Marketing Analytics

Firms have more access than ever before to comprehensive marketing data and powerful analytical tools that can be used to inform critical decisions about marketing strategy, pricing and product management. Employers seek marketing professionals who understand and apply powerful analytical tools to find strategic solutions for business challenges while creating growth opportunities.

Coursework in marketing analytics challenges you to:

• Improve your quantitative skills
• Learn the role of data analytics, marketing and sales decisions
• Determine which analytic techniques to use for particular needs
• Summarize and communicate complex data analysis to senior leadership

Students in marketing analytics gain skills to gather, analyze and manage customer and company data. Marketing analytics students learn to harness and interpret data, then apply it strategically to decisions at every level of business. Marketing analytics experts ultimately impact their entire organization. Students take electives that may include:

• Marketing Management
• Marketing Research
• Data Mining
• Pricing Strategy and Analysis
• Consumer Behavior
• Strategic Marketing

As part of this focus, students have the opportunity to take courses that deliver practical consultative experience. Graduate consulting teams work actively to address an existing challenge faced by an actual organization. These projects allow students to apply and demonstrate skills developed in earlier coursework. Students collaborate with Fortune 500 companies, in industries such as financial services and healthcare, that have a business-to-consumer or business-to-business model.