Credits and costs
Earn a Specialized Master’s in Marketing Analytics and Insights Online
The Master’s in Marketing Analytics and Insights empowers today’s marketer by helping them embrace technology and analytics tools to maximize their organization’s marketing investment.
Instead of drowning in complex and disparate marketing data, you will learn to integrate, visualize, and leverage data to generate meaningful insights in the areas of digital marketing communications, customer experience and lifecycle, and brand management. You can apply this knowledge to:
- design and implement results-oriented digital marketing campaigns
- maximize campaign effectiveness by determining ideal contact frequency and timing
- demonstrate marketing ROI beyond intermediate marketing metrics
- measure social media influence and its impact on your brand
- calculate brand valuation and effectively communicate it to stakeholders
- assess ecommerce trends and customer preferences
- determine customer lifetime value to improve customer selection and optimal marketing research allocation
This completely online program gives you the in-depth expertise needed to influence marketing strategy and decision-making in today’s data-driven environment, helping you to transform both your organization and your career.
Why Study Marketing Analytics at Penn State?
Breadth of Program. The master’s degree program is comprehensive, covering a wide range of analytics-related topics, including digital marketing analytics, customer analytics, and brand analytics. You’ll be better prepared to tackle a wide range of marketing challenges.
Two Credentials, One Path. Four of the ten courses in the master’s degree satisfy the requirements for earning the Graduate Certificate in Marketing Analytics. Our integrative curriculum allows you to earn an additional credential while pursuing graduate studies. A separate application is required.
Experiential Learning. The program delivers core business knowledge through high-impact experiential learning and team-based projects focused on real-world data sets and business cases.
World-Class Faculty. You will take classes from accomplished Smeal faculty — experts who research and understand best practices in the fields of marketing management, marketing analytics, and business ethics. Our professors are respected experts in their fields, renowned for their cutting-edge research and passion for teaching.
The Marketing Department in the Penn State Smeal College of Business consistently ranks in the top 20 worldwide in research productivity in marketing, according to the UT Dallas Top 100 Business School Rankings.
Online Curriculum Grounded in the Real World
The program’s unique curriculum extends beyond the theoretical to provide you with practical knowledge and an applicable skill set that covers 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. You will learn by doing and will be challenged to use real data sets to solve critical marketing challenges.
Global Immersion Experience
Students will have the opportunity to participate in an optional Global Immersion trip. For one week, you will join up with fellow Penn Staters from the Smeal College of Business to visit a pivotal global business region in order to develop a critical awareness of international business practices and diverse cultures. Visit our courses page to learn more.
Who Should Apply?
This program is ideal for early- to mid-career professionals with at least two years of work experience in a marketing or business-related job. You may have basic exposure to making data-driven decisions. Students, however, are not expected to be experts in data science prior to enrolling.
Entrepreneurs who aspire to take new products to market and STEM consultants who seek to analyze and solve customer problems may equally find this program beneficial.
Information for Military and Veterans
Are you a member of the military, a veteran, or a military spouse? Please visit our military website for additional information regarding financial aid, transfer credits, or application instructions.
The Master’s in Marketing Analytics and Insights is a 30-credit online program that provides you with theoretical foundations, analytical tools, and critical thinking skills to efficiently apply data to make strategic marketing decisions.
All courses are asynchronous, meaning you are not required to log in at a particular time each week. Optional synchronous discussions will be available for those students who prefer a higher level of engagement.
Required Courses (21 credits)
Culminating Capstone Experience (3 credits)
Electives (select 6 credits)
Global Immersion Experience (optional)
This learning experience is designed to enhance your ability to communicate cross-culturally, adapt to evolving business environments, and manage some of the key risks and benefits of operating on a global scale. The Global Immersion trip may include visits to corporate headquarters and manufacturing facilities, as well as meetings with executives and government officials to learn about international business from those experiencing it firsthand in the country you are visiting.
