Higher Education Marketing Graduate Certificate

College of Creative Arts and Media

The Higher Education Marketing Graduate Certificate prepares you to master the nuances of student recruitment and institutional branding within the framework of integrated marketing communications (IMC) strategy. Delivered exclusively online, this program provides practical, hands-on learning that you can apply immediately in your career. The curriculum emphasizes a "learn-it-today, use-it-tomorrow" approach, ensuring you can implement the best strategies and tactics to reach key audiences effectively.

Taught by a diverse faculty of marketing directors, academics, and entrepreneurs who are recognized leaders in their fields, this program offers a rich learning experience that blends theoretical knowledge with real-world application.

• Comprehensive IMC Strategy: Develop a deep understanding of integrated marketing communications tailored for higher education.
• Student Recruitment: Learn effective techniques for attracting and engaging prospective students.
• Institutional Branding: Master the art of building and maintaining a strong institutional brand.
• Practical Skills: Gain hands-on experience with a curriculum designed for immediate application.
• Expert Faculty: Learn from industry leaders with extensive experience in marketing and higher education.

Prepare for a dynamic career in higher education marketing with the Higher Education Marketing Graduate Certificate. You'll learn to implement a comprehensive, integrated marketing communications strategy tailored for institutions of higher learning. Dive into coursework rooted in data and analysis, focusing on marketing to higher education audiences, planning impactful campaigns, developing engaging content for prospective students, and leveraging social media to reach your target audience.

After completing this certificate, you will be equipped to: 

• Research target markets, and develop an understanding of cross-cultural marketing communications.
• Develop branding strategies that speak to consumers cross culturally.
• Define ethical marketing in a multicultural society.
• Create a strong multicultural IMC campaign.
• Explain how to track social media metrics.
• Develop a strong social media IMC campaign for higher education.
• Estimate ROI for social media.
• Define federal guidelines associated with social media channels and networks.
• Demonstrate how to target specific markets through social media campaigns.
• Develop content for higher education IMC campaigns.
• Recognize strategies involved with creating strong content for marketing.
• Describe how to utilize technology in content creation.
• Define the difference between Owned, Earned & Paid media and demonstrate how to write for each.

• Review the requirements for the program and learn what materials are needed to apply.
• Create an account, start your application and follow the instructions.
• Pay the application fee.
• Submit your application.

Tuition and fees are usually not the only educational expenses you may have while pursuing a degree. You may have other costs such as books, supplies, and living expenses. Visit the Estimate Costs and Aid webpage to estimate and plan for other potential expenses.

Tuition per credit hour is listed on the page of your program of interest. Please note, tuition and fees are reviewed and subject to change at the start of each academic year.

• Learn More about Tuition and Financial Aid
• Explore All WVU System Tuition and Fees
• Understand Restrictions on University Tuition Waivers

The online Higher Education Marketing Graduate Certificate will prepare you to design and implement marketing strategies that attract, engage, and retain students in today’s competitive academic landscape. You will learn to apply data-driven approaches to digital marketing, branding, and enrollment management, equipping you with the skills to strengthen institutional visibility and impact. This program aims to provide you with practical tools to navigate the evolving trends in higher education marketing.

After learning about topics such as social media strategy, content development, analytics, and integrated marketing communications, you can apply that knowledge to projects that connect theory to real-world higher education settings. These experiences will enhance your ability to craft compelling campaigns and measure their effectiveness, positioning you for success in roles across admissions, marketing, and institutional advancement.