Marketing College Credit
How do brands cut through the noise and turn audiences into loyal customers? This course helps you explore that challenge while earning college credit and building skills for careers in marketing, advertising, digital strategy, and more. You'll examine the strategic decisions behind high-impact campaigns, from brand positioning to multi-channel execution, and build integrated marketing plans. By applying these concepts, you'll gain clarity on whether a future in this dynamic field fits your career goals.
Program Dates
Multi-length courses available throughout the year
Eligibility
For students ages 18 and up
College Credit Course Fees
$3,995
Enrichment Course Fees
$1,895
What's the Difference Between Our College Credit and Enrichment Courses?
Both enrichment and college credit–bearing options feature engaging online lessons and instructional support. College credit–bearing courses include additional coursework and offer the opportunity to earn academic credit upon successful completion. Some course content overlaps across both options, so students are encouraged to choose the format that best aligns with their academic or professional goals.
College Credit Courses$3,995
Length of Course: Multi-length course options
Instruction & Activities: 128 hours
Grading: Letter grade
On Your Own Schedule: ✔️
Academic Support: ✔️
Final Project: ✔️
College Credit Hours: ✔️
Certificate of Completion: Georgetown Transcript
Enrichment Courses$1,895
Length of Course: 1-, 2-, or 4-weeks
Instruction & Activities: 20-30 hours
Grading: Pass/Fail
On Your Own Schedule: ✔️
Academic Support: ✔️
Final Project: ✔️
College Credit Hours:❌
Certificate of Completion:✔️
How Marketers Turn Consumer Insights Into Successful Campaigns
How Marketing Shapes the Way We Buy
Trace marketing's evolution while examining consumer psychology and inclusive messaging. Analyze multicultural campaigns to identify successful elements and develop strategic recommendations for market expansion.
Building Brands That Last
Evaluate brands using the STAR framework while exploring how mission and purpose shape identity. Develop positioning statements for competing brands to distinguish their value and drive customer loyalty.
Uncovering What Drives Consumer Behavior
Explore how research reveals patterns in consumer behavior and purchasing drivers. Interpret the gap between consumer words and actions, and see how these insights shape more effective marketing campaigns.
From Goals to Results: Planning Campaigns That Work
Distinguish between goals, objectives, and strategies while applying the GOST framework to planning. Establish KPIs that measure effectiveness and learn how strategic choices align with brand positioning and audience needs.
Choosing the Right Channels in a Crowded Marketplace
Compare marketing channels while applying the PESO model to strategic selection. Explore how AI transforms targeting and assess the opportunities and risks of emerging technologies in a crowded marketplace.
Building Your Career in Marketing
Apply brand analysis and strategic planning by crafting a comprehensive campaign pitch for your capstone project. Discover how these skills support diverse careers in brand management, advertising, digital strategy, and more.
What You Gain From This Experience
- Perspective on career pathways in brand management, digital marketing, advertising, content strategy, and analytics.
- Experience developing and presenting a comprehensive marketing plan through a Final Capstone Project.
- Understanding of how consumer insights, brand positioning, and strategic planning combine to create effective marketing campaigns.
- Experience applying industry frameworks like GOST, PESO, and STAR to analyze brands, select channels, and measure campaign performance.
- Insight into how AI and emerging technologies are transforming content creation, audience targeting, and marketing optimization.
- The opportunity to earn official college credit from Georgetown University through graded coursework and a capstone project.
What Sets This Program Apart
A Capstone Project With Real-World Relevance
- Analyze a brand's position using the STAR framework, conduct consumer research, and develop competitive positioning strategies.
- Build an integrated marketing strategy using the GOST framework, select channels through the PESO model, and establish KPIs to measure performance.
- Deliver a recorded pitch presentation that brings your campaign to life using storytelling and persuasive communication techniques.
Instructional Guidance And Mentorship
- Refine research, messaging, and strategic choices through feedback from course TAs.
- Strengthen your ability to evaluate marketing decisions with expert perspective and support.
Flexible Learning With Clear Expectations
- Progress through online modules designed to support consistent engagement and skill development.
- Balance research, creative work, and project milestones alongside existing commitments.
Apply Now for the Next Available Course
Course Designed by Georgetown University Faculty
Dr. Wendy Zajack, Ph.D.
Faculty Director and Associate Professor of the Practice
Professor Zajack has more than 20 years of experience in public relations, marketing, media relations, and internal communications. She’s spent the majority of her career working for large, global organizations building messaging for multiple audiences and using a variety of marketing channels. She joined Georgetown in 2016 as the faculty director for the Integrated Marketing Communications and Design Management Communications Program.
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Frequently Asked Questions
How will you be graded? What are assignments like? How much time do you have to turn around a project? When do you find out if you’re admitted? Find answers to your questions here.
Answers to Your Questions HereScholarships
We offer need-based scholarships for participating students who exhibit high potential and an inability to pay the full tuition.
- If you haven’t applied to the program, apply here. After submitting your application, click “Apply for a need-based scholarship” on the confirmation page to request a scholarship.
- If you’ve already applied to the program, sign in to your profile to check your scholarship status. If we don’t have a scholarship request on file, click “Apply for a need-based scholarship” to request a scholarship.