Graduate Certificate in Marketing Analytics at Pennsylvania State University

The Graduate Certificate in Marketing Analytics is a 12-credit online program focused on building a core understanding of key functions in the field of marketing analytics. The program focuses on how marketing analytics are (1) applied within organizations, (2) conducted, and (3) meaningfully communicated and applied to business decision-making and strategy. The curriculum is geared towards college graduates interested in developing skills in marketing analytics functions, but who may have little or no formal training in the field. The certificate is industry applicable, since it is aimed at giving professionals the core knowledge they need to successfully apply marketing analytics in today's data-driven organizations.

1. Communication Skills: Students will know how to formulate and articulate results, analysis, and strategic action plans individually and collaboratively in written, oral, or presentation form.
2. Professional Skills and Problem Solving: Using relevant tools, analytic theories, and professional observations students will be able to conduct analyses that transform data into meaningful information.
3. Integrative Understanding: Using marketing theory, students will understand how to apply data and analytics to brand management, consumer behavior, market profiling, digital communications, and the acquisition and retention of customers.