Find the Right Marketing Program for You

MARKETING PROGRAMS AT UWPCE

Part business, part communications, perhaps part magic — marketing is a multifaceted profession. Whether you’re looking to break into the field or hone the skills you have, UW Professional & Continuing Education has a program that will get you there.

Compare our certificates, specializations and courses and find the right one for you. 

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Marketing Foundations

Learn the fundamentals of how to manage brands, acquire customers and promote products as you explore both the creative and technical sides of the marketing field.

Key Skills

• Creative techniques for developing a marketing plan
• Situational analysis, market research and audience segmentation
• Methods for choosing the right marketing framework for your business objectives
• How to use different marketing channels to reach different audiences

Good For

Professionals looking to understand marketing fundamentals and gain the skills to create effective marketing campaigns.

Prep for Roles Like

• Marketing specialist
• Digital marketing analyst
• Marketing coordinator

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Empowering Marketing & Communications With AI

Learn how to incorporate generative artificial intelligence (AI) tools into your marketing and communications work and take full advantage of the power of this emerging technology to boost your creative and analytical output.

Key Skills

• How to write effective prompts for various tasks
• Using generative AI to create email marketing campaigns, draft creative briefs and analyze data
• Strategies for deploying different AI tools for different scenarios
• Best practices for using generative AI in communications work

Good For

Marketing and communications professionals who want to leverage generative AI in their work.

Prep for Roles Like

• Enhances many marketing and communications roles

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Compare Certificates & Specializations

Brand Management

Learn how to build and manage a strong and memorable brand that inspires loyalty and drives sales across a wide spectrum of marketing channels.

Key Skills

• Understanding brand architecture, brand identity and brand resilience
• Brand positioning strategies
• Brand extension and diversification 
• Techniques for measuring brand equity

Good For

Professionals with some marketing experience who want to enhance their knowledge of effective brand management.

Prep for Roles Like

• Brand marketing manager
• Brand strategist
• Brand ambassador

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Digital Marketing

Learn how to create a comprehensive digital strategy that aligns with business goals and leverage various digital marketing channels to produce measurable results.

Key Skills

• Developing the essentials of a digital marketing plan
• How to use channels such as email, search, digital advertising and social media
• Website and campaign optimization
• Budgeting, forecasting and measurement

Good For

Professionals in any field with some experience or education in marketing who want to learn the ins and outs of digital marketing.

Prep for Roles Like

• Digital marketing specialist
• Digital marketing manager

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Product Marketing

Learn how to design product marketing strategies that effectively communicate a product’s value to maximize customer adoption and sales.

Key Skills

• Developing value propositions and messaging frameworks
• Segmentation, audience targeting and customer journey mapping
• Product lifecycles, pricing and packaging
• How to perform customer, company and competition research

Good For

Professionals in marketing, product management, sales or other business areas who want to learn how to launch and promote products in the marketplace.

Prep for Roles Like

• Product marketing specialist
• Product marketing manager
• Marketing manager

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Search Engine Optimization (SEO)

Learn how to improve your website’s ranking in search results and help ensure your content is reaching its target audience.

Key Skills

• How to optimize websites for local and global Google searches
• Common SEO tools such as Google Analytics, tracking technologies and web crawlers
• SEO audits and optimization strategies
• How to use SEO research to inform your digital marketing strategy

Good For

Professionals in any field with some exposure to marketing concepts and web technologies who want to get started in SEO.

Prep for Roles Like

• SEO strategist
• Copywriter
• Web developer

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Social Media Marketing

Learn how to develop and deploy compelling social media content that cultivates a strong following and enhances your organization’s digital marketing efforts.

Key Skills

• Long- and short-form content creation and curation
• How to use social media analytics to measure effectiveness
• Strategies for increasing community engagement
• How to work with social media influencers
• Techniques for audience segmentation

Good For

Professionals with some marketing experience who want to build social media skills or advance in the field.

Prep for Roles Like

• Social media strategist
• Social media coordinator
• Social media manager

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