DePaul University

Building an Effective Marketing Plan Certificate Program

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About the course

The Building an Effective Marketing Plan Certificate Program will review the elements of marketing, including One-to-One, B2B, CRM, research and analysis tools, distribution channels and pricing. You will learn how each element fits into the overall plan of a business and how to develop and execute your own plans. The program will cover everything from basic fundamentals to the latest trends, and you will develop your own marketing plan to take back to your organization. This six-week certificate program can be taken as a stand-alone course, and also fulfills one of the core requirements in DePaul’s Integrated Marketing Communications Certificate Program.


Through this program, you’ll learn to develop high-impact marketing plans by:

  • Assessing customer needs
  • Analyzing market demand
  • Evaluating competition
  • Developing product strategies
  • Establishing pricing
  • Assessing channel structure
  • Developing marketing promotion programs and budgets


Week 1—Marketing Fundamentals

  • The marketing concept; the scope of marketing
  • The SWOT
  • The marketing mix

Week 2—Marketing Intelligence

  • Market research
  • Configuring your offering (product strategy)
  • Environmental scan
  • Competitive strategy

Week 3—Marketing Planning

  • Segmentation and targeting
  • Positioning
  • Consumer decision-making and behavior
  • Pricing strategy

Week 4—Marketing Communication and Media Strategy

  • Marketing communications strategy
  • Media strategy and Social Media Marketing

Week 5—Branding and Marketing Implementation & Measurement

  • Building your brand
  • Measuring marketing performance

Week 6—Final Presentations

  • Your final presentations and feedback
  • The future of marketing for you and your business

Who should attend

  • Professionals who provide input into the development of their organization’s marketing plans
  • Strategic planners interested in developing a more integrated, holistic marketing plan
  • Professionals who implement and execute the strategic initiatives of their organization’s marketing plan
  • Entrepreneurs and individuals interested in learning and understanding new marketing solutions, and how to effectively execute cutting-edge ideas and plans

Trust the experts

David Aron

Dave Aron is a marketing educator, coach, and consumer researcher. He has worked with dozens of businesses, entrepreneurs, and non-profit firms, offering mentoring and guidance regarding marketing strategy and tactics. He also has directed projects and shared presentations on marketing, brainstor...


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