Marketing Research and Analytics Program Offers Range of Vital Credentials

A college program that not only offers a diploma, certificate or, in some cases, a degree but also added credentials that will enhance students’ resumes is worth your consideration. At Centennial College, due to the school’s respected reputation, many programs have relationships with essential organizations in the field. These organizations sometimes partner with Centennial College to provide students additional training or allow them certain exceptions from testing or simply offer an additional certificate that signals the school’s curriculum was based on that particular company’s philosophies.

Centennial College’s Marketing Research Analytics offering (officially known as Marketing – Research & Analytics), doesn’t just see students graduate with an Ontario Graduate Certificate. It is associated with SAS, which is the leader of business analytics software and services, and helps organizations turn large amounts of data into knowledge they can use. As such, during their training, students are exposed to SAS Enterprise Guide and SAS Enterprise Miner as well as Environics Analytics Envision software (which is used to develop comprehensive profiles of selected target markets). And once they complete their training students can gain certificates of recognition from SAS and Environics Canada — given that they have completed the three specified SAS courses in the program.

In addition to this valued industry association, students will find that each marketing research course offers beneficial aspects such as hands-on learning in areas like questionnaire design, data manipulation and quality control, creation of statistical output and development of programs; extensive use of learner-centered approaches such as: case studies, simulations, project-based learning, with a focus on developing project management, teamwork, analytical and report writing and presentation skills; access to the full suite of Microsoft products, including: Microsoft CRM, Excel and PowerPoint; and much more. It is worth noting that the offering features a strong focus on applying marketing research and analytics to strategic marketing decision-making.

To round out their practical education, in the second semester, students develop and implement a capstone project that integrates and applies their learning. This project is supervised by a faculty member but sees students working on a real-world application with minimal guidance, as the objective is to allow students to use and become comfortable with all of the skills they have gained.

With their college credential and additional SAS certificate, students have a range of analyst and specialist career options that include: marketing research, web marketing, CRM, direct research, loyalty program, sales data and marketing strategy analysts as well as data and analytics and business analytics specialists. If, on the other hand, students wish to continue their education Centennial College’s reputation goes to work for them yet again. That’s because the school has established educational partnerships with a host of universities, institutes and professional associations. These partnerships allow graduates to apply academic credit towards further study. This offering’s partner is Davenport University.

Marketing Research and Analytics Program Opens Doors to Various Careers

Did you know that in order to launch careers as marketing research, CRM, direct response, online marketing, loyalty program, sales data or marketing strategy analysts as well as data and analytics and business analytics specialists, you only have to attend one program?

Centennial College’s Marketing Research Analytics offering (officially known as Marketing – Research & Analytics) is open to applicants who have previously completed a three-year college diploma or university degree in any discipline or have a two-year college diploma or a partial university degree (75 per cent complete), and who have a minimum of two years work experience relevant to the program. Additionally, applicants may be required to present proof of English proficiency and an assessment of numeracy skills.

Because the program is geared to mature students, its curriculum excludes liberal studies in order to focus on techniques used to datamine and extract valuable knowledge about competitors and customers in a market setting. As such, the program contains a mixture of lectures and labs where students are exposed to SAS Enterprise Guide and SAS Enterprise Miner. In addition, students are exposed to Environics Analytics Envision software to develop comprehensive profiles of selected target markets. These are leading software solutions used in the Research and Analytics fields. Students also have access to the full suite of Microsoft products, including: Microsoft CRM, Excel and PowerPoint. Specific courses in which students partake include: Marketing Analysis and Planning, Fundamentals of Marketing Research, Computer Application for Marketing Analytics, Statistics for Marketing Research, Case Analysis and Marketing Metrics, Fundamentals of Interactive Marketing and more.

Despite its short length, this program gives students the opportunity to learn through hands-on application such as case studies, simulations, project-based learning. The goal of the practical aspects is on helping students to develop project management, teamwork, analytical and report writing and presentation skills. A final semester opportunity allows students to develop and implement a capstone project that integrates and applies all of their learning.

Upon successful completion of each marketing research course in this offering, students are prepared to launch careers as analysts on whom marketers rely on for their insight, to make effective decisions, attract a greater client base and deepen existing client relationships. This reliance indicates the vital role that marketing research plays in managerial decision-making. In their roles, graduates must: use different research methodologies to conduct effective surveys, perform statistical analysis and identify industry trends and consumer behaviors, design questionnaires, complete data manipulation and quality control, create statistical output and development of programs, and more.

It is worth noting that graduates of the Marketing Research and Analytics program will receive an Ontario Graduate Certificate from Centennial College, plus Certificates of Recognition from SAS and Environics Canada. To receive the SAS certificate, students must successfully complete the three specified SAS courses in the program.

Building Careers in Marketing Research Analytics

Marketing analysis is a discipline that is concerned with investigation of a special market within a special industry, to help organizations plan activities around promotions, talent recruitment, purchases and facility expansion and so on. The goal of market analysis is to identify the strengths, weaknesses, opportunities and threats of an organization.

