COURSE CURRICULUM

The STEM-designated Master of Science in Business Analytics with a concentration in Marketing Analytics is a 30-credit graduate program designed to prepare students for advanced careers in marketing analytics, business intelligence, customer insights, and data-driven decision-making. The program combines extensive knowledge of business analytics, predictive modeling, machine learning, and data visualization with specialized expertise in marketing strategy and customer behavior analysis. Students learn how to identify and rationalize appropriate data sources for operational functions and research questions while developing the ability to prepare and analyze public and commercial datasets to address organizational and marketing challenges. The curriculum emphasizes the use of predictive analytics and business intelligence techniques to support strategic decision-making, improve customer value, and enhance organizational performance. Students also learn to formulate testable research questions and implement domain studies using advanced analytics methods to solve business and marketing problems. Communication and visualization skills are strongly emphasized, enabling students to present analytical insights effectively through non-technical reports, dashboards, visualizations, and digital communication tools. The program requires 21 core credits covering business analytics, database management, data mining, business forecasting, Power BI dashboarding, and data visualization and communication. These courses provide students with hands-on experience using analytical software, business intelligence systems, forecasting techniques, and modern data management tools. Students complete either a Business Analytics Capstone project or an internship experience, allowing them to apply analytical techniques to real-world business environments and professional projects. The Marketing Analytics concentration provides specialized coursework in marketing analysis, customer value, and marketing analytics while allowing students to select an additional elective course aligned with their career interests. Elective options include supervised or unsupervised machine learning, operations management, survey methods, digital marketing strategy, database marketing, social media marketing, marketing research and information systems, multivariate analysis, or professional internships. Concentration-specific outcomes focus on developing analytics algorithms to evaluate marketing questions relevant to capstone projects and assessing the effectiveness of those analytical approaches in solving marketing challenges. Overall, the program equips graduates with strong technical expertise, analytical thinking abilities, communication skills, and strategic marketing knowledge needed for careers in marketing analytics, digital marketing, customer intelligence, business analytics, consulting, market research, and data-driven management roles across diverse industries and global organizations.