ACP Marketing

Overview

The internet, the digital economy, and the growth of an information-based society are dramatically changing business and the way products and services are marketed and sold. To be more successful in this “new marketing environment” businesspeople need to understand what is changing and the new tools and approaches now available. This certificate program focuses on building marketing knowledge and skills while incorporating the new tools. Specific areas of focus include market and marketing research, competitive monitoring, internal and external communications, marketing planning, and use of internet tools, techniques and software available to assist in implementing marketing strategies.

Schedule

Tuition: $6,800
Internship: $1,650

	2009	2010	2011
Winter		Jan 6 - Apr 1	Jan 5 - Mar 31
Spring	Apr 3-Jun 25	Apr 2-Jun 24	Apr 1-Jun 23
Summer
Fall	Sept 18-Dec 15	Sept 17-Dec 14	Sept 16-Dec 13

Benefits

• EXPLORE new career opportunities or develop specific skills in marketing.
• INTERACT with local and international marketing professionals.
• ENHANCE your knowledge and skills in the various components of marketing, consumer research, presentation skills, creativity and strategic planning.
• ACQUIRE practical and theoretical knowledge from instructors who are working professionals and leaders in their field.
• GAIN a competitive edge in the global job market through an internship in a U.S. company.

Certificate Requirements

To earn the certificate, participants must complete the following courses, each with a grade of "C" or better for a total of 170 hours of instruction.

All certificate programs at UC Irvine Extension require professional-level English language proficiency in listening and note-taking, reading comprehension and vocabulary, written expression, and oral presentation. International students who do not meet certificate program admissions requirements are invited to enroll first in one of our English language program offerings.

Admission Requirements

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"The program is carefully structured to achieve goals with the most updated knowledge to apply to your career."
Liliana Arenas Aya, Colombia
ACP Marketing

Curriculum

This program is a marketing curriculum emphasizing the technology tools that are needed in a digital-driven economy. Courses focus on how technology and the internet are changing the way the following core marketing activities are conducted: market research, competitive monitoring, customer service, internal and external communications, online and offline writing, branding, public relations and ‘business to business’ marketing. Completing the entire program participants gain knowledge that meets competencies defined by the Department of Labor for a Marketing Manager.

Introduction to an ACP

Gain an overview of the American higher educational system and acquire the academic skills to ensure your success in an ACP.

Professional Communications Seminar (PCS)

Understand American business culture, sharpen your communication and presentation skills, learn professional etiquette, and improve your business English.

• Presentation Skills Workshop
  Being able to present your ideas clearly in meetings and business presentations can be critical to your career success. Gain a professional's grasp of acquiring stage presence and captivating your audience; learn to speak more persuasively; gain confidence and poise; and, learn to organize your information for the most effective delivery.
• Essentials of Marketing Beyond the Four Ps
  With an understanding of the fundamentals constituting modern marketing practices and the four Ps—Product, Place, Price and Promotion, you will be prepared to develop dynamic programs and marketing strategies geared to the 21st century marketplace. Explore the complex relationships between target markets, customer value propositions, competitive analysis, brand management, pricing strategies, and more. Understand how to monitor the marketing environment, conduct marketing research and implement relationship management programs to improve the profitability of your business. You will also examine new cutting edge internet tools to increase sales and enhance marketing communications.
• Understanding Customers and Markets Through Research
  Explore the most advanced market research methods including usage of web–based tools. Learn how to analyze research data to measure the effectiveness of your marketing program, determine what changes are needed, and implement a competitive strategy. Explore the factors that impact consumers’ buying decisions and learn how to affect demand for your product or service.
• Using the Web as a Marketing Tool
  Learn how you can use your web site as a research tool, selling tool, and communications tool to increase the efficiency and effectiveness of your overall marketing. Discover how to develop and use your web site to provide customer service, test new products, and obtain marketing research information.
• Business to Business Marketing
  The Internet is creating tremendous new opportunities for business–to–business marketing, changing the Four Ps as we know them to a modified set of Ps based on relationship marketing, delivering customer value, and creating competitive advantage in a global environment. You will learn how to assess market trends and risks, understand customer needs, implement value–based marketing and pricing programs, and understand how to leverage technical, sales, and supply chain resources for maximum advantage.
• Customer Relationship Management
  Customer relationship management is a business strategy that provides the enterprise with a complete, consistent, and integrated view of its customer base. This course focuses on customer satisfaction and retention using the web. Understand the strategies for first–call resolutions, customer loyalty programs, customer interaction centers, and productive marketing automation.
• Branding
  Acquire a working knowledge of how to develop a brand process and strategy within your own company and integrate it into your communication plan. Discover brand lifecycles, how to build a brand, and the distinctions for branding your product online.
• Marketing Planning for Your Product or Business
  Understand the modeling and mechanics of preparing a marketing plan. Learn how to analyze marketplace dynamics, identify customer and business needs, prepare a creative strategy, build an action plan for implementing the strategy, develop budgets and financial projections, analyze the plan's effectiveness, and “sell” the marketing plan to senior management.

Internships
As an optional last course and for an additional fee of $1,650, you have the opportunity to apply academic theory and gain practical experience in a variety of businesses and industries for up to three months. A research project provides additional training. Also included in the internship are the Resume Development and Interviewing Skills workshops.
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