What Is the Marketing Communications: Messaging and Brand Positioning Certification?
The Marketing Communications: Messaging and Brand Positioning Certification is a fully online professional development program that teaches you how to build, execute, and evaluate integrated marketing communications strategies.
This certification covers three core areas of modern marketing practice:
- Consumer Behavior: Understand how people make decisions, what motivates action, and how social influence shapes purchasing and brand loyalty.
- Customer Journeys: Map the stages customers move through from awareness to advocacy, and learn how to guide them with the right messages and media.
- Culture and Branding: Discover how brands become cultural symbols, how meaning is created and managed over time, and how storytelling drives differentiation.
You will work with to reposition a real brand, develop a marketing communications strategy, and produce sample marketing communications across multiple channels. Integrated marketing communications (IMC), covered in this program, is a strategy that coordinates all marketing and communications channels to deliver a consistent, unified message to consumers. This program covers how IMC connects advertising, digital media, public relations, promotions, packaging, signage, and corporate communications into a single brand voice.
This program is designed for marketing professionals, brand managers, communications specialists, and business leaders who want to strengthen their ability to create compelling, audience-focused marketing communications.
Why This Program Matters?
Marketing budgets are wasted when messages miss the mark. Campaigns that do not connect with consumer motivations, ignore cultural context, or fail to guide customers through a clear journey often generate awareness without action.
This program directly addresses the challenges marketers face most:
- Audiences that tune out generic messaging
- Brand stories that do not resonate across channels
- Campaigns that generate clicks but not conversions
- Difficulty translating consumer insights into clear communications strategy
- Brands that struggle to stay culturally relevant over time
The Marketing Communications: Messaging and Brand Positioning Certification gives you the frameworks, tools, and applied practice to solve these problems and communicate with confidence on behalf of any brand, organization, or cause.
Immediately Apply What You Learn
Throughout this program, you will work to take on a real brand challenge. You will reposition a brand, research and define its target market, develop a full integrated marketing communications strategy, and create sample marketing communications.
Learners can immediately apply program skills to:
- Build brand positioning strategies grounded in consumer insight
- Design multi-channel communications plans that reach the right audiences
- Create persuasive marketing content across advertising, digital, PR, and more
- Lead IMC planning conversations with stakeholders, clients, or leadership teams
- Evaluate campaign effectiveness and recommend improvements
Course Information
This is a fully online, self-paced course delivered through the University of Arizona Online Professional Studies. Enroll and begin on your own schedule.
A score of 80% or higher is required to pass each module quiz, each hands-on challenge, and the final certification exam. All assessments may be retaken an unlimited number of times. Pass the final exam to earn your Certificate of Completion from Arizona Online Professional Studies.
You do not need to be located in Arizona or be a University of Arizona student to take this program.
Upon successfully completing the course and passing the final exam, you may apply for University of Arizona credit through the credit-by-exam process. You must be accepted to the University of Arizona to be eligible.
Get Started With The Marketing Communications: Messaging and Brand Positioning Certification
Registering is easy. No application required. Start anytime.
Cost:
- $595 (Pricing is introductory and subject to change)
Credential:
- Digital Badge of Completion from Arizona Online Professional Studies