Online Training Programs for Marketing Managers

Marketing is the complex function of teaching consumers to prefer a specific brand, product or service. Current or future marketing managers seeking educational opportunities to develop and upgrade their skills face hundreds of online choices and methods of course delivery. Online courses offer scheduling flexibility and access to both traditional and non-traditional students.

What Sorts of Online Training Programs are Available for Marketing Managers?

Multiple online programs can help busy marketing professionals sharpen and expand their skills. Courses are delivered either in real-time or in a convenient asynchronous format. Opportunities range from courses and certification programs to advanced degrees.
Some opportunities offer traditional college credits while others are set up as continuing education programs or simply provide an online resource. Providers include not-for-profit public and private colleges and universities, for-profit trade schools and institutions, corporate training programs for employees, professional associations and the government.

Free Online Courseware

The OpenCourseWare movement provides opportunities for individuals who want to learn but do not need college credits. The Massachusetts Institute of Technology's (M.I.T.) Sloan School of Management offers materials from its MBA program online as self-paced non-credit freeware. This includes the marketing sequence. The M.I.T. OpenCourseWare program offers some resources specifically targeted to marketers.
The U.S. Small Business Administration (www.sba.gov) operates a virtual campus called the Small Business Training Network that offers free self-paced 30-minute business courses. Students interested in online marketing training can choose among subjects like strategic marketing, winning customers and marketing for small business.

In-house Corporate Training

According to the U.S. Bureau of Labor Statistics (www.bls.gov), many employers offer continuing education opportunities to employees. These may include subsidized tuition for approved coursework, in-house training by staff trainers, or contracts with an outside vendor of corporate training services.

Professional Associations

The American Marketing Association (www.marketingpower.com) provides professional development opportunities for current and future marketers. Training opportunities through the eMarketing Association (www.emarketingassociation.com) focus on skills especially applicable to digital marketing. Both organizations offer courses and certificate programs. Enrollment usually requires paid membership. Student memberships are available.
Some coursework is offered at the beginner level, suitable for undergrads. At the other end of the spectrum, complex topics and seminars offer practitioner-focused approaches to cutting-edge trends, as opposed to more academic and theoretical methods. Certification programs typically require successful completion of a course and acceptable scores on a comprehensive examination.

For-Profit Training Institutions

For-profit trade schools and other postsecondary training programs offer a wide range of online marketing program options to interested students. The U.S. Department of Education (www.ed.gov) recommends confirming that specific schools are accredited by agencies recognized by the Department and that programs qualify graduates for certification by state and federal agencies, if applicable.

Traditional Not-for-Profit Private and Public Colleges and Universities

Online academic opportunities are available in marketing at every level from certificate through Ph.D. Virtual coursework is now available at many traditional, campus-based institutions. Some programs may be entirely completed online, while others require a mix of virtual and on-campus coursework. Prospective students interested in short-term commitment or in developing a specific, targeted skill set can choose from a range of seminars, courses and certificate programs.
Marketing instruction from traditional postsecondary institutions will include a mix of theory and practicum, because traditional postsecondary schools place high value on liberal education and comprehensive understanding of complex systems. Most introductory marketing programs follow a commonly prescribed format of core marketing courses, with marketing selected by the student as an area of concentration. Typical introductory marketing courses might include principles of marketing, quantitative methods, market research, promotion, digital services and global marketing.