Program Summary

Credits Required


Tuition per Credit


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. 

This program is AACSB Accredited

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

Beginning in spring 2021, 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.

Note: This program is under review for GI Bill® eligibility, and you may experience delays attempting to use GI Bill benefits toward this program until it has been officially approved.

GI Bill® is a registered trademark of the U.S. Department of Veterans Affairs (VA). More information about education benefits offered by VA is available at the official U.S. government Web site at