Program Description for

Graduate Certificate in Social Media Marketing

Analytics
(Academic Credit Program)
Prepared on October, 2013
Revised on November 21, 2013
Revised on November 22, 2013

Authored by
Dr. Jae Min Jung*

______________________________
*Copyrighted by Jae Min Jung, 2013-2014. Please do not circulate or cite
without the written consent of the author. The author acknowledges this draft
benefited from the helpful discussions and suggestions made by Laura
Smith, CEU program manager, Dr. Cheryl Wyrick, and Dr. Juanita Roxas.

Graduate Certificate in Social Media Marketing Analytics

What is Graduate Certificate Program?

A stand-alone option to gain specialized knowledge of a business

function in order to further your career and enhance your resume.
A preliminary step in starting a master's degree programcertain
credits taken as part of a graduate certificate may be subsequently
applied towards an MS in Marketing Research, MBA, or relevant MS
degree.
Complementary to a master's degreeCollege of Business
Administration MBA and MS students have the opportunity to use
electives to earn a graduate certificate, adding even more value to
your degree while gaining additional business mastery.

Description of the Graduate Certificate in Social Media Marketing

Analytics
Prepare students for marketing analyst positions that are growing fastest
among all marketing positions. Market Research Analyst jobs are expected to
grow 41%, much faster than national average of 14% during 2010-2020
according to occupational outlook, published by Bureau of Labor Statistics. Fifty
three percent of all new marketing job growth is expected to come from
marketing research industry until 2018 (IBIS World).
Behind this explosive growth in marketing research industry is big data and
social media. The program is much shorter and costs only a fraction of business
masters programs. It will complement Undergraduate degree or Masters degree
by adding strong tangible skill sets to make certificate holders stand out from
the crowd. Plus, you may transfer some credits to a Business Masters degree
program if you decides to pursue a Masters degree in the future.

Features of the Program

Excellent preparation for a career in social media marketing analyst
position.
Taught by experienced, research-active, full-time faculty with a Ph.D.
degree
Face-to-face, small class environment
Unique and practical student centered program
Up to 12 credits are transferrable to Masters of Science in Marketing
Research when the program is launched.
Courses and Tuition: (16 units)
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Note: MKT519 deals with basic knowledge and is not transferable to masters
degree.

Target Market
Prospective Business Master Program students.
1. Current working professionals in marketing area
2. Undergraduate students who wants to increase their
marketability
Benefits to students
Test water with the small set of courses that are part of a Masters
degree.
Transfer up to 12 credit units of courses to business masters
programs such as Master of Science in Marketing Research and
MBA.
Positioning
1. Affordability
2. High quality
Admission Criteria
An admission fee of $20 is required at the time of application.
Bachelors degree in any discipline.

Rsum or CV
a current rsum or CV with your online application.

Statement of Purpose
Tell us why you want to earn a Graduate Certificate and specifically how it will
help you in your chosen career field.

Letter of Recommendation
You will need to enter pertinent contact information for your recommender as
a part of the online application. We will send your recommender an email
asking them to write a letter for you.

Academic Transcripts
Please have official transcripts sent to you in a sealed envelope from each
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college or university you have attended - regardless of whether you

graduated or how many credit hours you earned. Mail all transcripts in their
originally sealed envelopes.

Certificate Attainment Criteria

Average GPA of 3.0 is required to receive a certificate
Target Starting Date: Fall 2014
Curriculum:
Graduate Certificate in Social Media Marketing Analytics
1. Marketing and Research Methods for Managers GBA599
(MKT519) (4)
2. Direct and Interactive Marketing GBA599 (MKT520) (4)
3. Social Media and Data Mining GBA599 (MKT522) (4)
4. Marketing Information Management GBA599 (MKT530) (4)
Course Description:

Marketing and Research Methods for Managers MKT519 (4) F. Course provides
fundamental concepts of marketing such as value creation, marketing planning process,
marketing metrics, marketing mix, marketing environment, buyer behavior, target marketing and
positioning, and marketing research process supplemented by case studies. The course also
covers fundamental topics of statistics such as measures of central tendency and dispersion,
probability, binomial and normal distributions, confidence intervals, hypothesis testing, sampling
and sampling distributions, estimation, hypothesis testing, variance analysis, regression,
correlation and multiple regression.

Direct and Interactive Marketing MKT520 (4) W. Course provides an introduction to digital
and offline direct marketing primarily for lead generation and retention activities in both business
to business and business to consumer environments. Survey of all major direct marketing media:
direct mail, broadcast, print, catalogs, co-ops, etc. with a special emphasis on the use of different
internet platforms such as email, SMS text, paid search, mobile and social media. Prerequisite:
MKT519.

Social Media and Data Mining MKT522 (4) W. Applications of data mining techniques to
extract information for predictive analysis with special emphasis on data in social media and
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product reviews including text mining and on the use of software such as SAS and R.
Prerequisite: Prerequisite: MKT519.
Marketing Information Management MKT530 (4) SP. Course focuses on various types of
marketing databases and computer-based research systems designed for the collection, storage,
usage, and reporting of disaggregated data. Topics include single-source data, geodemographics,
and micro-merchandising systems. Case studies and data analysis projects are utilized.
Prerequisite: Prerequisite: MKT519.