Program Overview

Strategic Marketing

The Strategic Marketing course is designed to elevate marketing skills by teaching students how to think and practice strategically in order to meet the demands of the competitive business environment today.

Course Details

• Course Code: MGMT X 460.35
• Duration: As few as 11 weeks
• Units: 4.0
• Current Formats: In Person, Online
• Cost: Starting at $905.00

What You Can Learn

This course goes beyond traditional principles and tactics of marketing to practice marketing at a higher, more strategic level. Students learn to:

• Identify trends and design long-range marketing strategies to guide a business through a competitive business environment
• Develop a full strategic marketing plan that integrates key skills learned in prior courses

About This Course

This capstone course allows students to put into practice key skills they have learned, addressing the need to understand more than just traditional marketing principles. It helps explain how trends develop and how to design effective, long-range marketing strategies that meet the demands of today's dynamic consumer environment. Students explore marketing trends, marketing management decision-making, consumer attitudes, niche marketing, advertising strategies, distribution channels, and the use and misuse of various marketing media.

Prerequisites

• MGMT X 160 Marketing Principles and Practices
• MGMT X 466 Consumer Market Research
• Alternatively, professionals with a minimum of two years' experience may enroll.

Spring 2026 Schedule

• Date: April 2 - June 11
• Time: Thursday 9:00AM - 12:00PM PT
• Instructor: Jennifer Stein Simms
• Fee: $945.00
• Format: In Person
• Location: UCLA Extension Gayley Center in Westwood

Online Section

• Date: March 30 - June 14
• Instructor: Robert Liljenwall
• Fee: $905.00
• Format: Online

Summer 2026 Schedule

• Date: June 22 - September 6
• Instructor: Tito E Zamalloa
• Fee: $905.00
• Format: Online

Course Requirements

• Book: MARKETING STRATEGY by O. C. Ferrell and Michael D. Hartline, Cengage Publishing
• Internet Access: Required

Programs This Course Applies To

• General Business Studies with Concentration in Marketing Certificate
  • Build a strong business foundation and gain marketing skills to stand out, drive growth, and succeed in any industry.
• Marketing Certificate
  • Learn the fundamentals of marketing and develop the brand-building, analytical, and communication skills necessary to succeed in this dynamic, competitive field.