UNIVERSITY PARK, Pa. — Penn State is accepting applications for a new graduate-level certificate designed to help companies leverage their marketing data to drive business success.
The 12-credit graduate certificate in marketing analytics is being offered exclusively online through Penn State World Campus. The four courses will be taught by faculty from the Penn State Smeal College of Business Marketing Department, who are among the world’s leading scholars and sought-after thought leaders.
The first course will be offered in August, the start of Penn State’s fall 2017 semester.
Chelsea Hammond, clinical assistant professor with Penn State Smeal and the director of the certificate program, said many companies struggle to use data in ways that will help improve the business.
“Data-driven marketing is here to stay,” she said. “Companies understand that data plays an important role in business success but need people who can create meaningful connections between the data and the organization. This certificate is intended to help marketers and market researchers become more data-savvy and use analytics to strategically support the business.”
In the first course of this program, students will learn about the process and principles of applying analytics to business challenges. Students will then take courses on using digital marketing communications analytics, analytics for supporting customer acquisition and retention; and analytics for brand management and customer experience.
The credits from the marketing analytics certificate may be applied to the marketing analytics concentration of the Penn State online MBA led by the Smeal College of Business. Students must apply and be accepted.
Visit the Penn State World Campus website for more information about the new certificate.