YO U CAN CHANGE YOUR LIFE
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MARKETING
CERTIFICATE
In a time of unprecedented market
uncertainty, fragmented target markets,
educated consumers, access to informa-
tion, technology, and globalization, organ-
izations of all sizes are focusing on their
marketing efforts.These forces drive busi-
nesses to find creative methods for seg-
menting and targeting markets, commu-
nicating with those targeted markets, and
connecting with consumers to create
highly profitable, lifetime relationships.
This Marketing Certificate Program will
provide students with comprehensive
knowledge on various aspects of market-
ing from basic marketing concepts to
advanced strategic marketing and how
that knowledge relates to the 21st
Century Corporation. Students will learn:
fundamental marketing concepts and
principals; segmentation and targeting
principals; product/brand organizational
positioning; product life cycle stages;
how to analyze the marketing environ-
ment and opportunities; marketing
research and information; understanding
buyer behavior; developing marketing
strategies; customer relationship manage-
ment principles; brand strategies; how to
write a marketing plan; marketing and
information technology integration; influ-
ence of the Internet and E-marketing;
marketing strategy-execution cycle.
CONTINUING EDUCATION DEPARTMENT
With Professional Certification from Union County College
This program is geared toward the: business professional (non-marketers);
entrepreneur/business owner; individual pursuing marketing related career; technology
professional seeking a better understanding of the market.
PREREQUISITE: (6 hrs)
• AEB 247 – BUSINESS STRATEGY
REQUIRED COURSES: (6 courses 18 hrs per course, 108 hrs)
• AEB 241 –
FUNDAMENTALS OF MARKETING ($249)
• AEB STRATEGIC MARKETING ($249)
242 –
• AEB 243 –
COMPETITIVE STRATEGIES ($249)
• AEB SUCCESSFUL PRODUCT LIFE-CYCLE MANAGEMENT, INNOVATION &
244 –
BRANDING ($249)
• AEB 245 – MARKETING & INFORMATION TECHNOLOGY ($249)
• AEB 246 – ADVANCED STRATEGIC MARKETING ($249)
COURSE DESCRIPTIONS
FOR THIS CERTIFICATE PROGRAM:
AEB 247 – Business Strategy
In this course, students will learn the various components of a business strategy; the roles
of the various functional departments (marketing, information technology, human
resources, etc.); the various environmental factors that influence business strategy;
Michael Porter’s 5 forces, SWOT analysis, difference between strategy and operational
effectiveness. Students will gain a basic understanding of formulating a strategic plan
which includes: mission, values, vision, target and initiatives, and the outcomes.
AEB 241 - Fundamentals of Marketing
This module covers fundamental marketing concepts, principals and theories; marketing
in the 21st century; the 4P’s and 4C’s of marketing; marketing vs. sales; marketing mix;
strategic positioning (defensive, niche, guerrilla, etc.); process for formulating a market-
ing plan; overview of product life cycle; and effectively using market research; SMART
goals and SWOT analysis; distribution channels strategies;. Students will learn about the
entire marketing process; and how to integrate advertising, promotions/campaigns and
public relations into a marketing strategy.
AEB 242 - Strategic Marketing
This module covers principals for adapting marketing in the new economy; strategic pyra-
mid of business planning; product/service life cycle management; analyzing and applying
a growth-strategy matrix; the role of branding; pricing strategies; integrating promotions
and communications; analyzing marketing opportunities; marketing strategy formula-
tion; pricing strategies, managing the customer relationship; analyzing marketing oppor-
tunities; integrating promotions and communications; how to identify actual and poten-
tial buyers; and segmenting and targeting markets based-on products, buying patterns
and behaviors, demographic, geographic and psychographic characteristics; how develop
an effective promotion mix.
AEB 243 - Competitive Strategies
This module covers methods and models for assessing the marketing environment and the
internal capabilities and competencies of the organization; determining competitive posi-
tion; Harvard Business School Professor Michael Porter’s “Five Force Model”; leveraging
competitive advantage and differentiation; using competitive intelligence; delivering value
to your customers; and executing a competitive strategy.
Continued next page
1033 Springfield Avenue • Cranford, NJ 07016 • 908-709-7600 • Fax: 908-709-7070
 AEB 244 – Successful Product Life Cycle Management, Innovation & Branding
This module covers how product life-cycle management, innovation and branding are
essential to the marketing process. Students will learn about the various stages of a prod-
uct/service during its lifetime; product pricing and positioning during various life cycle
phases; developing a long-range plan for launching a new product; the reason why cus-
tomers products or services; how to base product differentiation in the market; how to
monitor and control product planning; expense budgeting, and profitability, for new and
existing products; why innovation is crucial to the marketing process; 4 types of innova-
tion; Students will learn concepts and principles on integrating marketing and innovation
to deliver new and relevant products to the market; how to integrate brand and brand
strategies within overall marketing efforts to position and offer your products and services.
Develop effective channels of distribution.
AEB 245 - Marketing & Information Technology
This module addresses one of the most important current business imperatives: marketing
and information technology partnership. Marketing has traditionally been considered an
art. Information technology now adds the science. Students will learn how information
technology such as databases, CRM, BI, Internet, E-mail impact the marketing process
and how marketers can leverage technology resources to enhance strategic execution,
extend market reach, and develop profitable customer relationships. Students will learn
the importance of data; how to collect, analyze and act upon information; and how to
transform data into information to drive targeted marketing campaigns. Students will
learn about database marketing and analysis models; business intelligence concepts, prin-
ciples, and terms; developing a marketing database; practices regarding direct mail and E-
mail marketing; Students will learn how to integrate technology into the marketing strate-
gy to increase marketing effectiveness.
AEB 246 - Advanced Strategic Marketing
This module covers principles and practices on measuring and maximizing marketing
ROI; key components of successful marketing ROI measurements; integrating measure-
ments into the marketing plan; formulas and tools for measurements; and advanced
strategic and tactical ROI measurements; effective use of customer feedback practices and
tools; developing loyalty programs; developing a marketing-centric organization.

Faculty Program Chairperson: Darin Wright

(973) 678-3532 or (201)341-1514
Email: dwright@heuristiclearning.com

PROFESSIONAL CERTIFICATE PROGRAMS:

A Union County College Professional Certificate
program is comprised of a series of courses that cover a
consistent body of study in a specific discipline.
Programs are developed with the guidance of the pro-
fessional organization that represents the discipline, or
by one or more professionals in the field. Students who
successfully complete the entire series of offerings with-
in a program earn a professional certificate, which is a
credential endorsed by Union County College.
REQUIREMENTS: Each Certificate Program has
required courses. Some may also have elective courses.
Choose courses to fit your personal schedule. You do
not have to take the courses in any particular order,
unless otherwise noted. For each course in your certifi-
cate series, you must meet the attendance requirement,
earn a PASS (grading is Pass/Fail) and complete all
assignments. Also, take at least one course per semester
until you’ve met your program’s requirements.
Complete the Certificate Program form, available in the
Continuing Education Office. At the completion of the
program, notify the department in writing, listing your
courses by code, title, and start date, so that we may
issue you a certificate of completion.
JOB SEARCH AND PLACEMENT ASSISTANCE: At no
additional cost, your completion of a Certificate Pro-
gram makes you eligible to sign up for workshops in
resume writing on a space-available basis. Job
Placement Assistance is available to non-credit
students enrolled in all Continuing Education
Certificate Programs.

CONTINUING EDUCATION DEPARTMENT 1033 Springfield Avenue • Cranford, NJ 07016 • 908-709-7600 • Fax: 908-709-7070