Graduate Certificate in Data Marketing Communications
Certificate Code - CG49
The Data Marketing Communications Certificate is offered exclusively online with no on-campus classroom attendance required.
The Data Marketing Communications certificate is intended to provide access to data-driven coursework for professional students whose career aspirations include utilizing available data as part of a greater integrated marketing communications strategy. Students will be exposed to course work focused in overarching data marketing communications strategy, audience segmentation, campaign planning and programmatic media buying, and campaign metrics and assessment.
The program is taught by a diverse faculty who are recognized leaders in their fields.
Program Format
The program’s academic year consists of five accelerated terms corresponding to the University’s existing parts of term: Early Fall (August–October), Late Fall (October–December), Early Spring (January–March), Late Spring (March–May) and Summer (May–July).
Certificate Requirements
| Code | Title | Hours |
|---|---|---|
| Minimum cumulative GPA of 2.75 required. | ||
| Minimum grade of C- required in all courses provided that a cumulative 2.75 GPA is maintained. | ||
| DMC 460 | Introduction to Data Marketing Communications | 3 |
| DMC 561 | Audience Segmentation | 3 |
| DMC 572 | Campaign Planning & Programmatic Media Buying | 3 |
| DMC 573 | Campaign Metrics and Assessment | 3 |
| Total Hours | 12 | |
- *
Completion of DMC 460 is required before students can proceed to the rest of the certificate courses. Students must also pass the quantitative assessment exam prior to moving on to upper level courses in the certificate.
Suggested Plan of Study
| First Year | |||
|---|---|---|---|
| Fall | Hours | Spring | Hours |
| Early Fall Term | Early Spring Term | ||
| DMC 460 | 3 | DMC 561 | 3 |
| Late Fall Term | Late Spring Term | ||
| DMC 572 | 3 | DMC 573 | 3 |
| 6 | 6 | ||
| Total credit hours: 12 | |||
Certificate Learning Outcomes
Data Marketing Communications
- Explain the basic principles of marketing, media and digital analytics.
- Discover how metrics and analysis inform business decision making.
- Describe how marketers use current analytic methods such as segmentation, profiling, and RFM to deliver ROI for their clients.
- Distinguish between the different types of primary and secondary data available to marketers from response data, to compiled and crowdsourced data.
- Compare B2B and B2C data requirements and available data modules for targeting, segmentation, data append ? not sure what “append” is and Account Based Marketing.
- Define the programmatic ecosystem and the resources required to execute programmatic buying.
- Evaluate and recommend various buying approaches that deliver on campaign objectives and align with brand goals.
- Identify key performance indicators from a variety of metrics to track the results of a marketing communications campaign.
- Design campaign tracking methods and dashboards to assess and improve effectiveness during the marketing communications campaign and communicate with key stakeholders.