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Graduate Certificate in
Marketing Analytics


Penn State's 12-credit online Graduate Certificate in Marketing Analytics consists of four required courses designed to help you identify the marketing challenge, translate it into data science, and then interpret data results in ways meaningful and actionable for business success. Students in the program can complete this online certificate in as little as 12 months.

Courses are structured to allow you to complete assignments when and where it's most convenient for you. While courses are autonomous, you will have the opportunity to interact and engage with fellow classmates through integrated experiences. This peer-to-peer interaction enhances your learning experience while strengthening your professional network on a global scale. 

Course List - Graduate Certificate in Marketing Analytics 

Required Courses (12 credits)
Title Abbreviation Description Credits
Driving Business Success with Marketing Analytics MKTG 811 Principles of applied marketing analytics, including marketing data sources, data quality, software, and fundamentals of statistics. Special focus on translating data into meaningful business insights and strategy. 3 credits
Evaluating Marketing Communications in the Digital World MKTG 812 Introduction to data analytics for evaluating digital marketing communication, including assessment of mobile, website, and online shopper experiences; evaluation of digital campaigns, social media monitoring, and media mix modeling. 3 credits
Data-Driven Customer Acquisition and Retention MKTG 813 Examination of data analytics to strategically drive targeting, acquiring, developing relationships with, and retaining customers.

Prerequisite: MKTG 811
3 credits
Analytics for Brand Management and Customer Experience MKTG 814 Review of analytics addressing key marketing challenges, including brand positioning and differentiation, pricing and product strategy, brand equity, and customer satisfaction.

Prerequisite: MKTG 811
3 credits

Note: If you wish to apply Marketing Analytics certificate credits to the Online MBA, please be advised that three (3) out of the four (4) courses in the certificate will transfer as concentration electives (MKTG 812, 813, and 814). MTKG 811 will not transfer if you start the certificate and then apply to the Online MBA. Students starting with the Online MBA will have MKTG 811 waived. For additional questions, please contact [email protected].

Course Availability

If you're ready to see when your courses will be offered, visit our public LionPATH course search (opens in new window) to start planning ahead.

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