The Global Immersion trip and corresponding course(s) will be offered each spring. Note: course work is required both before and after the trip.
Global immersion experience/course options
- Option 1: Take BA 836 for 1 credit in a spring semester. The 1-credit course will include the trip and associated pre/post-work. BA 836 would be an additional credit on top of the 30 required to graduate.
- Option 2: Take BA 836 for 1 credit AND BA 835 for 2 credits during spring semester. Together, the 3 credits will involve more extensive course work in this subject area than just the 1 credit alone and will include the trip. The 3 combined credits for BA 835 and 836 may replace one 3-credit program elective course with approval. Please contact the program office with any questions.
We aim to have enough students across programs to allow students to choose from 3–4 locations each spring. Past trips for the full-time and executive students have included:
- Johannesburg, South Africa
- Shanghai, China
- Prague, Czech Republic
- Santiago, Chile
Trip choices will be made by the program faculty directors based on global business climate, and corporate and alumni relationships, that will allow for the most fruitful experience. Please contact the program office at [email protected] for more details, including fee structure, upcoming dates, and locations.
Note: students pay course tuition as well as an additional trip fee to participate in the Global Immersion experience.
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.
Costs and Financial Aid
Graduate tuition is calculated based on the number of credits for which you register. Tuition is due shortly after each semester begins and rates are assessed every semester of enrollment.
|How many credits do you plan to take per semester?||Cost|
|11 or fewer||$1,046 per credit|
|12 or more||$12,552 per semester|
Financial Aid and Military Benefits
Some students may qualify for financial aid. Take the time to research financial aid, scholarships, and payment options as you prepare to apply. Military service members, veterans, and their spouses or dependents should explore these potential military education benefits and financial aid opportunities, as well.
How to Apply
Deadlines and Important Dates
Your degree application, including receipt of all transcripts, should be received by the following deadlines to be considered complete.
- Summer Deadline: Apply by March 30 to start May 15
- Fall Deadline: Apply by July 1 to start August 21
- Spring Deadline: Apply by November 1 to start January 8
Space is limited, and you are encouraged to apply early. Applications will be reviewed on a rolling basis until all seats are filled.
If you have questions about the admissions process, contact our admissions counselors.
For admission to the Graduate School, an applicant must hold either (1) a baccalaureate degree from a regionally accredited U.S. institution or (2) a tertiary (postsecondary) degree that is deemed comparable to a four-year bachelor's degree from a regionally accredited U.S. institution. This degree must be from an officially recognized degree-granting institution in the country in which it operates.
What You Need
Applications are submitted electronically and include a nonrefundable application fee. Applicants who are in the military qualify for an application fee waiver. Contact us to request the military fee waiver code. You will need to upload the following items as part of your application:
Official transcripts from each institution attended, regardless of the number of credits or semesters completed — Transcripts not in English must be accompanied by a certified translation. Penn State alumni do not need to request transcripts for credits earned at Penn State but must list Penn State as part of your academic history. If you are admitted, you will be asked to send an additional official transcript. You will receive instructions at that time.
GPA and Test Scores — Baccalaureate degree with a 3.0 minimum undergraduate GPA (or equivalent). No GRE/GMAT scores are required.
English Proficiency — The language of instruction at Penn State is English. With some exceptions, international applicants must take and submit scores for the Test of English as a Foreign Language (TOEFL) or International English Language Testing System (IELTS). Minimum test scores and exceptions are found in the English Proficiency section on the Graduate School's "Requirements for Graduate Admission" page. Visit the TOEFL website for testing information. Penn State's institutional code is 2660.
References (2) — You will need to initiate the process through the online application by entering the names, email addresses, and mailing addresses of two references. Upon submission of your application, an email will be sent to the recommender requesting that they complete a brief online recommendation regarding your potential for success in an online graduate program. Please inform your references that they must submit the form in order for your application to be complete.
