The world’s first (and only) graduate education program focused specifically on how to help marketers increase conversion

An accelerated graduate program to help practicing marketers improve results immediately...while building their long-term capacity for future career growth

Technology. Budgets. Agency management. Media buying. Many marketers focus their time on areas that are essentially business operations. Marketing, the very essence of what true marketing is, rests on dual pillars —communicating the right value to the right customer and then getting customers to choose to receive that value.

In other words, communicating value and web conversion. No matter how good your product or service is, you must get your customers to perceive your value, otherwise it doesn’t exist.

To help understand how to influence that perception and ultimately achieve conversions, MECLABS Institute has been discovering how people make choices for almost 20 years, conducting experiments on more than 20,000 sales paths to understand the essence of marketing and its message.

Five years ago, the University of Florida approached MECLABS to create a joint graduate certificate program that would help working business, marketing and advertising professionals learn these communication fundamentals. While there are other digital marketing MBA and graduate certificate programs to help you learn about general digital marketing, our program focuses specifically on the key elements that directly impact conversion.

The graduate certificate is an accelerated form of a Master’s-level education ideal for the working businessperson, providing advanced methodologies for immediate improvement with the ability to earn an accredited educational credential in under one year. The GRE is not required to apply, and UF is now accepting applications before April 1st for students entering the summer semester, the program’s fourth term.

Learn more about the graduate certificate program in this short video

University of Florida

The curriculum in our current training courses has been expanded into a graduate certificate program at the University of Florida.

Our goal, and the goal of MECLABS, is transformation. Taking someone who is unsure how to be effective…and having them become somebody who is empowered to do great things for their business or themselves.

Michael F. Weigold, PhD
Associate Dean for Undergraduate Affairs and Enrollment Management
Director of Distance Education
University of Florida

 

BUILT FOR THE WORKING MARKETER

Accredited

Eligible for tuition assistance and reimbursement

Because the University of Florida is a degree-granting institute of higher education (accredited by SACSCOC), you may qualify for tuition assistance or reimbursement from your employer.

Assignments

The entire program is built around the busy schedule of the working marketer

The accredited certificate includes 12 credit hours that may be applied towards a full master’s degree, which is usually between 30 and 36 credit hours.

Degree

A master’s-level graduate certificate that verifies your new expertise

Students who complete the program receive much more than a certification from a private company — they receive a graduate certificate from an accredited university. The certificate verifies education at the master's level and consists of 12 hours of graduate credit hours that are eligible to be applied to a master’s degree in some instances.

Networking

A virtual mastermind group of like-minded marketers

The online discussion forums are filled with a group of like-minded, customer-first marketers who share answers to pressing questions, ideas for overcoming current challenges, and are an overall great way to brainstorm. They provide an opportunity to reach out to a peer group that provides quick and valuable feedback on your current challenges.

 

THE COMMUNICATING VALUE & WEB CONVERSION GRADUATE CERTIFICATE

What exactly is a certificate program?

The post-graduate certificate is comprised of four classes that have been strategically designed to increase your capacity as a marketing professional.

Each course is equal to 3 credit hours — a complete certificate is equal to 12 credit hours. As reference a typical graduate degree is between 30 and 36 credit hours.

What are the course requirements?

  • A bachelor’s degree from an accredited college or university
  • A minimum of 3.0* GPA in undergraduate courses
  • A Statement of Goals
  • Your current resume
  • While a bachelor’s degree or experience in a marketing or sales discipline is beneficial, it is not required.
  • No GRE required
  • No GMAT required
  • No out of state tuition fees

Does MECLABS offer a scholarship?

The Summer 2017 Semester Scholarship Contest is open — we will be funding one summer semester 2017 course for one student. The deadline to apply is March 15.

You can learn more about the contest and apply here

How to apply to the University of Florida?

Click here to apply. If you need any help, our application conceirge team is standing by waiting to help you. Click here to get in touch with us at any time.

About the Graduate Certificate

What exactly is a certificate program?

The post-graduate certificate is comprised of four classes that have been strategically designed to increase your capacity as a marketing professional.

Each course is equal to 3 credit hours — a complete certificate is equal to 12 credit hours. As reference a typical graduate degree is between 30 and 36 credit hours.

What are the course requirements?

  • A bachelor’s degree from an accredited college or university
  • A minimum of 3.0* GPA in undergraduate courses
  • A Statement of Goals
  • Your current resume
  • While a bachelor’s degree or experience in a marketing or sales discipline is beneficial, it is not required.
  • No GRE required
  • No GMAT required
  • No out of state tuition fees

Does MECLABS offer a scholarship?

