Online
Five Masters-level courses taught asynchronously over 8 months for maximum flexibility
Accelerate your career through expanding your understanding of the customer perspective with a marketing graduate certificate.
Whether you are a seasoned marketing researcher, considering a career transition that leverages market data analysis, or just wanting to add customer intelligence leadership to your professional repertoire, the Fundamentals in Insights and Analytics Graduate Certificate will help prepare you to lead with a data-driven, customer-centric perspective.
Are you an existing Insights professional?
The traditional marketing research industry is evolving. It is being absorbed into a rapidly transforming collection of market intelligence disciplines that define a much larger Insights & Analytics space. A broader field of companies now compete in this space, including large enterprise data management platforms on one extreme, and small technology-enabled start-up solutions on the other.
The next generation of leadership in the field of customer insights will be defined by those who can bridge the gap between the time-tested marketing research disciplines and the emerging (and sometimes disruptive) digital data management technology.
Are you not yet leveraging an understanding of market insights and analytics?
The understanding of market measurement and dynamics was once limited to sales and marketing disciplines. But now professionals in departments throughout a company are expected to deploy, or at least integrate, a market-driven understanding of their business.
You access, integrate and analyze data; but you need to make it real, give it meaning. Your missing link is the connection to the customer, enabling you to interpret and apply that data in context for effective business decision making. Accelerate your career through adding an understanding of the customer perspective.
9 Credits
$1,200 per credit hour, $10,800 total certificate tuition cost
Transferable
Credits earned from the certificate can be applied toward the #1 ranked Master of Science in Marketing Research & Analytics degree
Designed for professionals like you seeking to ‘turbocharge’ your career with a Masters-level understanding of market insights and analysis.
The discipline of marketing is evolving quickly. The application of technological advancement introduces new disruptive practices daily. To remain relevant, marketing professionals must commit to a continuous cycle of learning and upskilling.
Your leadership development journey occurs at your own pace. All courses share the Graduate-level content with the #1 ranked Michigan State University Master of Science in Marketing Research & Analytics Program. And all courses reflect a real-time understanding of the transformational approaches emerging in the marketing insights field.
Curriculum for the Fundamentals in Insights & Analytics Graduate Certificate
All students must complete the following five courses
Courses must be taken in the prescribed order. Students are expected to maintain a minimum cumulative grade-point average of 3.0 in all courses in the Certificate and a minimum 2.0 grade in each course for the course to count towards the Certificate program.
- MKT 867, Survey Design & Sampling (2 credits)
September – October 2026
Instructor: Forrest Morgeson – Interim MKT Department Chairperson & Associate Professor
Course Description:
Introduction to the fundamental disciplines of measurement, experimental design, survey design, and sampling. Balance between traditional theoretical approach and hands-on application with industry tools such as Qualtrics. - MKT 806, Marketing Research for Decision Making (2 credits)
November – December 2026
Instructor: Abhimanyu Bhattacharya – Assistant Professor
Course Description:
Introduction to the fundamental disciplines of marketing research project execution. Includes research solution/process design, data collection methods, panel management, fieldwork, and project management. Incorporates hands-on experience with field management and project management tools. - MKT 816, Marketing Analytics (2 credits)
January – February 2027
Instructor: Abhimanyu Bhattacharya – Assistant Professor
Course Description:
Overview of fundamental methods and techniques used to manage and analyze data in marketing research. In-depth introduction to data analysis and interpretation using SPSS. - MKT 819, Predictive Data Analytics (2 credits)
March – April 2027
Instructor: Abhimanyu Bhattacharya – Assistant Professor
Course Description:
Builds upon MKT 816 by introducing advanced quantitative statistical methods for marketing research. Uses SPSS and includes techniques such as multiple regression, logistic regression, time series, and neural network modeling. - MKT 891, Python For Marketing Research & Analytics (1 credit)
May – June 2027
Instructor: Raymond Pirouz – Fixed Term
Course Description:
Introduction to quantitative marketing research with Python through a hands-on approach, presuming only an introductory level of familiarity with formal statistics, and no prior Python programming experience. Exercises allow students to use Python programming to address real-world problems in marketing research.
Admissions
Admission Criteria
To be an eligible applicant for the Fundamentals in Insights and Analytics Graduate Certificate, you must hold a cumulative undergraduate grade-point average of 3.0 and an undergraduate degree from a recognized institution.
How to Apply
Applications are accepted at any time but should be completed no later than two months prior to the desired starting date.
- Fundamentals in Insights and Analytics Graduate Certificate
- Broad College Minskoff Pavilion
- Graduate Programs Office
- 651 N. Shaw Lane, M100U
- East Lansing, MI 48824
- msmr@broad.msu.edu