Menu
Summer Session 1 (April 28 through June 15, enroll by April 4)
Discovering and Testing the Key Consumer Insight Nowadays, marketers have a lot of data, information, findings and observations about their customers and target audience. Synthesizing all that information into insights, and then deciding on the single most powerful and motivating insight is critical to marketing success. This course will cover the process and tools used to determine deep consumer insights and how marketers decide on the most appropriate insights for a marketing campaign. Students will examine case studies of how consumer insight is leveraged in organizations for strategic decision making for ad campaigns. They will determine the target audience for the purpose of brand and portfolio positioning, segmentation and business strategy for competitive context.
Strategic and Managerial Considerations in Use of LLMs in Marketing & Advertising Research This course focuses on the integration of large language models (LLMs) from both a strategic and operational perspective. Students will explore how LLMs can drive innovation in marketing research, develop data-driven personas, and influence decision-making processes. Additionally, the course will emphasize how businesses can use LLMs for competitive advantage, optimize team management in AI-driven environments, and address key ethical challenges, ensuring that strategic deployments of AI align with organizational goals and market realities.ABOUT THE PROGRAM
The NYU/ARF Certificate in Marketing Optimization and Insights is a virtual-based learning program. As a graduate, you will:
HOW IT WORKS
Developed and taught by the industry’s leading practitioners, students gain access to invaluable resources and immediately applicable skillsets.
The certificate is awarded to students who successfully complete a combination of any four courses within two years. Instruction includes virtual live discussions, video presentations, readings, and assignments to be done independently. The time commitment is roughly 4-5 hours per week, per course—engaging with course materials, completing projects and attending live “office hours” with professors and guest lecturers.
Note: courses are offered on an individual basis, and students are able to enroll in as many (or as few) as they prefer.
“I told my leadership I wish everyone in marketing could take this course.”
“This program has given me new ideas as well as skills that I’m able to apply directly to my job at Chobani.”
“These courses have shown the opportunity for us to further accelerate this important and valuable work by our team. By investing more, we can enable the team to deliver these important insights faster.”
“The insights that have been uncovered from interacting with faculty has been invaluable. They offer perspectives you can’t extract from a whitepaper or written materials.”
Previous
Next
LEARN FROM EXPERIENCED PRACTITIONERS WITH EXTENSIVE KNOWLEDGE IN THE MARKETING RESEARCH FIELD
MMA Global
Chief Research Officer
Advertising Research Foundation
Greenlight Consulting LLC
Global Head of Research & Data Science
Dynata
PROGRAM PRICING
The ARF provides a 50% discount to its member companies:
| Full Certificate | Individual Course | |
| Full Price | $9,750 | $2,437.50 |
| Member Discount (ongoing) | $4,875 | $1,218.75 |
Contact the ARF Membership team to learn more and register: arfcertification@thearf.org
| Term | Course | Live Session Time | Dates | Instructor |
| Spring 2025 | Spring 1 Term (Jan 20 – Mar 9) Achieving Consumer Centricity | 7-8pm ET on Tuesdays | Jan 21 – Mar 4 | Abby Hollister |
| Spring 2025 | Spring 2 Term (Mar 10 – Apr 27) Tools for Application of LLMs to Marketing & Advertising Research | 6-7pm ET on Thursdays | (Mar 13 – Apr 24) | Paul Donato |
| Summer 2025 | Summer 1 Term (Apr 28 – Jun 15) Discovering and Testing the Key Consumer Insight | 7-8pm ET on Thursdays | (May 1 – Jun 12) | Andy Smith |
