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
6:00PM to 9:00PM
Jan 11, 2023 to Mar 22, 2023
Web-based Instruction
Schedule and Location
Contact Hours
  • Web-based Instruction
Delivery Options
Course Fee(s)
Course Fee credit (4 units) $620.00
Available for Credit
4 units
Section Notes

Late Registrations Notice: 

Self enrollment will be available until 11:59PM 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 11:59PM).  If you wish to enroll after that time, please contact PaCE Support at help@professional.ucsb.edu

Students must have a UCSB NetID to access their online course.  If you do not already have a UCSB NetID, you will receive an email with instructions on how to create a NetID within one business day of late enrollment.  All students with a UCSB NetID will be added to the online course within two business days of late course registration. Students will then be able to access their course at gauchospace.ucsb.edu.


How to Access Your Online Course:


One business day after enrollment but no sooner than 2 weeks before the beginning of the course, you will receive an email with detailed instructions on how to access your online course. You don’t need to take any action until you receive that email. Please note that you will not be able to access your online course until all the steps highlighted in that email are complete.

Required Textbook(s):


No refunds after 1/22/23

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