Statement of Purpose — Describe how your professional experience and goals align with the Master’s in Marketing Analytics and Insights. Please do not exceed 500 words.
Vita or Résumé — A listing of your professional experience. Upload to the online application.
Start Your Application
You can begin your online application at any time. Your progress within the online application system will be saved as you go, allowing you to return at any point as you gather additional information and required materials.
Begin the graduate school application
- Choose Enrollment Type: "Degree Admission"
- Choose "WORLD CAMPUS" as the campus
- Choose "Marketing Analytics and Insights" as the degree
Checking Your Status
You can check the status of your application by using the same login information established for the online application form.
Given the scale of data used in the data analytics program and the continuous advances in tools and platforms used in data science, students are urged to check individual course technical requirements vigilantly. At a minimum, students will need a PC that runs Windows 7 or higher with 5GB of RAM and 250GB of free space on the hard drive. Mac OS machines are not compatible for most courses in the program and are not recommended.
Get the resources you need to make informed decisions about your education. Request information on this program and other programs of interest by completing this form.
Ready to take the next step toward your Penn State master's degree?
Start or Advance Your Career
Start or Advance Your Career
You can use the knowledge gained from this program and the support of Penn State career resources to pursue careers in a variety of fields, depending on your goals.
To learn more about the Master’s in Marketing Analytics and Insights, or for questions regarding the program curriculum or your application status, contact:
Penn State Smeal College of Business
Professional Graduate Programs Office
Email: [email protected]
For general questions about Penn State World Campus or how to apply, please contact:
World Campus Admissions Counselors
Email: [email protected]
DegreePh.D., Marketing, Consumer Behavior, University of Alabama
DegreeMBA, Marketing, University of Texas at Dallas
DegreeB.B.A., Sports Strategy and Sales, Baylor University
Dr. Brett Christenson is a clinical assistant professor of marketing in the Smeal College of Business. He joined the faculty at Penn State in 2020 after receiving his Ph.D., with a focus on consumer behavior, from the University of Alabama. Prior to this, he worked as a lecturer at Baylor University. Dr. Christenson completed his MBA at the University of Texas at Dallas and his B.B.A. in sports strategy and sales at Baylor University. He has taught courses on consumer behavior, digital marketing, advertising, sports marketing, international marketing, and supply chain.
Dr. Christenson’s research focuses on consumer behavior and the effects of sensory elements, like music and sound, on consumer choices. He specializes in experimental design methods using technology including sound design, virtual reality, and field environments. His work has been published in the Journal of Retailing, Industrial Marketing Management, and the International Journal of Human-Computer Interaction. Prior to academia, Dr. Christenson worked for ReachLocal, a digital marketing agency, as both a data analyst and a campaign manager, running digital marketing campaigns for small- and medium-sized businesses in the northeast U.S. He also worked in the sports industry as both a corporate and inside sales representative for teams in the NHL and MLS.
Jennifer L. Eury
DegreePh.D., Higher Education, Penn State
DegreeM.S., Business Administration, Penn State
DegreeM.Ed., Higher Education, Penn State
DegreeB.A., Advertising-Public Relations, Penn State
Dr. Jennifer Eury is a clinical assistant professor of management and organization at the Smeal College of Business, and an affiliate faculty member in the Rock Ethics Institute at Penn State. She teaches courses in ethical leadership, leadership and change in organizations, and management and organization. Her research focuses on individuals’ and organizations’ responses to identity threat, and organizational culture, specifically how culture can foster integrity and ethical behavior.
DegreePh.D., Communication Science, University of Connecticut
DegreeM.L.S., Southern Connecticut State University
DegreeB.A., English, Philosophy, University of Connecticut
Dr. Chelsea Hammond is an assistant clinical professor of marketing and program director of the online marketing analytics certificate. Prior to joining the Penn State Smeal College of Business, she spent more than a decade in the market research and marketing analytics industry, where she helped the world's most iconic and well-known brands leverage data to drive business success.
