DEGREE
Advanced Certificate
CAREER IDEAS
Market Research Analyst, Marketing Analyst, Public Relations Practitioner, Social Media Manager
This 12 credit (4 courses) certificate in Marketing Communication Management provides core knowledge needed in this dynamic, growing and exciting field. Marketing is the engine that creates value in business, provides the interface for the customer experience, and is the foundation for knowledge about customers, consumers and competitors. Learn how to create customer value, understand how social media has played a pivotal role in changing business communications, public relations and reputation management.
Advance Your Knowledge. Advance Your Career.
Take 4 courses as a standalone credential or apply all the courses toward the Master of Science in Marketing Communication Management degree. Students select from 4 classes out of 7 options to focus their studies on their job and/or interests.
Graduate Advanced Certificates:
• are in great demand by employers because they offer focused knowledge in a given business discipline.
• are geared for different levels of employees; those looking to deepen their knowledge in a specific subject area, those seeking to gain a new area of expertise and credential, or for those needing to update their skills.
• provide learning opportunities for those who already have a master’s degree or for those students looking to try a few classes before committing to an entire degree.
For more information on the Master of Marketing Communication Management see the program page.
Students Select any Four Marketing Communications Management Courses below for a Total of 12 credits
· Creating Customer Value Through Marketing (MGPS 5030)
· Social Media and the Business Imperative (MKMC 5102)
· Public Relations Theory & Practice (MKMC 5100)
· Reputation Management (MKMC 5601)
· Global Marketing Strategies (MKMC 5602)
· Generating Growth and Innovation (MGPS 5070)
· A Special Topics Course
Course Descriptions
MGPS 5030: Creating Customer Value Through Marketing (3 cr.)
Marketing activity is the engine that creates value in a business. It provides the focus for interfacing with customers, and is the database for knowledge about customers, consumers and competitors. Marketing focuses on both the achievement of short-term sales as well as the long-term relationship of a company to its customers, thus its critical role to the generation of revenue and profit for a firm. This course emphasizes the role of marketing in creating value for customers, which in turn creates value for owners, shareholders and employees. The course teaches what business managers need to know to create strategies that achieve competitive advantage for products and services. Topics taught in this course include (but are not limited to) analyzing market opportunities, competitive analysis, customer relationship management (CRM), customer decision-making, value of brand, product/service management, segmentation and target selection, product positioning, customer acquisition and retention, and social media leverage. At the conclusion of the course, students will understand (a) how companies create, capture and sustain competitive advantage in the marketplace, (b) the sources of value in product/service offerings and how they evolve over time, (c) the role of technology, operations and distribution in delivering value, and (d) effective responses to preempt, deter or effectively counter competitive moves.
MKMC 5102: Social Media and the Business Imperative (3 cr.)
Social Media has played a large part in changing business communications. With the creation of new tools and channels more people are publishing and contributing to online conversations. The mass adoption of social tools has lead to varying types of interactions and the maintenance of online relationships; both personal and commercial. As the traditional online audience has morphed into the content creator, businesses must contend with consumers creating, altering and even enhancing their marketing efforts. This course, in contrast to the tactically-oriented elective corse, explores the strategic implications, challenges and opportunities offered by the world of social media. The objective of this course is for students to learn how varying sets of Social Media tools work together as an integrated system and actively apply these concepts to the their own present and prospective professional circumstances. Through the use of presentations, discussions and dialogues, assigned readings, case studies, and student projects the students explore implications of Social Media and integration of the knowledge and skills around Social Media to apply them in a business setting. Upon successfully completing this course, students will be able to integrate their understanding of Social Media and its respective dimensions in business marketing challenges and will have mastered the pervasive impact that Social Media has on business marketing.
MKMC 5100: Public Relations Theory and Practice (3 cr.)
