MSMA
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Master of Science in Marketing Analytics
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U.S. (QS, 2023)
Smith’s Master of Science in Marketing Analytics (MSMA) 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.
You’ll learn how to interpret massive amounts of consumer data to help businesses engage with the right audiences and launch cost-effective campaigns that work. Join a cohort of curious problem-solvers, who use their data analytics knowledge to help businesses make intelligent decisions informed by consumer trends.
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.
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
Apple
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
Core Courses
Marketing Strategy (Market-Based Management)
3 credits | BUMK720
Introduces students to the fundamentals of marketing. This course combines lectures, readings, case analyses and a competitive simulation. A significant part of the course involves a competitive computer-based simulation in which student teams leverage marketing data and metrics to make marketing decisions for an organization that is competing in a market against other student teams in the class.
Customer Analytics
3 credits | BUMK724
Focuses on the analysis of customer decision-making and how marketing strategy can be used to influence those decisions. The framework used is the buyer behavior model, in which concepts from psychology, sociology, and economics are applied to individual and organizational purchase decisions. Marketing strategies of leading firms in consumer products, technology, and services (including internet services) are analyzed using a variety of case study formats.
Advanced Marketing Analytics
3 credits | BUMK742
The analysis of marketing data needed for profitable marketing decisions. Advanced methods of marketing analysis for marketing decisions, including choice and count data models, joint analysis of consumers choice, quantity and timing decisions, mixture and mixture regression models, and conjoint analysis, all using data-based cases and SAS software. Applications are in the areas of strategic marketing, marketing segmentation, eye tracking for advertising effectiveness, new product development, sales promotion analysis, pricing, design of marketing mix, and direct marketing.
Statistical Programming
3 credits | BUMK726
Provides students with a foundation in probability and statistics with a focus on business applications. It also gives students a foundation for thinking in both likelihood and Bayesian frameworks. The course teaches students the basics of SAS, as well as its use in statistical analysis and statistical programming. Also addressed are basic SAS language structure, data management, OLAP, enterprise miner, statistical analysis, writing procedures.
Business Policies and Ethics
2 credits | BUMK760
The standards of business conduct, morals and values as well as the role of business in society. Students will consider the sometimes conflicting interests of and claims on the firm and its objectives.
Business Communications I
1 credit | BUMK762
A study of the standards of business conduct, morals and values as well as the role of business in society. Students will consider the sometimes conflicting interests of and claims on the firm and its objectives.
Business Communications II
1 credit | BUMK764
Teaches students how to communicate quantitative information effectively. Focuses on developing written, spoken and presentation skills.
Marketing Research and Analytics
3 credits | BUMK744
Provides a review of primary data collection methods for marketing data. Students will learn how to design and implement effective confirmatory research. Both direct methods such as surveys and indirect methods such as experiments will be covered. In this hands-on course, students will design and conduct research with target customers, analyze the data, and then present their results to decision makers.
Data Science for Customer Analytics
3 credits | BUMK746
An introduction to data science and thebasic concepts of database management. The course also provides an overview of the various sources of in house data that are available to many organizations. Students will learn how to work with click stream, scanner panel and social media data. Geo-demographic datasets will be discussed and explored, and techniques for data-fusion will receive ample attention.
Electives
CRM Analytics
2 credits | BUMK758R
Digital Analytics
2 credits | BUMK766
Examines the process of developing, implementing and analyzing strategies for successfully marketing a variety of existing and potential products and services on the Internet. Special attention is devoted to the tools and techniques unique to the electronic media.
Pricing Analytics
2 credits | BUMK773
The economic and behavioral aspects of pricing and the evaluation of innovative pricing practices such as price matching, customized pricing, bundle pricing and product line pricing. The course will cover both B2B, B2C, online and offline markets. Instruction will be through a mix of case studies, pricing simulation games, hands-on exercises, practitioner guest lectures and discussions.
Action Learning Project
2 credits| BUMK776
Students analyze marketing data, report their findings and provide appropriate recommendations.
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