Sales and Marketing Management

The Sales and Marketing Certificate program is designed for students who are interested in obtaining the skills that will allow them to become a member of a sales and/or marketing team or use what they learn to support their own small/entrepreneurial businesses. From personal branding and sales to data-driven digital marketing to social media to ethnic marketing, all courses are rich with examples, timely discussions and projects to help apply the learning to real-world challenges and opportunities. This deep dive into sales and marketing will prepare students to hit the ground running with skills they need to be successful.

The Sales and Marketing Management Program is projected to serve approximately 120-150 student annually.

The Sales and Marketing Management Program goals include preparing individuals for career opportunities in the following areas:  Sales and Marketing Coordinator, Sales and Marketing Assistant, Sales and Marketing Representative, Marketing Coordinator, Marketing Specialist, Promotions Manager, PR Coordinator, Ad Sales and Project Coordinator.

Program Learning Outcomes:  Upon Completion of Certificate requirements, students will be able to:Critical Thinking: Develop critical thinking and analytical skills for decision making and problem solving.  Business Law: Understand how the law and the legal environment relate to business operations, including ethical implications.Intro to Business Information Systems: Utilize multimedia and software applications to enhance business decision-making process.Business Communications: Create effective oral and written business communications utilizing modern communication technologies.

The Sales and Marketing Management Program requires students to complete the following courses:

BUS. 180 Principles of Marketing 

BUS. 193 Digital Marketing

BUS. 188 Consumer Behavior and Interpreting Marketing Dynamics

BUS. 189 Sales and Self Promotion: Fundamentals of Personal Selling 

BUS. 192 Ethnic and Multicultural Marketing

Course	Title	Units	Year/Semester (Y1 or S1)
BUS. 180	Principles of Marketing	3	S1 Program will also be offered in 6/8 week accelerated course experiences packaged for short-term training programming as part of our response to the COVID-19 Pandemic
BUS. 188	Consumer Behavior and Interpreting Marketing Dynamics	3	S1 Program will also be offered in 6/8 week accelerated course experiences packaged for short-term training programming as part of our response to the COVID-19 Pandemic
BUS. 189	Sales and Self Promotion: Fundamentals of Personal Selling	3	S1 Program will also be offered in 6/8 week accelerated course experiences packaged for short-term training programming as part of our response to the COVID-19 Pandemic
BUS. 192	Ethnic and Multicultural Marketing	3	S2 Program will also be offered in 6/8 week accelerated course experiences packaged for short-term training programming as part of our response to the COVID-19 Pandemic
BUS. 193	Digital Marketing	3	S2 Program will also be offered in 6/8 week accelerated course experiences packaged for short-term training programming as part of our response to the COVID-19 Pandemic

The program was developed as part of Strong Workforce Program Initiatives and has included extensive guidance from key industry professionals. Course experiences include work-based learning, relevant case studies and culminating projects that ensure students are best prepared with the competencies and critical skills necessary to be successful in Sales and Marketing careers across a variety of sectors.

A variety of programming is offered across Canada and CSM in Sales and Marketing Management, extensive discussion took place across workforce development leads at CSM and Skyline College regarding the development of this program as part of initial planning and design of Strong Workforce Program. There is a significant need, there appears to be a significant undersupply of Sales and Marketing Management workers compared to the demand for this cluster of occupations in the Bay region and in the Mid-Peninsula sub-region (San Francisco and San Mateo Counties). There is a projected annual gap of about 15,322 students in the Bay region and 4,953 students in the Mid-Peninsula Sub-Region.