Marketers today operate in a fast-changing, tech-driven business environment that generates enormous amounts of data. To reach audiences effectively—and be endlessly responsive to customers’ needs—marketers must know how to get the most of the data they gather and analyze. In just four or five courses, our Graduate Certificate in Marketing Analytics will empower you with the skills you need to turn data into smart marketing strategy.

Program Overview

  • Program Structure: 4–5 courses
  • Class Schedule: Monday–Thursday evenings at 5:20 p.m. and 7:30 p.m; you may also take one course online
  • Time to Complete: 1 to 3 years

Unique Features

  • Develop critical analytics skills taught specifically from a marketing perspective
  • Gain deeper expertise in digital marketing and trends in technology and new media—all part of Northeastern’s signature focus on the digital economy
  • Select one additional elective beyond the required 12 credits to deepen your knowledge
  • Build your confidence through Northeastern’s practice-oriented approach to learning—spearheaded by world-class faculty with significant industry experience
  • Get expert career guidance from an experienced counselor at our Employer Engagement and Career Design
  • Build the foundation for a master’s degree from Northeastern in the future—you may be able to apply your certificate credits to the MS in Business Analytics, the Part-Time MBA, or the Online MBA

Admissions

  • GMAT Required? No.
  • Where do I apply? Apply using this application.
  • Interview required? Upon request.
  • Eligible for International Student Visa? No. This program is not F-1 visa compliant.

Helpful Guides

Application Checklist

Need guidance on completing your application? The application checklist provides step-by-step instructions and tips from our admissions team.

Personal Statement Guide

Need guidance in composing the personal statement for your application? The essay guide will help you organize your thoughts and draft your copy.

There are three entry terms each year in January, May, and September.

Deadlines & Decisions

Find the deadlines and decision dates you need to know. Submit your application by the earliest date possible for priority consideration.

Please visit the Northeastern Student Financial Services page. Click the dropdown under “Graduate Programs” and you’ll find the cost per credit listed next to “D’Amore-McKim School of Business Programs.”

At Northeastern, we value and celebrate diversity in all its forms and strive to foster an inclusive culture built on respect that affirms inter-group relations and builds community, which is vital to learning and discovery.

Clubs and Organizations

Northeastern has many opportunities for you to be engaged with our community. Examples include the following:

Graduate Students of Color Collective

The purpose of the GSCC is to build community for graduate students of color at Northeastern University by promoting education, professionalism, and civic duty. The GSCC fosters student, staff, and faculty relationships to establish a campus home for higher education at Northeastern. Through civic engagement with surrounding communities, the GSCC recognizes the continued struggles of marginalized populations, and the need for those who have succeeded to give back.

Grad Q

Grad Q is a student organization for LGBTQ+ graduate students at Northeastern. Grad Q is focused on building community, social events, advocacy, and mentoring undergraduate students.

Campus Resources

We have a number of cultural centers on campus to support our campus community by providing programs, lectures, and events for students with a range of affiliations and interests including the LGBTQA Resource Center, Office of Global Services, Latinx Student Cultural Center, Asian American Center, and many more.

Curriculum

The coursework for the Graduate Certificate in Marketing Analytics will keep you in step with marketing trends in the new digital economy, whether you’re a marketing professional with analytics duties, a manager of marketing teams, or a professional in another business function who wants to backfill critical data skills in a marketing context.

Your core coursework and electives will focus intensively on the role of data and technology in modern marketing strategy, from customer relationship management to performance measurement. You’ll learn how companies collect and analyze vast amounts of data to make better marketing decisions, and build proficiency in predictive analytics and evidence-based strategy. You’ll also develop analytical, computational, and strategic thinking skills that will help you effectively link insights to customer needs.

Required Courses

Focuses on marketing analysis and planning. Emphasizes analysis of customer needs and company and competitor capabilities. This analysis forms the basis of a sound marketing strategy that provides value to customers in a way superior to competitors. Discusses how to deliver this strategy through the development of an intergrated marketing program covering product offerings, pricing, promotion, and distribution. Includes professional accounting students.


MKTG 6200 | 3 credits

Offers students an opportunity to understand the importance of using an analytical approach to support marketing decision making in organizations and approaches to implementation practice. Focuses on identifying and acquiring the right data for addressing different marketing challenges; building skills necessary for conducting relevant quantitative analyses; and using insights to make better marketing decisions. Topics may include product innovation, market identification and segmentation, customer valuation, media attribution models, and assessment of digital and social media. Students are expected to apply statistical concepts and have the opportunity to use SPSS, Python, and/or R for analyzing marketing data sets.

MKTG 6234 | 3 credits

Electives

Complete 6 semester hours from the following:

Provides an overview of the major qualitative and quantitative marketing research methodologies available to marketing managers. Explores customer relationship management (CRM) and multivariate statistical techniques including conjoint analysis, customer satisfaction, and service quality measurement.

MKTG 6210 | 3 credits

Offers an advanced course in defining and managing an organization’s product-market strategy. Intended for marketing specialists and nonspecialists interested in incorporating a market focus from a general management or consulting perspective. Emphasizes using market information to choose and manage the company’s relationships with customers and competitors in a complex, changing environment, as well as the practical concerns of implementing and evaluating marketing strategy.

MKTG 6216 | 3 credits

Explores the latest trends in technology and new media, their effect on marketing goods and services, and how to deliver value to the customer using the latest technological innovations. Examines the latest trends in digital marketing, such as mobile marketing, and how the mobile platform can be used for branding purposes and to enhance customer relationships. Explores topics such as branding and advertising via mobile phones, online social networks and communities, technology adoption in global emerging markets, and how the Internet empowers customers and enables firms to engage in customer advocacy. Also examines how marketing research is conducted for technological innovations and ethical concerns that arise with technology usage, such as privacy and security issues, identity theft, and the role of trust in digital marketing.

MKTG 6222 | 3 credits

Introduces how to measure, analyze, and evaluate the profit impact of marketing actions (MAP) by bringing together marketing, strategy, and finance. Your organization is going to spend millions on a new marketing or strategic initiative, but how will you know if it is working? Marketing performance measurement and feedback systems enable managers to take smarter risks by assessing experimental projects and forecasting the profit potential of bigger, bolder initiatives. Offers students an opportunity to explore systems that summarize marketing productivity and suggest steps for performance improvement in marketing strategy and tactics.

MKTG 6230 | 3 credits

The curriculum is subject to change by D’Amore-McKim faculty. Course offerings may vary by semester.

Customers are at the center of analytics. The Graduate Certificate in Marketing Analytics enables you to link insights to market needs. We develop your ability to understand what people need, and use data to find new ways to serve these needs. From how consumers think, to optimizing return on marketing investment, this qualification will help you get more out of the data you already look at, and push you to explore additional analytical methods.

Kwong Chan
Executive Director, DATA Initiative
Faculty Director, MS in Business Analytics

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