Marketing and Business Manager Professional Program

Business Management Professional
Leading a team of colleagues or managing your own staff requires a set of leadership skills that are often few and far between in today’s business culture. Understanding the personalities working for you and with you, while also maneuvering to get the most out of the different skill sets and personalities on your staff is essential to effective leadership and productive management.
This collection of skills and knowledge will ensure students understand the delicate balance of leadership, motivation, delegation, and authority while fostering an environment of encouragement and teamwork. From business communication and basic supervision to the fundamentals of leadership and project management, this combination of courses ensures students will emerge with the confidence to make the tough decisions managers are faced with every day coupled with a comprehensive understanding of what it takes to be a true leader.

Certificate in Business Communication
Communicating clearly and concisely in written and oral formats is critical to your professional success. From clarifying and structuring your ideas to designing the PowerPoint slides that will best complement them, the techniques, interactive exercises, and checklists in this certificate program will help you create presentations and workplace documents that inform and persuade.
This course offers instruction on crafting many of the most common business communication formats: memos, reports, brochures, proposals, presentations, catalogs, and websites. Topics include formal and informal outlining techniques, using email appropriately in an organizational setting, and revising for wordiness, unnecessary phrases, redundancy, and jargon.

Global Business Management
The Global Business Management course reviews essential skills for the practice of management in an international business context. It covers practical applications of management including: setting a mission and vision for the global business enterprise; developing a global business plan; conducting research in an international environment; understanding the nuances of cultural, legal, political, and regulatory differences; and using technology to support global trade.

Innovation in Teams and Organizations
Innovation can make or break an organization in terms of its ability to win and keep customers. This course looks at innovation in corporations and the public sector. It reviews the latest academic thinking on innovation, including Clay Christensen's seminal thinking on disruptive technology and the proper response to the disruption. Further, it explores some of the internal responses to the need for creativity, including idea champions, idea incubators, new venture teams and skunk works, and the process of moving from innovation to commercialization. This course also covers some of the more successful corporate innovators as a way of illustrating the principles of effective innovation in large organizations.

An Overview of Marketing
Marketing has become vital to the success of an organization in today's competitive world. This course provides an introduction to marketing and marketing planning, and addressing the definition of marketing, the marketing mix (the Four Ps), the strategic importance of marketing, and customer values and satisfaction. The course continues into topics of marketing planning including market research, pricing, distribution, and targeting.

Certificate in Digital Marketing
Digital marketing helps organizations promote and sell products and services through online marketing methods such as social media messaging, website ads, Facebook marketing campaigns, Google Adwords, and more. It's vital to develop a marketing strategy that keeps up with the technology. Course in this certificate cover the strategic issues, marketing methods and tactics, industry terminology, and best practices. The Digital Marketing Certificate can help both current marketing professionals, and those wishing new career in digital marketing, with the necessary knowledge and skills.

Global Marketing
The Global Marketing course reviews the essential skills for the practice of marketing in an international business context. It covers practical applications of marketing including: assessing the external environment; performing strengths-weaknesses-opportunities-threats (SWOT) analysis; conducting international market research; developing a marketing plan and budget; determining the global marketing mix (product, price, placement, and promotional strategies); and conducting competitor analysis.

Google Analytics
Google Analytics is the most popular web analytics software on the market. Whether in small business management or as part of a larger marketing effort, an understanding of how to design and execute campaigns in Google Analytics is becoming increasingly important for marketing success. This course will teach learners to use the application's tools to uncover marketing and sales data, attract web traffic, increase conversions, and create targeted marketing campaigns.

Introduction to Project Management
This course focuses on introducing participants to the practical basics of project management. In this course, we will cover working with teams and in a leadership role within a project, project communication both internal and external, managing project stakeholders, the basics of a project scope and requirements, setting effective project schedules and budgets, project performance, and managing change during a project.

