This program will provide its students with a comprehensive knowledge of marketing data analytics as a specialization in the MBA program. Data analytics is a rapidly growing field, part of which has occurred in the domain of marketing and marketing research. Data analytics involves defining problems surrounding marketing questions, such as customer relationship management, consumer behavior, customer service, pricing, sales force management, advertising, business-to-business and channels relationships. Once problems are defined, data analysts are responsible for gathering the right information (the data) to solve the problem and apply sophisticated data analytics tools to provide empirical answers. An important part of the process is to present and explain the data findings to a marketing audience. Marketing action is generally taken based on data definition, gathering, manipulation, and analysis.

Effective Fall 2018 

Required Core Courses:
BUS 500Business Systems and Processes2
BUS 601Quantitative Business Analysis2
BUS 614Accounting Concepts2
BUS 620Leadership and Teams2
BUS 626Managing Human Capital2
BUS 630Information Management2
BUS 640Financial Principles and Practice2
BUS 655Marketing Management2
BUS 656Marketing Strategy and Planning2
Select two courses from the following:4
Managerial Accounting
Financial Reporting and Analysis
Business Economics for the World Market
Financial Markets and Investments
Required Specialization Courses:
BUS 686Practicum2
CIS 505Database Concepts1
CIS 570Business Intelligence3
CIS 575Applied Data Mining and Analytics in Business3
CIS 601Enterprise Computing and Systems Integration3
MKT 611Quantitative Marketing Research Methods1
MKT 621Search Engine Marketing and Optimization1
MKT 650Marketing Analytics I2
MKT 651Marketing Analytics II2
MKT 670Digital Marketing1
Select 1 credit elective with approval of graduate advisor.1
Program Total Credits:42

A minimum of 42 credits are required to complete this program.