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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 8:30PM
Dates
Sep 30, 2026 to Dec 09, 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
Available for Credit
4 units
Instructors

Section Notes

Steps to Enroll

Schedule:
Wednesday evening, 6PM - 8:30PM
First day of course: Wed, Sept 30th
Last day of course: Wed, Dec 9th

Finals week: Wed, Dec 9th

A recorded lecture will be posted by the instructor after class. Students are expected to fully review the weekly lecture and any supplemental materials provided in order to actively participate in class the following week.

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 10/11/26
A minimum $40 non-refundable administrative fee per course is charged for all drops. See the full Drop Policy here.

Type
Online
Dates
Jan 04, 2027 to Mar 19, 2027
Contact Hours
36.0
Delivery Options
Online Asynchronous  
Course Fee(s)
Course Fee credit (4 units) $685.00
Available for Credit
4 units
Instructors

Section Notes

Steps to Enroll

How to Access Your Online Course on Canvas

Late Registration Notice: 
No late enrollment after the 7th day – 1/10/2027

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 1/17/27
A minimum $40 non-refundable administrative fee per course is charged for all drops. See the full Drop Policy here.

Type
Class
Days
Th
Time
1:30PM to 4:00PM
Dates
Apr 01, 2027 to Jun 10, 2027
Campus
UCSB Campus
Schedule and Location
View Details
Contact Hours
36.0
Location
Delivery Options
Hybrid  
Course Fee(s)
Course Fee credit (4 units) $685.00
Available for Credit
4 units
Instructors

Section Notes

Steps to Enroll

How to Access Your Online Course on Canvas

This course includes scheduled live meetings and required asynchronous instructional activities. Students should expect additional weekly instructional time in Canvas outside of the scheduled meetings, which may include recorded lectures, interactive modules, guided discussions, case studies, knowledge checks, quizzes, or applied exercises. These required activities support the full instructional expectations for the units awarded. Additional independent coursework, such as reading, assignments, projects, studying, or exam preparation, may also be required.

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 4/11/27
A minimum $40 non-refundable administrative fee per course is charged for all drops. See the full Drop Policy here.