This course focuses on the critical role that public relations and public relations professionals play as strategic thinkers and business partners in driving organizational strategies and marketing goals. The course provides a structural and practical framework for understanding and effectively employing contemporary public relations, and investigates the challenges of communication and problem-solving across a range of organizations and cross-cultural settings. Trends affecting public relations globally are explored and the integration of marketing and public relations with internal communications is stressed to ensure consistent organizational support and image. Students will engage in critical analysis and discussion of public relations case studies with emphasis on applying course principles in their evaluation. Major topics include, but are not limited to, public relations role in the marketing communications mix, traditional public relations activities, today’s public relations activities, proactive public relations techniques, developing and executing a Public Relations Plan, and case studies, best practices and current events. Various learning methods are used in this course, including in-class lectures, readings, discussion of current events in the world economy, and real world case analysis. Upon successful completion of this course students will understand: (a) the role of public relations within an organization’s overall marketing and communications effort; (b) how public relations can be a catalyst for business success; (c) how to develop and implement effective public relations campaigns; (d) the importance of measuring public opinion and gauging results, and the methods which can be used; (e) how to use social technologies in public relations planning and execution; and (f) the critical role that public relations plays in both averting a crisis and managing through a crisis.
MKMC 5601: Reputation Management (3 cr.)
Reputation is broadly defined as the sum of the images constituencies have of an organization; constituents form images based on a company’s communication, performance and behavior. This course is designed to impress upon the student that a good corporate reputation has tangible and intangible benefits and value. The course will examine risks that involve public visibility and possible reputational harm. Through case studies and best practices, as well as analysis of the short- and long-term reputational effects of the global credit crisis, the course will describe and explain the value of reputation components, including integrity, governance and transparency. The course also will stress the need for a formal mechanism, such as a reputation management plan, to periodically measure and manage reputation, in an increasingly diverse and globalized marketplace. These steps show senior management’s commitment to protecting reputation as the corporate asset it is. Upon the successful completion of this course, students will be keenly aware of practical and theoretical factors that affect a firm’s general corporate reputation in their global and local business environments. Specifically, they will be able to meet the challenges of how societal expectations of business are changing; the increasingly difficult task of managing corporate reputations globally and locally; remaining loyal to customers, employees and other key constituents; how to avoid organizational myopia; and how to view reputation as an asset that needs to be effectively managed like any other asset.
MKMC 5602: Global Marketing Strategies (3 cr.)
This course is designed to help students develop the knowledge and skills necessary to create global marketing strategies that provide competitive advantage. The aim is to combine the development of a conceptual framework with real life current examples of global marketing practices across a variety of industries. Students will gain an understanding of specific concepts, consideration and strategies that must be skillfully applied in conjunction with universal marketing fundamentals to ensure success in global markets. The course is practical, hands-on, and applied, thus allowing students to analyze and plan global marketing strategies. Extensive use of cases presents a challenging and real-life environment in which to apply and hone decision-making skills. Topics include: Global marketing environment, including social, cultural, legal and regulatory; Competitive dynamics, including how to understand, anticipate and effectively respond to competitive threats; Global market entry strategies, including strategic alliances, licensing, joint ventures; Product, brand and pricing decision sets; Global marketing communications; Leading a global markeitng effort. Upon successful completion of the course, students will have (a) enhanced their knowledge and skills to understand and apply the frameworks, concepts, and methods used in the development of effective global marketing strategies, (b) gained practical experience in the application of processes used to develop market strategy, (c) discussed and debated internal and external barriers to strategy implementation, as well as approaches to overcoming these barriers, and (d) explored commonalities and differences across countries and cultures
MGPS 5070: Generating Growth and Innovation (3 cr.)
Nothing is more central to a business than the products and/or services it sells. And, for the majority of businesses, whether small entrepreneurial firms or large established companies, this mandates growth and innovation. The business leader must now be an innovator, ever more important given the rapid evolution in products and business models. Yet, the strategies and processes used to determine which products to make, how to make them or where to get them, and how to bring them to market are not well understood by many firms. The result is that promising new products and ideas are discarded, marginal products are developed and many products fail in the marketplace. The core objective of this course is to help students understand the role (and challenges) of innovation strategy in a company’s growth, best practices for leveraging innovation, and the capabilities required to drive accelerated growth. The course provides frameworks and methods for generating growth and innovation through organic growth options, new products and services and alternative partnerships such as mergers, acquisitions, and joint ventures. It examines ideation, the end-to-end innovation process, innovation portfolio decision-making and governance, and key organizational enablers of innovation sustainability. At the conclusion of this course, students will possess the insights and skills around the development, launch and management of innovative growth options. They will appreciate the risks and rewards of bringing innovation to the market, hold an understanding of consumer psychology and its impact on adoption of innovation, and will have learned the marketing strategies necessary to develop, introduce and manage new products, services and partnerships.
