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Master of Professional Studies in
Data Analytics - Marketing Analytics Option

Courses

This program can be completed entirely online and incorporates the contemporary principles of marketing analytics with the theories and methodologies associated with data science.

Courses are structured to allow you to complete assignments when and where it's most convenient for you. While courses are autonomous, you will have the opportunity to interact and engage with fellow classmates through integrated experiences. This peer-to-peer interaction enhances your learning experience while strengthening your professional network on a global scale. 

You will take 9 credits in the program's core courses, 9 credits specific to the marketing analytics option, and 9 credits of electives in consultation with your program adviser. You will then complete your studies with the 3-credit culminating capstone experience.

Required Courses (9 credits)

  • 3
    credits

    Survey course on the key topics in predictive analytics. Students will learn methods associated with data analytics techniques and apply them to real examples using the R statistical system.

    • Prerequisite

      STAT 500 or equivalent

  • 3
    credits

    Practical benefits of data mining will be presented; data warehousing, data cubes, and underlying algorithms used by data mining software.

  • 3
    credits

    Descriptive statistics, hypothesis testing, power, estimation, confidence intervals, regression, one- and two-way ANOVA, chi-square tests, diagnostics.

    • Prerequisite

      one undergraduate course in statistics

Marketing Analytics Option Required Courses (9 credits)

  • 3
    credits

    Principles of applied marketing analytics, including marketing data sources, data quality, software, and fundamentals of statistics. Special focus on translating data into meaningful business insights and strategy.

  • 3
    credits

    Introduction to data analytics for evaluating digital marketing communication, including assessment of mobile, website, and online shopper experiences; evaluation of digital campaigns, social media monitoring, and media mix modeling.

  • 3
    credits

    Examination of data analytics to strategically drive targeting, acquiring, developing relationships with, and retaining customers.

    • Prerequisite

      MKTG 811

Electives (select 9 credits)

  • 3
    credits

    This course examines fundamental concepts and ideas in demography and U.S. and world population trends associated with these concepts.

  • 3
    credits

    This course provides an overview of key demographic data sets, and promotes familiarity with, and appropriate use of, these data.

  • 3
    credits

    This course provides an overview of applications in applied demography in business, nonprofit organizations, public policy, and health, including a focus on international applications.

  • 3
    credits

    Examines tools and techniques required for data collection and computational procedures to automatically identify and eliminate errors in large datasets

    • Prerequisite

      STAT 500 and INSC 521

  • 3
    credits

    This course will study the inter-relatedness of cyber-social and cyber-technical aspects of an organization or society as a whole.

  • 3
    credits

    This course provides a foundation in the principles, concepts, techniques, and tools for visualizing large data sets.

  • 3
    credits

    The course examines business intelligence in the era of big data. Emphasis is on the successful implementation of big data in large and small corporations that deliver extraordinary results.

  • 3
    credits

    Models and measures of vital processes (fertility, mortality, migration) and their effects on growth and age structure of human populations.

  • 3
    credits

    Exposes students to the spatial analysis tools and analytical methods applied to demographic research.

    • Prerequisite

      a graduate course in statistics

  • 3
    credits

    Introduction, intermediate, and advanced topics in SAS.

    • Prerequisite

      3 credits in statistics

  • 3
    credits

    Analysis of research data through simple and multiple regression and correlation; polynomial models; indicator variables; step-wise, piece-wise, and logistic regression.

  • 3
    credits

    Identification of models for empirical data collected over time. Use of models in forecasting.

    • Prerequisite

      STAT 462 or STAT 501 or STAT 511

  • 3
    credits

    Analysis and construction of project plans for the development of complex software products; how to manage change and cost control.

Culminating Capstone Experience (3 credits)

All students will complete their program of study with the capstone course to give students an opportunity to apply their knowledge of the theories, methods, processes, and tools of data analytics, learned throughout their program, in a culminating and summative experience.

  • 3
    credits

    Review of analytics addressing key marketing challenges, including brand positioning and differentiation, pricing and product strategy, brand equity, and customer satisfaction.

    • Prerequisite

      MKTG 811

Course Availability

If you're ready to see when your courses will be offered, visit our public LionPATH course search (opens in new window) to start planning ahead.

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