Making better data-driven decisions that align marketing efforts to business results
Data Analytics has become a critical driver in understanding who our customers are, what their experience and journeys are, and how we optimize the lifetime value of a customer. With this proliferation of data, many organizations now need to better understand and react to various customer patterns, as well as evolve the way they measure, plan, and implement their marketing activity and performance metrics to inform business decisions. As such, there’s been a growing demand for skilled data and marketing analysts who are equipped to ensure optimal return on investment (ROI) for marketing activities and are able to deliver valuable insights that drive better customer value that aligns to organizational outcomes.
The Data and Marketing Analytics program will look at how you can drive better marketing and business results by…
- understanding how to translate data into business value;
- becoming more strategic in your decision making;
- using data visualization and storytelling practices;
- being more responsive to customers’ needs;
- turning data analytics insights into action;
- identifying success metrics that meet business objectives; and
- improving marketing processes and campaign performance using adaptive and agile approaches.
This program will challenge your analytical capabilities and provide you with the necessary skills to advance your career and accelerate your organization.
Why choose the UBC Sauder Data and Marketing Analytics program?
- Bring Your Own Experience (BYOE) – Building on your current and past work experiences, you will directly apply your learnings to your organization’s challenges and your career’s specific needs
- Group coaching sessions – Get expert advice from our leading marketing and business professionals through synchronous, online group coaching sessions
- Future proof your career - Develop in-demand skills and competencies for today’s data-driven organizations and those of the future
- Earn your certificate in approximately 6 months – With our blended learning approach that balances virtual (or in-class) synchronous sessions and asynchronous learning activities, you will be able to complete the entire program in approximately 6 months (depending on elective chosen).
Who should attend
This program is designed for early- to mid-career professionals who have some marketing experience working in such areas as communications, creative/UX design, customer relationship/service management, advertising/promotion, product management or market research. It is also applicable to marketing specialists in digital analytics, social media, web/media production or PPC who are looking to move into more strategic, decision making roles. And, it is relevant to product owners and business leads who have marketing accountability on the financial or reporting side.
This four course comprehensive program currently delivered in an online virtual format, consists of the following three required courses (listed in order of sequence), plus 1 elective course.
Apply your learning to:
- Define and execute meaningful data-driven decisions that align with your organizational goals and objectives
- Leverage and analyze data to build strategic and tactical marketing plans
- Identify data-driven marketing insights and strategies to improve your operational efficiency
- Demonstrate the value of marketing efforts and activities using data
- Evaluate and assess marketing channels, approaches and technologies required to meet your organizational goals
- Optimize the your organizational marketing performance via data-driven decisions
Online Virtual - Learn in an online classroom. Attend scheduled virtual sessions with your instructor and classmates. Fixed start and end dates with access to online curriculum and an online coach.
Four courses that can be completed within four to six months.
Each of the courses are taught over three weeks with two to three in-class sessions (weekday evenings or Saturdays).
All courses must be completed within two years.
Courses are offered throughout the year.
Tuition & Fees
Total Tuition: $3,980*
*Tuition is based on the total cost of individual course fees of $995 each.
Comprised of three required courses and one elective, the program is designed to provide students with a rich learning experience. Theory and practice are integrated through opportunities for teamwork, coaching sessions, discussion, case studies, applied projects and networking.
Strategically designed by a team of industry and academic experts, the program focuses on developing knowledge, skills and abilities in industry applied techniques and approaches for data and marketing analysis to drive better business outcomes. Students acquire skills to be an effective marketing or business analyst who are able to create a culture for data-driven decision making.
Canada BC Job Training Grant
Employers can apply for up to $5,000 per participant available each fiscal. See criteria and how to apply.
Regular Program Required Courses
Data and Marketing Analytics Fundamentals
This course looks at the evolution, impact, and importance of data-driven decision-making, as well as the changing role of marketers, customer service managers, and business / product leaders in how they use data to work with stakeholders.
$995Fall2020Winter2021Spring / Summer2021
This course examines the tools, techniques, and strategies required to collect, manage, and analyze customer data. Participants will look at the role of data in understanding, driving, and improving customer acquisition, support, and retention.
