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University of Nebraska–Lincoln

Certificate in Strategic Marketing

Certificate in Strategic Marketing


Explore how to best make strategic business decisions by using your organization's resources most efficiently to reach your target audiences. Whatever your undergraduate degree or career path, this 12-credit-hour online program provides you with necessary skills and tools to design and implement an effective integrated marketing strategy that drives revenue growth for your company, department or product line.


August, January or May Start

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What You'll Learn

  • Use techniques for undertaking strategic market analysis and formulating marketing strategies to target potential customers and using customer lifetime value models to make decisions
  • Creatively apply strategic marketing thinking in a way that fosters and rewards sustainable approaches to customer need fulfillment
  • Creating a market-oriented organization and managing marketing strategy in international markets
  • Understanding and applying metrics for evaluating marketing strategy effectiveness

Take Charge of Your Future

The curriculum is comprised of four methods courses, which you can tailor to fit your interests. The courses focus on providing students with an exposure to the broad field of marketing and will offer students the breadth of knowledge necessary to make strategic marketing decisions. You must earn a grade C or better in each course to complete the certificate.

Explore All Marketing Courses Course Schedule

Complete One Required Course

Managerial Marketing

GRBA 813

Development of analytical and decision making skills, and an understanding of the market forces which influence those decisions. Major emphasis on the decision areas of product, distribution, personal selling, advertising and pricing, as well as on the development of integrated marketing programs. Social, ethical and global issues.

Choose Three Elective Courses

Applied Marketing Research

MRKT 821

Prerequisites: GRBA 813 or equivalent.

Research methods to supply marketing information pertaining to the: assessment of the nature of demand, assessment of the extent of demand, marketing program development and the monitoring of marketing performance.

Survey of Buyer Behavior

MRKT 822

Prerequisites: GRBA 813 or equivalent.

Survey of the literature of buyer behavior. Economic, sociocultural and psychological aspects of buying behavior as the basis of marketing strategy and public policy.

Services Marketing

MRKT 826

Prerequisites: GRBA 813 or equivalent.

Services marketing and the services marketing process. Key concepts, issues and terminology. Specific tools and frameworks enabling communication with other professional marketers and analysis of services marketing situations to make realistic recommendations for managerial action.

Sports Marketing

MRKT 828

Prerequisites: GRBA 813 or equivalent.

Basic concepts and theories unique to sports marketing, review of the basic principles of marketing in the context of sports. Framework provided for incorporation of unpredictable nature of the sports industry and exploration of the complex relationships between the elements of sports and marketing. Current research in the area of sports marketing, coverage if the growing popularity of women's sports, and the globalization of sports.

Strategic Issues in Marketing Communication

MRKT 830

Prerequisites: GRBA 813 or equivalent.

Analysis and application of current concepts regarding the formulation and evaluation of marketing communication strategy in organizations which operate on a profit and not-for-profit basis.

Marketing Channels and Distribution

MRKT 835

Prerequisites: GRBA 813 or equivalent.

Marketing management issues related to selection of intermediaries, channel control, marketing institutions, channel power and pricing. Distribution management issues: location, finished goods inventory, transportation, communication, and customer service.

Digital Marketing and Electronic Commerce

MRKT 841

Prerequisites: GRBA 813 or equivalent.

Strategies to deal with opportunities and challenges of evolving technology and marketing in digital networks of customers, suppliers, and employees; social and mobile marketing; different interactive marketing platforms for e-commerce; the future and strategic, societal, and ethical implications of technology and interactive marketing in e-commerce.

Marketing and Globalization

MRKT 855

Prerequisites: GRBA 813 or equivalent.

Globalization and resulting changes in the business environment. Access to new consumers, new supplies. The effect on consumer choices. Readings from scholarly and popular press, videos, and a "real world" application. Marketing strategies developed for Nebraska firms and organizations such as value-added food marketers.


Because we review applications on a continual basis, you can start earning the certificate when it works best for you, whether that’s spring, fall or summer.

Students in a UNL graduate business degree program wishing to pursue the certificate will not be subject to additional screening. Students seeking just a certificate will be reviewed by a faculty committee based on:

  • Letter of interest
  • Professional resume
  • Undergraduate GPA
  • Undergraduate transcripts
  • Three references

We will review candidates holistically, but we will recommend that students have completed a bachelor’s degree with a GPA of 3.0 or higher. We also recommend that entering students have three or more years of professional work experience. Students with less than a 3.0 GPA, but who have significant work experience (5+ years of professional experience) will be considered for the certificate program.

Upload Supporting Documents

All Supporting Documents including unofficial transcripts and test scores are uploaded directly via the graduate application.

You are required to submit an unofficial transcript from each post-secondary institution you have attended during the application review process.

Submit Official Transcripts

If you are admitted, you will be required to submit an official transcript sent directly from each institution you have attended to The Office of Graduate Studies. We recommend that you complete this task before your admitted term begins. A hold will be placed on your account if they do not receive your official transcripts by October 1 for the fall term, February 1 for the spring term and July 1 for the summer term. Students will have until that day to submit official transcripts or your admission will be rescinded.

Transcripts can be sent electronically to or by mail to

University of Nebraska–Lincoln
Graduate Admissions
1100 Seaton Hall
Lincoln, NE 68588-0619

International Student Transcript Submission

If you are an international student, please refer to the Nebraska Office of Graduate Studies for transcript and document information.

International Transcript Information

Applying for Multiple Certificates

The College of Business is pleased to provide multiple graduate certificate options. Please note, however, that students pursuing multiple graduate certificates may not apply the same course to more than one certificate. Below is a list of courses used by more than one certificate. If you have questions about this policy, please reach out to the Business Graduate Programs office at

Overlapping Courses in Certificates

  • Business Analytics and Marketing Analytics share GRBA 851
  • Business Analytics and Supply Chain Analytics share GRBA 851
  • Supply Chain Management and Supply Chain Analytics share GRBA 815
  • Marketing Analytics and Strategic Marketing share GRBA 813

Additional information on Application Requirements can be found at Graduate Studies website.

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Before applying, ensure you have met the prerequisites of a bachelor’s degree.

There are no other specific course requirements for admission to the certificate program.

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May Start

Apply by April 1


August Start

Apply by July 1


January Start

Apply by November 1


Since certificate programs are not eligible for financial aid, we know cost is key. At a flat rate of $675 per credit hour, our certificate programs are some of the most affordable in the Big Ten.

Tuition and Fees

Maximize Your Investment

Completing a certificate can be a good way to get a feel for graduate level classes and diversify your expertise. Because the course credits you'll earn while completing a certificate are transferrable, you can roll your credits into a master's program later on. If you're already enrolled in one of our MBA programs, you can use your MBA electives to earn this graduate certificate at the same time.

Explore Master's Programs

Get More Information

Provide your information and we'll send you what you need to know about earning your graduate certificate at Nebraska.

If you have immediate questions, contact our Business Graduate Programs Office at or 402-472-2338.

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