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

Enroll Now - Select a section to enroll in
5:00PM to 6:30PM
Apr 01, 2024 to Jun 10, 2024
Web-based Instruction
Schedule and Location
Contact Hours
  • Web-based Instruction
Delivery Options
Course Fee(s)
Course Fee credit (4 units) $685.00
Available for Credit
4 units
Section Notes

Steps to Enroll

How to Access Your Online Course on Canvas

Late Registrations Notice: 

Self-enrollment will be available until 11:59 PM PT of the second business day after the 1st class session (i.e. If the first class starts on Thursday, self-enrollment is open until the following Monday at 11:59 pm).  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.

No refunds after 04/14/24
A minimum $40 non-refundable administrative fee per course is charged for all drops. See the full Drop Policy here.