Marketing research analysts conduct research, collect data and study information to help organizations or clients make informed decisions, which may include launching a product, deciding the price of a commodity or designing promotional campaign basis consumer preferences. Marketing analysts are also responsible for presenting the data in the forms of words, numbers, tables or graphs, so that the large quantities of information can be easily digested.

Employment Prospects

Employment for market research analysts is expected to grow at a much faster rate than the average for all occupations. The growth will be driven by an increased need for information related to the needs and wants of customers, current market trends and activities of competitors.

Marketing research analysts can find employment with companies across all industry verticals. However, the main employers include marketing research firms, loyalty program management companies, mobile marketing, e-marketing and direct marketing companies, and mid-to-large sized organizations with in-house analytical and research functions. Most analysts work full time during regular work hours. However, there may by a few jobs that require travelling.

Building Careers in Marketing Research Analytics

In order to get into marketing analysis, you need to be able to show specialized knowledge and a particular set of skills on your CV. These may include theoretical understanding and practical application of research methodologies, data mining techniques, survey techniques, statistical analysis and software, such as Environics Analytics Envision.

A postgraduate marketing research course can provide you the knowledge and skills required to build careers in this field. It’s an intensive and comprehensive program that helps you get to the world of work in just one year.

Program Details

The program covers a wide range of subjects, including Business Communications, Marketing, Marketing Analysis and Planning, Fundamentals of Marketing Research, Statistics for Marketing Research, Computer Applications for Marketing Analytics, Case Analysis and Marketing Metrics, Database Mining and Analytics, Fundamentals of Interactive Marketing, Fundamentals of Project Management and Advanced Computer Applications for Marketing Analytics.

Centennial College’s two-semester program in marketing research analytics consists of a mixture of lectures and labs where you are exposed to computer software, such as SAS Enterprise Guide and SAS Enterprise Miner that are used in the research and analytics field.

You as a program graduates not only receive an Ontario Graduate Certificate from the college but also get Certificates of Recognition from SAS (on completion of the three specified SAS courses in the program) and Environics Canada.

After Program Completion

You may choose to apply your academic credits towards further studies at the university or pursue your career as marketing research analyst, CRM analyst, web marketing analyst, sales data analyst, marketing strategy analysis, online marketing analyst, web marketing analyst, loyalty program analyst, direct response analyst and marketing strategy analyst.

Marketing Research Analysts – Entering the Job Market

Market research and analysis is all about organizing research surveys for companies, and then analyzing and interpreting the results, preparing reports and making recommendations based on this research. Marketing researchers and analysts help organizations determine the needs of customers, their buying behaviour, and the price they are willing to pay. In addition, their recommendations play a significant role in determining product design and choosing appropriate promotion and advertising tools.

A large number of companies, nowadays, rely on the findings of a market research, so that they can wisely allocate their advertising dollars. The employment for market researchers is expected to grow in the coming years, as companies seek to expand their market share by making informed decisions. However, competition in the job market is likely to be fiercer, despite improving career prospects. Individuals with advanced education and relevant experience should have higher chances of getting decent paying jobs.

How to Enter the Job Market?

If you are interested in becoming a market researcher or a market analyst, you must possess strong understanding in the areas of marketing, statistics, data mining and analysis, computer applications and business studies. You are also expected to be skilled in questionnaire designing, interviewing techniques, data analysis and interpretation and project management.

Aside from this, you must be good at critical analysis, problem solving and working under pressure. The marketing analytics also require being good at communicating with both clients and consumers. You also need to possess an awareness and understanding of cultural diversity, which plays a crucial role in consumer buying behaviour.

The primary requirement to seek entry-level jobs in the industry is to undergo a specialized education. A post graduate certification in marketing research analytics may put you on the right path, helping you achieve your career goals. You will build strong fundamentals in business communications, marketing, marketing research, statistics, marketing research and analysis, case analysis and marketing metrics, database mining and analytics, interactive marketing and project management.

You will also learn to use different research methodologies and obtain skills necessary to conduct surveys and identify industry trends. In addition, you will be exposed to computer software, such as SAS Enterprise Guide, SAS Enterprise Miner and Environics Analytics Envision Software.

Where to Study Marketing Research Analysis in Toronto?
Centennial College’s marketing research course consists of a mixture of lectures, labs and hands-on training. You will learn how to design questionnaires, manage data, control quality and create statistical output. The program also includes case studies, simulations, and projects, in order to help you gain project management, team work, report writing, analytical and presentation skills.

You also receive an Ontario Graduate Certificate from the college, along with Certificates of Recognition from SAS and Environics Canada, on completion of specified courses. Upon course completion, you can choose to either pursue your career or apply your academic rewards towards further study at any of the associated university, college or institution.

Enrollment Guide

You may send your application to the college, along with a copy of your college diploma (three-year) or university degree (three-four years) and a proof of English proficiency. Your application will also be considered if you have completed a two-year college diploma or partial university degree and have a minimum of two years work experience relevant to the program.