Business Management
Module 1: History of Management
• Management Functions
• Managerial Roles
• Kinds of Managers
• Mistakes Managers Make
• Origins of Management
• Scientific Management
• Bureaucratic and Administrative Management
• Human Relations Management
Module 2: Organizational Environments and Responsibilities
• Changing Environments
• General Environment
• Specific Environment
• Organizational Cultures
• Workplace Deviance
• Influences on Ethical Decision Making
• To Whom Are Organizations Socially Responsible?
• Social Responsibility and Economic Performance
Module 3: Planning and Organizational Strategy
• Benefits and Pitfalls of Planning
• How to Make a Plan That Works
• Steps and Limits to Rational Decision Making
• Sustainable Competitive Advantage
• Strategy-Making Process
• Corporate & Industry Level Strategies
• Firm-Level Strategies
Module 4: Innovation and Global Management
• Why Innovation Matters
• Managing Innovation
• Managing Change
• Global Business, Trade Rules, and Trade Agreements
• Forms for Global Business
• Finding the Best Business Climate
• Becoming Aware of Cultural Differences
Module 5: Designing Adaptive Organizations and Managing Teams
• Departmentalization
• Organizational Authority
• Job Design
• Interorganizational & Interorganizational Processes
• The Good & Bad of Using Teams
• Kinds of Teams
• Work Team Characteristics
• Enhancing Work Team Effectiveness
Module 6: Human Resource Systems, Individuals and Diverse Workforce
• Employment Legislation
• Recruiting
• Selecting
• Training
• Performance Appraisal
• Compensation & Employee Separation
• Surface-Level Diversity
• Deep-Level Diversity
• Managing Diversity
Module 7: Motivation and Leadership
• Basics of Motivation
• Equity Theory
• Expectancy, Reinforcement, & Goal-Setting Theories
• Leaders Vs. Managers
• Who Leaders Are and What Leaders Do
• Path-Goal Theory
• Normative Decision Theory
• Visionary Leadership
Module 8: Managing Communication and Control
• Perception and Communication Problems
• Kinds of Communication
• Managing One-on-One Communication
• Managing Organization Wide Communication
• The Control Process
• Control Methods
• What to Control?
Module 9: Managing Information, Service, and Operations
• Strategic Importance of Information
• Characteristics and Costs of Useful Information
• Capturing, Processing, and Protecting Information
• Accessing and Sharing Information and Knowledge
• Productivity
• Quality
• Service Operations
• Manufacturing Operations
• Inventory

Certificate in Business Communication
• Communicating Collaboratively
• Effective Business Writing
• Effective Emails, Memos, and Letters
• Effective Presentations
• Effective Public Speaking

Global Business Management
• Mission and Vision
• Global Business Plan
• Research
• Cultural, Legal, Political, and Regulatory Differences
• Technology

Innovation in Teams and Organizations
• Outline the key factors for an innovative organization
• Discuss the barriers to innovation
• Explain the differences between incremental, semi-radical, and radical innovation
• Describe internal innovation tools such as idea champions, idea incubators, new venture teams and skunk works
• Explain the process of moving from idea to commercialization
• Discuss the issues surrounding innovation in the public sector

An Overview of Marketing
• Define marketing and the marketing concept
• Understand the marketing process
• Explain the uses of the marketing mix (the Four Ps)
• Explore the relationship between marketing and strategic planning
• Understand customer value, customer satisfaction, and the importance of loyalty
• Discuss the role of ethics in marketing
• Describe the marketing planning process
• Understand how marketing information and market research is gathered, analyzed, and used
• Describe how target markets are identified and pursued
• Understand product marketing, including new product development
• Discuss the marketing issues involved in establishing the promotional mix and in setting prices
• Understand the key issues in placement and distribution planning

Certificate in Digital Marketing
• Digital Marketing Strategy
• Content Marketing
• Social Media Marketing
• Marketing Automation
• Web Analytics
• Search Engine Optimization (SEO)
• Paid Search/Pay Per Click Advertising (PPC)
• Mobile Marketing
• Conversion Rate Optimization

Global Marketing
• External Environment
• SWOT Analysis
• Market Research
• Marketing Plan and Budget
• Competitor Analysis

Google Analytics
• Understand the practice of Web Analytics and how Google Analytics is used as a tool in this field
• Describe the basic concepts behind Google Analytics including metrics, dimensions, and goal-tracking
• Know how to set up a Google Analytics Account and the tracking code that pulls data from websites and applications
• Understand organizational goals for analytics, visitors, goals, and goal values
• Analyze website traffic reports and compare data for marketing and sales purposes
• Describe the differences between dimensions and metrics and how they are used to analyze web traffic
• Create Google Analytics' Audience, Acquisition, Behavior, and Conversions reports and translate data from those reports into actionable plans
• Discuss the average session duration, bounce rate, pages per session, page views, and how each plays a role in a digital measurement plan
• Understand how views, filters, and segmentations work in digital analytics
• Describe SEO and how it impacts web traffic
• Explain how to use Google Analytics for Ecommerce, B2B, and content publishing

Introduction to Project Management
• Introduction and Overview
• Teams and Leadership
• Project Communication
• Stakeholder Management
• The Basics of Project Management
• Scope and Requirements
• Developmental Methodologies
• Effective Budgets and Schedules
• Project Performance
• Change Management

All required reference materials are provided with this program. Technical requirements:

Internet Connection
• Broadband or High-Speed (DSL, Cable, Wireless)
Hardware Requirements
• Processor - 2GHz Processor or Higher
• Memory - 1 GB RAM Minimum Recommended

Software Requirements
• Operating Systems - Windows 7, 8 or 10; Mac OS x 10 or higher
• Microsoft Office 2007, 2010 or 2013 or a Word Processing application to save and open Microsoft Office formats (.doc, .docx, .xls, .xlsx, .ppt, .pptx)
• Internet Browsers - Google Chrome is highly recommended
• Cookies MUST be enabled
• Pop-ups MUST be allowed (Pop-up Blocker disabled)
• Adobe PDF Reader

American Academy of Professional Coders

This class is an independent-study course. Students will have all the resources needed to successfully complete the course within the online material. A student helpdesk is available for technical support during the course enrollment.