Department of Marketing

Master of Science in Marketing Analytics and Insights

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Why Choose Marketing Analytics and Insights?

The Master of Science in Marketing Analytics and Insights arms marketing and business professionals with the analytical skills they need to advance and build their careers. You will develop a strong base in marketing strategy, consumer behavior, marketing analysis, and insights while learning the fundamental skills and tools to secure and analyze marketing data. Our program will prepare you to interpret marketing data and generate ideas and recommendations for real-world business problems.

This program is designed for working professionals who want increased knowledge and skills to advance their careers in industries as varied as business, nonprofits, and governmental agencies. This program will help you understand and evaluate consumer attitudes and beliefs that influence consumer actions and decision processes. You'll learn to form effective marketing strategies based on the relevant data and apply big data analytic methods like predictive analytics and data mining. 


We live in a world where consumers have more choices, and this means strong marketing skills are in higher demand. Graduates equipped with these skills in marketing are valued across many different industries and careers.  In the next few years, there will be a shortfall of 1.5 million data-literate managers in the U.S. alone, according to a McKinsey report. More and more businesses and organizations are devoting larger shares of their budgets to analytics to compete in tough environments. This master's degree will equip you to meet that demand for managers and specialists skilled in marketing analytics.

Real-World Experience

This master's program combines theory with practical, real-world experience. You will apply theoretical concepts learned in class using company data and real business cases. The final capstone course requires you to intensively analyze a real data set, determine marketing insights, and make practical recommendations. The goal is to prepare you with theory, knowledge, and practical problem-solving skills that you can apply in your career immediately. Our marketing faculty are experts with extensive research and career experience in generating and applying marketing insights..

Academics and Curriculum

View Master of Science in Marketing Analytics and Insights program information and degree requirements in the Academic Catalog. We require that you complete M.B.A. 7600: Marketing Strategy before taking any other courses in this program. You also must have six credit hours in statistics during the five years prior to your admission. If you do not meet that requirement, you can pass an opt-out test or complete M.B.A 5800: Quantitative Business Analysis course instead.


Before applying, you must have a bachelor's degree and at least two years of work experience in marketing, analytics, or another related business area. If you are interested, apply online to the Graduate School and submit an application for the Master of Science in Marketing Analytics and Insights program.To be fully admitted, you must have a 3.0 or higher undergraduate GPA. If your GPA is a 2.7-2.99 out of 4.0, you will be admitted conditionally to the program until you meet the admissions requirements. If you have a GPA below a 2.7, you can petition for conditional admission with a GMAT score of at least 400. If accepted on conditional admission, you must maintain a 3.0 GPA for the first 12 credit hours of course work you complete.

International students must meet additional language requirements. Admitted international students are eligible for three total years of Optional Practical Training (OPT)—one year initial OPT and two years of STEM OPT. Please contact the University Center for International Education for more information on the admissions process for international students.

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