$995Fall2020Winter2021Spring / Summer2021
Marketing Intelligence & Performance Optimization
Marketing intelligence combines marketing and customer analytics and data mining, visualization, tools and infrastructure. This course will focus on continuous improvement opportunities to optimize marketing and customer initiatives.
April 2021 $995Fall2020Winter2021Spring / Summer2021
This course reviews four cornerstones that define an Agile marketing project: iterative and incremental delivery, empirical process control, self-organized teams and information radiators. Participants will explore applying an Agile marketing approach.
May 2021 $995Fall2020Winter2021Spring / Summer2021
Mobile and Social Media Analytics
Participants will explore the key concepts, techniques and practices of mobile and social media analytics, and how you can successfully promote usage to drive higher profits, improve the customer experience, and create value to your organization.
June 2021 $995Fall2020Winter2021Spring / Summer2021
Program curriculum may be subject to change.
Data and Marketing Analytics Fundamentals is a foundation course, and must be taken first, before taking any of the other Data and Marketing Analytics prgram courses.
Courses 1 to 3 are required courses, and must be taken in this order. You may take one of the elective courses once you have completed the 3 required courses.
|Delivery Format||HOW IT WORKS|
|In Class or Blended||
Learn in-person with your instructor and classmates at scheduled class times.
|Online Virtual||Learn in an online classroom. Attend scheduled virtual sessions with your instructor and classmates. Fixed start and end dates with access to online curriculum and an online coach.|
|Online (100% Online)||Learn in an online classroom. Fixed start and end dates with the flexibility to collaborate with your classmates. Optional live virtual sessions and access to an online instructor.|
The program is taught and facilitated by experienced, industry practitioners who are experts in business and marketing analytics.
The Data and Marketing Analytics program is designed for marketing professionals working in such areas as communications, creative/UX design, customer relationship/service management, advertising/promotion, product management or market research as well it is applicable to marketing specialists in digital analytics, social media, web/media production or PPC who are looking to move into more strategic, decision making roles. It is also relevant to product owners and business leads who have marketing accountability on the financial or reporting side.
It is strongly recommended that students be fluent in written and spoken business English.
Please read the student handbook (Coming Soon).
How to Register
Registration is done on a course-by-course basis.
Create an account and login to register for specific courses at any time. Visa or MasterCard accepted.
How to Declare your Candidacy
The UBC Associate Certificate in Data and Marketing Analytics consists of three required courses and one elective course. Before or after taking your first course, you are required to submit a program declaration form.
What is needed to Graduate
To be granted the UBC Associate Certificate in Data and Marketing Analytics, you must successfully complete three required courses and one elective course, achieving a minimum of 60% in each course and a “pass” standing on portions of the program that are graded “pass/fail”. All course work must be completed within two years.
Once you have completed and passed the four courses, submit the Graduation Request form to receive your Associate Certificate.
Online Course Registration
Register online via our secure server using your Visa or MasterCard. You need to create a profile in our system before we can process your online course registration.
Once signed in, your name will appear near the top right of your screen.
Add items to your shopping cart and follow the instructions to complete your purchase.
Contact us if you have any problems registering online.
What payment options do I have to pay for a course?
All course fees are payable in Canadian dollars. Visa and Mastercard are accepted.
Will I have to pay tax on my course fees?
Fees made payable to UBC Sauder Continuing Business Studies are not subject to tax if they are for courses that are part of a certificate or associate certificate program.
Is it possible to take Data and Marketing Analytics courses without enrolling in the program?
Yes, you are free to register in the courses you are interested in.
When do I have to decide if I want to pursue the Associate Certificate in Data and Marketing Analytics?
You can decide before or after completing your first course. To enroll, you need to submit a program declaration.
Please read the Student Handbook prior to submitting the Program Declaration.
Will I be required to purchase textbooks and/or other materials?
There may be textbooks or additional materials required for the Data and Marketing Analytics program courses.
Can I get a credit towards the certificate for courses I’ve already taken?
You are eligible to receive credit for applicable UBC Sauder Continuing Business Studies courses taken within the last two years.
Is there a fee differential for international students?
No, all students pay the same fees.
How do I get a T2202A tax receipt?
