Career Certificate in Marketing

The career certificate in marketing provides learners with the brand and product positioning and values concepts, customer-based brand equity, planning and implementing brand marketing programs, measuring brand equity outcomes, introducing and naming a new product and brand extensions, managing brand over time, and geographic boundaries, and market segments. It also introduces learners to different integrated marketing techniques, marketing communication psychology and planning, and marketing communications campaigns. In addition to identifying customers, communications in customer service, coping with challenging customers, motivation, customer retention, and customer satisfaction measurement.

*A continuing education unit equals 10 contact hours.

Brand and Product Management

1. Define the role of product management and how it applies to your organization
2. Analyze the product’s situation to identify opportunities to improve performance and threats to achieving this
3. Compare different market strategies to develop new products
4. Develop appropriate marketing mix components to build brand equity
5. Identify the importance of consumer perception of quality and value
6. Construct appropriate product and brand plans and strategies

Integrated Marketing Communication

1. Locate the marketing communication mix in the marketing mix
2. Demonstrate the importance of integration in marketing communication
3. Analyze attitude formation role in the consumer persuasion process
4. Develop IMC budgets using different methods
5. Manage public relations, sponsorship, and sales promotion tools
6. Design a complete IMC plan

Strategic Marketing

1. Identify the theory of business and strategic management
2. Define competitive strategies
3. Develop organizational analysis
4. Define marketing strategies

• Applicants must obtain the score for course ENGGB1A on the SEPT/OEPT or pass ENGGA2D.
• Applicants must have basic computer literacy.
• Applicants must complete the Foundation Certificate in Marketing.

• Learners should choose Face to Face (SEPT) test OR Online test (OEPT)
• Exam fees are non-refundable and changes in admission test dates are only allowed two working days in advance of the reserved test session according to the availability by sending an email to sce@aucegypt.edu.