Marketing Analytics, M.S.
Program description
Digital technologies have fundamentally reshaped the landscape of marketing theory and practices since the new millennium. The Master of Science in Marketing Analytics (MSMA) program is intended for students whose objective is to work in the field of marketing in a digital and data-rich environment. The program equips students with in-depth expertise in marketing analytics, allowing them to contribute to business value by supporting marketing decision-making. The program is designed to provide students with advanced and highly demanded training in the area of digital marketing and analytics. In particular, students will learn how to implement digital marketing analytics tools, measure the performance of digital marketing campaigns, generate reports on marketing key performance indicators (KPIs), and make data-driven marketing decisions.
In the M. S. in Marketing Analytics (MSMA) program, students will discover how to identify relevant sources of data and the tools most appropriate for data analysis for strategic marketing decision-making, as well as demonstrate competence in the application of marketing software programs and the effective presentation and visualization of data findings.
The MSMA program is designed for students who are looking to transition careers or who are looking to expand their knowledge in either marketing or analytics. Candidates range from recent college graduates to those with several years of work experience. Students can expect to complete the program with a solid foundation for the field.
Program learning objectives
- Graduates will be able to effectively use advanced data technologies and software to build analytical models as well as acquire and process relevant data.
- Students who graduate will be able to apply quantitative methods and tools to effectively formulate, analyze, and solve data-driven marketing problems.
- Students who graduate will be able to propose and evaluate alternatives for making data-driven, effective marketing decisions.
- Students who graduate will be able to communicate effectively both verbally and in writing to convey project ideas, methodology, and findings.
Admission requirements
The M.S. Marketing Analytics minimum admission requirements include:
- Students with a baccalaureate degree in any subject from an accredited college or university may apply. If applicants do not have a business undergraduate degree, they will need to take MKTG 300 in addition to the 30 graduate credit hours.
- Demonstrated mastery of college algebra and statistics with a grade of “C” or better in relevant coursework within 7 years of starting in the program.
- Undergraduate degree with at least 2.5 Grade Point Average (or equivalent).
- Acceptable percentile rankings in verbal and quantitative section of GRE or GMAT. No preference for one test over the other. GRE or GMAT may be waived for applicants with three or more years of full-time work experience in marketing, business analytics, or a related field verifiable with proof required by the program.
- For International students: demonstrated proof of English proficiency, e.g., TOEFL score of 80 (internet based), or IELTS of 6.5 or above.
Student Standing and Progress Toward the Degree
Advancement to Candidacy Requirements
- Completion of at least 16 semester units of approved coursework beyond the baccalaureate, with an average of “B” (3.0) or higher.
- Fulfillment of the University Writing Skills Requirement. For information on meeting the Graduation Requirement in Writing Proficiency, or call the Testing Office at 510.885.3661.
- Departmental approval.
Cause for Dismissal from Program
Students may be dismissed from the program at any time “for cause.” “For cause” includes, but is not limited to, poor academic performance, violation of the student code of conduct, academic dishonesty, and/or interference with the educational environment.
Marketing Analytics Degree Requirements (30 units)
Required Courses
The following (4) courses for 12 units are required for the program:
Elective Courses
Students select any (5) courses for 15 units from the following:
Capstone Requirement
The following capstone course is required to complete the program:
Other Graduate & Post-Baccalaureate Degree Requirements
In addition to departmental requirements, every student must also satisfy the University requirements for graduation as described throughout this catalog. These include the 70% unit residence requirement; the five-year rule on currency of subject matter; the minimum number of units in 600-level courses; the “C” minimum grade for each graduate course; and the 3.00 cumulative grade point average.
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