The Summer 2017 Semester Scholarship Contest is open — we will be funding one summer semester 2017 course for one student. The deadline to apply is March 15.

You can learn more about the contest and apply here

How to apply to the University of Florida?

Click here to apply. If you need any help, our application conceirge team is standing by waiting to help you. Click here to get in touch with us at any time.

MMC 5435 | Messaging Strategy & the Centrality of the Value Proposition

This course addresses the critical concepts and theories of value proposition. It covers developing, measuring, testing and expressing a value proposition throughout a company and its marketing. The student will learn how to position their offer to achieve sustainable competitive advantage, no matter what product or service they are marketing.

Course Experience

This course is comprised of readings, lectures, online discussions, class assignments, activities and a final research project.

  • Weekly lectures, approximately 1 - 1.5 hours in length, are posted by the instructor
  • Weekly activities challenge students to reinforce the theories learned in the lectures
  • Students supplement the learning from the lectures each week with readings from key authors
  • Students regularly learn from peers through participating in group discussions
  • Value Proposition Analysis (Final Project)

Cost per course: $2,400 ($799/credit hour)

Watch a full teaching session from the Messaging Strategy course.

MMC 5436 | Messaging Methodologies and the Practice of Conversion Optimization

This course provides a systematic methodology for increasing the probability of a customer response. Students will learn to apply the critical concepts and theories of offer response optimization, including techniques for creating compelling offers, in order to optimize responses in both digital and mobile environments.

Course Experience

This course is comprised of readings, lectures, online discussions, class assignments, activities and a final research project.

  • Weekly lectures, approximately 1 - 1.5 hours in length, are posted by the instructor
  • Weekly activities challenge students to reinforce the theories learned in the lectures
  • Students supplement the learning from the lectures each week with readings from key authors
  • Students regularly learn from peers through participating in group discussions
  • Conversion Index Analysis Project (Final Project)

Cost per course: $2,400 ($799/credit hour)

Watch a clip of the Messaging Methodologies course.

MMC 5422 | Customer Research and the Fundamentals of Online Testing

MMC 5259 | Customer Relationship and Effective Lead Management

 

Dr. Flint McGlaughlin, Managing Director and CEO, MECLABS Institute, explains what he has learned from 20 years of marketing research in this video

Look inside one of the required readings for the course
The Marketer as Philosopher

 

WHAT YOU CAN EXPECT AS A STUDENT OF THIS PROGRAM

A graduate level course tailored to your current work as a marketer
Attend lectures on your schedule
You are never alone with a dedicated support team
Get real feedback, from real peers

 

IMPORTANT DEADLINES

Summer Semester

Length: 12 Weeks

Application Deadline: April 1

Fall Semester

Length: 12 Weeks

Application Deadline: July 1

Apply Now

 

MEET THE FACULTY

Dr. Flint McGlaughlin

Dr. Flint McGlaughlin

CEO & Managing Director, MECLABS Institute

Flint McGlaughlin is the Director of MECLABS Institute. The organization has partnered with key market leaders including The New York Times, Microsoft Corporation, and Reuters Group.

Dr. McGlaughlin also serves as the Director of Enterprise Research at the Transforming Business Institute, University of Cambridge (UK) and as a Trustee for Westminster Theological Centre. Dr. McGlaughlin originally studied philosophy and theology at the University of London’s Specialist Jesuit College and has been named Harvard speaker of the year.

Today, his primary research is focused on enterprise as transformative agent. His work has won multiple awards and has been quoted in more than 13,000 online and offline sources.

Learn more about Dr. McGlaughlin

 

WHAT STUDENTS ARE SAYING ABOUT THE PROGRAM

This program is the single-best investment I could be making in my digital marketing career. What I am learning about digital optimization and value-proposition communication pays dividends at work—where I am able to immediately apply the information. Not only will this program pay-off in terms of dollars saved in under-performing advertisements and websites at work, but I am learning applicable marketing principles I will be able to apply my entire career.

John Jordan
Director of Digital Marketing for The Global Leadership Summit

School is cool when being taught by Dr. Flint McGlaughlin. University of Florida has a graduate certification program that is improving how I see experiences on the web. Truly transforming my perception, and also my utility in the professional world!

Bryce Miller
Website Optimization Manager, MasterControl

 

GET PARADIGM-SHIFTING IDEAS AND INSIGHTS BASED ON THE PROGRAM

The goal of this program is to give practicing marketers and advertisers a new lens with which to see their brands, their customers and their very jobs. Fill out the form below to get course excerpts, exclusive articles, insights from course readings and see results from a selection of real-world customer behavior experiments.

samples from course

samples from course