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Course Description

In today's highly competitive marketplace, effective marketing is a core requirement of any successful organization. A well-conceived strategic marketing plan supported by effective execution is essential to profitable business growth and/or nonprofit success. This course, which provides an overview of marketing and the marketing process, is designed for those new to marketing or those trained in other disciplines.

Learner Outcomes

Upon successful completion of this course, students will be able to: 

  • Analyze the target audience and their needs
  • Assess the environment and perform SWOT analysis
  • Utilize marketing research techniques
  • Differentiate your product or service with optimal positioning
  • Develop compelling promotional programs
  • Formulate effective pricing strategies
  • Acquire cross-cultural marketing communication skills for the global marketplace

Course participants use these tools and ideas to create a strategic marketing plan for a product or service of their choice.

Applies Towards the Following Certificates

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Enroll Now - Select a section to enroll in
Type
Class
Days
W
Time
6:00PM to 8:15PM
Dates
Jan 07, 2026 to Mar 18, 2026
Campus
UCSB Campus
Building
Kerr Hall
Room
Room 2166B
Schedule and Location
View Details
Contact Hours
36.0
Location
Delivery Options
In Class  
Course Fee(s)
Course Fee credit (4 units) $685.00
Potential Discount(s)
Available for Credit
4 units
Instructors
Section Notes

Steps to Enroll

Finals week: Wed, March 18th

Recorded lectures (approximately 45 minutes total viewing) will be posted by the instructor before class.

Students are expected to fully review the weekly lecture and any supplemental materials provided in order to actively participate by the next week. 

How to Access Your Online Course on Canvas

Late Registrations Notice: 

Self-enrollment will be available until 11:59 PM PT the Day before the 2nd class session.   If you wish to enroll after that time, please contact PaCE Support at help@professional.ucsb.edu

Required Textbook(s):
No textbook is required for this course. Assigned readings are posted for online access.

Drop Course Policy:
A minimum $40 non-refundable administrative fee per course is charged for all drops. See the full Drop Policy here.

Type
Class
Days
W
Time
6:00PM to 8:30PM
Dates
Apr 01, 2026 to Jun 10, 2026
Campus
UCSB Campus
Building
Kerr Hall
Room
Room 2140
Schedule and Location
View Details
Contact Hours
36.0
Location
Delivery Options
In Class  
Course Fee(s)
Course Fee credit (4 units) $685.00
Potential Discount(s)
Available for Credit
4 units
Instructors
Section Notes

Steps to Enroll

Schedule:
Wednesday evening, 6PM - 8:30PM
First day of course: Wed, April 1st
Last day of course: Wed, June 3rd

Finals week: Wed, June 10th

A recorded lecture will be posted by the instructor every Monday. Students are expected to fully review the weekly lecture and any supplemental materials provided in order to actively participate in Monday's class.

How to Access Your Online Course on Canvas

Late Registration Notice: 
Self-enrollment will be available until 11:59 PM PT the Day before the 2nd class session. If you wish to enroll after that time, please contact PaCE Support at help@professional.ucsb.edu

Required Textbook(s):
Students are required to purchase the textbook(s) assigned by the instructor. The instructor will provide details to the class before the course start date.

No refunds after 4/12/26
A minimum $40 non-refundable administrative fee per course is charged for all drops. See the full Drop Policy here.