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Marketing Research & Strategy Planning

A required course in the Digital Marketing & Communications Certificate Program.

Course closed to new registrations: Call ( 949 ) 824-5414 for more information or sign up below to be notified when this course becomes available.×

Course Description

This course will help students develop an understanding of the complexities organizations face in developing, establishing, and implementing marketing strategies in both domestic and international markets. Areas of study include: marketing research, the nuances between B2C and B2B marketing, segmentation, selection of appropriate marketing channels, overview of global marketing, and the technologies used throughout the marketing process.

You may access your online course by 12pm (noon) Pacific Standard Time on the start date through your UCI DCE web account at Select “My Account,” then “My Courses” from the menu on the left, and lastly “Access Canvas” to access your online course. Instruction begins promptly on the start date. If you enrolled on or after the start date, you may access your online course two hours from the time of your enrollment. If you have any problems, please contact UCI DCE Student Services at 949-824-5414 or

  • Be notified when this class becomes available!

  • Details
  • $730
  • March 29, 2021 to May 09, 2021
  • Delivery Mode: Online
  • Reg#: 00235
  • ID/Units: MGMT X462.81  (3.00)
    ( Section 1 )
  • Quarter: SPRING 2021


Steve Fritzenkotter, M.B.A., is a business management professional, responsible to the development and implementation of organizational, marketing and sales strategies for large and small companies. His education includes a Masters of Business Administration with an emphasis in Marketing. He is a regular contributor in sales industry publications. Fritzenkotter teaches regularly at the University of Phoenix and Ashford University. In addition, he is an Adjunct Professor of Business of Cal State University, San Marcos.

Textbook Information

Textbooks for your course may be purchased from any vendor or bookseller of your choice.

No textbooks are required for this course.

Meeting Schedule

EventDateDayStart TimeEnd TimeLocationRoom
START03/29/2021Monday------Online (Access Begins)---
END05/09/2021Sunday------Online (Access Ends)---