Marketing analytics involves measuring and analyzing the performance of the market. Graduate certificate programs that focus on marketing analytics may cover course topics related to statistics, market research and analysis. These programs may be beneficial to marketing managers, analysts, and product managers who would like to upgrade their skills or advance their careers.
Common Courses in Marketing Analytics Graduate Certificate Programs
Graduate certificate programs in marketing analytics may be taken online or on-campus and students can earn their certificate within 18 months. Generally, these programs have between 12 to 15 credit hours of coursework. A few of the common courses are detailed below.
Marketing analytics courses typically cover the theoretical and practical techniques companies use to understand their customers and the market. Some courses may also focus on the ethics of data privacy and consumer information. A few of the other topics these courses may cover include statistics, business insights, and strategy.
Brand Positioning and Management
In some programs, the courses may incorporate the use of data in managing and positioning a brand. Students may also learn about brand equity, product pricing and how to differentiate brands on the market. Coursework might delve into creating perceptual maps, identifying competitors and finding a niche market for a product.
Marketing personnel will need to understand the relationship customers have with brands on the market in order to build successful marketing strategies. Courses that deal with customer relationships may tackle techniques for acquiring and keeping customers. A few of the other topics that these courses may cover are relationship marketing, customer loyalty, and direct-response modeling.
Digital marketing, otherwise known as E-Marketing, can entail the use of internet marketing across multiple platforms such as mobile phones and websites. Students may also learn about the principles of e-marketing as well as the evaluation of digital communication. Coursework often covers topics like behavior-based inference, social media marketing and measuring the effectiveness of an online ad.
Depending on the program, students may take modeling courses that relate to areas such as statistics or market research. Other topics that may be covered include logistic regression, decision trees, and factor analysis. Students are often asked to analyze methodology, carry out analysis and be able to interpret and articulate results.
General Admission Requirements for Graduate Certificate Programs in Marketing Analytics
In order to be accepted into these programs, prospective students may need to have an undergraduate degree from an accredited college or university. While some programs may not specify the subject area of the degree, having prior knowledge of statistics and marketing may help the prospective student understand the coursework. Along with an application, prospective students may also need to submit school transcripts, letters of recommendation, passing scores on a GRE test, an essay and a current resume. In a few cases, students may need to be interviewed.
Graduate certificate programs in marketing analytics typically ask students to complete 12-15 credit hours and can be finished in around18 months or less. These programs are usually open to persons with an undergraduate degree but a few programs don't have that requirement.