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The NYU/ARF Certificate in Marketing Optimization and Insights

Spring Session 1 (January 20 – March 9, enroll by December 27)

Achieving Consumer Centricity
Campaign Objectives & Strategy

Spring Session 2 (March 10 – April 27, enroll by February 14)

Foundations of Advertising Research
Campaign Effectiveness Measurement
Informing Creative Development

ABOUT THE PROGRAM

The NYU/ARF Certificate in Marketing Optimization and Insights is a virtual-based learning program. As a graduate, you will:

Expand your knowledge base with practical insights and strategies
Enhance your on-the-job effectiveness by applying modern methodologies
Improve your ability to plan, execute, evaluate and optimize campaigns

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.”

**Vas Bakopoulos**
SVP, Global Head of Measurement, Insights & Strategy,
MMA Global

**Debbie Brandwene**
Principal Consultant,
JFL Marketing, LLC

**Stephen DiMarco**
Chief Strategy Officer
Tubular Labs

**Abigail Hollister**
Partner,
The Rational Heart

**Helen Katz**
EVP, Research,
Publicis Media

**Mitzi Lorentzen**
Founder,
Lorentzen Consulting

**Sean Merriweather**
VP, Product Marketing & Strategy,
Publicis Media

**Joseph Panzarella**
Assistant Adjunct Professor,
NYU School of Professional Studies

**Marjorie Reedy**
Director of Digital & Innovation,
Merck

**David Shiffman**
EVP, National Research & Analytics,
iHeartMedia

**Andy Smith**
VP, Consumer Insights,
Flower Foods

**Cole Strain**
VP, Measurement Products,
Samba TV

**Court Stroud**
Founder, Managing Director,
The Cledor Group

**Mark Truss**
Chief Research Officer,
Wunderman Thompson

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.

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

REDUCED RECRUITMENT COSTS

ENGAGED EMPLOYEES

IMPROVED OUTPUT

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