A group of Sacred Heart University (SHU) students were the first to complete the school’s new SAS joint certificate program in digital marketing. The program, an extension of the master’s in digital marketing program at the SHU’s Welch College of Business & Technology, requires additional specialized courses and completion of a capstone project.
The certification process is designed to prepare students for a career in digital marketing, through courses that cover digital marketing, social media marketing, digital advertising, marketing analytics and big data marketing, according to Jose Mendoza, Program Director and Assistant Professor at SHU. Job growth in this field is expected to top 19% through 2024.
The SAS joint certificate capstone project involved addressing a marketing challenge using real data and software tools included in the SAS suite. Examples included creating a predictive model for gauging the sentimental of consumer reviews on Yelp, and merging predictive analytics with data from the 2019 Major League Baseball World Series to predict winners.
“This is a natural outgrowth of SHU’s focus on science, technology, mathematics and engineering (STEM),” said Mendoza in a statement. “The SAS joint certificate in digital marketing reinforces the strength, quality and relevance of our master’s program in digital marketing and sets graduates on a path to successful and financially rewarding careers.”
The Sacred Heart University program is one of more than 300 collaborations between SAS and colleges and universities worldwide. The solution provider has continued expanding its retail presence as well, and it has helped Belk improve localized assortments through AI-fueled inventory precision. As a result, the department store chain has reported improved revenue and margins, as well as richer customer experiences, both online and in its more than 300 stores.