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The NYU/ARF Certificate in Marketing Optimization and Insights

Summer Session 2 (June 16 – August 3) – Enroll by May 26, 2025

COURSE	TIME	DATE	INSTRUCTOR
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

To enroll, please email arfcertification@thearf.org. Indicate whether you are registering for the full certification or for individual courses, and specify which courses you are interested in.

Please note that not all courses are offered each semester. You may purchase the full certification now and select individual courses at a later date.

Refer to the 2025 Course Schedule to plan your enrollment.

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

**Paul Donato**
Chief Research Officer,
Advertising Research Foundation

**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

**Steven Millman**
Global Head of Research & Data Science,
Dynata

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

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

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

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

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

**Mark Truss**
Executive Director,
Galileo Research and Strategy Consultancy

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.

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