Overview  |   Courses  |   Instructors  |   Advisory Board  |   How to Apply

Course Descriptions

The 2008-2009 program is underway and is no longer accepting applications Next program starts: Autumn 2009 Details will be posted in Spring Program location: UW campus, Seattle Sign up to receive e-mail updates >> Contact a program representative >>   Download a program overview >>

First Course

Strategic Marketing Management

Schedule: (10 sessions) Tuesdays, 6:30-9:30 p.m., Sept. 30-Dec. 9, 2008; $799; 3.0 CEUs.
Instructor: Oleta Beard

Introduces key marketing concepts and terminology with an emphasis on understanding and addressing customers' needs. A rich depth of examples, applications and case studies are provided, demonstrating the major decisions marketing professionals face in a dynamic environment. Participants learn and discuss the advantages of various marketing strategies, and apply these to a practical business setting. Topics:

• Building customer satisfaction, value and retention
• Market segmentation, positioning and targeting
• Marketing mix strategies
• Marketing ethics
• Consumer/industrial behavior
• Developing an integrated marketing plan

Second Course

Integrated Marketing Communications

Schedule: (10 sessions) Tuesdays, 6:00-9:00 p.m., Jan. 6-Mar. 17, 2009; $799; 3.0 CEUs.
Instructor: Joe Barnes

This course surveys the wide variety of communication tools available to contemporary marketers. Participants review the strengths, weaknesses, uses, cost and effectiveness of each marketing tool and learn to integrate and incorporate them within a branding and marketing strategy. Topics include:

• Branding
• Advertising (TV, print, radio, transit, outdoor)
• Media plans
• Internet marketing
• Sales promotion
• Direct marketing
• Public relations
• Market research

Third Course

Marketing Practicum

This course gives students the opportunity to complete specific projects for real clients in the Puget Sound region, including high-tech start-ups, manufacturing companies, nonprofit organizations and government agencies. Company representatives visit the classroom, presenting current marketing problems for which they are seeking recommendations and solutions. Students work in teams to:

• Conduct a thorough investigation of the particular business or organization, the industry, and the competition
• Do a SWOT analysis
• Develop marketing objectives
• Create a media strategy and budget
• Develop detailed marketing recommendations
• Make a formal presentation of these recommendations to the client