Marketing Certificates
marketing certificates
Description

THE AU certificate programs deliver extensive, specialized training in several in-demand concentrations. Courses are designed to offer students the planning, analysis, and decision-making techniques they need to compete in today’s evolving business climate.

THE AU certificate programs deliver extensive, specialized training in several in-demand concentrations. Courses are designed to offer students the planning, analysis, and decision-making techniques they need to compete in today’s evolving business climate.  

Last Updated on

December 27th, 2023 08:41 am

THE AU certificate programs deliver extensive, specialized training in several in-demand concentrations. Courses are designed to offer students the planning, analysis, and decision-making techniques they need to compete in today’s evolving business climate.

 

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bachelor of science in business administration

Curriculum

THE AU certificate programs deliver extensive, specialized training in several in-demand concentrations. Courses are designed to offer students the planning, analysis, and decision-making techniques they need to compete in today’s evolving business climate.

Marketing Certificates

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Description

Analysis of how sociology can be used to study sport in society. Focuses on sports and sport-related behaviors as they occur in social and cultural contexts and uses concepts, theories, and research as tools that enable students to examine sports as a part of culture.

Objectives

  1. Describe the sociology of sports and reasons it should be studied.
  2. Relate modern social theories to better management and decision-making in sports.
  3. Evaluate the impact sociology of sports has on decision-making in high school and college sports.
  4. Describe how organized sports programs affect the socialization of children.
  5. Discuss principles and concepts of deviance and violence in sports.
  6. Assess societal issues that result from gender, race, and ethnic diversity in sports.
  7. Discuss commercialization of sports such as the role of money and power.
  8. Explain the global impact of sports.

PreRequisites

None

Textbook(s)

Sports in society: Issues and controversies (Rev: 11th ed.)

Publisher: McGraw-Hill Education (2015)
Author: Coakley, J. J.
ISBN: 978-0-07-802252-4
Price: $162.18

* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the AU Bookstore at [email protected]

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Description

Examines the theoretical and practical implications of marketing in the sports industry by presenting a framework to help explain and organize the strategic marketing process. Offers a growing appreciation on the globalization of sports and an understanding of the ethical issues emerging in sports and their impact on sport marketing decisions.

Objectives

  1. Provide a framework or conceptual model of the strategic marketing process that can be applied to the sports industry.
  2. Evaluate the growing emphasis on the globalization of sport.
  3. Analyze current research in the area of sport marketing and interpret the results.
  4. Explain the ethical issues that are emerging in sports and their impact in sport marketing decisions.
  5. Offer a balanced treatment of all aspects of sports marketing at all levels by listing up-to-date treatments.
  6. Explain the concepts and theories unique to sports marketing and discuss basic principles in the context of sports.
  7. Interpret comprehensive coverage of the functions of sports marketing.

PreRequisites

None

Textbook(s)

Sports marketing: A strategic perspective (Rev: 4th ed.)

Publisher: Prentice Hall (2009)
Author: Shank, M. D.
ISBN: 978-0-13-228535-3
Price: $125.26

* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the AU Bookstore at [email protected]

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Description

Reviews the theory and practice of fundraising in sport-related fields and provides specific, helpful ideas for conducting fundraising activities in sports business. Combines fundraising theory and practical advice so learners can organize and develop fundraising plans.

Objectives

  1. Explain the fundraising process, to include the importance of fundraising.
  2. Explain the nature and principle of sport business.
  3. Identify different types of fundraising methods.
  4. Develop practical fundraising plans in sport programs and/or events.
  5. Discuss varied methods for implementing potential fundraising plans.
  6. Create a fundraising plan that includes how to induce potential sponsors.
  7. Recognize publicity and promotional tactics.
  8. Discuss personnel management in the operation of fundraising projects.
  9. Examine key legal issues that include, but are not limited to, liability concerns, risk management, and insurance matters.

PreRequisites

None

Textbook(s)

Fundraising for sport and athletics

Publisher: Fitness Information Technology (2012)
Author: Leonard, R.
ISBN: 978-1-935412-33-5
Price: $74.10

* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the AU Bookstore at [email protected]

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Description

A study of the principles of efficient management and leadership concepts as applicable to the sport industry. Focuses on principles and techniques of management relating to programs, facilities, special events, and personnel. Topics include key personnel issues in sport management situations; ethics, law, and governance in sport management; the role of the marketing process in sport administration; and economics, accounting, and budgeting.

