The Master of Science (MS) in Marketing Analysis is designed for students interested in a quantitative approach to marketing. The program encompasses: marketing research; strategy and planning; mastering analytical tools; and analyzing, interpreting and applying data. Classes are taught by scholars and business leaders who bring the real world of marketing into the classroom.
Program Features
The MS in Marketing Analysis program provides students with skills and knowledge that are sought after by a wide range of organizations. Through the program, students develop an in-depth understanding of:
- The role of data in customer and market analysis
- Data analysis to detect trends, exceptions and business opportunities
- The latest marketing analytic tools
- Decision-making strategies
- How to create marketing strategies based on data collection and interpretation
| Program Requirements | Quarter Hours |
|---|---|
| Degree Requirements | 48 |
| Total hours required | 48 |
Learning Outcomes
Students will be able to:
- Use analytical and problem-solving skills in decision-making.
- Produce a coherent written statement and oral presentation of the analysis of a complex business issue.
- Recognize and analyze ethical problems within applied business situations, choose a resolution, and justify that ethical choice.
- Be knowledgeable about the differences among global economies, institutions, and cultures and understand the implications these have on global management.
- Demonstrate higher-order cognitive skills to analyze an unstructured problem, formulate and develop a solution using appropriate technology, and effectively communicate the results to stakeholders.
Degree Requirements
Course Requirements
Students should have sufficient knowledge in statistics to enter the program. If students need to acquire these skills one of the following courses will be required:
| Course | Title | Quarter Hours |
|---|---|---|
| GSB 420 | BUSINESS ANALYTICS TOOLS | 4 |
| or GSB 519 | BUSINESS ANALYTICS TOOLS (FORMERLY GSB420) | |
Students complete the MS in Marketing Analysis by taking seven required courses and five elective courses for a total of 12 courses.
Core Courses (7 courses)
| Course | Title | Quarter Hours |
|---|---|---|
| MKT 525 | MARKET RESEARCH | 4 |
| MKT 526 | ADVANCED MARKET RESEARCH | 4 |
| MKT 534 | ANALYTICAL TOOLS FOR MARKETERS | 4 |
| MKT 535 | MARKETING STRATEGIES AND PLANNING | 4 |
| MKT 545 | CONSUMER BEHAVIOR | 4 |
| MKT 555 | MARKETING MANAGEMENT | 4 |
| MKT 576 | EFFECTIVE BUSINESS COMMUNICATION | 4 |
Elective Courses (5 courses)
Students select two additional courses from marketing electives and three courses from the analytical group for a total of five courses from the following list of approved electives. Please note that approved electives may have prerequisites that are not part of the MS in Marketing Analysis curriculum and will not be waived.
Marketing Electives
| Course | Title | Quarter Hours |
|---|---|---|
| Select two of the following: | 8 | |
| PRECISION MARKETING | ||
| CUSTOMER RELATIONSHIP MANAGEMENT | ||
| SALES STRATEGY & TECHNOLOGY | ||
| DIGITAL MARKETING ANALYTICS & PLANNING | ||
| MARKETING INTERNSHIP | ||
| SPECIAL TOPICS (as approved by the Department Chair) 1 | ||
- 1
MKT 798: Predicting Consumer Choice Behavior cannot be used as an elective for the MS in Marketing Analysis program.
The Analytical Group
| Course | Title | Quarter Hours |
|---|---|---|
| Select three of the following: | 12 | |
| DATA MINING AND ANALYTICS | ||
| DATA ANALYSIS AND REGRESSION | ||
| ADVANCED DATA ANALYSIS | ||
| TIME SERIES ANALYSIS AND FORECASTING | ||
| WEB DATA MINING | ||
| BUSINESS AND ECONOMIC FORECASTING | ||
| DATA WAREHOUSING | ||
| FUNDAMENTALS OF DATA SCIENCE | ||
| SPECIAL TOPICS (Predicting Choice Behavior) | ||
Degree Requirements
- Satisfactory completion of the college residency requirement.
- Satisfactory completion of 12 courses (7 required courses and 5 elective courses: 2 from marketing electives and 3 are from the analytical group).
- All courses for credit toward the degree must be completed within six calendar years after the candidate’s first term of enrollment in the Kellstadt Graduate School of Business. After a lapse of six years a course is expired. An expired course is not acceptable for the purpose of satisfaction of degree requirements and is not applicable to the degree.