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Data-Based Communications Master Program


As a seasoned communications, PR or marketing specialist, your first allies have always been words and images. Guess what: it’s time to add numbers to the mix. Properly sourced and analyzed, data can help you build campaign plans and monitor your results, to be sure. But it can go far beyond that, helping you prove the impact of your work on bottom-line business results so senior leaders truly recognize your strategic contribution to business performance. Don’t let the numbers speak for themselves. Let them speak for you! Simply put, data will make you better at what you do. And once you master it, you’ll be an invaluable contribution to any team.

Your takeaways

This certificate program will help you:

  • Recognize the potential of Big Data to better inform your work;
  • Develop a strategic communication plan aligned to business outcomes that demonstrates measurable impact;
  • Use proven, ethical methods for strategic communication planning that demonstrate measurable impact;
  • Create an engagement plan to align employees around change and foster trust to improve performance;
  • Build a data pipeline to help you feed your Big Data project;
  • Work on structured and unstructured data from social networks using an ETL tool.

Program courses

To obtain this certificate, students must complete the two courses below. For course descriptions, schedules and registration, click on the links of each course.

Our approach

This new program is project-based, meaning you’ll practice hands-on strategic thinking and planning skills using your own business cases. You’ll also engage in practical and critical thinking to reflect and project yourself into your current or future work environment. Teachers will use case studies, group discussions, team presentations and introspection questionnaires to apply your learning to real-world experiences. Most importantly, you’ll be challenged to apply data insights to all aspects of your work.

Who benefits most?

  • Early-career public relations or communication specialists who want to step up to a strategic role as managers or advisors;
  • Individuals at any level in the profession looking to refresh or upgrade their skills in applying data literacy to strategic communication planning;
  • Individuals in marketing, advocacy or public affairs who want to apply professional communication best practices to improve the effectiveness of their work.
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