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.

Course List - Master's Degree in Marketing Analytics and Insights 

Required Courses (24 credits)
Title Abbreviation Description Credits
Ethical Leadership BA 804 Enhances the student's ability to deal with the complexities of ethical and responsible decision-making in today's dynamic business environment by clarifying and applying personal values. 3 credits
Marketing in a Global Environment MBADM 821 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
Marketing Analytics MKTG 540 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
Driving Business Success with Marketing Analytics MKTG 811 Focuses on the 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 Provides an 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 Covers data analytics to strategically drive targeting, acquiring, developing relationships with, and retaining customers.

Prerequisite: MKTG 811
3 credits
Analytics for Brand Management and Customer Experience MKTG 814 Emphasizes analytics that addresses key marketing challenges, including brand positioning and differentiation, pricing and product strategy, brand equity, and customer satisfaction

Prerequisite: MKTG 811
3 credits
Marketing Data Integration to Create Consumer Insights - Culminating Capstone Experience  MKTG 515 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. 3 credits

Electives (6 credits)

In addition to the core curriculum, students may select two elective courses that focus on complementary disciplines such as business analytics, supply chain management, corporate innovation, strategic management, and more. Please contact the program office to access the most current list of elective courses.

Optional Global Immersion Experience

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 immersion experience 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.

The Global Immersion trip and corresponding course(s) will be offered each spring, beginning in spring 2021. Please note that coursework is required both before and after the trip.  Coursework requirements are as follows:

  • 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 to the 30 required to graduate.); OR
  •  Take BA 836 for 1 credit AND BA 835 for 2 credits during spring semester. Together, the 3 credits will involve more extensive coursework in this subject area than just the 1 credit alone, and includes the trip.  (The 3 credits for BA 835 and 836 may replace one 3 credit program elective course with approval.  Please contact the program office.)

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 and Santiago, Chile. The 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 for more details, including fee structure, upcoming dates, and locations. Please note that students pay course tuition as well as an additional trip fee to participate in Global Immersion.

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.