Marketing Analytics

TABS Marketing Analytics

Gain the knowledge and skills that marketing professionals need for a rapidly evolving, data-focused, global business environment. The Master of Science in Marketing Analytics (MSMA) program offers hands-on exposure to advanced marketing technologies, with a firm grounding in the essentials of strategic marketing for an information economy.

Developed in consultation with marketing, database, and market research firms, the MSMA develops the fundamental skills required of successful marketing professionals. Students in the program:

  • Learn to make informed marketing decisions and determine the financial impact of those decisions;
  • Employ SPSS, SAS and other software tools to transform raw data into usable information;
  • Build a strong quantitative framework for analyzing customer profiles and market data;
  • Make strategic use of information technology to improve marketing decision-making and empower customers.

 

Courses that address the most compelling issues and trends in the field are a hallmark of the MSMA program. For instance, Customer Data Analysis and Relationship Marketing answers industry demand for professionals who understand customer acquisition and retention, segmentation, customer loyalty, lifetime-value analysis of the customer, and direct-response modeling - all as part of customer relationship marketing strategy.

Courses in the MSMA program make extensive use of the Center for Marketing Technology (CMT). There, students apply up-to-the-minute tools for advertising creation, media placement, database marketing, product design, sales automation, and other key marketing activities. The center includes a mini-lab where students can conduct focus groups and product tests, with a video feed to an adjoining observation room and the main classroom.

Foundation Work

The foundation courses below are required to ensure students have the appropriate educational background for this program. If you have earned an undergraduate business degree or an MBA from an AACSB or EQUIS accredited institution you automatically waive out of all foundation courses and can begin the core curriculum.

Pre-Program Foundation - 6 credits

Any student who has taken statistics or economics at the undergraduate level may be eligible to waive each course, subject to a transcript review.

Statistics
Economic Environment of the Firm

Program Foundation - 2 credits

Students who have received a business degree from a non-AACSB or EQUIS accredited institution may be eligible to waive the program foundation course, subject to a transcript review. All non-business majors must take the foundation course below:

Marketing Management

MSMA Curriculum

The MSMA is a 10-course, 30-credit-hour program comprising six required core courses and four elective courses.

Core Courses - 15 credits required

Required Marketing Courses (3 courses)

Strategic Marketing
Marketing, Research and Analysis
Customer Data Analysis and Relationship Marketing

Required Quantitative Courses (two courses)

Intermediate Statistical Modeling for Business
Quantitative Analysis for Business and Finance

Elective Courses - 15 credits required

Select 3 courses in Marketing (MK) from the following list:

Internship in Marketing
Consumer and Buyer Behavior
Marketing Promotion and Communication
Marketing Channels and Logistics
New Products: Planning, Developing and Marketing
International Marketing
Business-to-Business Marketing
The Marketing of Services
eMarketing
Special Topics in Marketing
Enhancing Creativity

Select 2 courses in Marketing (MK) or any other discipline at the 600, 700, or 800 level provided prerequisites are satisfied.