The Marketing Professional

No matter how great the product or how brilliant the management, no good business can succeed without a sound and effective marketing strategy. Professionals in this field understand consumers, how to reach consumers and how to put a product in the best light possible for sales. Anyone can master the fundamentals of business and management, but it’s important to sustain that business by translating your skills into sales through marketing. Successful sales initiatives require sound marketing strategy to effectively explain the benefits of your product or service to exactly the customers who will keep your business going for years to come.


The Marketing Professional Program

The Marketing Professional program outlines for students current theories of marketing, their effective application and concepts important to marketing goods and services, identifying and further defining target customers, targeting those customers and really reaching them through your messaging from both a domestic and global perspective. Students will explore the elements of market research, identifying target customers, branding, pricing, developing product offers, and developing marketing communications for various distribution channels. Students will examine marketing critically from the perspective of the consumer, the overall economy, and technology as well as the legal and ethical issues that arise to ensure responsible marketing. This program provides students with a view of the principle areas of marketing. It explores the factors influencing how marketing decisions are made, including the impact of marketing decisions on an organization and its customers. Students will gain a working knowledge of practical marketing and business vocabulary.


Program Objectives

At the conclusion of this program, students will be able to:

  • Evaluate the primary components of a marketing plan from strategic, functional, and operational perspectives
  • Analyze how the characteristics of the business environment can impact marketing decisions
  • Analyze the possible impacts of marketing research on a business plan
  • Evaluate how consumer characteristics and behavior affect marketing strategies
  • Compare B2B and consumer markets
  • Compare various considerations in product and services marketing
  • Analyze how integrated marketing communications (IMCs) are developed and implemented
  • Analyze the considerations and process of creating a pricing strategy
  • Distinguish marketing channel options, considerations, and interactions
  • Use Microsoft Office


Education and National Certifications

  • Students should have or be pursuing a high school diploma or GED.
  • There are no state approval and/or state requirements associated with this program.
  • There is a National Certification exam available to students who successfully complete this program:
    • Microsoft Office Specialist (MOS) Certification Exam.


National Certification

Upon successful completion of this  program, students would be eligible to sit for the Microsoft Office Specialist (MOS) exam. Although there are no state approval, state registration or other state requirements for this program, students who complete this program  will be prepared and are eligible to sit for this national certification exam. Students who complete this program are encouraged to complete the externship option with their program. Students who complete this program can and do sit for the MOS national certification exams and are qualified, eligible and prepared to do so.

Externship / Hands on Training / Practicum

Although not a requirement, once students complete the program, they have the ability to participate in an externship and/or hands on practicum so as to practice the skills necessary to perform the job requirements of a professional in this field. Students will be assisted with completing a resume and/or other requirements necessary to work in this field. All students who complete this program are eligible to participate in an externship and will be placed with a participating organization near their location.