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UMGC Alumni AssociationUMGC Launches New Certificate Programs in Digital and Multicultural Marketing

Liz Connolly-Bauman
By Liz Connolly-Bauman

Responding to an ever-changing business market, the School of Business at University of Maryland Global Campus (UMGC) has launched two new marketing certificate programs to help undergraduate and graduate students navigate current trends.

“We have included cutting-edge software and simulation tools to ensure that the courses are interactive and engaging,” said Professor Sandeep Patnaik, PhD, who directs the Marketing Program in the Department of Business Management.

The Digital Marketing certificate was created as an opportunity for undergraduate students pursuing a Bachelor of Science in Marketing. Students pursuing the certificate learn how to create effective online content and use data visualization techniques to gain insight into the customer experience. Students in the certificate program receive hands-on training in several internet-based information-management tools, including Google Ads, Google Analytics, Google Sheets, Google Slides, MailChimp, Microsoft Excel and more.

The Multicultural Marketing Certificate (MCM), meanwhile, gives graduate and post-baccalaureate students a strong foundation in marketing concepts and theories. The 15-credit program trains students to develop strategies for successfully marketing products or services to customers in a multicultural environment.

“Students will learn to recognize and apply appropriate marketing strategies while adhering to ethical principles and being sensitive to cultural norms,” said Patnaik. “The MCM includes courses ranging from marketing fundamentals to consumer behavior, branding and international marketing.”

The new certificates build on the expertise of UMGC’s School of Business faculty and programs.

In the last year, UMGC’s Marketing Program also announced two new student organizations focused on career service events with marketing professionals and guest lectures. The American Marketing Association (AMA) chapter at UMGC is open to undergraduate members students who are members of AMA; it has more than 80 members. The Alpha Mu Alpha Honor Society recognizes top students in the graduate marketing program. Inductees to the society  are awarded a celebration pin, cord and certificate.

For more information about UMGC’s marketing programs, visit

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