Students in class


Career Studies Certificate

PURPOSE: This career studies certificate is designed to meet the needs of employed persons desiring to extend their knowledge of Internet marketing concepts, as well as those seeking training to prepare for employment in the marketing industry and eCommerce.

OCCUPATIONAL OBJECTIVES: Advertising manager, media buyer, salesperson, Internet retailer, web designer, marketing manager, retail manager, and marketing consultant

ADMISSION REQUIREMENTS: General college curricular admission

GAINFUL EMPLOYMENT DISCLOSURE INFORMATION: Please see to access gainful employment disclosure information for this program.






ENG 111

College Composition I




ITE 115

Introduction to Computer Applications and Concepts




ITD 110

Web Page Design I




ITD 210

Web Page Design II




MKT 201

Introduction to Marketing




MKT 271

Consumer Behavior




MKT 281

Principles of Internet Marketing




MKT 282

Principles of eCommerce




MKT 283

Social, Ethical, and Legal Issues in eCommerce








Total Minimum Credits for Career Studies Certificate in eCommerce 28



MKT 110 Principles of Selling (3 cr.)

Presents a fundamental, skills-based approach to the professional selling of products, services, and ideas, and to relationship building. Emphasizes learning effective interpersonal communication skills in all areas of the sales process through skill-building activities. Examines entry-level sales careers in retailing, wholesaling, services, and industrial selling. Focuses on building a positive self-image, following ethical behavior, understanding buyer needs, and appreciating the importance of a positive customer relationship strategy. Concludes in a professional sales presentation to buyers ranging from individual consumers to corporations. Lecture 3 hours per week.

MKT 120 Fundamentals of Fashion (3 cr.)

Develops an understanding of the principles and procedures involved in the production, distribution, and consumption of fashion merchandise. Traces the history and development of fashion and how these changes affect the fashion merchandising world. Focuses on changing consumer characteristics which influence demand for fashion products and the effects that fashion marketing activities have on the economy. Lecture 3 hours per week.

MKT 201 Introduction to Marketing (3 cr.)

Introduces students to the discipline of marketing and the need to create customer value and relationships in the marketplace. Presents an overview of the marketing principles and management strategies, along with the analytical tools used by organizations in the creation of a marketing plan. Lecture 3 hours per week.

MKT 209 Sports, Entertainment, and Recreation Marketing (3 cr.)

Builds on the principles of marketing to introduce the more specific importance and specialization of Sports, Entertainment, and Recreation (SER) marketing. Emphasizes the SER industries as they relate to economics, business structure, product development, branding, pricing strategies, distribution strategies, integrated communications, ethics, and research. Prerequisite: MKT 201. Lecture 3 hours per week.

MKT 210 Sales Management (3 cr.)

Presents an in-depth examination of managing a sales force. Introduces methods of training, compensating, motivating, and evaluating the sales force. Explores forecasting techniques and quotas. Lecture 3 hours per week.

MKT 215 Sales and Marketing Management (3 cr.)

Emphasizes the relationship of professional sales skills and marketing management techniques to successful profit and non-profit organizations. Focuses on challenges connected with the sales and distribution of products and services, including pricing, promotion, and buyer motivation. Demonstrates uses of the Internet to enhance marketing. Studies legal and ethical considerations. Introduces sales management in planning, organizing, directing, and controlling for a well-coordinated sales effort. Lecture 3 hours per week.

MKT 216 Retail Organization and Management (3 cr.)

Examines the organization of the retail establishment to accomplish its goals in an effective and efficient manner. Includes study of site location, internal layout, store operations, and security. Examines the retailing mix, the buying or procurement process, pricing, and selling. Studies retail advertising, promotion, and publicity as a coordinated effort to increase store traffic. Lecture 3 hours per week.

MKT 220 Principles of Advertising (3 cr.)

Emphasizes the role of advertising in the marketing of goods, services, and ideas. Discusses the different uses of advertising; types of media; how advertising is created; agency functions; and legal, social, and economic aspects of the industry. Introduces advertising display, copy and art work preparation, printing, and selection of media. Lecture 3 hours per week.

MKT 227 Merchandise Buying and Control (3 cr.)

Studies the merchandising cycle. Explores techniques used in the development of buying resources, merchandising plans, model stock, unit control, and inventory systems. Highlights merchandise selection, policy pricing strategies, and inventory control methods. Lecture 3 hours per week.

MKT 228 Promotion (3 cr.)

Presents an overview of promotion activities, including advertising, visual merchandising, publicity, and sales promotion. Focuses on coordinating these activities into an effective campaign to promote sales for a particular product, business, institution, or industry. Emphasizes preparing budgets, selecting media, and analyzing the effectiveness of the campaign. Lecture 3 hours per week.

MKT 229 Marketing Research (3 cr.)

Introduces the marketing research process to include methodology, data collection, sampling, and analysis. Focuses on planning basic research studies and applying the findings to marketing decisions. Prerequisite: MKT 201. Lecture 3 hours per week.

MKT 238 Fashion Merchandising (3 cr.)

Compares the major considerations involved in the buying and merchandising of fashion products. Emphasizes the dynamics of fashion and consumer buying patterns and sources of buying information. Discusses fashion buying and inventory control in the merchandising cycle plus techniques used to develop fashion buying plans, model stocks, unit control, and inventory systems. Stresses selection policy and pricing for profit. Lecture 3 hours per week.

