Marketing Analytics Graduate Certificate

The digital marketing course explores several aspects of the new digital marketing environment, including topics such as digital marketing analytics, search engine optimization, and 3D Printing. It will provide a richer understanding of the foundations of the new digital marketing landscape and a new set of stories, concepts, and tools to help the students digitally create, distribute, promote, and price goods and services.

This social media marketing course is designed to help the students understand how marketing has changed due to the rise of social media and changes in various underlying contextual factors such as dramatically increased speed of information dissemination across consumers and brands. The emphasis of this course is on understanding consumers’ social interactions, examining the various social media channels available to marketers, learning how to build social marketing strategies, and practicing how to track their effectiveness.

A hands-on data analytics course for structured data using SAS Enterprise Miner. Covers the skills that are required to assemble analysis flow diagrams using the rich tool set of SAS Enterprise Miner for both pattern discovery (segmentation, association, and sequence analyses) and predictive modeling (decision tree, regression, and neural network models). Course includes defining a SAS Enterprise Miner project and explore data graphically, modifying data for better analysis results, building, and understanding predictive models such as decision trees and regression models, comparing and explaining complex models, generating, and using score code, applying association and sequence discovery to transaction data. Upon completion, students will have a set of practical data analytics skills and know how to apply these skills in a variety of business environment and with many types of structured data.

A hands-on course emphasizing the importance of data visualization in understanding data. Designed for those who have never used data visualization software before, this course will utilize Microsoft Power BI to prepare students to create reports and dashboards at all levels of an organization. Students will learn exploratory and explanatory data analysis and learn how to ask the right questions about what is needed in a visualization. Students will assess how data and design work together and learn which visualization to use in various situations. Students will learn how to balance the goals of their stakeholders with the needs of their end-users and be able to structure and organize a digital story for maximum impact.

A survey and case study course emphasizing the importance of data privacy and security. We need to share data in organizations, but the more we share it, the more it becomes necessary to protect it. By the end of the course, students will understand the legal, social, and ethical ramifications of data security and privacy as well as the concepts behind data guardianship and custodianship and data permissions. Special attention will be given to industry-specific data privacy laws (HIPAA, FERPA, PCI DSS, etc.).