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Certificate in Marketing (Online at your own pace)


Adult Enrichment / Business & Consumer -
Online Certificates and Courses 2025

Discover advanced and new best practices in Integrated Marketing, the growing field that integrates traditional print marketing with digital marketing for even greater marketing success. Young generations are embracing print as well as online media, creating this exciting new area of marketing. Find out the keys to success in the almost forgotten but still remarkably effective area of print, including catalogs, direct mail letters and post cards. Gain advanced marketing concepts and principles such as R, F, & M analysis; AIDA, and the 3-30-3 principle, that lead directly to practical marketing success. Acquire the understanding of how digital marketing and print complement and enhance each other, and how to integrate both kinds of marketing for even greater overall effectiveness. 

Courses:

  • Advanced Marketing Concepts
  • Writing Marketing Copy
  • Integrated Marketing Best Practices

Courses are online and asynchronous, meaning students may login to the classroom anytime during the course session, day or night, 24/7. For more information, go to our Online Professional Development Certificates & Courses FAQ


Class details:

Advanced Marketing Concepts
Unit 1: Analyzing Customer Purchasing and Demographics
    R,F & M Analysis
    Calculating Customer Lifetime Value
    Key Demographics to collect, and why
    The 80/20, AIDA, and 3-30-3 Principles
Unit 2: Pricing to Improve Profit Margins
    Market pricing, price points and listing prices
    Clustered versus diversified pricing
    Price increase, and decrease, impact on sales
Raising prices: guidelines for when, and how
Unit 3: Your Seven Primary Market Segments
    Boston Consulting Group’s Stars & Dogs
    Repeat customers versus new customers
    Determining your seven primary market segments
    Strategic marketing by market segment
Unit 4: The Top 10 Advanced Marketing Concepts
    The 5 marketing experts you need to know, and why
    Researching marketing best practice
    The best marketing books
    The top ten advanced marketing concepts you must know
Writing Marketing Copy
Unit 1: Power Up Your Copy
    The two biggest motivators for your customers
    Appealing to the emotions
    Secrets of the masters in writing marketing copy
    Words, like “meaningful” and “interesting,” to avoid
Unit 2: Writing Results-First Copy
    How-to tips on copy writing.
    Don’t bury the lead
    How to effectively use verbs
    The importance of using second person language
Unit 3: Editing Your Copy
    Step by step editing process for marketing copy
    Sentence construction and pitfalls
    Copy length for various mediums
    Differences for email, website, print and other media
Unit 4: Enhancing Copy with Testimonials & Images
    How to get testimonials
    The 3 things to look for in a testimonial
    How to edit a testimonial
    Complementing copy with images
Integrated Marketing Best Practices
Unit 1: Moving Inquiries to Customers
    The purpose and uniqueness of Integrated Marketing.
    Some 25 marketing options. Choosing the best for you.
    An Integrated Marketing Model
    All paths (almost) lead to your website
Unit 2: Developing Inquiry Campaigns
    Choosing your methods
    Generating inquiries
    Following up with inquiries
    Hidden Engagement with ‘Contact Us’
Unit 3: Your Best 5 Digital Marketing Methods
    The hot 5, and why they work
    Picking your best 5 digital marketing methods
    Trending Up
    Why multiple channels can reach different audiences
Unit 4: Integrating Digital with Print
    Following digital with print
    Using print to engage your website
    What goes in print; what goes online
    The 3 most effective engagement techniques
Instructor

William A Draves


William A. Draves is one of the foremost authorities in the world on teaching online. More than 6,000 faculty and teachers have taken this course. He did his graduate work in education, with an emphasis on adult education, from The George Washington University in Washington DC.

Draves has taught for over thirty years, including teaching at the graduate level. His books include "How to Teach Adults," the most popular book ever written on the subject, and "Energizing the Learning Environment."

He has been interviewed by Wired.com, The New York Times, NPR, NBC Nightly News, Washington Post, Virtual University News, Chronicle of Higher Education and other national media.

Draves is author of the book, "Advanced Teaching Online," which is used as the text book for this course. This course is part of the Certified Online Instructor (COI) designation, the most recognized certification for online teaching in higher education.

OE-21290a-ugc

  William A Draves


Online
Sun-Sat, Feb 3 - May 2
12:01 AM - 11:59 PM

Su
M
Tu
W
Th
F
Sa

Min Age   18 yr.

Price: $ 495 00
OE-21290b-ugc

  William A Draves


Online
Sun-Sat, Apr 7 - Jun 27
12:01 AM - 11:59 PM

Su
M
Tu
W
Th
F
Sa

Min Age   18 yr.

Price: $ 495 00
Registration begins  
Jan. 7th at 9:00 AM
OE-21290c-ugc

  William A Draves


Online
Sun-Sat, Jun 2 - Aug 29
12:01 AM - 11:59 PM

Su
M
Tu
W
Th
F
Sa

Min Age   18 yr.

Price: $ 495 00
Registration begins  
Jan. 7th at 9:00 AM
OE-21290d-ugc

  William A Draves


Online
Sun-Sat, Sep 2 - Nov 28
12:01 AM - 11:59 PM

Su
M
Tu
W
Th
F
Sa

Min Age   18 yr.

Price: $ 495 00
Registration begins  
Jan. 7th at 9:00 AM