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Master of Professional Studies in
Data Analytics - Marketing Analytics Option


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

Degree Requirements (30 credits)

  • 9 data analytics core credits
  • 9 marketing analytics option credits
  • 9 elective credits
  • 3 capstone credits

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. 

Course List - Master of Professional Studies in Data Analytics - Marketing Analytics Option 

Required Courses (9 credits)
Title Abbreviation Description Credits
Foundations of Predictive Analytics IE 575 Survey course on the key topics in predictive analytics.
Prerequisite: STAT 500 or equivalent
3 credits
Data Mining SWENG 545 Practical benefits of data mining will be presented; data warehousing, data cubes, and underlying algorithms used by data mining software. 3 credits
Applied Statistics STAT 500 Descriptive statistics, hypothesis testing, power, estimation, confidence intervals, regression, one- and two-way ANOVA, Chi-square tests, diagnostics.
Prerequisite: one undergraduate course in statistics
3 credits
Marketing Analytics Option Required Courses (9 credits)
Title Abbreviation Description Credits
Driving Business Success with Marketing Analytics MKTG 811 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
Evaluating Marketing Communications in the Digital World MKTG 812 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
Data-Driven Customer Acquisition and Retention MKTG 813 Examination of data analytics to strategically drive targeting, acquiring, developing relationships with, and retaining customers.
Prerequisite: MKTG 811
3 credits
Electives (Choose 9 credits)
Title Abbreviation Description Credits
Principles of Demography APDEM 801 This course examines fundamental concepts and ideas in demography, and U.S. and world population trends associated with these concepts. 3 credits
Data, GIS, and Applied Demography APDEM 802 This course provides an overview of key demographic data sets, and promotes familiarity with, and appropriate use of, these data. 3 credits
Applications in Applied Demography APDEM 803 This course provides an overview of applications in applied demography in business, government and public policy, health, and non-profit organizations. 3 credits
Data Collection and Cleaning DAAN 822 Tools and techniques required for data collection and computational procedures to automatically or semi-automatically identify and eliminate errors in large datasets.

Prerequisite: STAT 500 and INSC 521
3 credits
Network and Predictive Analytics for Socio-Technical Systems DAAN 846 This course will study the inter-relatedness of cyber-social and cyber-technical aspects of an organization or society as a whole. 3 credits
Data Visualization DAAN 871 This course provides a foundation in the principles, concepts, techniques, and tools for visualizing large data sets. 3 credits
Enterprise Analytics Strategies DAAN 897 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
Demographic Techniques              SOC 573                Models and measures of vital processes (fertility, mortality, migration) and their effects on growth and age structure of human populations.  3 credits
Spatial Demography SOC 579

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

Prerequisite: a graduate course in statistics

3 credits
Statistical Analysis System Programming STAT 483 Introduction, intermediate, and advanced topics in SAS.

Prerequisite: 3 credits in statistics  
3 credits
Regression Methods STAT 501 Analysis of research data through simple and multiple regression and correlation; polynomial models; indicator variables; step-wise, piece-wise, and logistic regression.

Prerequisite: STAT 500 or equivalent; matrix algebra
3 credits
Applied Time Series Analysis STAT 510

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
Software Project Management SWENG 505 Analysis and construction of project plans for the development of complex software products; how to manage change and cost control. 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.

Culminating Capstone Experience (3 credits)
Analytics for Brand Management and Customer Experience MKTG 814 Review of analytics, addressing key marketing challenges, including brand positioning and differentiation, pricing and product strategy, brand equity, and customer satisfaction.
Prerequisite: MKTG 811
3 credits

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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