Master of Science in Marketing Analytics
Master of Science in Marketing Analytics
Why Earn a Master of Science in Marketing Analytics?
Turn Data into a Strategic Marketing Advantage
The Master of Science in Marketing Analytics equips you with the analytical and strategic marketing skills to translate consumer data into effective business strategies. You'll develop the insight to help organizations make data-driven decisions and improve marketing analysis.
Through experiential learning, industry connections and guidance from award-winning faculty, the Robert H. Smith School of Business prepares you to communicate data-driven insights that influence business leaders and better serve consumers.
U.S. (QS, 2025)
Why Smith?
- Develop foundational business knowledge through a top-tier, comprehensive graduate curriculum.
- Apply what you learn through consulting projects and data competitions.
- Learn from faculty and advisory council members with experience across multiple industries.
- Build leadership and teamwork skills through collaborative learning.
Who is the Master of Science in Marketing Analytics For?
Designed for Tomorrow's Data-Driven Marketers
The Master of Science in Marketing Analytics is designed for recent graduates from a wide range of academic backgrounds who want to develop their data analysis, consumer behavior and market research skills. Many enter the program with quantitative or behavioral analysis skills, but the strongest candidates are most interested in translating data into meaningful marketing strategies.
Ideal candidates include:
- Problem solvers who want to apply a data-driven approach to marketing challenges.
- Those who want to understand how consumers make decisions.
- Methodical analysts who want to combine their technical skills with business strategy.
What Will You Learn in the Master of Science in Marketing Analytics Program?
Valuable Analytical and Strategic Business Knowledge
Develop the expertise to confidently navigate evolving consumer habits and create value for businesses and organizations.
Analyze consumer behavior and marketing data to uncover insights that drive marketing strategy.
Conduct marketing research, A/B testing and web traffic analysis to evaluate campaign performance.
Apply AI and machine learning to improve performance analysis and decision-making.
Develop customer relationship and microtargeting strategies using data-driven insights.
Use industry-standard tools and software to analyze and visualize marketing data.
Communicate findings through storytelling and make recommendations that influence market strategy.
Apply What You Learn
You’ll develop these skills through:
- Competitions, like the Agentic AI Challenge and Datathon, where you'll analyze marketing data, solve business problems and collaborate with peers.
- An Action Learning Project where you’ll consult for a company and provide actionable solutions.
- Case studies where you’ll evaluate marketing challenges, interpret data and provide evidence-based recommendations.
You'll reinforce classroom learning with hands-on experiences that prepare you to smoothly transition into marketing analytics roles.
Being part of the Robert H. Smith School of Business meant constantly working with classmates from different professional and cultural backgrounds, which made discussions and group projects really engaging. I also enjoyed participating in networking events, student clubs, and industry competitions, which made campus life very dynamic and helped me build meaningful professional relationships.
Devavrat Ghag
MS Marketing Analytics Graduate
Performance Marketing Analyst at Advance America Performance
Career Outcomes
Prepare for High-Growth Analytics and AI Careers
87% of Smith’s most recent Master of Science in Marketing Analytics graduates secured employment within 180 days of graduation, reporting an average salary of $71K. Demand for market research analysts is projected to grow by nearly 10% over the next decade.
Sources: UMD Smith Office of Career Services (2025); Bureau of Labor Statistics (2024)
Career Paths
- AI and Marketing Analytics
- Consumer Insights and Analytics
- Marketing Strategy
- Pricing and Revenue Analytics
- Product Development and Innovation
- Retail Analytics
- Web and Social Media Analytics
Industries
- Amazon
- Electronic Arts
- Lenovo
- Marriott International
- Meta
- NBA
- Spotify
Learn From Faculty Shaping the Future of Marketing Analytics
Faculty Supporting Your Career Growth
You’ll learn from faculty who are experts in the world of marketing and data analytics. They bring years of valuable marketing analytics knowledge to the classroom.Their research influences how organizations use and manage consumer data.
Liye Ma is the academic director of the program.
Michel Wedel |
Xinying Hao |
Bo “Bobby” Zhou |
How is AI Integrated Throughout the Curriculum?
Supporting Stronger Business Decisions
AI is integrated throughout the curriculum to help you analyze data, uncover customer insights and improve marketing decision-making. You'll learn how AI tools can strengthen marketing strategy while developing the human judgment, ethical reasoning and communication skills needed to turn analytical insights into results.
Tools you’ll lose:
- Agentic and Generative AI
- Google Analytics
- Python
- R
- SAS
- SQL
- Tableau
Frequently Asked Questions
Yes. Marketing analytics influences how companies develop products, reach customers and invest in growth. The Master of Science in Marketing Analytics prepares you to use data, AI and consumer insights to make decisions that directly shape customer experiences and business results.
Smith values combining a foundational business education with collaborative learning, industry engagement and hands-on consulting projects. Students also learn from faculty and advisory council members representing a variety of industries.
No. The Master of Science in Marketing Analytics welcomes students from a diverse set of academic backgrounds. If you have strong analytical abilities, curiosity, problem-solving skills and an interest in understanding customer behavior, you'll be well positioned to succeed in the program.
Have More Questions?
The Smith School's Graduate Admissions Office is here to help. Whether you have questions about the curriculum, admissions requirements, application process or student experience, we’re happy to help you determine if the Master of Science in Marketing Analytics is the right fit for your goals.
Graduate Admissions
2303 Van Munching Hall
College Park, MD 20742-1815
Phone: 301-405-2559
Email: smithmasters@umd.edu
Hours: Monday–Friday, 8:30 a.m. to 4:30 p.m.
Connect With Us
Questions? Contact the MBA & Business Master's Admissions Office at 301-405-2559 or SmithMasters@umd.edu.