Objectives

  1. Analyze the field of sport management.
  2. Examine sport management and governance.
  3. Explain the importance of ethics in sport sociology for sport managers.
  4. Classify issues in the sport business industry, to include social, cultural, legal, and economic.
  5. Explain the process of consumer decision-making in sport management.
  6. Describe organizational behavior in the context of the sport industry.
  7. Discuss career opportunities in the sport industry.
  8. Analyze the efficient management and leadership strategies used in labor-management relations to resolve disputes involving professional sports teams.
  9. Summarize the influence of marketing on sport management.

PreRequisites

None

Textbook(s)

Contemporary sport management (Rev: 5th ed.)

Publisher: Human Kinetics (2014)
Author: Pedersen, P. M., & Thibault, L. (Eds.)
ISBN: 978-1-4504-6965-4
Price: $116.48

* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the AU Bookstore at [email protected]

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Description

An overview of federal, state, and local laws that are applicable to the hospitality industry. The primary focus of this course is the effect of federal laws and regulations on hiring, firing, employment conditions, and the day-to-day business operations in a hospitality environment.

Objectives

  1. Delineate a hotel’s obligations under federal and state law to include the Fair Labor Standards Act (FLSA), the Family and Medical Leave Act (FMLA), as well as civil rights and labor relation standards.
  2. Explain guest rights regarding reservations, registration, liability, security, and safety.
  3. Identify the requirements of hotel establishments by state and local entities for lawful operations.
  4. Assess how court decisions may differ from state to state regarding the hospitality and tourism industry.
  5. Evaluate the operational structure of a hotel operation for safety and security risks.
  6. Examine the steps involved in the litigation process regarding guest lawsuits.
  7. Determine methods employed by hotel management to reduce exposure to risk and litigation.
  8. Determine the impact of a legal consultant as a contributor to overall hotel operations.

PreRequisites

None

Textbook(s)

Hospitality law: Managing legal issues in the hospitality industry (Rev: 4th ed.)

Publisher: Wiley (2012)
Author: Barth, S. C.
ISBN: 978-1-118-08563-9
Price: $99.84

* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the AU Bookstore at [email protected]

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Description

A presentation of the resort industry and the unique issues and problems of resort management and operations. Provides an overview of technology used in the resort industry as well as career paths and market trends. Examines the challenging requirements for hiring and managing of seasonal, talent-specific, and remote employee.

Objectives

  1. Define the use and development of technology in key tasks and responsibilities of the resort operations and the future possibilities of the expanding technological footprint.
  2. Outline career paths in the various resort types along with the corresponding trainings, education, and management skills necessary for long-term success.
  3. Identify historical aspects of various resort types and related operational, developmental, and management issues, coordinating these to varying guest profiles.
  4. Contrast the management differences between a resort property and a “regular” hotel, providing a comprehensive look at how today’s industry classifies, develops, markets, and manages these various properties.
  5. Compare new market trends, inclusive of the increasing popularity of timeshares, cruise ships, specialty resorts and casinos – and tried-and-true businesses like ski areas, golf resorts, and spas.
  6. Explain the differing financial challenges for owners and operators, seasonality, the competition for recreation and retirement dollars, and the importance of developing facilities from an environmentally conscious and business-smart perspective maintaining the integrity of the natural basis.
  7. Propose adaptations for future trends, including an assessment of recent world events and their impacts on tourism safety and security in the region, future trends in terms of cultural tourists, their modes of travel, local customs, lodging, itineraries, major attractions, related sales strategies.
  8. Distinguish the social, cultural, mythical, environmental, organizational, and political dimensions of private and secluded resort properties addressing tourism development issues, including sustainability, ecotourism, heritage tourism, community participation, and the management/staffing implications involved with seasonality, hiring, training, and locating personnel for remote sites.

PreRequisites

None

Textbook(s)

World of resorts: From development to management (Rev: 3rd ed.)

Publisher: American Hotel & Lodging Educational Institute (2010)
Author: Gee, C. Y.
ISBN: 978-0-86612-346-4
Price: $87.10

* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the AU Bookstore at [email protected]

Marketing Graduate Certificate

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Description

An overview of marketing management with an emphasis placed on enabling the marketing manager to create strategies that “fit” the product/service to the organization’s distinctive competencies and its target market. Develops decision-making skills in marketing and provides an overview of the strategic marketing management process. Reviews the different methods used to address and exemplify the many issues and problems that are involved in creating and implementing the marketing strategy.

