Wednesday, February 19, 2014

Industries forecast growth in marketing research

Some people may know some extra information about friends and families with their profiles in social media. You may refer to it as a stalking behavior, but to marketers, it is gold. The data gathered from subscriptions, online lists, and other channels can be transformed into valuable information which will translate to a more targeted marketing and business campaigns for consumers. The field of marketing research analytics is rapidly evolving, with new methodologies and advanced technologies to help gather and process information faster.

It takes more than an undergraduate business or marketing course to understand the advanced techniques used in marketing research. This specialty area in marketing has not only seen growth in many organizations, the career outlook as a marketing researcher and data analysts has seen a tremendous growth, along with the salary and job opportunities. Therefore, it is only timely that Centennial College introduced its Marketing - Research & Analytics (2845) program to postsecondary graduates. It is a one-year graduate certificate program involving everything between marketing and marketing research and analytics.

The 13-course curriculum is comprised of advanced courses, each taught by knowledgeable and experienced faculty members in the School of Business. Students can expect plenty of exciting knowledge and skills to be learned from each marketing research course:
  • Each marketing course requires the student to prepare reports and deliver presentations in a professional manner. Students will strategize on competitive positioning and uniquevalue proposition, and create marketing plans.
  • Marketing involves math as much as it does communications. A focus on statistics for marketing research purposes will be studied, where students will identify and use different measurement techniques learn topics on  sampling versus census data, frequency, probability, and correlation.
  • Students will learn the fundamentals of marketing research and its advanced areas, such as database mining. They are going to learn some software programs to ease the process, but they have to understand the theory behind the marketing first.
  • A distinctive part of the program requires students to learn the widely embraced industry software called ENVISION from Environics Analytics, a Centennial College partner for this program. This software will help students analyze and choose their target markets for specific marketing campaigns.
  • Data collection, analysis, and interpretation will be practiced using Microsoft Excel.
  • The SASEnterprise, a powerful marketing integration tool, will be introduced to students, where they will also practice in labs where they will generate and manage the data and create reports for management use.
  • The Research and Analytics – Capstone course will summarize the year’s knowledge and applied learning into one major project, where students will  usebusiness analysis methodologies and advanced analytical methods complete the marketing research and analysis case study.
Marketing - Research & Analytics graduates are prepared for a career in various industries where they can practice the marketing profession. They have become Online Marketing Analysts, Business Analytics Specialists, Sales Data Analysts, Loyalty Program Analysts, and CRM Analysts. Centennial College has outdone itself with this revolutionary program in marketing research.

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