Graduate Certificate in Marketing Analytics
- Curriculum & Prerequisites
- When it’s offered
- How long it takes to complete
Companies have witnessed an exponential growth in customer data generated from store scanners and from web transactions, navigation, search, and more recently, social media. As a result, companies are seeking trained professionals who have the skills to analyze the data to help managers make better marketing decisions. However, there is a shortage of qualified candidates with the right combination of marketing and analytical skills. Often companies hire students trained in the statistical or quantitative side who use different packages such as SAS or SPSS to create marketing decision models. Such hires often lack an understanding of marketing decision making and the key drivers of consumer purchase behavior.
The Marketing Analytics Certificate program seeks to fill this void by offering courses that provide an introduction to basic marketing principles such as consumer behavior and segmentation, targeting and positioning, market research and digital marketing along with quantitative courses in marketing analytics using SAS and database marketing. Students who complete this certificate program can use these courses to obtain the Master of Science degree in Marketing.
Curriculum & Prerequisites
Please note this is not an online certificate, while one or more courses may eventually be offered online, there are no plans for all the courses to be available online.
The program consists of four semester long courses. Please note that some of the courses require Marketing Management and Statistics as prerequisites. If you are a non–degree seeking student, please speak with the program director to see if these can be waived based on past coursework and knowledge.
MKT 6309 Marketing Research (3 semester hours) Methods employed in market research to understand consumer behavior to enable better marketing decision–making. Topics include focus groups, understanding different sources of secondary data, questionnaire design, design of experiments, sampling plans, and data analysis using statistical techniques. In addition, the course will cover attitude measurement, and market research on the Internet. Prerequisites: MKT 6301 and OPRE 6301, or consent of instructor. (3–0) Y
MKT 6321 Interactive & Digital Marketing (3 semester hours) Introduction to the theory and practice of interactive and digital marketing. Topics covered include: market research, consumer behavior and segmentation considerations; privacy issues and technology overview; interactive kiosks, websites, search advertising, search engine optimization, email, mobile, video and social networks. Prerequisite: MKT 6301 or consent of instructor. (3–0) T
MKT 6323 Database Marketing (3 semester hours) Techniques to analyze, interpret, and utilize marketing databases of customers to identify a firm’s best customers, understanding their needs, and targeting communications and promotions to retain such customers. In addition, students will learn to use SAS software. Prerequisites: MKT 6301 and OPRE 6301, or consent of instructor.(3–0) Y
MKT 6337 Marketing Analytics using SAS (3 credit hours) This course is designed for a career in marketing analytics in which students analyze data from large databases to make important marketing decisions. These methods are commonly employed in online marketing, in grocery stores, and in financial markets. Students will acquire knowledge about the tools and software that are used to understand issues such as who the profitable customers are, how to acquire them, and how to retain them. The tools can also be used to manage brand prices and promotions using scanner data as is done in supermarkets. Prerequisite: MKT 6301 and OPRE 6301. (3–0) Y
Proficiency Examination: After the student (both degree and non–degree seeking) completes the required courses with a grade of B (3.0 GPA) or better in each of the required courses, they must also take a comprehensive examination on a pass/fail basis which will assess their knowledge of the subject matter. You must score a 70 to pass and are allowed only two additional re-takes.
The exam is offered at the end of the Fall or Spring semester once the candidate completes the four required courses and has achieved a B or better in each of these courses. You may not re-take a course if you get below a B which will thus end your chances of obtaining this certificate. The proficiency exam consists of approximately 100 multiple choice questions and approximately 15 short answer/essay type questions. The proficiency exam material primarily comes from the midterm and final exams from each of the courses as well as conceptual questions to determine your overall understanding and mastery of the subject matter.
When it’s offered
The coursework is completed by taking one or two courses (of the four courses) in the fall (Marketing Research, Marketing Analytics using SAS and/or Interactive & Digital Marketing) and the other two or three remaining courses (Database Marketing, Interactive & Digital Marketing & Marketing Research) in the spring. Courses are usually offered at 7:00 pm (in the Fall & Spring) or 6:00 pm (in the Summer) and during weekdays to allow working students to participate. Occasionally a course may be offered at 4:00 pm.
How long it takes to complete
The program can usually be completed in two semesters. The proficiency exam will be administered at the end of the spring semester. You can start in the fall or in the spring; please note that there are no certificate courses offered during the summer semester.
The cost is based on three credit hours per course. Costs may be higher or lower if you take more or fewer courses than two per semester. For non-degree seeking students there is NO financial aid available for this certificate. We highly encourage non–degree seeking students to consider enrolling in the MS in Marketing which is a total of 12 courses and includes the Marketing Analytics certificate. To calculate your tuition costs, please visit the University’s Bursar’s Office tuition schedule. Look at the graduate column and if you have been a Texas resident for at least one year look at the resident column, then lookup how many credit hours you will take each semester and then add up all the semesters. The average cost if you take 2 courses per semester is approximately $8,500 for all 4 courses
The program is open to domestic and international degree seeking students BUT only to domestic non–degree seeking students. If you are an international student you may not apply for this certificate. Degree seeking: Students already enrolled in a degree program in the School of Management are automatically eligible for enrolling in the certificate program and may begin taking required courses immediately via normal course registration procedures.
Domestic non–degree seeking: Application deadlines are (Fall : July 1 ; Spring : November 1; Summer : April 1). To apply for the Marketing Analytics Certificate Program as a non–degree seeking student, follow these steps and send the information to Alexander EdselEmail.
- Copy of your undergraduate and if applicable graduate college transcript
- One page essay stating your career goals and expectations from pursuing this certificate
The program director will then either schedule a meeting or direct you to an online application with a $50 fee