MS Programs: 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 [read more] 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.
Detailed MSMA curriculum overview with course descriptions.
Foundation Work
Pre-Program Foundation - 6 credits
|
PPF 501 |
Statistics |
|
PPF 502 |
Economic Environment of the Firm |
Program Foundation - 2 credits
|
PF 506 |
Marketing Management |
MSMA Curriculum
Core Courses - 15 credits required
Required Marketing Courses (three courses)
|
MK 612 |
Strategic Marketing |
|
MK 711 |
Marketing, Research and Analysis |
|
MK 726 |
Customer Data Analysis and Relationship Marketing |
Required Quantitative Courses (two courses)
|
ST 635 |
Intermediate Statistical Modeling for Business |
|
ST 625 |
Quantitative Analysis for Business and Finance |
Elective Courses - 15 credits required
|
MK 701 |
Internship in Marketing |
|
MK 712 |
Consumer and Buyer Behavior |
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MK 713 |
Marketing Promotion and Communication |
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MK 714 |
Marketing Channels and Logistics |
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MK 715 |
New Products: Planning, Developing and Marketing |
|
MK 716 |
International Marketing |
|
MK 717 |
Business-to-Business Marketing |
|
MK 718 |
The Marketing of Services |
|
MK 725 |
eMarketing |
|
MK 755 |
Special Topics in Marketing |
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