Graduate Certificates Curriculum

Marketing Certificate

15 Credit Hours (5 courses; 3 credits each)

Human Resource Certificate

15 Credit Hours (5 courses; 3 credits each)

  • BUSM 550 Marketing Research
  • BUSM 552 Consumer Behavior
  • BUSM 554 Integrated Marketing Communication
  • BUSM 556 Global Marketing
  • BUSM 558 Seminar in Marketing
  • BUSM 551 Human Resource Development
  • BUSM 553 Strategic Compensation Management
  • BUSM 555 Managing Organizational Change
  • BUSM 557 Employment Law
  • BUSM 559 Seminar in Human Resources

Course Descriptions - Marketing Certificate

BUSM 550 - Marketing Research (3 credits)
The general objective of this course is to develop the ability to conduct marketing research and provide information for marketing decision-making.  The broad course objectives are to help students understand the central concepts of marketing research, the methods of conducting marketing research and how to use research to solve the problems faced by a marketing manager.

BUSM 552 - Consumer Behavior (3 credits)
Marketing begins and ends with the customer, from determining customers’ needs and wants to providing customer satisfaction and maintaining customer relationships.  This course examines the basic concepts and principles in customer behavior with the goal of understanding how these ideas can be used in marketing decision making.  Topics covered include customer psychological processes (e.g. motivation, perception, attitudes, decision-making) and their impact on marketing (e.g. segmentation, branding, customer satisfaction).  The goal is to provide a set of approaches and concepts to consider when faced with a decision involving understanding customer responses to marketing actions.

BUSM 554 - Integrated Marketing Communication (3 credits)
In this course, students learn how to identify and evaluate the full gamut of competitive strategic alternatives in both business to business and business to consumer marketing using a wide variety of analytic tools to develop and analyze consumer insights.  Based on this analysis, the major elements of a communication plan are put in place: media, message, target audiences, testable objectives, and budgets. Students learn to measure consumer and business target audiences by their demographic, psychographic and attitudinal characteristics and to analyze the style and appeal of messages within campaigns. Students also learn how to develop a balanced marketing communication plan utilizing the multitude of vehicles available to reach a target audience using the latest today’s technological tools and media.

BUSM 556 - Global Marketing (3 credits)
Global marketing is an extremely demanding discipline but, from a career standpoint, one which is both challenging and rewarding.  Inherent to the success of any global marketing processional, yet many times overlooked and/or underappreciated, is the critical nature of human understanding and relationships in business planning and execution.  This is especially relevant in today’s business environment when you consider the dual multinational company imperative of continued revenue and profit growth in mature markets and successfully expanding into new growth and emerging markets.  This course assumes an understanding of marketing principles and some exposure to and appreciation of the global environmental.  This objective of this course is provide an understanding of how the global environment (particularly cultural diversity) affects the application of marketing principles and business practice on a global basis and the competencies necessary to be a successful global manager.

BUSM 558 – Seminar in Marketing (3 credits)
An examination of current topics in the area of marketing is the focus of this course. Outside readings, case studies, a variety of written assignments, and a final research project are generally required.

Course Descriptions - Human Resource Certificate

BUSM 551- Human Resource Development
This course examines employee training and development from a strategic and practical perspective. Key aspects of training, including assessment, design and evaluation are studied. The strategic significance of employee development as it relates to career management will also be covered.

BUSM 553 - Strategic Compensation Management
This course studies the strategic importance of compensation taking into consideration current theory, research, and business practices. Emphasis will be placed on understanding the elements of a total compensation plan including system design, compensation strategy, individual pay, benefits, and compensation system management issues.

BUSM 555 - Managing Organizational Change
Students will understand the dynamics of change and how they impact the strategic planning of an organization. The course examines the concept of change and its impact on organizations. Special focus will be given to managing and leading change, current change theories, resistance to change, and understanding the dynamics of change.

BUSM 557- Employment Law
An examination of employment and personnel law, this course gives an overview of the large body of laws, administrative rulings, and precedents which encompass all areas of the employer/employee relationship. Some of the topics considered will include employment discrimination; wages; unemployment compensation; pensions; workplace safety; and workers’ compensation.

BUSM 559- Seminar in Human Resources
This course will examine current topics in the area of human resource management. Outside readings, case studies, a variety of written assignments, and a final research project are generally required.