Graduate Certificate in Marketing Analytics

Graduate certificate programs in marketing analytics are usually 12-credit programs that are available in flexible formats. Learn more about the coursework for these programs and how to apply. Schools offering Marketing degrees can also be found in these popular choices.

Information for Graduate Certificates in Marketing Analytics

Graduate certificate programs in marketing analytics can usually be taken as a stand-alone program or along with a master's degree program and help train students in marketing strategies and advanced business analytics. These certificate programs are commonly available in online formats, may be available in part-time and self-paced formats, and can usually be completed in 12 to 18 months. Students in the program may be able to apply credits towards a master's degree and the program generally requires students to complete 12 credits of coursework in topics of marketing analytics that are discussed in more detail below.

Marketing Analytics

It is common for students in these graduate certificate programs to take multiple courses that discuss various topics in marketing analytics. Students usually take at least 1 course that covers introductory concepts in marketing analytics and some programs may include another course that discusses advanced topics in the subject. These courses cover in detail the various analytical tools and methods used to analyze marketing problems. Specific topics for these courses may include statistical methods like ANOVA, regression, and correlations, as well as marketing concepts like targeting, customer relationship management, and marketing interventions.

Customer Analytics

Customer analytics courses are usually a specific course in marketing analytics that are available to cover specific topics relating to customer and consumer behavior. Students in these courses study how to use data in the acquisition and retention of customers. These courses may utilize skills in programming as students learn the statistical methods behind concepts like calculating customer equity or the value of a lifetime customer.


Some graduate certificate programs in marketing analytics may include a course that covers various ways to apply statistics to the field, such as applied statistics for marketing analytics or how to use statistics in advertising. Students in these courses study advanced statistical models and how they can be used to further analyze and interpret marketing data. These courses may include various projects to help students get hands-on training with various techniques and help students learn how to present their findings in a way management would understand. These courses also usually expose students to a wide range of marketing settings and utilize diverse data sets for experience.

Digital Marketing

With the growing availability of online platforms, many marketing analytics programs are including courses that discuss digital communication and digital advertising. Students in these courses may explore the different ways of analyzing the effectiveness of online advertising and assessing shopper experiences. These courses may cover platforms like social media, sponsored content, search, and more, as well as specific topics in media mix modeling, social media monitoring, and key performance indicators.

Business Decisions/Strategy

Students in graduate certificate programs in marketing analytics may also take a course that applies a lot of the analytical skills and methods into business decision making and/or business strategy. Students in these courses study systematic approaches to decision making and how data can be translated into successful business strategies. Many of these courses incorporate hands-on learning with software tools while exploring case studies to expose students to real-world problems in the field of marketing. Specific problems for these courses that students may use data to address may include topics in resource allocation, targeting, and segmentation.

Admittance Requirements for Graduate Certificate Programs in Marketing Analytics

Graduate certificate programs in marketing analytics require applicants to have at least a bachelor's degree, but there is no specific major requirement for these programs. However, some programs may require students to demonstrate knowledge in areas like marketing, math, statistics, and/or programming by meeting prerequisite coursework requirements. These prerequisites may be taken at the undergraduate or graduate levels and some schools may accept relevant work experience in place of these prerequisites. Most of these graduate certificate programs do not require the GRE or GMAT exams, but some programs may allow students to submit the test scores if they would like. Other common application materials for graduate certificate programs in marketing analytics include transcripts, a statement of purpose, a resume, and/or at least 1 letter of recommendation.

Graduate certificate programs in marketing analytics include courses that discuss topics in statistics, marketing, and business principles. These programs are often available online and usually require applicants to have a bachelor's degree.

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