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This concentration responds to the need for business analysts with a specialization in Marketing Analytics. This curriculum proposal is designed to reflect industry demands for graduate education in business analytics with a marketing analytics focus and is strongly supported by local and regional employers. While the use of MA in decision making has increased over time, the need for trained professionals as well as tools/processes to measure the impact of MA are the biggest obstacles to using MA within companies. Graduates with a MA concentration will be equipped to use marketing data to solve marketing problems and to influence decision-making and strategy and drive better business results by transforming data into a powerful and predictive strategic asset.

Core Requirements (9 credits)

CAP6768 Data Analytics (3 Credits)
ISM6419 Data Visualization (3 Credits)
ISM6404 Applications of Business Analytics (3 Credits)

Major Requirements (12 credits)

COP6284 Programming for Data Science (3 Credits)
ISM6021 Mgmt Information Technology (3 Credits)
ECO6415 Making Decisions with Data (3 Credits)
CEN6940 Computing Practicum (3 Credits)

Concentration Requirements (9 credits)

MAR6726: Digital Marketing Analytics (3 credit hours) 
MAR6616: Marketing Research (3 credit hours) 

Choose one: 
MAR6506: Consumer Behavior (3 credit hours) 
MAR6805: Marketing Strategy (3 credit hours) 
MAR6055: Fundamentals of Marketing (3 credit hours)