J. Andrew Petersen
DegreePh.D., Business Administration (Marketing), University of Connecticut
DegreeB.A., Economics, University of North Carolina at Chapel Hill
Dr. J. Andrew Petersen is an associate professor of marketing in the Smeal College of Business and program director of the online marketing analytics and insights master’s degree. His research interests include measuring and maximizing customer/donor lifetime value (CLV/DLV) and customer/donor equity, managing customer product return behavior, measuring the value of word-of-mouth, selling and sales management, and linking marketing metrics to financial performance. His research has been published in many top academic journals, including Journal of Marketing, Journal of Marketing Research, Harvard Business Review, MIT Sloan Management Review, and The Wall Street Journal.
DegreePh.D., Marketing, Northwestern University
DegreeMBA, Indian Institute of Management, Calcutta
DegreeB.Tech, Indian Institute of Technology, Madras
Dr. Arvind Rangaswamy is the Jonas H. Anchel Professor of Marketing at the Smeal College of Business. His research is focused on methods and models to improve the efficiency and effectiveness of marketing using information technologies. He has published numerous professional articles on marketing analytics and online marketing in top academic journals. He has consulted for many companies and is a principal and co-founder of DecisionPro, Inc.
Penn State Smeal Advantage
More options, greater flexibility and a commitment to lifelong learning
The desire for knowledge and professional growth spans a lifetime. That is why the Penn State Smeal College of Business offers a portfolio of professional graduate programs for all stages of your career. In partnership with Penn State World Campus, Smeal makes it easy to customize a learning plan to your unique career aspirations and busy schedule. Penn State Smeal offers you a lifetime of learning with more concentrations and one of the most integrated, flexible offerings of online and residential programs in the United States.
An entire team dedicated to your success
Personal advising – Our experts will explain the many options that Penn State Smeal offers and will help you refine your career strategy and craft the educational experience best suited to your interests. It all starts with a simple, but critical question: “What are your goals?”
Career coaching* – Our Alumni Career Services team will support you across all career stages with professional advancement opportunities and coaching to help you stay focused on achieving your goals.
Delivering the best of online and in-person learning for a rich educational experience
We understand that today’s professional learners want meaningful discussion and interaction with faculty and classmates along with the technologies and flexible approaches of contemporary online learning. By aligning the best of both worlds, we bring richness, depth, and diversity to the overall educational experience.
Courses designed to engage and motivate the professional student
Creative Teams consisting of a lead faculty member, a Teaching Support Specialist (TSS), and an Instructional Designer use advanced analytics to develop and deliver contemporary graduate courses that promote application and engagement. We strive to innovate in ways that others don’t.
A real-world perspective
- Industry professionals inside the virtual classroom – Many of Penn State Smeal’s courses feature industry professionals who have been in the trenches and work hard to make an impact every day. These individuals, most of whom hold a Smeal graduate degree, partner with our renowned faculty to provide a rich academic context with real-world application.
- Global immersion* – This unique, optional experience will enhance your ability to communicate cross-culturally, adapt to evolving business environments, and manage the risks and benefits of operating on a global scale. Any student pursing a full degree from Smeal may participate in this optional, faculty-led experience for elective credit. Previous destinations have included Shanghai, China; Johannesburg, South Africa; Prague, Czech Republic; Santiago, Chile; and Zagreb, Croatia.
One of the largest and most influential networks in the country
At Penn State, you are part of a worldwide community of instructors, learners, and more than 750,000 alumni who support one another and make a meaningful impact.
More than 90,000 Smeal alumni benefit from connections around the globe as well as networking events, podcasts, webinars, a powerful LinkedIn community, and opportunities for volunteerism.
* Services are available only to students and alumni of Penn State Smeal’s degree programs and online degrees led by Smeal and delivered through the World Campus. Students and alumni of online graduate certificates are not eligible to receive these benefits unless they are also enrolled in a degree program.