Graduate Certificate in Marketing Analytics and Brand Management
The Advanced Certificate in Marketing Analytics and Brand Management is designed to provide marketing professionals and business leaders improved skills in big data analysis for making strategic marketing decisions. The advanced certificate is comprised of a 12 credit curriculum which integrates core elements of database management, marketing research, and marketing decision making in order to sustain an organization’s marketing position. The four courses focus on skills in information management, decision making frameworks, applied statistics, marketing analytics and advanced marketing strategies. The first three courses may be taken in any order. It is suggested that the capstone course, Marketing Analytics and Brand Management, be the last course taken in the sequence.
Courses are taught online and students may begin the certificate program in the fall, spring or summer terms.
Applicants must have completed 3 credits of undergraduate-level statistics or demonstrate competency.
Required Courses and Suggested Sequence
Managerial Decision Making (3 credits)
This course focuses on the three dimensions of executive decision-making: normative thinking (how managers should make decisions), descriptive thinking (how managers do make decisions) and prescriptive thinking (how managers can make decisions by blending insights gained from the former with the reality of the latter). Students examine tools that include logic and statistical methods for improving the analytical rigor of their decision-making and review cognitive psychological research on so-called heuristics (short cuts) that sometimes help, but often distort decision-making capabilities.
Strategies for Marketing Research (3 credits)
This course focuses on the specific problems faced in the marketing arena, including brand management. The study enables students to understand and apply the basic concepts of marketing research as a component of strategic business decision making. Students also are introduced to the logic and methodology of market research. As part of this course, students will be able to design a global-market research plan.
Global E-Commerce Strategies (3 credits)
This course provides the conceptual foundation for e-commerce and e-business. The course focuses on analyzing e-commerce, digital markets and e-business firms using principles and theory from the fields of economics, marketing, finance, philosophy and information systems; multiple opportunities for application are provided. In addition to concepts from economics and marketing the course examines transaction costs, network externalities, perfect digital markets, segmentation strategies, price dispersion, targeting and positioning.
Marketing Analytics and Brand Management (3 credits)
The course was designed to provide an overview of the tools used to make strategic marketing decisions about the firm's brand and its customers. Graduate students with a background in basic research methods will find this course helpful for identifying ways to analyze data in order to make strategic marketing and resource allocation decisions. The course does not substitute for a basic course in marketing but focuses more on quantitative data analysis and its impact on the competitiveness of the firm. Students apply advanced statistics such as cluster analysis and conjoint analysis using big data for marketing decisions and brand management.
Admission and Advisement
Admission to the certificate program requires the applicant to submit an official transcript of his or her bachelor’s degree along with a completed application. Advising will be provided by the certificate program coordinator, Dr. Rosalyn Rufer.
While the 12 credits are fully transferable into the MBA program, acceptance to the MBA will require candidates to apply to the master’s degree program and complete the full admission process. Completion of the graduate certificate does not guarantee admission to the master’s degree program.
Advanced certificates may be incorporated into a related master's degree for those meeting the program admission requirements.
Tuition and Fees
Students completing this certificate pay the following tuition and fees:
- New York state resident
- Out-of-state resident
- Military and Veteran Tuition and Fees for MBA Programs
Federal financial aid is not available unless concurrently matriculated in a master’s degree program.