Business professionals at a meeting
Master's in
Marketing Analytics and Insights

Courses

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)

  • 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

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

  • 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

    This course explores emerging trends in technology, organizations, and society that create new workplace practices, job tasks, and required skills. 

  • 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.

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.

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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