Master of Science in Marketing Analytics

Master of Science in Marketing Analytics

The Robert H. Smith School of Business 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 an MS in Marketing Analytics at Smith?

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 them, and how to keep them engaged. We'll position you to provide intelligent solutions relevant to companies appealing to individual consumers or other businesses. An MS in Marketing Analytics also lays a strong foundation for those who wish to go on to a career in brand management or product management.

Complete an Action Learning Project

Put your knowledge to the test by working with a real company to help them solve a marketing analytics business challenge.

Learn from Experienced Marketing Analytics Experts

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

Participate in Data Competitions

Participate in data competitions - such as the Adobe Analytics Challenge and Datathon - to win prizes and network with top employers who hire our students.

Upcoming MS in Marketing Analytics Events


Which Business Master’s Program is Right for Me?

Tuesday, July 23, 2024
8:30 AM EDT
View Event Which Business Master’s Program is Right for Me?
Admissions, Info Session

The Master's Student Experience

Thursday, August 1, 2024
8:30 AM EDT
View Event The Master's Student Experience

Which Business Master’s Program is Right for Me?

Monday, August 12, 2024
8:30 AM EDT
View Event Which Business Master’s Program is Right for Me?

Alumni Profiles

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.”

Alexander Binder
MSMA ’20
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.”

Ben Eidelberg
MSMA ’16
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.”

Dinesh Mathur
MSMA ’15
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.”

Harriet Peng
MSMA ’19
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.”

Tanisha Sabhaney
MSMA ’20

MS in 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 in Marketing Analytics through the Plus 1 program. You’ll save time and thousands of dollars on graduate tuition through 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 with STEM Designation

Our Master of Science in Marketing Analytics 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
  • Microtargeting
  • Pricing and retail analytics
  • Text mining

Analytics Tools You’ll Use:

  • Python
  • R
  • SAS
  • SQL
  • Tableau

Experiential Learning Expands Your Horizons

In the MSMA program, we bring companies to the classroom to expose students to actual business problems and allow them the hands-on experience of exploring and proposing solutions. Past partners for these exciting Action Learning Projects include:

  • Amazon
  • Adobe
  • Google
  • Under Armour
  • Geico
  • Merkle
  • Deloitte
  • KPMG
  • Epsilon

We also have a legacy of competition success! Teams from Smith have won and placed in the Adobe Analytics Challenge for the last two competitions.

Smith Trio Wins Adobe Analytics Challenge

MSA ’22 graduates I-ju Lin, Trista Tsao and Yiling Kang took the top honor and the $35,000 prize in the Adobe Analytics Challenge 2022. They competed among 3,000+ worldwide teams. Using Adobe's analytics tools, they examined the cross-device customer journey of those booking travel within Hiltions portfolio of 18 brands and over 7,000 properties to understand consumer choices. They were coached by Bobby Zhou.

Read more
Smith Team Places in 4th

Juweria Jilani, Apoorva Jain and Sakshi Goel clinched 4th place in the Adobe Analytics Challenge at the 2024 Adobe Summit. Out of over 2000 teams from over 40 countries, our students’ exceptional performance stood out! They were coached by Professor Jie Zhang and used Adobe’s analytics tools to solve a business problem faced by one of North America’s largest automobile manufacturers.

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

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.

Bo “Bobby” Zhou

Recipient of Krowe Award for Teaching Excellence and the Top 15% Teaching Award

Expert in marketing strategy, marketing management, and ethical leadership

Judy Frels

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

Judy Frels
Senior Fellow, Executive Development Programs and Clinical Professor
Academic Director, MS in Marketing Analytics Program


Rosellina Ferraro

Associate Dean of MBA Programs

P. K. Kannan

Associate Dean for Strategic Initiatives

Amna Kirmani

Dean’s Chair of Marketing

Christine M. Schaaf

Faculty Director of the Smith Business Leadership Fellows Program

Michael Trusov

Dean’s Professor of Digital Marketing and Analytics

Michel Wedel

Distinguished University Professor

Bo "Bobby" Zhou

Associate Professor

Where Your Degree Can Take You

Average market research analyst and marketing specialist salary in the Washington DC area.
Much faster-than-average job growth for market research analysts

Sources: Bureau of Labor Statistics, 2021-2031

Where to from here?

Students graduating with an MSMA degree begin their careers in roles that function as a bridge between data-focused teams and strategic marketing departments. The confluence of these skills plus the leadership and communication skills you'll build set you on a path for growth in the marketing field, as data increasingly drives marketing decisions, especially in the areas of brand management and product management.

Picture Yourself in These Careers

Brand analyst

Business intelligence analyst

Consumer insights analyst

Data scientist

Digital campaign analyst

Marketing analyst

Social media analyst

Web analytics manager

Jacob Marmol

"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.

Jacob Marmol
MS Marketing Analytics ’23
Advisory Associate at KPMG

Businesses who have Hired our MS Marketing Analytics Graduates

  • Amazon
  • BLEND360
  • Electronic Arts
  • Facebook
  • FedEx
  • KPMG
  • Marriott International
  • Merkle Inc.
  • Monumental Sports
  • NBA
  • Ogilvy Consulting
  • Spotify
  • TikTok
  • Total Wine

Boost Your Professional Skills 

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 personalized tips on articulating 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

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 to get connected with an MSMA ambassador who can share their insights with you on the culture and classroom experience at Smith.

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

Connect With Us


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