Noncredit marketing courses to launch at Great Valley in January

MALVERN, Pa. — This January, Penn State Great Valley will launch two noncredit professional development courses: Content Marketing and Measuring Marketing Success. Designed for both current marketers and professionals new to the field of marketing, the courses will help students create and evaluate a tactical and relevant marketing campaign.

The Content Marketing course will focus on the personas, strategies and tactics that transform a traditional marketing focus into a remarkable engagement machine across both print and digital domains. Participants will learn the necessary materials needed to drive and develop a relationship with new and existing customers, as well as the importance of creating content that is strategically delivered across a variety of channels.

Measuring Marketing Success is designed to further participants’ technical acumen. The course will examine the traditional sales funnel and explore marketing’s impact on the customer journey. Students also will receive an introduction to forecasting and predictive analytics that will help them to better strategize future campaigns.

The courses’ launch comes after the successful, highly attended content marketing and analytics workshop held at Great Valley in May, where participants received an overview of how to develop exciting content, utilize trending technologies, and evaluate a campaign’s success.

Ken Pratt, vice president of marketing at Frontline Education, will teach both courses. Pratt is an innovative, strategic marketing professional with more than 14 years of experience in digital marketing, interactive strategy, sales and online commerce. Adept in email marketing, web development, mobile marketing and social media for B2B and B2C environments, Pratt has years of experience in demand generation strategy and execution.

The courses will be offered consecutively on Thursdays from 6–9 p.m., with Content Marketing running from Jan. 11 to Feb. 22, and Measuring Marketing Success from March 8 to April 19. Registration will open on Monday, Oct. 30. More information can be found at the Penn State Great Valley website.