Master of Science in Marketing Analytics
Master of Science in Marketing Analytics
UMD Smith’s Master of Science in Marketing Analytics (MSMA) program teaches you how to distill massive amounts of consumer data to help businesses engage with the right audiences and launch cost-effective campaigns that work. Our MSMA students are curious problem-solvers from diverse academic backgrounds who use their knowledge to help businesses make intelligent decisions informed by consumer trends.
Why Get a Smith MS in Marketing Analytics Degree?
Smith’s STEM-designated MSMA program positions you to excel in business roles requiring knowledge in strategic marketing and back-end data analysis. Our program addresses the growing need for experts who can help companies identify what products and services their customers desire, how much they are willing to pay for it, and how to keep them engaged. We'll position you to provide intelligent solutions relevant to companies appealing to individual consumers or other businesses.
Our MSMA students pursue competitive and exciting opportunities in their fields after graduating. Their experiences at UMD 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.”
Market Data Insights Analyst at Apple
“Just seeing the word ‘analytics’ and knowing where sports were headed at the time was really the stimulus of my decision-making process. I was very interested in creating any opportunity to distinguish myself. I wanted to give myself an edge at a time when analytics could give me an edge.”
Dir. of Basketball Strategy & Analytics at the Washington Wizards
“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.”
Business Intelligence Engineer at Amazon
“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.”
Data Scientist at 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.”
MS Marketing Analytics at a Glance
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.
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.
Acquire Valuable Skills with STEM Designation
Our Master of Science in Marketing Analytics (MSMA) students use their statistical and programming knowledge to analyze consumer data. Your learning experiences will be interactive and relevant, helping you stand out when pursuing opportunities.
Key Topics Explored:
- Artificial intelligence
- Consumer analysis
- Customer relationship marketing
- Marketing analysis tools for problem-solving
- Machine learning
- Market forecasting
- Market-based management
- Pricing and retail analytics
- Text mining
Analytics Tools You’ll Use:
Two-time recipient of Smith's Top 10% Distinguished Teaching Award.
Serves on the editorial board of numerous journals, including Decision Science and the International Journal of Research in Marketing.
Expert in pricing, promotion and other competitive marketing strategies.
Recipient of Krowe Award for Teaching Excellence and the Top 15% Teaching Award
Expert in marketing strategy, marketing management, and ethical leadership
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.
Where Your Degree Can Take You
Sources: UMD Smith’s Office of Career Services, 2022; Bureau of Labor Statistics, 2021-2031
*Data for 2022 graduates who reported their salaries to UMD Smith's Office of Career Services. Please note these figures do not reach the 75 percent MBACSEA reporting threshold.
Picture Yourself in These Job Roles
"UMD has a strong national profile. As a student, I was able to connect with employers who have offices throughout the United States. Some of the nation’s top companies regularly host events at Smith, and are genuinely interested in connecting with Smith students - which is incredible.
MS Marketing Analytics ’23
Advisory Associate at KPMG
Businesses who have Hired our MS Marketing Analytics Graduates
- Electronic Arts
- Marriott International
- Merkle Inc.
- Ogilvy Consulting
- Total Wine
Boost Your Professional Skills
UMD 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.
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.
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.
Speak With a Current MSMA Student
Find out what it's like to be in the program from a current student before applying or committing. Email email@example.com to get connected with an MSMA ambassador who can share their insights with you on the culture and classroom experience at Smith.