NON-CREDIT Certificate in Integrated Marketing Strategy & Planning Executive Education | Open Enrollment Start Date Format Online Tuition $2900 Courses 7 Sessions Join Our Mailing List Customer interactions and expectations are changing as the marketing landscape evolves into a “new normal”. Marketing leaders are being pushed to remain current and enhance organizational competitiveness as new talent and competition quickly emerge. The need to make better business decisions, synthesize strategy, and drive profitability is ultimately addressed by marketing plans designed to drive results. These results are achieved through the combination of customer insights, understanding why customers buy, proper positioning, communication strategies, digital, new distribution channels, and service/product innovation. This certificate program is designed for professionals looking to develop relevant and immediately implementable skills across seven (7) key competencies in marketing. Case studies, large group discussions, and small team breakouts will be used during each live session to enhance learning. In addition to the live sessions, participants will have 1-2 hours of intersession work to complete independently each week. The intersession work is intended to support application of learnings presented in the live sessions and help participants to begin building their Capstone Marketing plans in a cumulative manner. Whether you are an experienced marketing professional or an emerging leader, this certificate will provide you with strategic and data-driven marketing training needed to better position you and your company for success. Please consult the accordion section at the bottom of this page for detailed information on course dates and requirements. This program is not currently accepting registrations. Please join our mailing list to be notified the next time the program is offered. Join Our Mailing List Required Sessions and Capstone Introduction to Marketing Strategy & Planning In this session we will consider the role Marketing plays in driving revenue and increasing market share in today’s business environment. You will also consider how to use data-driven analysis to help maximize the effectiveness of your marketing plan. What You’ll Learn The Marketing Plan Framework The Seven Key Marketing Strategies Intersession: Conduct a situation analysis (SWOT) of your marketing capstone project and submit into Canvas × Introduction to Marketing Strategy & Planning In this session we will consider the role Marketing plays in driving revenue and increasing market share in today’s business environment. Learn More Atoms / 03.Icon / Plus Circle Setting Marketing Objectives and Defining the Competitive Set In this session you will learn to write marketing objectives that will help ensure you create the most effective strategies and tactics for your annual marketing plan. You will also learn how to segment your market and select the optimum target audience. What You’ll Learn The Customer Path-to-Purchase Creating Marketing Objectives that are S.M.A.R.T Intersession: Write three SMART objectives Intersession: Name the category your business will compete in, and 5-7 segments of that category × Setting Marketing Objectives and Defining the Competitive Set In this session you will learn to write marketing objectives that will help ensure you create the most effective strategies and tactics for your annual marketing plan. Learn More Atoms / 03.Icon / Plus Circle Positioning your Brand In this session you will learn why effective positioning is critical to maximizing the appeal of your brand. You will also learn how to build brand equity, and to create a brand mantra for your business. What You’ll Learn Writing the Positioning Statement Repositioning your Competition Intersession: Create a positioning statement for your product/service Intersession: Identify your target audience × Positioning your Brand In this session you will learn why effective positioning is critical to maximizing the appeal of your brand. Learn More Atoms / 03.Icon / Plus Circle The Marketing Mix (Part 1) In this session you will learn how the 4 Ps of Marketing help you formulate your annual marketing plan. You will also learn how to use integrated marketing communications to build awareness and generate interest in your business in today’s fragmented media environment. What You’ll Learn The 4 Ps of the Marketing Mix Marketing Communications that Work Intersession: Describe your product or service, pricing strategy, channels of distribution, promotion strategies × The Marketing Mix (Part 1) In this session you will learn how the 4 Ps of Marketing help you formulate your annual marketing plan. Learn More Atoms / 03.Icon / Plus Circle The Marketing Mix (Part 2) In this session you will consider the range of pricing strategies and identify the one that best fits with your brand or company. We will also explore a range of go-to-market strategies and see how Promotion is more than just offering temporary discounts to current customers. What You’ll Learn Pricing as a Marketing Strategy Go-to-Market Strategies Intersession: How you will promote your product/service for your Capstone project × The Marketing Mix (Part 2) In this session you will consider the range of pricing strategies and identify the one that best fits with your brand or company. Learn More Atoms / 03.Icon / Plus Circle The Marketing Plan Flow Chart and Budget In this session, we’ll bring your annual marketing plan to life visually by creating a tactical flow chart and learn how to determine a proper marketing budget for your business. We will also discuss which KPIs will be most important to track the performance of your marketing plan. What You’ll Learn ● Creating a Tactical Flow Chart ● Determining the Marketing Budget Intersession: Details the monitors and measures used Intersession: Identify specific activities and assign budget × The Marketing Plan Flow Chart and Budget In this session, we’ll bring your annual marketing plan to life visually by creating a tactical flow chart and learn how to determine a proper marketing budget for your business. Learn More Atoms / 03.Icon / Plus Circle Marketing Capstone Project In this final session, participants will share their own marketing plan drafts, applying the principles learned through the various sessions in our course to gather feedback and advice from other participants and program faculty. What You’ll Learn Present draft Marketing Plan Gather Feedback for adjustment/consideration Learn from, and provide feedback to, other participants × Marketing Capstone Project In this final session, participants will share their own marketing plan drafts, applying the principles learned through the various sessions in our course to gather feedback and advice from other participants and program faculty. Learn More Atoms / 03.Icon / Plus Circle Certificate Objectives and Expected Outcomes: By the end of the course, participants will be able to: Explore the variety of marketing strategies that are available to help drive business growth in today’s environment. Provide a range of marketing frameworks designed to help managers address current marketing challenges. Create an annual marketing plan for your business or organization Marketing Capstone Project Throughout the program, participants will apply weekly learnings to the development of a marketing action plan. Within one week of the last session, participants will be required to submit a final plan demonstrating the application of course learnings to an internal marketing or business challenge. Roger Beahm, lead program faculty, will review each project submission and provide feedback. “Having spent 17 years of my professional career in the marketing/advertising agency world, I signed up for this course with the goal of building out my skill set to be more brand and business oriented. The class helped me achieve that but it also gave me so much more. In bringing together a very diverse group of participants and professors, spanning different expertise areas and business backgrounds, it provided a rich forum of discussion, learning, camaraderie and most importantly real world application.” — Erin Creighton, Certificate Recipient, 2021 Additional Information Dates, Location, Schedule The Certificate in Integrated Marketing Strategy and Planning will be offered in seven live sessions (offered virtually). Dates are TBD. A welcome webinar will be held in advance of the first session in order to cover program logistics and provide introductions. Final Capstone projects must be submitted by the indicated deadline. In addition to the live sessions, participants will have 1-2 hours of intersession work to complete independently each week. The intersession work is intended to support application of learnings presented in the live sessions and help participants to begin building their Capstone Marketing plans in a cumulative manner. Cost Integrated Marketing Strategy and Planning Certificate – TBD Materials Course materials are included in the cost of tuition. Course materials will be distributed electronically via a course management system in advance of the program start date. Participants must have a laptop or tablet computer to access course materials. Refund and Cancellation Policies Program Cancellation This course is offered contingent upon sufficient enrollment. If a course must be canceled, all registered participants will be notified at least five (5) calendar days before the course’s start date. All registered participants will receive a 100% tuition refund. No fees will be charged for canceled courses. Individual Cancellation – Refund Policy Prospective participants who withdraw at least 10 days prior to the start of a course will receive a full refund of tuition paid. Contact Us For more information, or to speak with a program adviser, please send an email to execedinfo@wfu.edu. Meet the Faculty Roger Beahm Wake Forest University Wake to What’s Next Contact Us