Certificate Program in Marketing Online Information Session
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Certificate Program in Marketing Online Information Session


Hello and welcome to our Online Information
Session! My name is Tom McGuire, and I am the program
director for the Certificate Program in Marketing and related programs. Today, we’re going to learn all about these
programs and how they can benefit you, whether you are a career changer or already working
in the field. We’ll begin by talking about the expanding
need for marketing professionals and how our certificates will prepare you for a career
in this exciting field or enable you to advance to the next level. You’ll also learn the nuts and bolts of our
marketing certificate and the two professional sequences and then how you can get started. If you have any questions during this presentation,
please go ahead and send them in; we will do our best to answer your questions as we
go through the presentation and answer as many as we can at the end. So let’s get started! So what do marketers do? Whether it’s for advertising, promotions or
general marketing management, marketing professionals plan programs to generate interest in products
or services. They work with art directors, sales staff
and financial staff members, and usually report to members of the C Suite. These professionals are tasked with various
job requirements, including ? Create an overall marketing budget and negotiate
advertising contracts ? Selecting various media to promote their
company and its services or products. This could be purchasing digital advertising,
print, videos, television, billboards, or content creation. ? Work with web designers to evaluate the
look and feel and usability of websites that are used as part of a campaign
? Initiate market research studies and analyze the findings to understand customer and market
opportunities, including customer intent and desire. These studies also provide data on creating
segments or personas to whom they would market to. ? Marketers develop pricing strategies related
to their target customers ? And finally, marketers in management positions
are also tasked with hiring advertising, promotions and other staff to produce and deliver various
deliverables So you can see that marketing is critical
to an organization’s maintaining and expanding its share of the market. It’s one of the reasons why there is a projected
10-percent growth in marketing positions. And that’s no surprise when you think about
the various ways people consume marketing�social, print, digital advertising, promotions�and
the resulting data that informs strategy. According to the Bureau of Labor Statistics,
for most marketing manager jobs in advertising and promotion, you can see that the growth
rate is 10% for these positions through 2024. That’s faster than the average growth rate,
which is around 7% for all occupations. So that translates into about a quarter-million
marketing jobs being created and needing to be filled with skilled professionals such
as yourself. So opportunities abound to either break into
the field or propel your career forward to take on new challenges. So how can you take advantage of this growing
need? If you have a bachelor’s degree�which is
recommended, but not required for our programs�combined with our marketing certificate or the professional
sequences, you’ll have the knowledge and skills to be successful. For example, you could specialize in marketing
research, public relations, or social media. Or you could advance your career into a managerial
role with job responsibilities in advertising, promotion, strategic or digital marketing,
or any number of other specialized areas in the marketing funnel. And that’s exactly what our certificate is
meant to do: It is designed to help you achieve your career
goals, whether that’s breaking into the marketing field or advancing into a new marketing position. Many of our graduates initially chose us for
their education because they required marketing skills to fulfill the duties of a new promotion,
or they needed to acquire new knowledge for career advancement within the field or perhaps
they wanted to change the direction of their career. Some needed to incorporate marketing power
in business, or they simply wanted to round out their work experience or training in advertising,
PR, sales and marketing, social media or digital marketing. So the program benefits a variety of different
people at different stages of the career cycle within marketing or as career changers. You’ll find a healthy mix in the classroom
of students who have varying levels of experience and knowledge in the marketing field. So, how can UC Berkeley Extension help you
achieve your career goals and become more competitive in this growing field? UC Berkeley Extension is the continuing education
arm of the flagship campus, UC Berkeley. Since 1891, we’ve been assisting students
in reaching their professional goals and accomplishments. We offer more than 65 professional certificates
and specialized programs, and more than 2,000 classroom and online courses, with 45,000
enrollments each year. We pride ourselves on academic excellence. All of our courses and instructors�as in
this certificate program and professional sequences�are approved by the appropriate
