Discover the Power of Marketing
What makes marketing one of the most in-demand skill sets across industries? The field has grown well beyond traditional advertising, spanning data analytics, digital strategy, content creation, and consumer psychology. This course covers how brands are built, how consumer behavior is analyzed, and how marketers use both traditional and digital channels to drive measurable results. By working through applied projects like developing a customer persona and evaluating real brand strategies, you'll assess whether a career in brand management, digital marketing, analytics, or communications aligns with your professional 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 Brands Are Built, Messages Are Shaped, And Audiences Are Reached
Foundations Of Marketing And Brand Influence
Investigate core marketing principles and their influence on decision-making across global industries. Recognize the evolution of the field while focusing on how inclusive and multicultural approaches resonate.
Defining And Positioning A Brand
Examine how mission, values, and positioning give a brand its staying power. Study the role of storytelling in helping brands differentiate themselves while building long-term consumer trust.
Understanding Audiences And Consumer Behavior
Identify consumer motivations and decision-making patterns through various research methods and audience analysis. Develop personas that inform targeting, messaging, and creative direction for marketing campaigns.
Turning Insights Into Strategy
Analyze how marketing goals are defined by translating audience insights into clear objectives. Select strategic approaches and use metrics to evaluate campaign effectiveness and inform future decisions.
Choosing Channels That Deliver Impact
Discover how marketers reach audiences by examining digital, traditional, and experiential channels. Align channel selection with specific audience behaviors, available resources, and overall campaign goals for impact.
Applying Marketing Skills To Careers And Practice
Construct an integrated marketing plan by applying strategic principles to a real brand challenge. Evaluate how these skills translate to roles in brand management, digital marketing, media strategy, analytics, communications, and consulting.
What You Gain From This Experience
- Insight into how marketing principles guide brand strategy and campaign decisions.
- Experience analyzing audiences and using consumer insights to shape marketing approaches.
- Perspective on how creative ideas and data work together to drive results.
- Experience developing and presenting a comprehensive marketing plan through a Final Capstone Project.
- A Certificate of Completion from Georgetown University upon successful completion of the course.
What Sets This Program Apart
A Capstone Project With Real-World Relevance
- Develop an integrated marketing plan that defines a brand’s audience, goals, messaging, and channel strategy.
- Present your plan in a format designed to demonstrate strategic thinking and decision-making.
Instructional Guidance And Mentorship
- Refine research, messaging, and strategic choices through feedback from course mentors.
- 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.
Want to Know More?
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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.