Marketing Strategy Management and Execution offers a practical, management-focused approach to marketing strategy, moving beyond theoretical concepts to concentrate on real-world application. The curriculum is designed for professionals who need to direct marketing projects, coordinate cross-functional teams, and translate high-level organizational goals into measurable, on-the-ground results. Learners will engage with strategic frameworks and apply them to guide marketing initiatives through every stage, from initial planning and resource allocation to final deployment and results analysis.
A core focus of the course is building the ability to create actionable and integrated marketing plans. Participants will learn how to synthesize organizational objectives with practical steps, ensuring that every marketing effort contributes directly to the company's strategic vision. Learners will gain proficiency in identifying and using measurable performance metrics to evaluate the effectiveness of their strategies, providing the data necessary to make timely, informed adjustments and continuously optimize marketing performance.
By the end of this noncredit course, learners will be equipped to develop comprehensive marketing campaigns and plans that serve as blueprints for collaboration and accountability. The course empowers participants to coordinate teams across functions, efficiently optimize resources, and ensure all efforts are sharply focused on achieving strategic objectives. Certificate completers are prepared to lead initiatives that are not only creative but also highly collaborative, measurable, and strategically successful within a dynamic organizational environment.
Course Outcomes
Learners will be able to:
- develop actionable marketing strategies that integrate organizational objectives with practical execution plans.
- assess the effectiveness of marketing strategies through measurable performance metrics and adjust plans accordingly.
- design marketing campaigns and plans that align cross-functional teams and optimize resources to achieve strategic objectives.
Course Format
This six-week course blends elements of asynchronous and synchronous components to provide learners with flexibility in project work, while also having face-to-face time with instructors and fellow learners via Zoom.
Each week students will:
- attend one 90-minute Zoom, during which students will participate in discussions and workshop their project with the instructor and peers
- complete three–four hours of assignments or project work
Students will be graded based on completion of assessed assignments/projects.
FAQ
Do I need to attend all Zoom sessions?
You are encouraged to attend all Zoom sessions of the course. During the live Zoom sessions, you will participate in valuable discussions and workshops that will aid in meeting the course learning objectives.
When is the course open?
The course Canvas site will open on the Wednesday before the first day of the course. All the modules will open on the first day of the course.
How do I successfully complete the course?
You will receive a grade of incomplete or complete based on your demonstration of course learning objectives. Learning objectives are demonstrated by completing assessed projects.
The instructor will assess each learning outcome as “not demonstrated,” or “demonstrated.” Completion of a course means that you have demonstrated achievement of all learning outcomes. Continuing Education Units (CEUs) and the certificate of completion for the course will be awarded only if you receive a grade of ‘complete’ for the course.
While participation in Zoom sessions and engagement with other non-assessed learning activities do not count towards the final grade, these activities are designed to be an integral part of achieving the course learning outcomes.
If you receive a grade of ‘incomplete’ after turning in an assessed project, you will have the opportunity to resubmit your project once. Please note, receiving a grade of “Incomplete” and/or failure to demonstrate a learning outcome will not result in a refund.
When do I need to turn in assignments?
Assessed projects and other learning activities must be submitted on or before the due date, unless specific extensions are granted by the instructor. Instructors may not grant extensions more than two weeks after the course end date.
What happens if I need to resubmit a project?
If you do not successfully demonstrate course learning outcomes in your first attempt on an assessed project, you will have the opportunity to resubmit your project one time. Resubmissions cannot be submitted more than 2 weeks after the original due date.
How can I request accommodations?
The University of Minnesota views disability as an important aspect of diversity, and is committed to providing equitable access to learning opportunities for all learners. The Disability Resource Center (DRC) is the campus office that collaborates with learners who have disabilities to provide and/or arrange reasonable accommodations.
- If you have, or think you have, a disability in any area such as, mental health, attention, learning, chronic health, sensory, or physical, please contact the DRC office on your campus (UM Twin Cities - 612.626.1333) to arrange a confidential discussion regarding equitable access and reasonable accommodations.
- If you are registered with the DRC and have questions or concerns about your accommodations please contact your (access consultant/disability specialist).
- If you need ASL Interpretation Services please fill out the request form for your class.
Please submit your request for accommodations at least two weeks in advance to guarantee we can accommodate the request.
Additional information is available on the DRC website or reach out by email: [email protected].
Transfer and Refund Policies
Transfer policy
You can transfer without additional charge to the next session if you inform CCAPS staff within the first two weeks of class of the need to transfer.
Refund Policy
CCAPS is able to provide partial refunds for the first two weeks of the course. Please see the refund timeline below:
- Before the first day of the course: 100% refund
- 1 - 7 days after start of course: 75% refund
- 8 - 14 days after start of course: 50% refund
- After 15 days: No refund available
Cancellation Policy
In the event CCAPS has to cancel the course due to low enrollment or unforeseen circumstances, we will offer you a transfer to another section of the course or full refund of the course registration fee.