campus department; in particular, the programs are fully supported by the UC Berkeley Haas
School of Business. Our certificates require academic advisory
boards which comprise campus faculty and industry leaders. They review the curriculum to ensure that
it’s up to date, and in touch with emerging trends and hot topics. Our instructors, most of whom work in the
field, also bring their real-world experience into the classroom. So, when you enroll in a UC Berkeley Extension
course, you will receive a real-world professional Berkeley-quality education. Now let’s first focus on the certificate program
in marketing. To complete the certificate program in marketing,
you’ll take 3 core courses and 4 semester units of electives, which is usually 2 to
3 courses. In total, you’ll receive 150 hours and 10
semester units of hands-on, practical instruction. You might be wondering, how much time will
I be devoting to my studies? As a general guideline, for every hour spent
in the classroom, you should expect to spend about two hours outside of class time studying. For example, if you are in a class that meets
once a week for three hours, count on spending up to six hours outside of class time reading,
preparing assignments, and working on projects. In total, this will be about nine hours of
for both class and study time. Most students complete the certificate between
a year or two years; if you’re not working full time, it is possible to complete this
certificate in a year or so. Either way, you have up to three years to
complete all of the courses once you’ve registered for the certificate. To fulfill the Core Courses requirement, you’ll
need to complete three of the following courses listed here. Marketing Management (formerly Introduction
to Marketing) is the foundation course where you learn the �4 Ps� of marketing and
other fundamental concepts that will benefit you and come to bear later on because the
courses build upon each other in content and knowledge. In Marketing research: Concepts and Technique,
you’ll learn to identify the concepts and methods of marketing research, and understand
how to perform qualitative and quantitative research methods. At the end of the course, you’ll have designed
and developed a market research plan. You could use this market research plan at
your current work or save it as part of your portfolio when you interview for marketing
positions. In the social media course -Social Media Marketing
Strategies -you’ll focus on �non-traditional� media channels such as websites and blogs,
social profiles, RSS feeds, podcasting, videocasting, webcasting and the like. You’ll learn when to use each of these different
channels and evaluate the ROI, the return on investment, of each channel. Your final project in this class is planning,
executing and performing an ongoing analysis of a social media marketing strategy for a
company and its brands. So this could be an analysis of a company
you’re currently working for or, again, youc an add this to your interviewing portfolio. In Marketing Strategy, you’ll take a deeper
dive into the material you’ve already learned. You’ll apply probability analysis methods
to marketing situations, and present solutions and recommendations to formulate a cohesive
marketing strategy aligned with your company’s business goals and objectives. It’s also an opportunity to hone and practice
your presentation skills. The last core course we offer is Strategic
Marketing Analytics (formerly called Marketing Analytics I). In this course, you’ll learn to use computer-based
models and metrics to improve marketing decisions and return on marketing investment. You’ll determine market share sizing, forecasting
and positions, developing surveys, understanding data and assess the lifetime value of a customer. You’ll also need to complete 4 semester units
of electives, This usually equates to 2 to 3 courses. So you could complete all 5 Core Courses to
fulfill the electives requirement. Or, you could complete 3 Core Courses and
then take 4 semester units from the electives list on this slide. Electives give you the opportunity to customize
your learning by taking those courses that are most relevant to you and your career. You can dive deeper into data and analytics,
or marketing planning or maintaining a brand. You pick the electives that most interest
you. Now if you want to specialize your marketing
education, we offer a program specifically designed around Digital Marketing. Your company’s customers spend their time
online�on social media, mobile apps and Internet searches. Digital marketing is the intersection of finding
those qualified customers and eliciting brand awareness and engagement for your organization�whether
a small startup or a Fortune 500 company. In a world that is fast-becoming digital-centric,
effective marketers need to understand the various platforms, key performance indicators
and Return on Investment to elicit brand awareness and customer engagement. Go beyond the acronyms, platforms and emerging
technologies with our intensive four-course series in digital marketing. You’ll receive 6 semester units and 90 hours
of hands-on instruction. Most students can complete these four courses
in about a year. Here are the four courses you’ll take to complete
