Marketing Analytics and Insights

The Master of Marketing in Marketing Analytics and Insights program will prepare graduates to stand out in a competitive job market by studying at a highly reputed business school with some of the world's leading academic thinkers and industry experts. This program will provide students with marketing analytics capabilities essential for marketing managers and analysts for data-driven marketing organizations. Students will learn about marketing in a global environment, marketing analytics tools for data collection, management, visualization, and analysis, implementation of marketing analytics for marketing problems in the areas of digital marketing, customers, and brands, and ethical leadership. The program will be taught by the same world-class professors who teach our M.B.A. students. A solid foundation in marketing, marketing analytics, and ethics will make the target audience more attractive for positions of marketing manager or analyst in data-driven marketing organizations and prepare them to advance more rapidly into those positions. These learning outcomes will be achieved by a combination of lectures by faculty, invited guest lecturers, reading of key literature, individual and team projects, and practical involvement in a marketing analytics-based culminating experience.

The Master of Marketing in Marketing Analytics and Insights Goals and Objectives:

1. Understanding the Role of Marketing in a Global Environment

   MMAI graduates will examine strategic issues in global marketing, including opportunity analysis, planning, and implementation.

   Learning Objectives:

   • MMAI graduates will demonstrate the competency to think strategically about marketing issues and challenges and develop effective strategies for changing, complex environments.
   • MMAI graduates will be able to analyze social, political, technological, economic, and global factors; evaluate industry and market structure; and assess organizational strengths and weaknesses.

   Assessment Method: Course-embedded measure MBADM 821

2. Marketing Analytics Tools

   MMAI graduates will acquire the ability to identify and utilize the appropriate marketing analytic tools to gather, integrate, visualize, and analyze data.

   Learning Objectives:

   • MMAI graduates will develop principles of applied marketing analytics, including marketing data sources, data quality, software, and fundamentals of statistics.
   • MMAI graduates will learn to integrate and visualize marketing-related data from disparate sources such as industry data, CRM and sales data, Google Analytics, social media, and consumer surveys.

   Assessment Method: Course-embedded measure MKTG 811, MKTG 515

3. Implementation of Marketing Analytics

   MMAI graduates will learn how to apply the marketing analytics tools in different marketing-related applications.

   Learning Objectives:

   • MMAI graduates will develop systematic and analytical approaches to marketing decision-making with modern-day enterprises in areas including, but not limited to, digital marketing analytics, customer analytics, and brand analytics.

   Assessment Method: Course-embedded measure MKTG 540, MKTG 812, MKTG 813, MKTG 814

4. Ethical Responsibilities of Leaders

   MMAI graduates will be attuned to the ethical and social responsibilities of business leaders.

   Learning Objectives:

   • MMAI graduates will learn to consider and evaluate the ethical and societal implications of managerial decisions.
   • MMAI graduates will cultivate a principled approach to leadership, valuing others' perspectives and acting with integrity.

   Assessment Method: Course-embedded measure BA 804

Degree Requirements and Academic Credentials:
4-6 year Bachelor's Degree.
Official transcript; official certification of degree and date awarded; documents required in English only. Documents must be issued by the school with the official stamps and signature.

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