Objectives

  1. Formulate product market strategies based on an organization’s business, mission, and goals as a result of identifying solutions to opportunities.
  2. Describe basic concepts of business management such as managerial accounting and management finance.
  3. Develop a systematic process for decision making.
  4. Discuss the profitability impact on various marketing strategies such as domestic and global marketing, target markets, and other market segments.
  5. Manage the organization’s offering by making decisions related to new-offering development, life-cycle stage management, product positioning, and branding decisions.
  6. Evaluate an integrated communication mix.
  7. Make decisions concerning channel selection and modification.
  8. Illustrate concepts related to price such as price determination and price considerations.
  9. Explain the consideration and technologies applicable to strategic and operational controls in a marketing context.
  10. Develop an integrated comprehensive marketing strategy for an organization’s offering.

PreRequisites

None

Textbook(s)

Strategic marketing problems: Cases and comments (Rev: 13th ed.)

Publisher: Prentice Hall (2013)
Author: Kerin, R., & Peterson, R.
ISBN: 978-0-13-274725-7
Price: $196.50

* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the AU Bookstore at [email protected]

Edit Content

Description

Examines the theoretical and practical implications of marketing in the sports industry by presenting a framework to help explain and organize the strategic marketing process. Offers a growing appreciation on the globalization of sports and an understanding of the ethical issues emerging in sports and their impact on sport marketing decisions.

Objectives

  1. Provide a framework or conceptual model of the strategic marketing process that can be applied to the sports industry.
  2. Evaluate the growing emphasis on the globalization of sport.
  3. Analyze current research in the area of sport marketing and interpret the results.
  4. Explain the ethical issues that are emerging in sports and their impact in sport marketing decisions.
  5. Offer a balanced treatment of all aspects of sports marketing at all levels by listing up-to-date treatments.
  6. Explain the concepts and theories unique to sports marketing and discuss basic principles in the context of sports.
  7. Interpret comprehensive coverage of the functions of sports marketing.

PreRequisites

None

Textbook(s)

Sports marketing: A strategic perspective (Rev: 4th ed.)

Publisher: Prentice Hall (2009)
Author: Shank, M. D.
ISBN: 978-0-13-228535-3
Price: $125.26

* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the AU Bookstore at [email protected]

Edit Content

Description

Reviews the theory and practice of fundraising in sport-related fields and provides specific, helpful ideas for conducting fundraising activities in sports business. Combines fundraising theory and practical advice so learners can organize and develop fundraising plans.

Objectives

  1. Explain the fundraising process, to include the importance of fundraising.
  2. Explain the nature and principle of sport business.
  3. Identify different types of fundraising methods.
  4. Develop practical fundraising plans in sport programs and/or events.
  5. Discuss varied methods for implementing potential fundraising plans.
  6. Create a fundraising plan that includes how to induce potential sponsors.
  7. Recognize publicity and promotional tactics.
  8. Discuss personnel management in the operation of fundraising projects.
  9. Examine key legal issues that include, but are not limited to, liability concerns, risk management, and insurance matters.

PreRequisites

None

Textbook(s)

Fundraising for sport and athletics

Publisher: Fitness Information Technology (2012)
Author: Leonard, R.
ISBN: 978-1-935412-33-5
Price: $74.10

* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the AU Bookstore at [email protected]

Edit Content

Description

A study of the principles of efficient management and leadership concepts as applicable to the sport industry. Focuses on principles and techniques of management relating to programs, facilities, special events, and personnel. Topics include key personnel issues in sport management situations; ethics, law, and governance in sport management; the role of the marketing process in sport administration; and economics, accounting, and budgeting.

Objectives

  1. Analyze the field of sport management.
  2. Examine sport management and governance.
  3. Explain the importance of ethics in sport sociology for sport managers.
  4. Classify issues in the sport business industry, to include social, cultural, legal, and economic.
  5. Explain the process of consumer decision-making in sport management.
  6. Describe organizational behavior in the context of the sport industry.
  7. Discuss career opportunities in the sport industry.
  8. Analyze the efficient management and leadership strategies used in labor-management relations to resolve disputes involving professional sports teams.
  9. Summarize the influence of marketing on sport management.

PreRequisites

None

Textbook(s)

Contemporary sport management (Rev: 5th ed.)

Publisher: Human Kinetics (2014)
Author: Pedersen, P. M., & Thibault, L. (Eds.)
ISBN: 978-1-4504-6965-4
Price: $116.48

* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the AU Bookstore at [email protected]