the Professional Sequence in Digital Marketing. These are the same Core Courses that you’ll
find in our certificate program in Marketing, but here they’re bundled together so that
you can focus your studies in order to get a deep dive and learn about the various forms
of digital marketing. We also offer a specialization in business
analytics specifically for marketing professionals. This project-driven and case study�based
curriculum focuses on quantitative methods for more effective decision making. You learn about different approaches to analytics-based
marketing, integrating principles and strategic concepts, and computer-based models and metrics
to improve marketing decisions and return on marketing investment. Gain a comprehensive, hands-on, practical
approach to understanding the benefits and objectives of quantitative marketing with
our intensive four-course series. You’ll receive 6 semester units and 90 hours
of hands-on instruction. Most students can complete these four courses
in about a year. Here are the four courses you’ll take to complete
the Professional Sequence in Business Analytics for Marketing Professionals. These are the same Core Courses you’ll find
in our overall Certificate in Marketing program, but here they’re bundled together so that
you can focus your studies in order to get a deep dive and learn about analytics that
inform marketing strategies. In any of our marketing programs, you’ll learn
best practices, techniques, and strategies from our marketing instructors who bring years
of real-world experience to the classroom. Again, all of our instructors are approved
by UC Berkeley’s Haas School of Business. Our instructors are skilled experts deeply
vested in your success! They are passionate about sharing their knowledge
with you and helping you achieve your professional and career goals. They bring to the classroom concepts that
illuminate the topics as well as real-world examples from their job and consultancy experience. Under your instructor’s guidance, you’ll work
through examples and gain first-hand knowledge through case-based scenarios and interactive
projects. Here are two select profiles of our roster
of outstanding instructors: Meleena Erikson is the CEO of ES Communications,
a marketing consulting firm that works with small businesses and nonprofits to develop
and execute marketing strategies. For more than a decade, Meleena has brought
her passion for marketing into the classroom, teaching business and marketing courses at
the undergraduate and graduate levels. Another stellar instructor is Stephan Sorger,
who holds an M.B.A., an M.S., and PE and was awarded the distinction of Honored Instructor
at UC Berkeley Extension. He is the vice president of strategic marketing
at the consulting firm On Demand Advisors. Previously, Stephan held leadership roles
in marketing and product development at companies such as Oracle, 3Com and NASA. He also has written two textbooks, Marketing
Analytics: Strategic Models and Metrics, and Marketing Planning: Where Strategy Meets Action. We offer courses both in the classroom and
online. If you take a classroom-based course, you’ll
be learning in our downtown Berkeley center which is just a couple of blocks away from
campus or you can take a class at our San Francisco Campus in the Financial District. Both locations are easy to get to using public
transportation so you don’t have to leave work early to get to class. If weekends work better for you, we offer
that option as well, often in an accelerated format so that you can complete a course in
five weeks. If weeknights work better for your schedule,
those courses run generally once a night over a period of five to 10 weeks. If you want to take a course online, you have
two options. �Fixed-date� courses have a set start
and end date�in the same way as a classroom course. Fixed date courses usually run about 3 months. We also offer �ongoing, continuous enrollment�
courses. These allow you to enroll at any time to begin
your course. You progress through the course at your own
pace, and you have six months to complete your coursework. Your learning materials are always accessible
in the online environment. Group discussions, forum posts, and instructor-posed
questions provide rich opportunities to interact with your fellow classmates. You’ll learn by reading materials, watching
videos, and listening to industry-relevant podcasts. You submit your homework assignments and research
projects electronically. Your instructor will provide feedback and
grading as you progress through the class. Earning the certificate in marketing or our
two specializations is a simple 3-step process. First, you register for the certificate. We recommend you do this before starting your
second course. Please check out the requirements on our website. Then, you complete all of the required courses
and earn a grade of C or better within the 3-year or one year time period. Probably one of the biggest benefits is that
you pay as you go along. You don’t pay for the entire certificate at
once. You pay for each course one at a time. Prices vary based on each course. And the cost for the certificate program in
marketing is approximately $4,700. And each of the specializations is about $3,400. These fees do not include materials please
