A master's degree in marketing analytics helps students learn how to gain insight into data that is actionable in terms of informing marketing strategies and campaigns. Students learn about areas such as analyzing data and assessing customer behavior.
Marketing analytics master's programs typically confer a Master of Science degree following the completion of between roughly 30 and 40 credit hours. Some programs are offered as a specialization within a marketing degree. The following are a few of the courses you are likely to encounter.
Marketing research courses give students the chance to define problems in marketing and design research plans to address them. This course requires students to draw on marketing tools such as regression and cluster analysis. Students are expected to be able to identify data and analyze it with the goal of addressing research problems. Real-world data may be used.
Coursework in this area involves research into how products and services are taken through their lifetime from creation to sale. The course examines the critical decisions that marketing managers must address and the types of analysis they must perform. Students are taught about both market and competitive analysis as well as the behavior of customers. This course may also address discussions of how product prices are set and promotions developed.
Customer analysis looks at data produced by customers and uses that data to build strategies for marketing. During this course, students become better acquainted with how to acquire and retain customers. This course also covers issues of customer segmentation, customer loyalty, and forms of analysis such as lifetime-value analysis and direct-response modeling. Students become more familiar with how to develop marketing strategies as a result.
Marketing analysis courses offer students the chance to research the latest topics in the marketing analytics field and helps students identify decision-relevant data. Coursework is designed to help students learn about acquiring data from a variety of internal, external, primary and secondary sources. During the course, students also become familiar with the analysis of data using a range of statistical processes, such as regression analysis.
Programming & Analytics
Students in marketing analytics programs typically take courses that teach them SAS, R, Python, and other statistical programming techniques in order to manage and analyze data. Different methods of statistical analysis, such as predictive, explanatory, and causal analysis may be covered. Business and marketing issues are generally the applied focus for these courses.
Different schools have varying acceptance standards. An accredited bachelor's degree is required; schools ask for transcripts, and some require a minimum GPA. You will typically need to submit recent GMAT or GRE scores. It's also common to be asked to submit a professional statement outlining career objectives. Competitive programs may require evidence of a quantitative background and request an interview or video submission.
Marketing analytics master's programs often involve coursework in customer analysis, statistical programming, and market research. Upon completion, you'll be able to mine, manage, and analyze data to produce marketing insights and evaluate marketing campaigns.