Insights Winter 2024

By the end of this course, you should be able to:

1. Interpret how changing market and consumer conditions impact brands and identify strategies to adapt brands for success.
2. Examine the strategy, process and methods of brand development that drives profitability and brand equity.
3. Review best practice brand strategies and approaches for organizational structures, governance and brand value metrics.
4. Assess and summarize the critical elements that impact brand equity, customer brand affinity and business profitability throughout a brand’s life stage.

Features:

• Interaction with marketing experts
• Latest technologies
• Discussion boards for collaboration
• Technical Support

Benefits:

• No travel time
• Interactive learning experience
• The ability to network and connect with other practicing marketers
• Successful completion of this course counts towards your CM designation requirement
• Certificate upon successful completion of all course requirements

CMA’s Insights course consists of course content, interactive activities, and discussion boards.  Throughout the 12-week course learners will be required to complete graded assignments which may include posting to a discussion board, completing short exercises and or project(s). Learners will have the opportunity to engage with fellow learners and to ask direct questions to the instructors.

The following is a general outline of the course content:

1. Introduction to Insights
• Describe the ways that analytics can impact business decisions.
• Understand the hierarchy of data to insights
2. Analytical Framework, Toolbox, and Process
   • Demonstrate understanding of how a framework can be applied from the initial project start, through insight generation up to activation and measurement.
   • Be able to articulate strengths and challenges associated with various stages of the framework.
3. Introduction to Data I
   • Describe and discuss the types of data used in marketing
   • Examine the differences between primary, secondary, and tertiary data
4. Introduction to Data II
   • Describe and discuss the most common data values and how they vary.
   • Recognize your role in data privacy and governance.
5. Introduction Marketing Research
   • Discuss the various types of qualitative and quantitative research and when they're appropriate to use.
   • Analyze, evaluate and apply relevant information from a variety of sources.
6. Digital Marketing Analytics
   • Understand the different metrics available across digital marketing and calculate several key metrics for Paid Media.
   • Interpret social media analytics and provide performance measures.
7. Analytics I
• Explain the need for Analytics in a commercial organization and what is required to stand up a functioning Analytics team.
• Demonstrate basic Analytics principles (don't worry – no math) for designing experiments.
• Understand how you can measure and interpret the results of your tests.
8. Analytics II
• Describe the various components of analytical learning methodologies (descriptive, predictive, prescriptive).
• Demonstrate practical knowledge on how to manage the health of an advanced analytics team and capability.
9. Data Visualization
• Recognize the basic charts, plots and maps generated by data visualization tools.
• Recall and apply appropriate tools for specific scenarios.
10. Storytelling with Data
• Critique a professional infographic on its storytelling capabilities.
• Select the correct data points to support your story objective and use in sequence to build the narrative.
• Incorporate visuals in sequence to tell a compelling, understandable and accurate story.
11. Bias in Marketing
• Examine the cause-and-effect relationship between data collection and biases.
• Examine the cause-and-effect relationship between data collection and biases.
12. Summative
• Demonstrate how to apply the data analytics process from initial business question to reporting using storytelling and data visualization.
• Evaluate data and create business insights.

Course Requirements:

Individuals must have at least one year of experience in a marketing-related role to take this course. Learners must achieve a final overall grade of 65% in order to qualify for a certificate pass and have the course count towards their requirements for the CM designation.

Workload:

The time required for the course will vary depending on your learning style, learners are likely to invest 4 - 6 hours per week on average. Graded assignments may include posting to a discussion board, completing short exercises and or project(s).

• To cancel, a learner will select ‘credit request’ in MyBillings and select ‘refund’.
• Cancellations made greater than 14 calendar days prior to the course start date will not be penalized. A refund will be issued in full.
• Cancellations made with 14 or fewer calendar days prior to the course start date will be processed with a 50% administration fee deducted.
• No refunds past course start date.
• Refunds will be issued to the source of payment

In the Event of Program Cancellation

• We cannot always secure the minimum number of required participants to run each session. Program fees will be either credited or fully refunded in the event of a course cancellation at the discretion of the learner. 
• We take great pride in our programs and will do the utmost to make your experience with us both valuable and enjoyable. Please do not hesitate to contact us should you have any questions or concerns.