Marketing Analytics Curriculum

The online Master of Science in Marketing Analytics curriculum is designed for marketing professionals who want to enhance their data analysis skills and advance their career. Students in the program will learn to apply digital marketing and data analysis skills through specialized marketing courses and marketing analytics practicums. The Master of Science in Marketing Analytics curriculum differentiates itself from other analytics curriculums by offering courses that challenge students to solve real-world marketing problems across a wide range of industries, giving them a competitive edge.

Program Requirements


total credits


analytics courses


marketing courses


marketing analytics practicums

Time to Completion

The online Master of Science in Marketing Analytics program can be completed in 15 months.

Marketing Analytics Practicums

Students are required to attend two analytics practicums, one virtually and the other in person in Washington, D.C., during the course of their program to fulfill the capstone requirement. To learn more about in-person practicums and the Master of Science in Marketing Analytics, request information today.

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15 Month Suggested Course Sequence

Module NumberCourse
ITEC-610 Applied Managerial Statistics (3)
MKTG-612 Marketing Management (3)
ITEC-670 Database and Big Data (3)
MKTG-762 Integrated Marketing Communication (3)
ITEC-620 Business Insights Through Analytics (3)
ITEC-660 Business Intelligence (3)
MKTG 662 Marketing Analytics (3)
ITEC-621 Predictive Analytics (3)
KSB-620 Practicum I (1.5)–Virtual
MKTG 765 Brand Strategy (3)
MKTG 663 Digital Marketing Strategy and Analytics (3)
KSB-621 Practicum II (1.5)–Washington, DC

Course Outline

Course Descriptions

Applied Managerial Statistics (ITEC-610)

3 Credits

Business decision problems can be characterized as situations in which managers must select the best alternative from several competing alternatives. Managers frequently rely on results from statistical analyses to help make the best decision. The decision-aiding tools that can be applied by managers to gain insight into decision problems range from simple graphic displays of data to sophisticated statistical tests. Students use real-world data sets and PC-based software to describe sets of measurements, construct probability distributions, estimate numerical descriptive measures, and build multiple regression models. Note: A college-level finite mathematics course is highly recommended.

Business Insights through Analytics (ITEC-620)

3 Credits

Students are introduced to descriptive, predictive, and prescriptive analytics and to models, tools, and methods commonly used in each area to develop multidisciplinary business insights from data. They develop skills that enable them to present solutions to problems and provide answers to business questions in various business disciplines through hands-on exercises and a term project. The course emphasizes model development and the use of commercial software to manage, report, and analyze data.

Database and Big Data (ITEC-670)

3 Credits

This course introduces important database concepts, including data modeling, database design, data extraction, and data analysis skills needed to transform raw data into useful business information and knowledge for decision-making and problem-solving. Topics include relational design, data warehousing, data mining, data visualization, data search, knowledge management, business intelligence, data querying, basic analytics, and reporting.

Predictive Analytics (ITEC-621)

3 Credits

In this course, students are introduced to predictive modeling methods, approaches, and tools. Students gain skills in predictive analytics to develop and use advanced predictive analytics methods; develop expertise in the use of popular tools and software for predictive analytics; craft predictive analytic questions; and identify and select the most appropriate predictive analytics methods and tools, apply these methods to answer the respective questions, and present data-driven solutions.

Business Intelligence (ITEC-660)

3 Credits

Top global companies regularly fail to make insightful decisions about significant patterns and changes in their business environments and markets, even though the data related to these decisions is available. Business intelligence (BI) connects data from multiple sources to produce meaningful information and identify patterns and trends to inform such decisions. BI encompasses the methodologies, metrics, processes, and information systems used to monitor and manage an enterprise’s business performance and support strategic decision-making. BI systems encompass a blend of technologies, such as data warehousing, data mining, business analytics, predictive statistics, online analytical processing, and visual data representations (e.g., dashboards, data cubes), which when put together, provide decision-makers with the most powerful business insights derived from multiple internal and external data sources. This course exposes students to the management practices, methodologies, and technologies that major corporations are applying in order to supply executives with the knowledge needed to succeed. The course includes readings, case studies, guest speakers, exposure to BI tools, and a data analytics project.

Marketing Management (MKTG-612)

3 Credits

This course provides students with an introduction to current marketing management techniques and the tools necessary for effective marketing decision-making. Topics include the principles of marketing, global perspectives on marketing management, financial analysis tools for effective decision-making, and marketing strategy.

Brand Strategy (MKTG-765)

3 Credits

This course deals with the brand and what it represents to customers and stakeholders of an organization. The challenge of creating and managing this valuable asset is examined. Topics include brand-market analysis, segmentation, brand positioning for strategic advantage, brand equity, brand hierarchies and portfolios, extension, and leverage. The course uses a mix of cases, readings, and discussions with clients to enhance student skills and understanding of marketing strategy.

Integrated Marketing Communication (MKTG-762)

3 Credits

This course is a survey of issues and techniques in integrated marketing communication (IMC). The course covers foundation issues, general strategic issues, and specific IMC vehicles and techniques. Topics include the role of the “brand” in IMC, the role of consumer behavior, setting objectives, creative planning and implementation, media planning, advertising, sales promotion, sponsorship, and campaign effectiveness.

Marketing Analytics (MKTG-662)

3 Credits

Marketing analytics involves identifying and collecting relevant data, selecting key metrics, developing models that connect these metrics, and using quantitative tools to uncover customer insights and to monitor and maximize the effectiveness of marketing initiatives. This course introduces students to techniques for data visualization and statistical and pattern analysis in a variety of settings involving marketing decision-making. Students will be exposed to data sets, cases, and readings that span a variety of topics such as market segmentation, market response models, customer profitability, word-of-mouth marketing, search and social media marketing, and resource allocation.

Digital Marketing Strategy and Analytics (MKTG-663)

3 Credits

Successful digital marketing includes incorporating a variety of strategic, conceptual, analytic, and technical actions to achieve desired goals. This course focuses on foundational digital marketing strategy knowledge, digital marketing techniques and analytics, and online behavior of consumers. Students will learn about the basics of digital marketing strategy, analytical tools used by digital marketers, and digital consumer trends.