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Graduate Certificate in Marketing: Research & Analytics

Course content

Centennial College's Marketing Research and Analytics program positions you at the forefront of a cutting-edge job market in which organizations have oceans of data available to them, but struggle to make sense of it as marketing becomes increasingly data-driven. As a result, there is a large and growing demand for trained researchers who can harness the power of big data using the latest tools and analytical techniques to uncover new insights and drive businesses forward.

This business graduate certificate program combines advanced courses in marketing research and big data analytics with training on leading commercial technologies and platforms and the opportunity to gain in-demand industry certifications.

This program equips you with knowledge, skills and training in leading business intelligence and marketing research technologies and tools used in the field. They include SAS Enterprise Guide and SAS Enterprise Miner, Environics Analytics Envision (used to develop comprehensive profiles of selected target markets), SPSS, Tableau (the leading data visualization software), Excel, XL Miner, Dell Factiva and NVIVO (qualitative research and text analysis software).

Upon graduation, you receive an Ontario Graduate Certificate from Centennial College, plus certificates of recognition from SAS and Environics Canada. In addition, you are put on an accelerated track to earning the Certified Marketing Research Professional (CMRP) designation, the premier credential in Canadian marketing research from the Marketing Research and Intelligence Association (MRIA).

Program Highlights

  • The Marketing – Research and Analytics program combines marketing research principles and skills with cutting edge "big data" analytics techniques to equip you with the training required to deliver insights and strategies to help organizations make smarter and more impactful business decisions.
  • There is extensive use of learner-centered approaches such as case studies, simulations and project-based learning, with a focus on developing project management, teamwork, analytical thinking, report writing and presentation skills.
  • Hands-on learning covers areas such as questionnaire design, data manipulation, quality control, statistical output and program development.
  • There is a strong focus on applying marketing research and analytics to strategic marketing decision-making.
  • In the second semester, you develop and implement a capstone project that will integrate and apply your learning.
  • In addition to market research technologies, you also have access to the full suite of Microsoft products, including Microsoft Excel, XL Miner, Access and PowerPoint.
  • Once you graduate, you have the option to take the Comprehensive Marketing Research Exam (CMRE) on campus at Centennial College, which leads to the Certified Marketing Research Professional (CMRP) designation.

Articulation Agreements

Start with a graduate certificate, and continue to a master of business administration through our degree completion partnership. Successful graduates of this Marketing – Research and Analytics program may choose to continue with courses leading to a graduate degree.

Career Outlook

  • Marketing research specialist or analyst
  • Research analyst
  • Marketing research and intelligence coordinator
  • Market intelligence specialist or analyst
  • Customer insights analyst
  • Consumer research manager
  • Business intelligence analyst
  • Market research analytics manager
  • Web marketing analyst
  • Customer experience analyst
  • CRM analyst
  • Direct response analyst
  • Digital marketing analyst
  • Social media analyst
  • Data and analytics specialist
  • Business analytics specialist
  • Loyalty program analyst
  • Sales analyst
  • Marketing strategy analyst

Program Outcomes

  • Optimize the financial results produced by interactive marketing programs through the application of marketing analytics
  • Contribute to the design of a marketing analytics team project (develop charter, business case financials, technical requirements, design, test plan, test results, approval to proceed) and the management of the resulting project
  • Create, manage and mine, and apply modelling and decision making functions to a database
  • Utilize data auditing techniques and quality control processes that are consistent with current marketing research codes of conduct and Canadian privacy principles to ensure the integrity of the data collection, storage, analysis and presentation processes
  • Compare and contrast, evaluate and select appropriate data sources to meet specific marketing objectives
  • Conduct industry, competitor and customer analyses using a wide variety of secondary research sources
  • Produce reliable and analyzable data through the application of sound questionnaire design principles to marketing research projects
  • Design marketing research projects and interactive marketing programs that are founded in sound sampling techniques, hypothesis testing and research design
  • Solve business and marketing problems by identifying, selecting and applying effective, current and relevant techniques such as descriptive and inferential analysis
  • Prepare provisional output of analyses including cross-tabulations and pivot tables that address the needs of analysts and prepare final output, including research reports, presentation sides and visual representations of data that address the needs of management
  • Develop actionable recommendations based on situation analyses and research findings

Areas of Employment

  • Retail corporations
  • Organizations with in-house analytical and research functions
  • Marketing research firms
  • Companies specializing in direct marketing
  • Mobile marketing and e-marketing
  • Loyalty program management companies

Visit the Graduate Certificate in Marketing: Research & Analytics page on the Centennial College website for more details!

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