Many courses and programs offered by UBC Sauder Continuing Business Studies qualify for non-refundable tax credits and education expense amounts. If the courses or programs you were enrolled in are eligible, you will receive an email notification in February outlining how to obtain your T2202A Tuition, Education and Textbook tax certificate. A T2202A can be used as an official statement for income tax purposes.
I'm a UBC employee. How can I access UBC Sauder Continuing Business Studies courses?
Most UBC employee groups are eligible for tuition fee waivers that reimburse or offset the cost of most courses. Please visit the UBC Finance Tuition Fee Benefit website for information on eligibility and instructions on how to use your tuition fee benefit. Since tuition fee benefits for UBC faculty and staff may differ depending on your employee group, please visit the UBC Human Resources Benefits website for information on your eligibility. Do not register for a course prior to submitting your tuition waiver.
If your department or faculty is funding the course, please submit an authorized journal voucher (JV) along with your registration to UBC Sauder Continuing Business Studies.
What do I receive when I complete the certificate or associate certificate program?
Upon successful completion of the program, participants are awarded a UBC Associate Certificate in Data and Marketing Analytics signed by the President of UBC and the Dean of the UBC Sauder School of Business. Once you have submitted your graduation request form, the certificate will be sent by mail along with an official transcript. Please note that the process can take up to three months.
When do I have to decide if I want to complete the Associate Certificate in Data and Marketing Analytics?
What is required to graduate from the Data and Marketing Analytics program?
To earn the UBC Associate Certificate in Data and Marketing Analytics, you must successfully complete the three required courses and one elective course within two years with a minimum grade of 60% on each course, and a “pass” on portions of the program that are graded “pass/fail”.
Does completion of a UBC certificate program qualify for academic credits towards a diploma or degree program?
Completion of non-credit certificate programs cannot be applied towards a UBC degree or credit diploma at this time. However prior learning assessment policies vary by institution, so it is worth looking into this for any institution you are considering.
How are participants assessed in the program?
Individual assessment is based on assignments, case scenarios, class activities and participation.
When can I start the online portion of the course?
Each online course has a specific start and end date. Prior to 4 pm on the day your online course starts, we will send you an email message providing you with an access link, as well as a username and password to login to the course.
Am I required to be online at specific times?
For the most part, you are in control of your schedule as the online content can be accessed at any time. For courses with assignments and projects, you will receive advance notice of due dates so you can plan accordingly. Some courses have specific online components that require you to login at particular times
How many hours a week do I need to set aside for in-class course work and independent study?
Students should expect to study six to ten hours a week.
Will I be required to do assignments outside of the classroom for this program?
Yes, there will be assignments due during the three-week online portion change management specific courses and some in-class work for the elective courses.
If I can’t make it to class one day, can I sit in on the next course to make up the time?
No, unfortunately, we do not allow for auditing or sitting in on other offerings other than the one you register for. .
What is the blended format schedule?
The blended format is normally offered over three-weeks with two to three in-class sessions scheduled on the first/second and last week of the course. For the online portion of your course, we will provide you with an access link on the day your course starts.
How will I communicate with Online Educators?
Depending on the course, you may communicate by email, online discussion or chat sessions, as well as occasional phone calls.
Are there opportunities to collaborate with other students in the blended course outside of the in-class sessions?
Yes, the courses provide opportunities for group discussion and team projects.
What is Moodle?
Moodle is the learning management platform used to support the online component of the Change Management program. It provides information on orientation, schedules, grades, and instructor contact details, as well as the course curriculum and learning resources.
Will I have an instructor or resource person to support me during the online portion of the courses?
Yes. Depending on the course you are taking, they could be referred to as online instructors, online tutors, online facilitators, instructional assistants or mentors. Whatever their title, they are experienced online education professionals who will connect with you through email, online discussions, assignments and projects to make sure you get the most out of your online learning experience.
Are there any accommodations for people with medical conditions or disabilities?
Please contact us well in advance of the program for assistance in the event of either of these circumstances.
Where can I get parking or transit information?
Parking and transit information is available on our website.
Who can I contact if I still have questions about the Associate Certificate in Data and Marketing Analytics program?
If you are unable to find the information you need on the website, please contact us by phone at 604-822-1420 or online.