MKMC 5650: Special Topics in Marketing Communication Management (3 cr.)
This container course, offered periodically, examines special topics and emerging issues in marketing, public relations, and communication using a seminar approach. The course will enable the students to explore the most current challenges affecting the leaders of tomorrow, focusing on evolving approaches to and best practices for managing the marketing and communication function in an organization.
How to Apply to School of Business programs
Starting terms: Graduate Program Modules and Advanced Certificates: Spring, Summer, Fall and Winter
- Business Leadership
- HR Management and Organizational Effectiveness
- International Management
- Marketing Communication
Graduate International students please see this additional information. (Advanced certificates are not eligible for international admissions).
All Applicants:
1. On-Line Application: The School of Business on-line application can be found at the following link: APPLY NOW
2. Personal Essay: In a candid personal essay of 500-750 words, explain: How and why did you decide to pursue this program Why the selected academic program is good match for your future goals What you as a candidate can bring to our classroom What special skills, leadership abilities, volunteer or other life experience make you a good overall fit for the selected program?
3. Resume: Submit a current resume indicating educational and business experience.
4. Transcripts: Graduate Domestic (All Master of Science and Advanced Certificates) An earned undergraduate degree with a minimum GPA of 3.0* is required. Please send official transcripts from every school attended to date sent directly to the School of Business Admissions Office. Student copies are not acceptable. MSB will consider a slightly lower GPA with significant workplace history.
5. Recommendations: Two letters of recommendations, either academic or professional, from a reference writer who can speak to the candidate’s intellectual capability and ability to handle the rigors of the applicant’s program. Letters can be uploaded via the on-line application. References writers may provide their own letter or you may forward our standard Professional Letter of Recommendation form available on our website if you prefer.
6. Application Fee: Fee waivers are available for attending Open Houses. Please check the website for our next available dates and to RSVP. Please note that paying the application fee must be the last step you complete prior to submitting your application. Visit the Paypal page and click return to MVille Application page to complete the submission. Graduate and Advanced Certificate: $75
7. Health Records: Due at the time of enrollment, Adult students please submit the Health Form with proof of immunization against measles and rubella, in compliance with New York State regulations. This requirement applies to only students born on or after Jan. 1, 1957
8. International Applicants: International students are eligible for Master of Science degrees only because of program and visa requirements. For admissions, if your undergraduate education was conducted at a non-US institution, we will require transcript credentials from either (WES) World of Education Services Inc. (www.WES.org) or a member of (NACES) National Association of Credential Evaluation Services. (www.naces.org/members.html). Please review this list carefully as we cannot accept credentials from organizations not on this list. If your undergraduate education was not conducted in English, we will require a test of English language skills through any of the following sources: TOEFL, IELTS, ITEP. Please note that our minimum IBT TOEFL is 85, IELTS is 7 and ITEP is B2.
9. Optional: GRE, GMAT for graduation applications and SAT & ACT test scores for undergraduate applications are optional and not a required component to determine an admissions decision, however if you wish to submit any testing scores, we are happy to consider them as part of your overall application if you feel it will strengthen your application.
Submit all materials to:
Manhattanville School of Business
Office of Admissions
2900 Purchase Street -- Reid G5
Purchase, NY 10577
For any questions on the application or submission materials please contact Monika Pottgen, Assistant Director of Recruitment and Admissions at (914) 323-5150 or business@mville.edu.
Please consult the website or Admissions Department for any deadlines and/or for questions regarding non-matriculated status.
School of Business - Office of Admissions
914-323-5150
business@mville.edu
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