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 data analytics knowledge to help businesses make intelligent decisions informed by consumer trends.
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 addresses the growing need for experts who can help companies identify what products and services consumers desire, how much these consumers are willing to pay for it, and how to keep them engaged.
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 - such as the Adobe Analytics Challenge - and network with top employers who hire our students.
Boost your marketing strategy, programming and technological skills under the guidance of expert faculty.
Admissions
Dean's Fireside Chat
Wednesday, April 26, 2023
8:30 AM EDT
View Event
Dean's Fireside Chat
8:30 AM EDT
Admissions, Info Session
The Master’s Student Experience: Life at Smith
Thursday, April 27, 2023
6:30 PM EDT
View Event
The Master’s Student Experience: Life at Smith
6:30 PM EDT
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
“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
BE Mechanical Engineering
Business Intelligence Engineer, Amazon
MS Marketing Analytics at a Glance
2 or 3
Semesters
30
Credits
STEM
Eligible
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
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:
- Analytic Tools for Marketing Consulting
- Consumer Journey Analysis
- Customer Relationship Management & Customer Life-time Value
- Ethics & Analytics
- Eye Tracking Analysis
- Machine Learning & Artificial Intelligence
- Microsegmentation & Targeting
- Pricing and Retail Analytics
- Pricing Auctions
- Search Engine Marketing & Optimization
- Text Mining, Natural Language Processing
- Strategy Formation using Data
Analytics Tools You’ll Use:
- Google Analytics
- Hadoop/MapReduce
- Python
- R
- SAS
- SQL
Author of Social Media Intelligence
Recipient of numerous Maryland Smith Distinguished Teaching Awards
Expert in online consumer behavior, digital advertising, social media analytics and customer engagement
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.
Academic Director
Judy Frels
Senior Fellow, Executive Development Programs and Clinical Professor
Academic Director, MS in Marketing Analytics Program
jfrels@umd.edu
Faculty
Associate Dean of MBA Programs
rferrar2@umd.edu
Associate Dean for Strategic Initiatives
pkannan@umd.edu
Area Chair
akirmani@umd.edu
Faculty Director of the Smith Business Leadership Fellows Program
cmschaaf@umd.edu
Dean’s Professor of Digital Marketing and Analytics
mtrusov@umd.edu
Distinguished University Professor
mwedel@umd.edu
Associate Professor
bozhou@umd.edu
Where Your Degree Can Take You
$101K
Median salary of data scientists in the U.S.
69%
Percentage of our MSMA students who have secured employment 6 months after graduating*
22%
Much faster-than-average job growth for market research analysts
Sources: Maryland Smith’s Office of Career Services, 2021; Bureau of Labor Statistics, 2021
*Data for 2021 graduates who reported their salaries to Maryland 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.
Jacob Marmol
Bachelor of Business Administration ’22
MS Marketing Analytics ’23
Businesses who have Hired our MS Marketing Analytics Grads
- Blend360
- ByteDance
- EY
- JP Morgan
- KPMG
- Marriott
- NBA
- Ogilvy Consulting
- Spotify
- Tencent
- TikTok
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.
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 msma-ambassadors@umd.edu 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
E-mail: SmithMasters@umd.edu
Hours: 8:30 a.m. to 4:30 p.m. Monday-Friday
At the Center of Business
The Washington, D.C. - Baltimore region is a hub of opportunity for networking, experiential learning, internships and jobs.
Home to federal agencies, corporate headquarters, world-class think tanks, and national and international nonprofits, it's an engine of innovation and explosive growth in digital technology and biosciences.
With 30,000 of our 60,000+ alumni living in the metroplex that includes Baltimore, Northern Virginia and Washington, D.C., our location gives you easy access to the region's largest alumni network of business leaders.
