Four-month, part-time program including an onsite seminar, a distance learning course and a practical project paper.
Four-month, part-time program for:
The marketing management certificate program has three units:
The four-day "Marketing Management" onsite seminar covers:
The distance-learning unit, set in an international context, broadens and deepens participants’ knowledge. In addition to their literature assignments, participants take a four-week distance learning course (one evening per week) designed and taught by leading US professors.
In this course module, participants develop an understanding of the concept of marketing and having a market orientation. They cover strategic market planning, mission realignment and the Resource-Advantage Theory of Competition. Additionally, managers learn about environmental scanning, opportunity analysis, the marketing mix, market segmentation and consumer behavior. With regard to the product, participants learn about branding, the product life cycle and the new product development process. Other topics are services marketing, pricing, the promotion mix, advertising, sales promotion, sales management, personal selling, marketing channels, retailing trends, relationship marketing and customization using the internet.
Notes and discussion questions supplement slide presentations. Cases are analyzed and discussed in an asynchronous format. This course enables the participant to conceptualize marketing issues and to make viable marketing recommendations.
Lecturer: Prof. Dr. Stuart Van Auken
The practical part of this program ensures that participants’ studies relate to their current jobs. Participants select a subject or a project and write a 30- to 50-page project paper. The paper should build participants’ knowledge and skill in their specific business areas.
After successfully completing this program, participants are awarded the “Marketing Management Certificate” from SGMI Management Institute St. Gallen.