Course Overview

The Certificate in Marketing Data & Analytics provides the grounding that all marketers need in understanding, collecting, and analyzing data. Four courses delve into practical skills and real-world applications in the areas of data literacy and analytics, with a strong focus on marketing and website analytics.

This certificate offers marketing professionals the foundational skills and essential tools needed to manage data responsibly and make data-driven decisions that optimize marketing efforts. These self-paced courses offer a variety of interactive exercises, selected readings, real-world applications, and assessments.

Upon successful completion of all courses in this certificate, you can download and print a Certificate of Completion to showcase your achievement.

Learning Format

This self-paced certificate program offers an assortment of interactive exercises, selected readings, and self-assessments.

Courses Included in This Certificate

What You’ll Learn

This 16-hour online self-paced course will guide you through key areas of marketing, equipping you with the knowledge you need to take the PCM® Marketing Management exam – which is included!

Becoming an AMA Professional Certified Marketer®️ is a way to prove you have the knowledge you need across a broad spectrum of marketing topics, including:

• Marketing Strategy
• Marketing Research and Data Analytics
• Pricing Strategy
• Customer Behavior and Segmentation
• Product and Services Positioning

What You’ll Learn

• List different data collection tools used to measure results and describe best practices for analyzing and interpreting data
• Explain the steps of a thematic analysis for qualitative data
• Revise to “Identify key features from a visual display of data to extract key insights that inform strategy
• Explain the meaning of descriptive statistics, such as measures of central tendency and spread, in a real-world context
• Explain common analytics used in marketing

What You’ll Learn

• Explain how a theory of change informs measurements
• Explain how to develop and implement an evaluation framework
• Describe how a small organization can use measurement to improve
• Describe the advantages and disadvantages of KPIs
• Explain the importance of measuring your campaign’s effectiveness and list the major performance metrics
• Explain the steps of creating a strategic plan based on data analytics
• Explain the steps of creating a story-based presentation of data

What You’ll Learn

• Discover the latest social media statistics and user data for 2026
• Learn about new platform features and what this could mean for your brand
• Understand the latest algorithm changes and how this will impact your content strategy
• Explore best-in-class examples of brands innovating in social media and learn how to adopt key principles to engage your audience

Course Content

• AI Content Overload
• Community First Platforms
• Search Everywhere Optimization
• Relationship Marketing
• Generation Alpha Reshapes Social Media
• Pay to Play
• Build in Public
• End of Microtargeting

Meet Your Instructor

Alison Battisby

Social Media Trainer and Founder of Avocado Social

Alison Battisby is a social media expert and trainer who has worked with brands and agencies across numerous business sectors since 2008.

Alison launched Avocado Social in 2014 with the sole aim of empowering businesses to effectively manage their own brand’s social media and enable them to connect with customers. Alison is an accredited Facebook trainer based in London, UK, and has worked globally with a wide range of growing enterprises and big brands.

What You’ll Learn

• Discuss how to embrace flexibility in the creative process
• Identify how to leverage data to influence content 
• Discuss how to embrace AI in the creative process
• Explore how to leverage less traditional resources to find inspiration 
• Share tools marketers can use throughout the creative process

Meet Your Instructor

Yvonne Pearson

Senior Audience Marketing Manager

A creative and imaginative thinker since she was young, Yvonne always had a gift for thinking outside the box. She earned her bachelor’s degree in Advertising, Art, and marketing from McDaniel College and, since graduating, has obtained multiple certifications and professional certificates in the marketing space.

With more than a decade of professional experience, Yvonne has worked in various industries, from fashion to science, leveraging her unique background to bring innovative ideas. She has been recognized in the industry as a recipient of various awards, including by the African American Marketing Association as one of the 50 Black Marketers To Watch.

As a content creator, Yvonne shares her knowledge and unique take on marketing through her podcast Coffee with Yvonne, a show for creatives and entrepreneurs, and on social media breaking down trends and pop-culture campaigns.

Course Overview

Artificial Intelligence for Marketing Professionals explores how artificial intelligence (AI) has become instrumental and ubiquitous in the field of marketing. This course covers the phases of AI, such as rule-based AI, machine learning, deep learning, and generative AI, to provide a solid foundation of AI principles.

Marketing professionals will learn the impact of AI systems and tools on the workplace and how to leverage these tools to perform marketing tasks such as persona development, search engine optimization (SEO), and content generation and personalization. The course also delves into the benefits, challenges, and ethical issues that arise from utilizing AI programs.

Skill Level: Beginner

What You’ll Learn

• Define the phases of artificial intelligence (AI) and its categories
• Differentiate between supervised learning, unsupervised learning, and reinforcement learning
• Describe the current benefits and limitations of AI technologies used in the marketing field
• Identify marketing applications of machine learning, deep learning, and generative AI
• Explain how AI supports content marketing, search engine optimization, and persona development
• Utilize AI tools to improve diversity, equity, and inclusion (DEI) efforts
• Explain the risks and challenges of utilizing AI marketing tools
• Identify real and potential impacts of AI tools on organizations, workforces, and employee experiences
• Explore ethical dilemmas related to AI and ways for marketing professionals to address these issues

What You’ll Learn

• Understand the basic workflow / steps of an influencer marketing campaign from start to finish
• Know how to create an effective creator brief
• Understand the top platforms that creators are publishing on – and the nuances between them
• Empathize with creators’ POV re: the partnership process
• Understand the current and emerging trends in the world of influencer marketing 
• Achieve a basic understanding of measuring a campaign’s success and cite real world examples of successful / unsuccessful campaigns

What You’ll Learn

• Describe the differences between teams and groups
• List types of teams and their specific goals and outcomes
• Recall the stages of Bruce Tuckman’s model of team development
• List Edgar Schein’s types of decision-making strategies for teams and groups
• Identify the factors in interpersonal communication
• Explain how communications strategies differ between large and small groups
• Name and describe common tools for facilitating team collaboration
• Explain the purpose of various types of meetings and explain the outcomes expected
• Recognize the factors that enable effective communication during a business meeting

What You’ll Learn

• Define key areas where sustainability integrates into a marketing strategy. You’ll be able to successfully define the areas of marketing in which you’ll be able to implement greener practices, with minimal time and cost.
• Effectively communicate sustainability initiatives. You’ll develop a better understanding of ways that you can communicate your sustainability efforts with transparency and confidence
• Learn how to leverage these skills to build trust and accountability with your audience. Create an actionable strategy that allows you to measure and share their impact with your customers, clients and stakeholders.