This new part-time program will help digital marketing
professionals develop advanced analytics skills, enabling them to
optimize marketing campaigns and drive business growth.
TORONTO, July 9, 2024
/CNW/ - Today, the York University
School of Continuing Studies announced the launch of its
new Certificate in Digital Marketing Analytics. This six-month
program will help professionals develop in-demand skills in digital
marketing analytics as they learn to analyze data for actionable
insights, improving marketing strategies and their outcomes. The
program begins in January 2025, and
registration is now open.
"In today's fast-paced digital marketing landscape, data
abundance presents challenges for those unable to extract
meaningful insights. As the demand for data-savvy marketing
professionals continues to rise, the York
University School of Continuing Studies has introduced a
crucial program for today's digital marketers," says Jason Rivarola, head of performance media and
martech at a major Canadian retailer and program advisory council
member for the Certificate in Digital Marketing Analytics. "This
curriculum is crafted to bridge the divide between traditional
marketing knowledge and cutting-edge data analysis, empowering
students with vital skills to excel in the digital era. This
program marks a pivotal step in demystifying data for
marketers."
As marketing strategies become more exclusive to digital
channels, leaders are looking for cross-disciplinary professionals
who can leverage the wealth of data generated from these efforts.
As such, digital marketing analytics roles are on the rise in
Canada, with a 28 per cent
annualized growth rate for jobs in the greater Toronto areai.
All marketing professionals can benefit from upgrading their
foundational analytics skills to fully leverage an organization's
data and advance to senior roles. Future trends in artificial
intelligence (AI) and automation will increase the demand for
professionals with advanced analytics skills.
"In our discussions with marketing leaders and employers, they
have stressed the increasing importance data literacy plays in
maximizing their marketing efforts and spending. The problem they
are facing is many of their marketing teams don't possess the
advanced skills to drill into campaign data, while analytics teams
don't have the marketing expertise required to effectively action
insights," says Christine Brooks-Cappadocia, assistant vice
president of continuing studies at York
University. "This program will give professionals a
comprehensive education in marketing and analytics with hands-on
practice using analytics tools and techniques they can immediately
use in their current roles."
The program's curriculum was created in partnership with digital
marketing experts. Students in this program will develop the
knowledge and skills to:
- Comprehend marketing metrics, KPIs and analytical tools to
measure campaign performance and effectiveness
- Analyze consumer behavior across marketing channels and apply
insights to optimize marketing campaigns and initiatives
- Master data models to extract, analyze and interpret marketing
data to make informed, strategic decisions
- Enhance the effectiveness and efficiency of marketing
activities using marketing analytics techniques, including AI
tools, data wrangling and experimentation methodologies
- Describe marketing analytics models such as Multi Touch
Attribution (MTM), Marketing Mix Modeling (MMM), Recency,
Frequency, Monetary value (RFM) Analysis and the BCG Growth Matrix
to derive actionable insights and drive innovation
This one-of-a-kind program will be highly experiential and will
feature a comprehensive capstone project that integrates concepts
from each course, allowing learners to demonstrate their learning
achievements and milestones. Instructors, all in senior-level
digital marketing roles, will bring their real-world expertise and
insights to every course.
For more information on the Certificate in Digital Marketing
Analytics launching in January 2025,
visit the School of Continuing Studies webpage.
About the York University School
of Continuing Studies
The York University School of
Continuing Studies is a diverse community of learning united by a
shared sense of purpose — achieving personal and professional
growth in a world of constant change. Our ability to help students
lead in the face of this change has made us the fastest-growing
school in Canada.
We prepare our students for success by imparting specialized
knowledge, technical skills, and enhancing soft skills, cultural
understanding and cross-disciplinary expertise.
Embracing a global perspective, we foster collaborative
relationships with industry and academic leaders across
Canada and around the globe.
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i According to Lightcast
data
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SOURCE York University School of
Continuing Studies