MKT 260 Customer Service Management (3 cr.)

Examines the role of customer service in achieving a firm's long-term goals, discusses the basic principles of effective customer service, and explores the tasks and responsibilities of a customer service manager. Includes such topics as purpose of customer service; establishment of customer service goals and policies; recruitment, selection, and training of customer service employees; motivation techniques; empowering employees for better decision making; and evaluation of customer service employees and program. Lecture 3 hours per week.

MKT 271 Consumer Behavior (3 cr.)

Examines the various influences affecting consumer buying behavior before, during, and after product purchases. Describes personal, societal, cultural, environmental, group, and economic determinants on consumer buying. Lecture 3 hours per week.

MKT 275 International Marketing (3 cr.)

Examines the role of the multinational firm, as well as the environments in which they operate. Covers such factors as exchange rates, government foreign trade policy, and social-cultural factors. Compares international and domestic marketing strategies. Lecture 3 hours per week.

MKT 281 Principles of Internet Marketing (3 cr.)

Introduces students to the Internet, Internet marketing, and the World Wide Web. Discusses how to implement marketing programs strategically and tactically using online communications tools. Teaches e-marketing strategies; the conduct of competitive, demographic, and psychographic research; the assessment and management of organizational communication; how news cycles on the Internet differ from traditional media; and how the Internet affects how we live, consume, and work. Lecture 3 hours per week.

MKT 283 Social, Ethical, and Legal Issues in eCommerce (3 cr.)

Examines the social, ethical, and legal issues of electronic commerce. Teaches the factors that influence ethical and unethical marketing practices in eCommerce and the importance of ethical, legal, and socially responsible consumer behavior. Lecture 3 hours per week.

MKT 284 Social Media Marketing (3 cr.)

Surveys the use of social networks and online communities such as blogs, wikis, and virtual events that allow companies to expand their interaction with customers and develop relationships with collaborative communities. Emphasizes the ongoing transformation of the way companies adjust their marketing plans to improve interaction with customers online. Lecture 3 hours per week.

MKT 285 Current Issues in Marketing (3 cr.)

Serves as a capstone course for marketing majors. Provides an integrated perspective of current issues and practices in marketing. Explores contemporary issues and practices in a highly participatory classroom environment. Lecture 3 hours per week.

MKT 290 Coordinated Internship in Marketing (3 cr.)

Provides supervised on-the-job training in selected business, industrial, or service firms coordinated by the college. Provides students an opportunity to increase their knowledge of operating a retail business. Teaches the skills necessary for effective performance in supervisory and upper-level management positions in marketing occupations. Involves rotation among the various departments/functions within the retail training laboratory until the student is familiar with the operation. Combines a comprehensive introduction to store retailing with extensive on-the-job training assignments, which provide the opportunity to apply the understanding of merchandising and management procedures. Laboratory 15 hours per week.

MKT 298 Seminar and Project in Marketing (3 cr.)

Familiarizes the student with many career opportunities in the field through classroom instruction and field exercises. Lecture 3 hours per week.

Name Program Email Phone
Beverly Davis eCommerce CSC 804/523-5520


Common Job Titles1: Bakery Manager; Delicatessen Manager; Department Manager; Department Supervisor; Grocery Manager; Key Carrier; Meat Department Manager; Parts Sales Manager; Shift Manager; Store Manager

Labor Market Statistics (Richmond, MSA)

Projected Employment (2028): 6,513

Current Wage Range (Entry - Experienced): $27,000 - $53,400

Common Job Titles1: Account Supervisor; Brand Manager; Business Development Director; Business Development Manager; Commercial Lines Manager; Market Development Executive; Marketing Coordinator; Marketing Director; Marketing Manager; Product Manager

Labor Market Statistics (Richmond, MSA)

Projected Employment (2028): 983

Current Wage Range (Entry - Experienced): $94,700 - $214,100

Common Job Titles1: Account Executive; Account Manager; Outside Sales; Outside Sales Representative; Sales; Sales Consultant; Sales Director; Sales Rep; Sales Representative; Salesman

Labor Market Statistics (Richmond, MSA)

Projected Employment (2028): 7,123

Current Wage Range (Entry - Experienced): $37,200 - $91,300

Common Job Titles1: Designer; Technology Applications Engineer; Web Architect; Web Design Specialist; Web Designer; Web Developer; Web Development Director; Web Development Instructor; Webmaster

Labor Market Statistics (Richmond, MSA)

Projected Employment (2028): 803

Current Wage Range (Entry - Experienced): $41,000 - $87,600

Bright Outlook Bright Outlook occupations are expected to have rapid growth over the next 10-years (employment increase of 10% or more in the Richmond, MSA over the period of 2018-2028) or are expected to have a high demand (projected to have 750 or more job openings in the Richmond, MSA over the period of 2018-2028).

Green Occupation "Green occupations will likely change as a result of the green economy. Green economy activities and technologies are increasing the demand for occupations, shaping the work and worker requirements needed for occupational performance, or generating new and emerging occupations." -- O*NET

1 This program may prepare you for one or more of the listed jobs; however, graduates may not be qualified for all of the jobs listed in this section.

Reynolds Community College makes every attempt to provide students with the best, most accuarate information possible. The data was sourced from external agencies (O*NET and JobsEQ) on August 15, 2018.