Curriculum: Coming Soon - Professional Selling and Sales Management Graduate Certificate

July 31, 2021
12
August 23, 2021

curriculum icon Curriculum at a Glance

The certificate includes one core course (two semester credits) and four to five elective courses (10 semester credits). The prerequisite Marketing Foundations course is required for students without a marketing background.

Marketing certificate curriculum: 

  • Prerequisite, 1 credit
  • Core, 2 credits
  • Electives, 10 credits

To learn more about our coursework, review a sample curriculum.

Professional Sales

The course is designed to enable the student to increase his/her understanding and competence in professional selling through a combination of discussions, exercises, role playing, and a simulated sales presentation. The course will also help students understand the role of professional selling within the context of the marketing and promotional mix of the firm, and guide students in their understanding of the principles of professional selling.

Influence Strategies

Social influence refers to the attempt of one party to gain compliance from another party. It is a universal feature of human existence and widely practiced by sellers. This course will examine principles of social influence and their applications in marketing. Based on noted psychologist Robert B. Cialdini's authoritative book "Influence: Science and Practice" students will learn the psychological secrets underlying powerful persuasion techniques used by advertisers, sales professionals, direct marketers, politicians, religious cults, and others.

Marketing Ethics

This course is designed to provide MS/MBA students with a broad, practical overview of ethical issues in marketing. Drawing from moral philosophy and cognitive psychology, students will acquire and refine analytical and managerial decision-making skills through the application of ethical principles to moral dilemmas represented in case examples. The primary emphasis of this course is on managerial decision-making. A central theme of this course is that good decisions are informed by a thorough understanding of the subjective biases to which individual human judgments and group decisions are prone.

Sales Management Strategy

In the 50s and 60s Marketing was perceived to be largely a Sales function. As Marketing permeated the way it has, in the past twenty years, the Sales function has merely become a component of Marketing. It is considered an integrative component of Marketing since it is the one that translates plans/programs into results/revenues. It converts the potential into actual. As a focal point, Sales Management is considered indispensable particularly to those who wish to develop a marketing career. Sales people benefit first, from the implementation of the marketing programs to achieve goals and, second, from the exposure to the "customer"- the market. So, therefore, experience in Sales is essential not only for better understanding the market and the various tools of marketing but also for developing a solid background necessary for climbing up the latter to the corporate executive ranks.

Buyer Behavior

Consumer behavior is the study of human responses to products, services, and the marketing of these products and services. The topic is of critical importance to managers because the focus on the consumer is the key contribution of marketing to business practice; other business functions (e.g.,finance, accounting, production) ignore the consumer. Managers who really understand the consumer develop better products and services, and also market their products and services more effectively.

Consumer Insights

The class focuses on the method, theory, and practice of consumer research designed to uncover consumer insights. The goal of the class is to learn the skills necessary to plan and execute a qualitative research project that will lead to actionable consumer insights. Students will complete a project and may be asked to sign a non-disclosure agreement.

Business-to-Business Marketing

This course aims to explore the pressing issues of marketing to organizations in a variety of competitive and professional contexts. Therefore, we develop descriptive familiarity and some analytical prowess around real problems and develop vital points of reference we can utilize in future, analogous circumstances. We analyze marketing cases that pivot on substantial issues involving product-market definition, customer relationship management, positioning, new product development and commercialization, pricing and channel management, as well as communication strategy and environmental management.

Direct Marketing Strategy

Direct Marketing involves the use of advertising media and databases to secure a measurable response from a highly defined target market. The course is designed to introduce students to the principles, principals and environment of direct marketing. Business and nonprofit organizations serve many diverse market segments. Targeting and serving these in different contexts will require many marketing mixes. Further, the quest for sustainable competitive advantage should include the full spectrum of marketing approaches -- direct and otherwise. Thus, the role of direct marketing is developed within a generic marketing management (consumer/competition centered) orientation. We underscore its potential as a component in relationship management and a complement to and functional substitute for field sales, the roles of channel intermediaries, and awareness advertising.

Marketing Strategy for Managers

This course aims to develop a conceptual framework for strategic planning and introduce a handful of analytical tools. Importantly, strategy involves wrestling with knotty problems and testing solutions in a group context. Therefore, we develop descriptive familiarity and some analytical prowess around real problems and develop vital points of reference we can utilize in future, analogous circumstances. We analyze marketing cases that pivot on substantial, contemporary issues involving branding, market selection, business definition, program development and management, among others.

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