss. Make sure to conduct your own thorough search, and review course lists from the schools you want to apply to.

Consumer Behavior: Students may gain a deeper grasp of consumer or business customer wants and needs. Emphasis may be placed on using this knowledge to the benefit of a firm—revenue generation, market share improvements, cost efficiency, and marketing return on investment.

Product Development and Management: Students might examine the entire process and cycle of product planning, competitive positioning, channels of distribution, pricing and promotions. Other aspects of this course might deal with methods used to enhance innovation, as well as to market research and psychographics.

Advertising and Promotion: Students could learn some promotional techniques for goods and services. Topics might cover the types of media channels used in advertising and the advertising potential of new platforms, such as web-based applications and social media.

International Marketing: Students could learn how to sell goods and services to customers in a globalized economy or in other countries. This class might present an overview of the issues and challenges associated with marketing to people with different cultural, political, and economic views.

Quantitative Marketing Research Methods: Students might study market research activities through the lens of managerial practices. The course could cover a slew of mathematical principles utilized by market research professionals such as the basics of statistical analysis and regression and modeling techniques. Attention may be paid to how to analyze and present data about market conditions, consumer behavior, and the effects of pricing on sales.

Strategic marketing management: Students might learn how to break down broad marketing goals into actionable plans and tactically planned advertising campaigns. Coursework might present case studies of marketing plans from different business sectors to help students understand the effects of different business decisions.

Marketing Analytics: Students might take a deeper look at the ways firms use to assess marketing performance. Topics might cover a series of return on investment metrics for marketing investments. The course might also introduce students to formulas and ratios that measure customer profitability, product portfolio mix, and the effectiveness of advertising and web spending.

Web Analytics: Students could gain an in-depth grasp of KPIs, Segmentation, Reports, Experimentation, and a lot more. This type of course usually aims to decipher data and broaden technical skills.

Landing Page & Conversion Optimization: Students could learn how to convert traffic to a website. This type of course could help participants turn visitors into customers with specific examples of what ‘works’.

SEO (Search Engine Optimization): Students might gain an ability to navigate areas such as keyword research, SEO copywriting, site architecture, link-building, and local search optimization strategies.

CRM and Targeted Marketing: Students may gain vital insight into the creation, design and strategic role of databases in marketing today. Customer relationship management concepts such as customer segmentation, lifetime value and loyalty might also be examined.

What Could I Do with a Marketing Certificate?

Many grad schools have policies in place which could allow students to transfer earned certificate credits forward – into a masters in marketing or related program. Take courses now that might be helpful in a current career and keep the door to higher education open.

Those who want to pursue a career in marketing might have diverse options. Students who excel at strategy might want to look into potential opportunities in advertising, promotions, or marketing management. While those who enjoy analysis, qualitative and quantitative research might prefer to consider possibilities in market research or search engine analytics.

Facts and Figures: Per the BLS, overall employment of advertising, promotions, and marketing managers is projected to grow 10 percent from 2016 to 2026.iiThey report average annual salaries (based on May 2017 data) for advertising and promotions managers was $106,130.iii

In contrast, employment of market research analysts is projected to grow 23 percent from 2016 to 2026, say the BLS. ivBased on May 2017 information, market research analysts earned an average annual salary of $63,230. v

Find Marketing Graduate Certificate Programs Today!

Browse the marketing certificates from partner grad schools below. Choose the perfect graduate certificate in marketing for your goals, then easily contact schools with the form provided. Prefer to look for marketing graduate certificate programs near you? Filter by location – it’s that simple.


[i] onetonline.org/link/summary/13-1161.00 | [ii] bls.gov/ooh/management/advertising-promotions-and-marketing-managers.htm#tab-6 | [iii] bls.gov/ooh/management/advertising-promotions-and-marketing-managers.htm#tab-5 | [iv] bls.gov/ooh/business-and-financial/market-research-analysts.htm#tab-6 |[v] bls.gov/ooh/business-and-financial/market-research-analysts.htm#tab-5

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