Master of Science in Marketing Analytics

Maryland Smith’s Master of Science in Marketing Analytics (MSMA) program teaches you how to interpret massive amounts of consumer data to help businesses engage with the right audiences and launch cost-effective campaigns that work. Our MSMA students come from diverse academic backgrounds and are curious problem-solvers who use their statistical, programming and IT skills to help businesses improve their marketing.


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Executive MBA courses available at College Park, Maryland
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In order to provide a healthy and safe environment for every member of our campus community, UMD's masking policy — announced August 6, 2021 — requires everyone to wear a mask in public indoor spaces and on Shuttle-UM buses, regardless of vaccination status.

Why Get a Smith MS Marketing Analytics Degree?

Maryland Smith’s MSMA program positions you to excel in business roles requiring knowledge in strategic marketing and back-end data analysis. Our program fulfills the growing need for experts who understand both ends of this spectrum and can communicate data-backed solutions that resonate with consumers.

Earn Your SAS Academic Specialization

After you complete certain courses, you'll be proficient and meet the requirements for adding a Tier 3 SAS Academic Specialization digital badge to your resume and LinkedIn profile.

Participate in Data Competitions

Participate in data competitions and network with top employers who hire our students.

Learn from Experienced Marketing and Data Experts

Boost your marketing strategy, programming and technological skills under the guidance of expert faculty.

Alumni Profiles

Our MSMA students pursue competitive and exciting opportunities in their fields after graduating. Their experiences at Maryland Smith help them to expand their network, solidify their career goals and prepare them to perform their job responsibilities a step above the rest.

“We analyzed the data of a supermarket chain and predicted what kind of prices work best for the supermarket. The work we do feels like it has real meaning and that makes it so much more interesting.”

Alexander Binder, MSMA ’20
BS Business, Economics and Social Science
Market Data Insights Analyst, Apple

“In the past, I only knew marketing in terms of idea generation. By using analytics, I can find objective marketing results that help me reach my goals and reduce uncertainty in decision making.”

Harriet Peng, MSMA ’19
BA International Business
Data Scientist, CNN

“Our marketing faculty teach us complex techniques so it's easy to understand. They really care about how much we learn and are open to our feedback.”

Tanisha Sabhaney, MSMA ’20
BA Economics and Entrepreneurship

MS Marketing Analytics at a Glance

2 or 3
Average tuition money saved by pursuing a business master’s degree through the Plus 1 program compared with a traditional graduate program path.

Available as a Plus 1 Program 

If you're a current University of Maryland freshman, sophomore or junior, you can pursue your MS Marketing Analytics degree through the Plus 1 program. You’ll save time and thousands of dollars on graduate tuition though this accelerated business master’s program.

Learn More: Plus 1 Program

Apply and Receive Admissions Benefits

Maryland Advantage can make it easier for applicants who have completed their undergraduate and/or graduate degree in the United States to transition into the business master’s program by helping them save money on tuition, skip graduate entrance exams and get personalized career counseling before starting their program.

Learn More: Admissions

Acquire Valuable Skills

Our Master of Science in Marketing Analytics (MSMA) students use their statistical, programming and IT skills to analyze consumer data for real businesses. Your learning experiences in the program will be interactive and relevant, helping you stand out when pursuing opportunities.

Key Topics Explored:

  • Advanced marketing analytics
  • Artificial intelligence
  • Consumer analysis
  • CRM & privacy analytics
  • Digital Analytics
  • Machine learning
  • Market forecasting
  • Market-based management
  • Microtargeting
  • Pricing and retail analytics
  • Text mining

Analytics Tools You’ll Use:

  • Python
  • R
  • SAS
  • SQL
  • Tableau

Learn from Expert Faculty

Your professors are savvy, well-connected leaders whose research has changed the world of marketing analytics. They will push you to take your skills to the next level and offer valuable guidance as you navigate your coursework and career

Allen J. Krowe Teaching award recipient and Distinguished Scholar Teacher.

Consulted and led executive courses for major companies suchas Northrop Grumman, Frito-Lay and Fannie Mae.

Expert in marketing modeling and applying statistical, machine learning and AI methods to marketing data.

P.K. Kannan

Conducts extensive research on consumer bargaining power and political elections.

Expert in digital platform strategy, multi-channel marketing and competitive marketing strategies using empirical models.

Lingling Zhang

University of Maryland Distinguished University Professor.

Consulted for more than 40 top companies globally, including Deloitte, Unilever and Procter & Gamble.

Recipient of eight lifetime achievement and numerous other industry awards.

Expert in marketing analytics, eye-tracking and visual marketing.

Michel Wedel

Academic Director

Michael Trusov
Dean’s Professor of Digital Marketing and Analytics
Academic Director, MS in Marketing Analytics Program


Rosellina Ferraro

Associate Professor

Judy Frels

Senior Fellow, Executive Development Programs and Clinical Professor

P. K. Kannan

Associate Dean for Strategic Initiatives

Michel Wedel

Distinguished University Professor

Lingling Zhang

Assistant Professor

Bo "Bobby" Zhou

Associate Professor

Where Your Degree Can Take You

Average starting salary of Maryland Smith's MSMA graduates
Average salary of digital analytics managers with at least six years of experience
Percentage of our MSMA students who secure employment within six months of graduating

Sources: Maryland Smith’s Office of Career Services, Digital Analytics Association, GMAC, Bureau of Labor Statistics

Picture Yourself in These Job Roles

Consumer insights or strategy consultant

Data scientist

Digital campaign analyst

Marketing, business or data analyst

Social media analyst

Web analytics manager

“The program is very focused on the application of concepts in industry. It gave me the right blend of business knowledge, understanding data and programming. These are the three things recruiters look for.”

Dinesh Mathur
BE Mechanical Engineering
MS Marketing Analytics ’15
Business Intelligence Engineer, Amazon

Businesses who have Hired our MS Marketing Analytics Grads

Boost Your Professional Skills 

Maryland Smith’s Office of Career Services (OCS) can help you bridge the gap between being a student and an employed professional. You’ll have one-on-one access to a career coach who will provide you with personalized tips on how to articulate your strengths when interacting with your future employer.

Learn More: Office of Career Services

Connect With Your Classmates

You’ll have plenty of opportunities to make connections at Smith and engage in exciting social activities through the Smith Masters Student Association. You can join a marketing analytics-related club or others that provide you with general connections and skills.

Learn More: Smith Masters Student Association

MSMA Advisory Council

MSMA Advisory Council

Advisory Councils keep us actively engaged with industry leaders and experts, who bring their real-world experience to help shape what students learn, match classroom lessons to real-world needs, and widen the pipeline for internship and job opportunities.

Meet the advisory council

Contact Us

Business Master's Office
2303 Van Munching Hall
College Park, Maryland 20742-1815
Phone: 301-405-2559
Hours: 8:30 a.m. to 4:30 p.m. Monday-Friday

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