ARF Launches Marketing Optimization / Insights Program

In the US, the ARF and the NYU School of Professional Studies have launched a new program, the 'ARF Certificate in Marketing Optimization and Insights', teaching methods of diagnosing marketing problems and evaluating the effectiveness of campaigns.

The program, now open for enrolment, will commence next spring and be taught by professionals from members of the ARF (Advertising Research Foundation), who will serve as adjunct instructors at NYU SPS. It will provide examples of the real-world application of research and analytic methods and comprise one required course, Foundations of Advertising Research, and six electives, of which three must be taken. These are: Achieving Consumer Centricity; Campaign Objectives & Strategy; Discovering and Testing the Key Consumer Insight; Informing Creative Development; Media Assessment & Tactical Planning; and Campaign Effectiveness Measurement.

Through the program, students will learn how to apply a 'consumer centric' approach to the development and optimization of marketing in daily work activities; learn how to assess the requirements of an effective marketing and advertising plan to support business goals; and how to draw insights from consumer and market data. Studies will offer guidance on how to integrate the research and insights process into the development, testing and optimization of messaging and creative assets; and how to evaluate the impact of media choices, the media mix and optimal media plans on reaching marketing communications and business goals.

ARF President and CEO Scott McDonald (pictured) says the tailored curriculum is designed to foster an environment for professionals to learn and experience first-hand, how research and analytic methods available today play a 'crucial role in the full cycle of campaign development'.

Web sites: www.thearf.org and www.sps.nyu.edu .