Graduate Certificate in Marketing Analytics and Market Research

Overview

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

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.

  1. 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

  2. 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

  3. 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

  4. 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. (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.

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.

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.

Cost

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. 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 & Market Research certificate. For calculate your tuition costs, visit the University’s Bursar’s Office.

Application

The program is open to domestic and international degree seeking students and 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: To apply for the Marketing Analytics & Market Research Academic Certificate Program as a non–degree seeking student, please contact the program director. An online application process will soon be available. Please email the following information to Alexander Edsel.

  1. Name and contact information
  2. A copy of your undergraduate or graduate transcript

You will then be instructed how to enroll in the courses and pay. For more information or questions regarding the program, please contact Alexander Edsel.