By earning the Marketing Analytics Certificate, you’ll learn to apply best practices and technologies to ensure an organization’s brand, message, and story are reaching intended audiences across different platforms and marketing channels. You will also:
- Build a deeper understanding of modern tools to build more effective campaigns.
- Gain powerful insights into campaign performance and predictive analytics to better understand and anticipate customer behavior.
- Develop data-driven strategic acumen that will contribute to innovative marketing approaches for a brand or organization.
Strategically Designed
and Flexible Format
High-Demand Skills
and Specializations
Progressive
and Engaged Community
- Official transcripts from all colleges and universities previously attended
- Degree evaluations are required for all applicants who completed their degree outside of the U.S.
- Essay (2 pages, double spaced, 500 words)
- Discuss your short- and long-term professional goals in the areas of digital marketing, data analytics and/or brand storytelling. Elaborate on how a specialization area in the program and an Emerson education will help achieve your goals. Discuss any relevant work and educational experiences and how you would contribute to the program and the profession.
- Resume
In addition to an essay and resume, international applicants must also furnish:
- Course-by-course evaluation, GPA equivalency performed by
- World Education Services
- Educational Credential Evaluators
- National Association of Credential Evaluation Services
- English language proficiency test results are required for applicants whose native language is not English.
- TOEFL: 95-115
- IELTS: 6.5-7.5
- Duolingo: 115-135
- Pearson: 65-80
Marketing Analytics Curriculum
Specializations will include two required courses and then one additional elective courses from the remaining three elective courses
Customer Segmentation and Descriptive Analytics
This course presents a variety of customer segmentation techniques that provide the framework to design and deploy highly targeted, insight-driven marketing campaigns. Students use cutting-edge analytics software to develop segmentation solutions that support many facets of today’s marketing and sales operations. Students also learn how to perform and interpret the results of other commonly used descriptive analytic approaches, such as exploratory data analysis and market basket analysis. (4 credits)
Introduces students to predictive analytics and the broad set of business applications these predictive tools support. Students use data mining platforms to build predictive models that address a variety of sales and marketing needs, such as identifying the best targets for campaigns, highlighting customers most at risk of churning, and optimizing the allocation of marketing spend across media and channels. Several different modeling techniques are covered in the course including linear regression, logistic regression, and decision tree analysis. (4 credits)
ANY ONE OF THE FOLLOWING REMAINING ELECTIVES
Choose one of the following: Human-Centric Marketing & Social Responsibility,
Fundamentals in Content Strategy, or
Creative Writing and Story Creation.
Human-Centric Marketing & Social Responsibility
Explore how society’s relationships with and expectations of brands are shaped by sociocultural, technological, and other factors. Leverage insights to develop and support holistic market strategies that are infused with diverse, human-centric, purpose-driven, and socially responsible innovation. (4 credits)
Creative Writing and Story Creation
Learn to use story to increase the impact of your communication and ability to engage, influence, persuade, and inspire others. This course explores the art and science of a compelling story, how stories convey a vision and motivate actions, create meaning and build culture, inspire buy-in, trust and belief, construct brand identity, attract investors and customers, and contribute to advancing one’s career. Through case studies and structured learning activities, students develop capacity to communicate appropriately in varied situational and cultural contexts. (4 credits)
Fundamentals in Content Strategy
Content strategy is about developing content as a business asset and using it to achieve specific business goals. This course is designed to help you plan and execute an effective content strategy to build an audience. It will be conducted as a dynamic live project, where you will work alone and in groups to get experience in all the facets of content strategy. You’ll devise a strategy, set goals, create a project plan, and conduct basic research to test your assumptions. You will create, publish, and propagate regular content to meet the needs of the audience you define. You will learn how to organize and optimize your content for maximum impact and how to set metrics, measure your results, and iterate. (4 credits)
Marketing Analytics Career Path
The demand is growing for marketing analytics professionals.
Marketing analytics is used universally throughout our economy in companies large and small. The job market is teeming with employment opportunities. The Bureau of Labor Statistics reported nearly three-quarters of a million available marketing analyst positions in 2020, and the job outlook shows a 22% growth through 2030. The average marketing analyst’s salary in 2020 was $65,810.
These are some of the job titles you might find on the marketing analytics career path:
- Digital Marketing Analyst/Specialist/Manager
- Business Intelligence Analyst
- Data Analytics Specialist/Manager
- Market Research Specialist/Analyst
- Customer Insights Analyst
- Social Media Analyst
Source: U.S. Bureau of Labor Statistics
What Our Students Say About Emerson
We believe in the power of storytelling. These students share their stories about Emerson College—including ease of enrollment, career impact, and newly found confidence to thrive in their roles. What will be your story?
The enrollment was all completely online, I definitely had some questions; One was: “How do I make sure financing is in order?” Emerson was able to guide me through that process. Everything went so smoothly and that was really great.
Now over a year and a half later, I've received an incredible opportunity as the digital operations manager for an e-commerce skincare company. The knowledge I have gained and the connections I have made in the program are truly priceless.
When I looked at Emerson's classes, each one showed me that I would learn something new that I could use in my career.
I’m learning things that I use in my career daily. The way that I've thought about marketing has evolved through this program.
I truly believe that what I learned in this program will help me make a very large impact at the company, I work for and beyond and in my future endeavors as a small business owner.
It has also given me a newly found confidence, inspiration and excitement... It has allowed me to expand the way that I think and contribute to my teams.
Thanks to my admissions counselor and student success advisor, the enrollment experience was simple and informative. I was really nervous to begin because I haven't been in school in a really long time.