note. Once you’ve finally completed all of your
courses, you’ll receive your certificate. So many of you might be wondering, �What
do your graduates go on to do?� We’re always super-proud of our students’
success. Many of our instructors share stories of former
students who have landed positions or who have advanced in their marketing career. Here are a couple of our recent graduates
and their current positions: Sophia Fox is senior product marketing manager
at Granular, a company in the agtech space. She is responsible for go-to-market strategies
from product positioning and messaging to campaign strategies, and cross-functional
alignment and collaboration for successful launches. Sophia told us that the certificate provided
a great foundation that she uses in her current role and previous work as a senior manager
of Product Marketing at Zenfolio, a photography portfolio platform. Another of our graduates is Robert Frawley,
who changed his career from administration to marketing by taking our certificate. He’s currently the marketing manager at TechCrunch,
a website that reports on news, opinions and analysis from tech companies around the world. Robert specifically works on conferences for
the site that attracts startup founders to executives at Fortune 500 companies. He’s responsible for B2C marketing and developing
partnership strategies for these global events. You can read more about these two and many
of our other marketing graduates, our true student heroes, on our Voices blog at our
website. So how do you get started? If you are new to Extension, you’ll need to
create a free student account through our website. You’ll use this account to enroll and pay
for your courses, find out about your grades and track your overall progress through the
program. Then, enroll in your first course. This could be a Core Course or an elective. I suggest visiting a course web page and finding
a section that fits your schedule in any of our programs. I also suggest filling out our newsletter
sign-up form. You’ll receive monthly emails about upcoming
courses and new blog posts. Thank you for submitting your questions, many
of which we’ve been able to answer during this presentation. And here are a few more that have come in. What’s the difference between classroom and
online? Are there benefits to doing one over the other? In either format, you will be exposed to the
same content and work toward identical learning outcomes. So, from a pedagogic perspective, there is
really no difference between the classroom and online. The benefits of taking an online class are
convenience, flexibility and cost and time savings in terms of traveling, parking and
what have you. Here’s another question that’s come in. How quickly can I finish an online course? Well you can begin an ongoing, continuous
enrollment course once you enroll. And from that date of enrollment, unless otherwise
noted, you have a maximum of 180 days to complete your coursework, 6 months. This includes taking your final exam or submitting
a project. The 180 days begins when you enroll, not when
you begin coursework. Course completion dates are strictly enforced
to keep you on track. Expect a minimum of 30 days per semester unit
to finish by the course end date. This allows for instructor-led interaction
and feedback between assignments so that you can get the most out of your class. You should plan to complete one module at
a time, allowing at least a week for grading and feedback from your instructor. For fixed date courses, you have specific
start and finish dates. You complete homework assignments within the
specific dates posted in the course section’s information and as set by your instructor
in the course syllabus. Here’s a relevant and important question for
many of you. How can I break into the field as a career
changer without having marketing experience? Our courses thoroughly prepare you from the
ground up to take on entry-level marketing responsibilities within a company. And every company, whether a startup, a �mom
�n pop� operation, or small to mid-sized business, everyone needs to fill marketing
positions. Throughout your courses, you will compile
a portfolio of projects and research findings that you can put on your resume to demonstrate
to prospective employers your reach of knowledge and sophistication. You will be interacting with your instructors
and students who will become a great network of professionals to tap into. Many of your instructors are often hiring
managers themselves. And, of course, always apply for positions
and prepare for the interview by brushing up on your speaking, listening and presentation
skills. Ultimately, we provide you the opportunity
to succeed, but the guarantee is in your hands. Well, that’s all the time today we have to
take your questions. But if you have any additional questions that
I was not able to answer, here is my contact information. I would love to hear from you and discuss
how the marketing certificate, the two specializations, or individual courses can help you become
a qualified and knowledgeable marketing professional. Thank you again for taking the time to learn
about our certificate and course offerings in marketing. I look forward to seeing you in one of our
classrooms or online!

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