Marketing Analytics and Measurement Certificate Program

Professionals interested in the program should have at least two years of work experience in marketing, communications, business development, or related fields or an interest in pivoting into an analytics field. The majority will already have an undergraduate degree, and some may have advanced degrees. Professionals may currently be marketing coordinators, brand managers, digital marketers, or business analysts with a focus on marketing; or they may be seeking growth in their current roles or more strategic positions within marketing and analytics.

• High Demand for Data-Driven Marketing: As marketing becomes more data-driven, companies need professionals skilled in analyzing data to measure campaign effectiveness, understand customer behavior, and make strategic decisions.
• Short Timeframe with Focused Learning: A 6-week course allows students to quickly gain essential marketing analytics skills without a long-term commitment. The 3-hour weekly format makes it manageable for working professionals or full-time students.
• Upskilling for Career Advancement: Many marketing professionals lack advanced analytics skills. With businesses shifting towards data-driven decision-making, having expertise in marketing analytics significantly boosts employability and career prospects. The course can offer practical, hands-on experience in analyzing marketing data, making it highly valuable for students to gain competitive advantage in the job market
• Growing Popularity of Digital Marketing: As more businesses function solely online, this will make them more marketable in the digital age.
• Diverse Industry Applicability: Marketing analytics is applicable across various industries—tech, retail, healthcare, finance, etc. This broad applicability increases the course’s appeal to a wide range of students.

Week 1: Introduction to Marketing Analytics, Data, and Marketing Measurement 

Lecture 1: Introduction to Marketing Analytics 

• Overview of marketing analytics
• Leveraging Marketing Data for Analysis

Lecture 2: Marketing Measurement & Customer Journey 

• Key KPI’s and Marketing Measurement

Lecture 3: Data Fundamentals 

• Data Structure
• Data Cleansing and Best Practices 

Week 2: Social Media Marketing Analytics 

Lecture 4: Social Media Marketing Analytics 

• Overview of social media platforms
• Social Media KPI’s and Reporting Tools 

Week 3: Digital Display & Video Advertising 

Lecture 5: Digital Display & Video Advertising 

• Types of digital advertising
• Key performance metrics for digital ads
• Case study: Analyzing display ads performance 

Week 4: Email Marketing & Offline Media

Lecture 6: Email Marketing & Offline Media 

• Introduction to email marketing metrics
• Analyzing offline media KPI’s and effectiveness
• Comparing offline vs. online media performance

Lecture 7: Paid Search / Website Analytics

• Introduction to paid search advertising (Google Ads, Bing Ads)
• Key metrics for paid search campaigns (CPC, CTR, conversion rates)
• Website analytics tools (Google Analytics, Adobe Analytics)
• Basics of setting up website goals and tracking 

Week 5: Data Visualization and Data Story-telling

Lecture 8: Data Visualization

• Data Visualizations and best practices

Lecture 9: Data Storytelling 

• How to tell a story with marketing data
• Connecting metrics to business objectives
• Presenting data in a way that drives action

Data Visualization, Storytelling & Marketing Analytics Tools 

Lecture 10: Marketing Analytics Tools 

• Review Key Analytics tools
• Final:Case Study 
• Apply the concepts from the course to analyze a real-world marketing case
• Present findings, insights, and recommendations based on data

Are there course materials?

There are no required textbooks for the course, but there will be readings suggested by faculty.

 

Do I get a grade for the course?

While there is no grade given, you will participate in a team project to put learnings from class lectures into practice for real-world digital brands. This class project will culminate in presentations during the last class.

 

Do I get DePaul credit for this class?

This program qualifies for CEU's given by DePaul University.

 

What is the class size?

Class size will be limited to 22 students.

 

Who will be teaching the course?

Classes are taught by several professional experts and administered by one person appointed by the Executive Director of the Kellstadt Marketing Center.

 

What is the difference between a certificate and a certification?

A certificate is earned after completion of a course or a series of courses. Certificates are usually awarded by a training provider or an educational institution. Certification typically includes an experience, an educational component and requires passing an exam. Certifications are awarded by governmental and/or professional agencies and often require recertification to remain certified.