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Master's inMarketing Analytics and Insights

Program summary

Learn to leverage data to generate meaningful insights in the areas of digital marketing communications, customer experience and lifecycle, and brand management. This online master's degree program can help you articulate marketing's return-on-investment to stakeholders across your organization.

100% Online

Complete your Penn State course work at your own pace and 100% online.

Application deadline

Apply by April 15 to start May 13

Credits and costs

30 Credits$1,056 per credit

Nationally Recognized

US News and World Report graduate business badge
Select graduate business programs are highly ranked by U.S. News & World Report.

Gain Skills to Influence Marketing Strategy

  • 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 marketing 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. 

Online Marketing Analytics and Insights Courses

The marketing analytics program’s unique curriculum extends beyond the theoretical — you will learn by doing and be challenged to use real data sets to solve critical marketing challenges.

Courses will provide you with practical knowledge and an applicable skill set that covers:

  • marketing strategies 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 
  • ethical leadership 

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)

  • 3
    credits

    Enhances the student's ability to deal with the complexities of ethical decision making in today's dynamic business environment by clarifying and applying personal values.

  • 3
    credits

    Examines strategic issues in marketing, including analysis, planning, and implementation; gain hands-on experience in taking control of an enterprise operation involving marketing, production, and financial decision-making at both the strategic and tactical levels.

  • 3
    credits

    Addresses the use of data and analytics for marketing decision-making by providing the student with skills to translate conceptual understanding into specific operational plans.

    • Prerequisite

      MKTG 811

  • 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

  • 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

Culminating Capstone Experience (3 credits)

  • 3
    credits

    Explores methods for integrating and visualizing marketing-related data from disparate sources, such as industry data, CRM and sales data, Google Analytics, social media, and consumer surveys.

Electives (select 6 credits)

  • 3
    credits

    Focuses on the development and application of business architecture as a holistic discipline that produces a common understanding of the organization that is used to align strategic objectives and tactical initiatives.

  • 3
    credits

    Development of methods for prescriptive analytics with a focus on business supply side decisions and risk mitigation.

    • Prerequisite

      BAN 840

  • 3
    credits

    Explores the use of descriptive analytics concepts, tools, and techniques throughout a wide range of business scenarios and problems.

  • 3
    credits

    Focuses on the process of launching a new venture, in a corporate setting or as a new start-up, including identifying a problem or market opportunity, developing business models, forming a team, financing, analyzing markets, assessing the competitive environment, and planning to acquire leadership talent.

  • 3
    credits

    Surveys emerging trends and disruptors in technology and industry that create new markets and influence decision-making, product development, business models, and business practices associated with innovation.

  • 3
    credits

    Explores the methods used to foster innovation and entrepreneurship in a corporate setting, with a special emphasis on how organizations foster creativity, innovation, and new venture creation.

  • 3
    credits

    Integrating multiple functional business areas to resolve global business problems and improve organizational performance.

  • 3
    credits

    Overview of human behavior in organizations, and implications for managing and leading individuals, teams, and organizations.

  • 3
    credits

    Application of techniques available to aid managers in sound financial decision making.

  • 3
    credits

    Understanding, exploring, and applying innovation-related concepts, principles, and practices to corporate environments involved with new venture creation and other contexts.

  • 3
    credits

    Addresses the managerial challenge of strategy implementation, particularly by examining the organizational elements that must be drawn into line to support a strategy, as well as the immense difficulties of changing an organization. Relies on two overarching frameworks: a model of organizational alignment and a model for managing the change process.

  • 3
    credits

    Emphasizes how leading across differences and diversity is a core leadership competency in organizations today.

  • 3
    credits

    Prepares students with the knowledge and skills to gather data that is credible, targeted, and actionable; covers techniques and tools for gathering quantitative and qualitative data, including sampling, questionnaire design and administration, experiments for ad and product testing, and interview guides for focus groups.

  • 3
    credits

    Introduction to the core concepts of the strategic supply chain management framework, including process orientation, a systems viewpoint, intra-frim coordination, and extended enterprise collaboration.

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.

Start or Advance Your Career

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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.


Job Titles Related to This Degree

The following roles are often held by people with this type of degree:

  • Brand Manager
  • Digital Marketing Strategist
  • Marketing Analyst
  • Marketing Consultant
  • Marketing Director
  • SEO Strategist (Search Engine Optimization Strategist)

Employment Outlook for Occupational Fields Related to This Degree

Estimates of employment growth and total employment are provided by the U.S. Bureau of Labor Statistics and are subject to change. While these occupations are often pursued by graduates with this degree, individual outcomes may vary depending on a variety of factors. Penn State World Campus cannot guarantee employment in a given occupation.

