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.
| 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 |
| Title | Abbreviation | Description | 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 |
| Title | Abbreviation | Description | Credits |
|---|---|---|---|
| Strategic Business Architecture | BA 809 |
Provides a concentrated and comprehensive approach to the practice of business architecture; focuses on business motivations, business operations and business analysis frameworks, and related networks that link these aspects of the enterprise together. |
3 credits |
| Descriptive Analytics for Business | BAN 830 | Explores the use of descriptive analytics concepts, tools, and techniques throughout a wide range of business scenarios and problems. | 3 credits |
| Prescriptive Analytics for Business | BAN 550 |
Development of methods for prescriptive analytics with a focus on business supply-side decisions and risk mitigation. Prerequisites: BAN 840 |
3 credits |
| Business Modeling and New Venture Creation | ENTR 502 | Focuses on the process of launching a new venture, in a corporate setting or as a new startup, 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 |
| Emerging Trends, Technology, and Innovation | ENTR 810 | 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 |
| Corporate Innovation Strategies and Entrepreneurial Methods | ENTR 820 | 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 |
| Corporate Innovation and Entrepreneurship | MBADM 531 | Understanding, exploring, and applying innovation-related concepts, principles, and practices to corporate environments involved with new venture creation and other contexts. | 3 credits |
| Global Strategic Management | MBADM 571 | Integrating multiple functional business areas to resolve global business problems and improve organizational performance. | 3 credits |
| Managing and Leading People in Organizations | MBADM 816 | Overview of human behavior in organizations, and implications for managing and leading individuals, teams, and organizations. | 3 credits |
| Financial Management | MBADM 820 | Application of techniques available to aid managers in sound financial decision making. | 3 credits |
| Data Collection for Business Research | MKTG 597 | 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 |
| Supply Chain Management | SCM 800 | Introduction to the core concepts of the strategic supply chain management framework, including process orientation, a systems viewpoint, intra-firm coordination, and extended enterprise collaboration. | 3 credits |
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.* Please note that course work is required both before and after the trip. Online students may pursue the Global Immersion experience/courses in one of two ways:
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 at [email protected] 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 the Global Immersion experience.
*Global Immersion is canceled for 2021 due to the pandemic. We plan to resume the offering in spring 2022.
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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