| Strategic and Managerial Considerations in Use of LLMs in Marketing & Advertising Research | 6-7pm ET on Thursdays | (May 1 – Jun 12) | Steven Millman | |
| Summer 2025 | Summer 2 Term (Jun 16 – Aug 3) Foundations of Advertising Research | 7-8pm ET on Thursdays | (Jun 17 – Jul 31) | Court Stroud |
| Achieving Consumer Centricity | 7-8pm ET on Tuesdays | (Jun 17 – Jul 29) | Stephen DiMarco | |
| Campaign Objectives & Strategy | 7-8pm ET on Wednesdays | (Jun 18 – Jul 30) | David Shiffman | |
| Media Assessment & Tactical Planning | 7-8pm ET on Mondays | (Jun 16 – Jul 28) | Helen Katz | |
| Fall 2025 | Fall 1 Term (Sep 1 – Oct 19) | |||
| Campaign Effectiveness Measurement | 6-7pm ET Wednesdays | (Sep 3 – Oct 15) | Sean Merriweather | |
| Informing Creative Development | 7-8pm ET on Tuesdays | (Sep 2 – Oct 14) | Ann Green | |
| Tools for Application of LLMs to Marketing & Advertising Research | ||||
| Fall 2025 | Fall 2 Term (Oct 20 – Dec 14; no classes week of 11/24) | |||
| Foundations of Advertising Research | 7-8pm ET on Tuesdays | (Oct 21 – Dec 9) | Debbie Brandwene | |
| Discovering and Testing the Key Consumer Insight | 6-7pm ET Wednesdays | (Oct 22 – Dec 10) | Andy Smith | |
| Media Assessment & Tactical Planning | 7-8pm ET on Mondays | (Oct 20 – Dec 8) | Helen Katz | |
| Strategic and Managerial Considerations in Use of LLMs in Marketing & Advertising Research |
See what students and faculty think about their experience with the program.
Hear what Jed Meyer, SVP Media Solutions at Kantar, has to say about the program.
Watch the June 29 NYU/ARF Certificate in Marketing Optimization and Insights Open House presentation.
COURSES OFFERED
- FOUNDATIONS OF ADVERTISING INSIGHTS & MARKETING ANALYSIS: Better understand the steps to develop advertising campaigns, establish campaign objectives and strategy, media planning and campaign evaluation
- ACHIEVING CONSUMER CENTRICITY: Enhance your ability to make marketing decisions that focus on the consumer, and drive positive business outcomes.
- CAMPAIGN OBJECTIVES & STRATEGY: Learn to build an integrated campaign and identify specific objectives, understand the audience needs and develop targeted messaging.
- DISCOVERING & TESTING THE KEY CONSUMER INSIGHT: Examine case studies on how consumer insight is leveraged in organizations for strategic decision making for ad campaigns.
- INFORMING CREATIVE DEVELOPMENT: Gain hands-on experience with developing business-building creative assets, and the balance between rational vs. emotional messaging.
- MEDIA ASSESSMENT & TACTICAL PLANNING: Discover how media are evaluated, planned and bought for marketing campaigns while learning to define objectives vs. goals vs. strategies.
- CAMPAIGN EFFECTIVENESS MEASUREMENT: Improve your proficiency in measurement acumen while learning to analyze key performance indicators, engagement and outcome metrics.
- NEW: TOOLS FOR APPLICATION OF LLMS TO MARKETING & ADVERTISING RESEARCH: Gain hands-on experience with large language models and their practical uses in marketing and advertising.
- NEW: STRATEGIC AND MANAGERIAL CONSIDERATIONS IN USE OF LLMS IN MARKETING & ADVERTISING RESEARCH: Explore the integration of large language models from both a strategic and operational perspective.
Need some help convincing your boss?
We’re here for you!
Download this email template that you can customize and forward to your employer to “Get the Yes.”
THE ARF PROUDLY RECOGNIZES STUDENTS AND GRADUATES FROM THESE COMPANIES
BENEFITS FOR YOUR ORGANIZATION
Previous
Next
PROGRAM PRICING
The ARF provides a 50% discount to its member companies:
| Full Certificate | Individual Course | |
| Full Price | $9,750 | $2,437.50 |
| Member Discount (ongoing) | $4,875 | $1,218.75 |
Contact the ARF Membership team to learn more and register: arfcertification@thearf.org
Menu