COURSE CURRICULUM

The MBA in Marketing Analytics concentration at Rensselaer Polytechnic Institute’s Lally School of Management is designed to develop marketing professionals who can leverage data-driven insights and advanced analytics to drive strategic business decisions. This STEM-designated concentration integrates the common MBA core courses with specialized marketing analytics coursework, equipping students with both foundational business knowledge and advanced technical skills. Students gain hands-on experience using predictive analytics, artificial intelligence, and machine learning tools to optimize marketing campaigns, enhance customer engagement, and inform brand strategy. The program emphasizes practical application through Rensselaer’s state-of-the-art media and communications facilities, such as EMPAC and the Media Studio, allowing students to work with real-world data and cutting-edge technology. Core concentration requirements include MGMT 6180, complemented by two electives from courses such as Marketing Communication and Branding Strategies (MGMT 6540) and Internet Marketing (MGMT 6720), with additional advanced elective options tailored to emerging industry needs. Graduates of this concentration are prepared to assume leadership roles in digital marketing, e-commerce, brand management, and consumer analytics, applying analytical rigor and strategic insight to optimize marketing performance. By combining business acumen, technical expertise, and creative problem-solving, the MBA Marketing Analytics concentration prepares students to meet market demands for skilled marketing analysts and drive measurable impact in today’s technology-driven marketing landscape.