Marketing and Public Relations Certificate in NYU/ARF Marketing Optimization and Insights

Diploma Description

With the mainstreaming of digital technologies and the resultant streams of consumer data, the field of marketing analytics has witnessed dramatic change over the past decade and, with that, challenges for those seeking entry level marketing jobs as well as for those trained in traditional marketing who want to advance their marketing career. Taught by experienced marketing professionals, this online marketing certificate provides students with marketing case studies that focus on real-world application of marketing research and analytic methods to diagnose marketing problems, iterate solutions, and evaluate marketing effectiveness. From advertising analytics to marketing campaign strategy all students who successfully complete this online certificate program will be prepared to provide the marketing insights needed to deliver data driven  marketing.

The courses within this certificate are eligible for a discount with ARF member companies. Please contact us for further details at arfcertification@thearf.org.

Must be completed within

3 years

You'll Walk Away With

  • The ability to apply a modern consumer-centric approach to the development and optimization of marketing in your daily work activities
  • The ability to identify the business goals, objectives, and strategies relevant to marketing and advertising
  • The ability to assess the requirements of an effective marketing and advertising plan to support these business goals
  • The ability to develop actionable insights from consumer and market data
  • Integrate the research and insights process into the development, testing and optimization of messaging and creative assets
  • Evaluate the impact of media choices, the media-mix and optimal media plans on reaching marketing communications and business goals
  • Measure the effectiveness and efficiency of a marketing campaign, and determine appropriate optimizations

 

Program Curriculum

COURSES THAT GIVE YOU THE SKILLS AND TRAINING YOU NEED TO START YOUR NEW CAREER

Program Curriculum

COURSES THAT PROVIDE FOUNDATIONAL INFORMATION IN THE FIELD WITH OPTIONS TO SPECIALIZE IN AN AREA RELEVANT TO YOUR NEEDS

REQUIRED COURSE

All Courses Required

Foundations of Advertising Research

This foundational course introduces students to the use of research and insights in developing the marketing and advertising journey. Students...

0 sections

ELECTIVES

Complete 3

Achieving Customer Centricity

Some marketers still take an inside-out approach to their marketing, that starts with what their products are all about and what they can offer....

Campaign Objectives and Strategy

Every effective advertising campaign begins with understanding the objectives and developing a strategy for the campaign. This course will...

0 sections

Discovering and Testing the Key Consumer Insight

Nowadays, marketers have a lot of data, information, findings and observations about their customers and target audience. Synthesizing all that...

Informing Creative Development

While much of the research and analysis to this stage in the advertising campaign development process is about understanding consumer behaviors,...

Media Assessment and Tactical Planning

This course will cover how media are evaluated, planned and bought for marketing campaigns. It will introduce the methodologies and approaches...

2022 Summer
1 section

Campaign Effectiveness Measurement

A critical component of any advertising campaign is the ability to evaluate its success through specific metrics that need to be impacted (ex.,...

2022 Summer
1 section

General Admission Requirements

For those who have completed some college Completion of 32 credits with at least 2 years work experience OR 60 credits with no work experience required