COURSE CURRICULUM

The Bachelor of Science in Business Analytics with a concentration in Marketing Analytics at University of New Haven is a STEM-designated program that prepares students for careers in data-driven marketing, business intelligence, and strategic decision-making. The program is built on the Pompea College of Business (PCoB) University Core Curriculum, which provides a 41-credit foundation in quantitative literacy, business fundamentals, economics, and critical thinking. Students complete core courses such as Applied Business Math, Introduction to Business Analytics, Introduction to Business and Entrepreneurship, Microeconomics, and Macroeconomics, which develop analytical reasoning and an understanding of how markets and organizations function. The PCoB Business Core further strengthens students’ professional competencies through coursework in financial accounting, managerial accounting, business finance, marketing, management and organization, business law, ethics and diversity, analytics in the value chain, and professional development, culminating in a business capstone and enrichment experience that integrates classroom learning with real-world business applications. The major requirements focus on advanced business analytics and quantitative methods, including dashboarding for management analytics, data visualization and communication, supervised and unsupervised machine learning, database management, econometrics, forecasting, knowledge management, and decision-making under uncertainty. These courses train students to collect, manage, analyze, and interpret complex datasets to support strategic business decisions. The Marketing Analytics concentration builds specialized expertise in applying analytics to marketing challenges, with coursework in Customer Database Marketing, Social Media Marketing, and Digital Marketing. These courses teach students how to analyze consumer behavior, measure campaign effectiveness, optimize digital strategies, manage customer data, and improve marketing performance using data-driven insights. Free electives allow students to further customize their studies in related areas such as finance, supply chain management, or additional analytics topics. The STEM designation highlights the program’s strong emphasis on quantitative, computational, and analytical skills. Graduates are prepared for careers such as marketing analyst, business analyst, digital marketing specialist, data analyst, market research analyst, forecasting specialist, and business intelligence professional. Overall, the program integrates advanced analytics training with marketing strategy to prepare students for success in modern organizations that rely heavily on data, technology, and customer insights for competitive advantage.