Building an Effective Marketing Plan Certificate Program


The Building an Effective Marketing Plan Certificate Program will review the elements of marketing, including One-to-One, B2B, CRM, research and analysis tools, distribution channels and pricing. You will learn how each element fits into the overall plan of a business and how to develop and execute your own plans. The program will cover everything from basic fundamentals to the latest trends, and you will develop your own marketing plan to take back to your organization.
This six-week certificate program can be taken as a stand-alone course, and also fulfills one of the core requirements in DePaul’s Integrated Marketing Communications Certificate Program.

For More Information, Contact:

Jurate Murray
  • Email:
  • Phone: (312) 362-5913
  • FAX: (312) 362-6540

Who Should Attend

  • Professionals who provide input into the development of their organization’s marketing plans
  • Strategic planners interested in developing a more integrated, holistic marketing plan
  • Professionals who implement and execute the strategic initiatives of their organization’s marketing plan
  • Entrepreneurs and individuals interested in learning and understanding new marketing solutions, and how to effectively execute cutting-edge ideas and plans


Through this program, you’ll learn to develop high-impact marketing plans by:
  • Assessing customer needs
  • Analyzing market demand
  • Evaluating competition
  • Developing product strategies
  • Establishing pricing
  • Assessing channel structure
  • Developing marketing promotion programs and budgets


Week 1—Marketing Fundamentals
  • The marketing concept; the scope of marketing
  • The SWOT
  • The marketing mix
Week 2—Marketing Intelligence
  • Target Audience
  • Market Research
  • Purchasing process and evaluations
  • Segmentation
Week 3—Marketing Planning
  • The Marketing Plan
  • Configuring products or services (product strategy)
  • Competitive strategy
  • Pricing strategy
  • Introduction to the Business Case
Week 4—Marketing Communication
  • Marketing communications strategy
  • The Paid, Owned and Earned model
Week 5—Marketing Implementation & Measurement
  • Planning the marketing communication calendar
  • Completing the Business Case
  • Measuring marketing performance
Week 6—Final Presentations
  • Staying informed in marketing

Frequently Asked Questions

Click here for DePaul University Continuing and Professional Education departmental student policies.
Are there course materials?
There are no books for this course. Handouts will be distributed on the first day of class. The cost of these materials is included in the course fee.
What are the requirements for the Integrated Marketing Communications Certificate?
To receive the IMC certificate, students must successfully complete three required courses and two elective courses plus one seminar. Follow the link to learn more about the IMC Certificate and review the list of courses.
Do I get DePaul credit for this class?
No, but some DePaul CPE courses have been approved for CEU credits. This is a professional education class, with different requirements than courses taken for academic credit.
How big is the class?
Class size is limited to allow for a more interactive environment in the classroom. Most classes have less than 20 students.
Will I have to write papers and take exams?
While the assignments differ for each instructor and course, you will be assigned non-graded homework, and you will receive feedback on each of your assignments. Some courses also include in-class presentations.


Online registration is available 24 hours a day, 7 days a week. Add the course you are interested in to your shopping cart and proceed to checkout. Registration is also available via phone, fax or mail. An Adobe Acrobat PDF of the registration form is provided for your convenience.

Course Availability

Course Section Add to Shopping Cart
KMC 207-00
Roy Wollen
DePaul Center, Room 7406, 1 East Jackson Blvd., Chicago IL
Mondays, October 29 - December 3, 2018, 6:00 - 9:00 PM
1.8 CEUs
18 Contact Hours
Required Fees: Price
Registration - $75 late fee applied to registrations received after 10/22/2018$1,095.00