Gain Skills for the Real World

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
  • Machine learning
  • Market forecasting
  • Market-based management
  • Microtargeting
  • Pricing and retail analytics
  • Text mining

Analytics Tools You’ll Use:

  • Python
  • R
  • SAS
  • SQL
  • Tableau

“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.”

Yihan “Harriet” Peng

MS Marketing Analytics ‘19
Data Scientist, Comscore

Experience for the Real World

You'll have access to engaging learning opportunities, giving you insight into what you’ll experience in the workplace.

Compete in a data challenge

During Datathon, you’ll put your consulting, teamwork and analytical skills to use as you compete for a grand prize by helping real businesses analyze their data.

Consult for a real company

Analyze marketing data, report findings and provide useful recommendations for a real business in your Action Learning Project course.

SAS Academic Specialization

Gain access to a comprehensive suite of consumer analytics resources from SAS. Upon gaining proficiency and completing certain courses, you'll meet the requirements for adding a Tier 3 SAS Academic Specialization digital badge to your resume and LinkedIn profile.

Faculty Invested in Your Future

Your professors are savvy, connected business leaders who will challenge you to take your skills to the next level. They 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



(The Economist, 2018)



(Financial Times, 2018)



(UT Dallas, 2014-19)

Robert H. Smith School of Business
Map of Robert H. Smith School of Business
University of Maryland
Robert H. Smith School of Business
Van Munching Hall
College Park MD 20742