MarTech Foundations Certificate Program | School of Marketing | ANA

MarTech Foundations Certificate Program

The MarTech Foundations Certificate Program is a self-paced online learning path featuring nine comprehensive courses. Tailored for marketing professionals aiming to elevate their expertise, this curriculum combines theoretical insights with practical applications, which are essential for mastering MarTech in today’s data-driven ecosystem. Developed in partnership with marketing technology and data experts at Transparent Partners, courses range from Assessing Your MarTech Landscape to Crafting a MarTech Business Case to Understanding the Role of Governance in MarTech. Elevate your marketing technology capabilities with this comprehensive training designed to instill confidence and precision.

Learning Experience

This program includes courses with fully interactive multi-media formats. Active participation is required, and it includes knowledge checks, user engagement, assessments, and resources/tools.

Who is this Certificate Program For?

  • Marketing practitioners
  • Technologists and developers
  • Brand strategists

Find out what you'll learn from Transparent Partners in the video below.


Certificate Program Outline

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Course: Introduction to MarTech

In this introductory course on Marketing Technology (MarTech), discover how to navigate the crowded and rapidly evolving MarTech landscape effectively. Understand the definition, scope, and historical evolution of MarTech, and its crucial role in transforming marketing strategies and customer relationships. Learn to identify and utilize key MarTech tools, integrating them seamlessly into your marketing and business operations. This course offers practical insights into navigating the vast MarTech ecosystem, understanding its components, and leveraging its advantages while overcoming challenges, equipping you with the skills to conduct more precise, efficient, and impactful marketing campaigns.

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Course: Guide to Assessing Your Current MarTech Landscape

This course, dedicated to executing comprehensive MarTech Assessments, equips learners with an in-depth understanding of the end-to-end process and best practices essential for carrying out an effective MarTech Assessment. Through a structured journey across eight distinct stages, learners will be immersed in the core activities required to complete each phase, learning best practices, tips, and tricks along the way. The curriculum is designed to empower participants with a comprehensive grasp of the MarTech Assessment process, enabling them to refine their marketing strategies with precision and insight. Join us to unlock the full potential of your MarTech capabilities.

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Course: Crafting a MarTech Business Case

This foundational course will guide you through a focused exploration on how to create compelling business cases for Marketing Technology (MarTech) initiatives. It emphasizes the importance of understanding and constructing MarTech business cases, aligning them with strategic business goals to ensure significant impact. Participants will learn how to leverage data and analytics to build robust, evidence-based arguments and engage key stakeholders effectively. The course also covers vital presentation skills and techniques for demonstrating return on investment, equipping professionals with the necessary skills to advocate successfully for MarTech solutions and drive impactful marketing strategies.

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Course: Designing a Powerful MarTech Stack

This comprehensive course on how to design a MarTech stack equips marketing professionals with the knowledge to build an effective marketing technology infrastructure. Learners will explore foundational concepts of MarTech stacks, the pivotal role of aligning these systems with business goals, and the dynamic integration of data and technology to drive marketing success. Key lessons cover the mapping of customer journeys, defining business requirements, and establishing core design principles to ensure a robust and adaptive MarTech ecosystem. By the end of this course, participants will have mastered the strategies to craft a MarTech stack that enhances operational efficiency and supports strategic business objectives, preparing them to lead their organizations in a technologically evolving landscape.

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Course: The Art of Choosing a New MarTech Tool

This course on The Art of Choosing a New MarTech Tool is designed to guide you through the process of selecting the right MarTech solutions for your organization in a clear and structured way. The course is divided into four lessons, each focusing on a key part of the selection process. You'll start by understanding how to identify your needs and map them to the right types of MarTech tools. Next, you'll learn how to put together a thorough Request for Proposal (RFP) that clearly communicates these needs to potential vendors. From there, the course will show you how to effectively manage the vendor selection process and finally, how to negotiate contracts that are favorable to your organization. Each lesson is filled with practical tips and easy-to-replicate strategies to help you make informed decisions. This course aims to make the complex process of choosing a MarTech tool more manageable and less daunting, helping you to confidently enhance your organization's marketing capabilities. Join us to learn how to navigate this important decision with ease.