Market Research Analysts and Marketing Specialists

13.4%
employment growth (10 years)
798,620
total employment

Marketing Managers

6.6%
employment growth (10 years)
328,570
total employment

Career Services to Set You Up for Success

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From the day you're accepted as a student, you can access resources and tools provided by Penn State World Campus Career Services to further your career. These resources are beneficial whether you're searching for a job or advancing in an established career.

  • Opportunities to connect with employers
  • Career counselor/coach support
  • Occupation and salary information
  • Internships
  • Graduate school resources 

Ready to Learn More?

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.

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Ready to take the next step toward your Penn State master's degree?

Apply by April 15 to start May 13. How to Apply 

Costs and Financial Aid

Learn about this program's tuition, fees, scholarship opportunities, grants, payment options, and military benefits.

Graduate Tuition

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.

2023–24 Academic Year Rates

Tuition rates for the fall 2023, spring 2024, and summer 2024 semesters.

How many credits do you plan to take per semester?Cost
11 or fewer$1,056 per credit
12 or more$12,678 per semester

2024–25 Academic Year Rates

Tuition rates for the fall 2024, spring 2025, and summer 2025 semesters.

How many credits do you plan to take per semester?Cost
11 or fewer$1,067 per credit
12 or more$12,805 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.

To view the detailed list of cost of attendance elements, select “World Campus” as the location on the tuition site.

Penn State Smeal Advantage

This is a photography of the Business Building at Penn State.

Smeal College of Business is committed to being your partner in lifelong learning. Smeal offers programs, support, and resources for every career stage and life circumstance that will prepare you not only for your next great opportunity but also for the one after that.

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.

Penn State Business building

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.

Impact Smeal Day — This day provides alumni and professional graduate students with the opportunity to come to campus and interact with current students, network with other alumni, gain professional insights, and hear about college initiatives. The day is designed so that you can sign up for the sessions that work for your schedule.

* 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.

Earn a Valuable Credential along the Way

A figure walking on a path that includes a certificate part of the way through their progress

Show mastery of specific subjects before your degree is complete. Thanks to shared courses across programs, students can often earn a certificate along with their degree in less time than if they earned them separately.

Certificate Program Related to This Degree

Progress toward the following certificates can be earned while completing this degree program (a separate application is required):

Gain the expertise to align your organization's higher-level strategic objectives with tactical enterprise-level projects and technology initiatives to improve overall effectiveness and efficiency. This program is recognized by the Business Architecture Guild.

Learn more about the Graduate Certificate in Business Architecture

Build a strong foundation across a wide range of business disciplines, including management, accounting, finance, leadership, and marketing. This interdisciplinary certificate is ideal for graduate professionals who desire more formal business training or education.

Learn more about the Graduate Certificate in Business Management Foundations

Prepare for a rewarding career in B2B marketing in this 9-credit, online business-to-business marketing graduate certificate. You can gain an understanding of essentials including value creation and delivery, B2B marketing strategy, marketing analytics, new product development, and more.

Learn more about the Graduate Certificate in Business-to-Business Marketing

Build the business, leadership, and entrepreneurial skills needed to develop groundbreaking products and services and manage high-performance teams. This online program is ideal for entrepreneurial-minded, creative thinkers who want to understand the principles of innovation and entrepreneurship.

Learn more about the Graduate Certificate in Corporate Innovation and Entrepreneurship

Develop the in-demand leadership skills and knowledge needed to effectively manage diversity and inclusion as strategic imperatives, as well as the competencies needed to lead diversity-related change initiatives.

Learn more about the Graduate Certificate in Diversity and Inclusion as Strategy

Gain the knowledge and skills required to succeed as an independent management consultant, member of a consulting firm, or in-house advisor in a corporate or public sector setting with this online graduate certificate program in management consulting.

Learn more about the Graduate Certificate in Management Consulting

Gain the core knowledge necessary to make data-driven marketing decisions. This online certificate program is ideal for marketing professionals and market researchers who wish to become more data-savvy and use digital analytics to strategically support a business.

Learn more about the Graduate Certificate in Marketing Analytics

Explore the challenges that managers face when implementing corporate strategy and learn to shape organizational cultures that facilitate change with this online graduate certificate program in strategic leadership.

Learn more about the Graduate Certificate in Strategic Leadership

AACSB Accredited

This program is AACSB Accredited

The Penn State Smeal College of Business is AACSB accredited, an honor reserved for the top 5% of business schools worldwide. This program is competitively priced compared to other AACSB–accredited programs.

Who Should Apply?