Marketing Research Analyst Job Overview

Marketing research analysts are responsible for compiling people’s opinions towards their organization, and the products and services they offer. Their main task is to determine:

• Who will buy the products of their company
• What customers like and dislike the most about the products and/or services they offer
• Future sales basis the past sales
• How effective the marketing and distribution channels of their organization are
• What consumers prefer
• The latest industry trends
• What strategies, methodologies and tools are adopted by the competitors to promote their products
• The stated and unstated needs of their customers and identify the scope for a new product
  

Most companies rely on the information that is processed from the data collected from the surveys and questionnaires that collect customer feedback and assess customer preferences. Marketing research analysts also design these questionnaires and devise appropriate methods and procedures for attaining the right information. They then analyze the data and help companies understand what customers are looking to buy and how they make their buying decisions. They also make recommendations to the management which help the latter in responding to the customer expectations in the appropriate manner.

Prerequisites for Becoming a Marketing Research Analyst in Canada

Basic Competencies

At the entry level, a postgraduate certification is necessary for becoming a market research analyst. This is the minimum requirement for being able to work in this field. A program in marketing research analytics helps students learn different research methodologies and obtain skills necessary to conduct effective surveys and statistical analysis which further help in identifying the latest industry trends and consumer behaviors.

Additional Skills

Aspiring marketing research analysts are also required to possess an in-depth understanding of interactive marketing fundamentals and computer applications. With this, they are expected to be detail-oriented to ensure precise data analysis. They may also require working for long hours in order to collect, record, sort, refine, structure and study data. Therefore, they must possess qualities like persistence and patience. Furthermore, they must possess hands-on experience in data collection and analysis before seeking employment with an organization.

Marketing Research Course

A one-year graduation certification marketing research course at Centennial College equips students with all the required competencies. It is an intensive program consisting of lectures and labs where students gain theoretical understanding and gain exposure to SAS Enterprise Guide and SAS Enterprise Miner respectively. The program covers a wide range of subjects, including marketing, marketing analysis and planning, statistics for marketing research, case analysis and marketing metrics, database mining and analytics, fundamentals of interactive marketing, research and analytics and fundamentals of project management.

The college also offers excellent employment prospects for research and analytical marketing professionals. They can find employment as web marketing analysts, marketing research analysts, loyalty program analysts, direct response analysts, online marketing analysts, sales data analysts, etc.

In order to apply for this course, candidates can send their applications along with all the required supporting, including a three-year college diploma or university degree certificate and a proof of English proficiency. Candidates with partial post-secondary education (minimum two years) are also eligible to apply for this program. However, they need to generate a proof of work experience relevant to this program. All the applicants may require taking college’s numeracy skills assessment.

How to Become a Marketing Research Analyst?

Market research and analysis helps organizations define their target market, assess their customers’ changing preferences and weigh up the competition. It aids decision making and strategy development. So, no matter whether an organization is planning to launch a new product or expand the reach of an existing product, market research helps it assess the current market trends and build the right strategy.

As the business world is growing more competitive day by day, the demand for marketing research professionals is increasing. Previously, they were employed at a higher management level. However, nowadays they are employed at almost all levels of management, depending upon their knowledge, skills and experience.

Although the career opportunities are bright for them but the job market is more competitive than ever. Employers are keen on hiring professionals who have undergone specialized college education and have relevant hands-on experience. Even for entry level jobs in marketing research analytics, the professionals are expected to have undergone a formal education and training in this field.

Marketing Research and Analytics Programs

A postgraduate marketing research course is considered as the minimum requirement to enter the world of work. The program teaches them the techniques used to data mine and extract valuable knowledge about competitors and customers in a market setting. They also learn research methodologies and gain skills necessary to conduct effective surveys and statistical analysis, and identify industry trends and consumer behaviour.

A marketing research and analytics program covers a wide range of subjects including marketing analysis and planning, fundamentals of marketing research, statistics for marketing research, computer applications for marketing analytics, case analysis and marketing metrics, database mining and analytics, fundamentals of interactive marketing, and fundamentals of project management.

Where to Study Marketing – Research and Analytics in Canada?

There are many colleges in Canada that offer one-year postgraduate programs in market research and analytics. However, all may not be recognized. Centennial College’s marketing research analytics program graduates receive an Ontario Graduate Certificate from the college along with the Certificates of Recognition from SAS and Environics Canada.

In addition to this, the program incorporates a mixture of lectures and labs where students are exposed to SAS Enterprise Guide and SAS Enterprise Miner. The students also get hands-on experience on leading software solutions used in research and Analytics field and develop comprehensive profiles of selected target markets by working on Environics Analytics Envision software.

Apart from this, students learn to design questionnaires, manipulate data, control quality create statistical output and develop programs. They also have complete access to full suite of Microsoft products, including Microsoft CRM, Excel and PowerPoint.

Centennial College’s program in marketing research and analytics makes use of learner-centered approaches, including project-based learning, simulations, case studies, teamwork, analytical, report writing, presentations and project management.

Applying for a Postgraduate Marketing – Research and Analytics Program

For being able to apply for a postgraduate marketing-research and analytics program, interested individuals need to submit an application along with a three-year college diploma or university degree. Individuals with partial post-secondary education (minimum two years) with minimum two years of relevant experience are also eligible for the program. All applicants are required to submit a proof of English proficiency and must undergo a numeracy skills assessment.

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.