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Course: Successful Implementation and Integration of New MarTech Tools

This course, dedicated to the implementation and integration of new MarTech tools, explores deploying MarTech effectively within organizations. Beginning with setting clear objectives and identifying key stakeholders, it covers strategic resource allocation, risk management, and configuring MarTech solutions tailored to specific needs. You'll learn robust testing and deployment methods and gain actionable insights to ensure smooth integration and tangible benefits. By the end, you’ll be equipped to enhance operational efficiency and drive measurable success, fully prepared to optimize these technologies in your marketing efforts.

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Course: Maximizing MarTech Value Through Change Management

This course, dedicated to change management in MarTech, offers professionals the tools and insights needed to master the art of change management within the MarTech landscape, ensuring seamless integration and adoption of new technologies. Through comprehensive lessons, attendees will learn to identify the need for change, develop strategies for effective management, and understand the impact of these changes on organizational goals. The curriculum unpacks the essential change management frameworks, highlights the significance of communication and leadership in facilitating change, and explores methods for overcoming resistance. By the conclusion of the course, participants will be adept at navigating the complexities of change in MarTech, equipped to lead their organizations through transitions with confidence, and prepared to achieve operational excellence and strategic success.

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Course: Operationalize and Optimize Your MarTech Stack

In this course on Operationalizing and Optimizing Your MarTech Stack, you will learn a comprehensive approach to seamlessly integrate and enhance your marketing technology tools. Starting with the foundations of MarTech operationalization, to developing a strategic plan, demonstrating the impact through return on investment (ROI) analysis, and ensuring continuous improvement and future-proofing your operations, each lesson is designed to provide you with practical insights and strategies. By the end of the course, you’ll be equipped to drive consistent value from your MarTech investments, aligning them with your strategic business objectives.

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Course: Understanding MarTech Governance

This insightful course on Data Governance, Privacy, and Compliance equips professionals with the knowledge to integrate key data governance principles within the MarTech landscape, ensuring a balance between innovation, risk management, and adherence to privacy laws. Through focused lessons, participants will explore how to establish governance policies aligned with organizational goals, navigate the complexities of privacy regulations, and implement ethical data practices to maintain consumer trust. The curriculum emphasizes the importance of safeguarding data, mitigating breaches, and fostering a culture of compliance and accountability. By course end, attendees will possess the skills to enhance their MarTech initiatives, ensuring they are both impactful and compliant with current data governance standards.

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Assessment: MarTech Foundations Certificate Program

Estimated Length of Completion

Approximately 8 hours. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Note: When you register for a Certificate or Certification Program, you will automatically be registered for all the Courses listed in the program. All Courses in the Program will only be available through the Certificate or Certification Program listed in your Enrollments on the learning portal where you access your on-demand training. You will not see the individual Courses listed in your Enrollments on the learning portal, nor will you be able to register for them individually once enrolled in a Certificate or Certification Program that includes them.

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Nonmember
Registration
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $299 Silver Tier $399 Nonmember $499

Instructors

Transparent Partners

Transparent Partners is an independent consulting firm dedicated to helping brands create value through world-class marketing. Our results are achieved through a relentless commitment to, and deep expertise in, marketing technology, marketing and consumer data, and marketing operations.

Our services and expertise span the entire range of MarTech, including assessments, architectural design, selection, implementation, and operationalization. Our commitment is to ensure clients see a positive return on their investment in marketing technologies.

In marketing and consumer data, our proficiency extends to comprehensive assessments, strategic planning, architectural design, and sophisticated measurement & analytics, facilitating informed and data-centric marketing choices.

Additionally, our knowledge in marketing operations ensures clients can effectively execute their strategies, enhancing value creation across all dimensions of their marketing activities.