This program is ideal for early- to mid-career working professionals in a marketing or business-related job, as well as entrepreneurs who have career goals to take new products to market and STEM consultants who seek to analyze and solve customer problems. Students are not expected to be experts in data science.

Nationally Ranked Program

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.

Global Immersion Program Opportunity

You will have the opportunity to participate in an optional Global Immersion trip. For one week, join fellow Penn Staters from the Smeal College of Business to visit a pivotal global business region to develop a critical awareness of international business practices and diverse cultures.

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.

Locations

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.

Set Your Own Pace

Adult student doing course work online while a child plays nearby

Whether you are looking to finish your program as quickly as possible or balance your studies with your busy life, Penn State World Campus can help you achieve your education goals. Many students take one or two courses per semester.

Our online courses typically follow a 12- to 15-week semester cycle, and there are three semesters per year (spring, summer, and fall). The majority of students finish the program in 20–28 months.

Convenient Online Format

This program's convenient online format gives you the flexibility you need to study around your busy schedule. You can skip the lengthy commute without sacrificing the quality of your education and prepare yourself for more rewarding career opportunities without leaving your home.

A Trusted Leader in Online Education

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Penn State has a history of more than 100 years of distance education, and World Campus has been a leader in online learning for more than two decades. Our online learning environment offers the same quality education that our students experience on campus.

How to Apply to Penn State

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Apply by April 15 to start May 13

Application Instructions

Deadlines and Important Dates

Complete your application and submit all required materials by the appropriate deadline. Your deadline will depend on the semester you plan to start your courses.

  • Summer Deadline

    Apply by April 15 to start May 13
  • Fall Deadline

    Apply by July 20 to start August 26
  • Spring Deadline

    Apply by November 15 to start January 13

Space is limited, and you are encouraged to apply early. Applications will be reviewed on a rolling basis until all seats are filled.

Steps to Apply

  1. 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.

    Minimum of two years relevant work experience is recommended. Exceptional students that fall outside of the guidelines will be considered.

  2. 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.

    Test Scores — GRE/GMAT scores are not required and will not be accepted.

    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 — Three professional references with complete contact information

    Program-Specific Questions/Materials

    Statement of Purpose — A 2–3 page essay articulating career and educational goals

    Vita or Résumé — A listing of your professional experience

    Additional Information — May be requested by the program

  3. To begin the online application, you will need a Penn State account.

    Create a New Penn State Account

    If you have any problems during this process, contact an admissions counselor at [email protected].

    Please note: Former Penn State students may not need to complete the admissions application or create a new Penn State account. Please visit our Returning Students page for instructions.

  4. 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.

    • Choose Enrollment Type: "Degree Admission"
    • Choose "WORLD CAMPUS" as the campus

    Checking Your Status 
    You can check the status of your application by using the same login information established for the online application form. 

    Technical Requirements
    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.

  5. 5. Complete the application.

Admissions Help

If you have questions about the admissions process, contact an admissions counselor at [email protected].

Applicants who are in the military qualify for an application fee waiver. Please contact the program office at [email protected] to request the military waiver code.

Contact Us

Customer service representative wearing a headset

Have questions or want more information? We're happy to talk.

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
Phone: 814-865-5290
[email protected]

For general questions about Penn State World Campus or how to apply, please contact:

World Campus Admissions Counselors
Phone: 814-863-5386
[email protected]

Learn from the Best

Smeal faculty research and understand best practices in the fields of marketing management, marketing analytics, and business ethics. Our professors are respected experts, renowned for their cutting-edge research and passion for teaching.

Faculty

  • Brett Christenson

    • Degree
      Ph.D., Marketing, Consumer Behavior, University of Alabama
    • Degree
      MBA, Marketing, University of Texas at Dallas
    • Degree
      B.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

    • Degree
      Ph.D., Higher Education, Penn State
    • Degree
      M.S., Business Administration, Penn State
    • Degree
      M.Ed., Higher Education, Penn State
    • Degree
      B.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.

  • Chelsea Hammond

    • Degree
      Ph.D., Communication Science, University of Connecticut
    • Degree
      M.L.S., Southern Connecticut State University
    • Degree
      B.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

    • Degree
      Ph.D., Business Administration (Marketing), University of Connecticut
    • Degree
      B.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 MarketingJournal of Marketing ResearchHarvard Business ReviewMIT Sloan Management Review, and The Wall Street Journal.

  • Arvind Rangaswamy

    • Degree
      Ph.D., Marketing, Northwestern University
    • Degree
      MBA, Indian Institute of Management, Calcutta
    • Degree
      B.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.

News


Ready to take the next step toward your Penn State master's degree?

Apply by April 15 to start May 13. How to Apply