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Marketing Analytics & Digital Marketing

Marketing utilizes analytics, creativity, and strategic thinking to create value for a company’s targeted customers. Marketers help companies make better decisions through data-driven insights. They learn how to build models of consumer behavior, drive market research to impact sales and new product development, visually represent data, conduct and analyze experiments, and mine the web for insights.

Students in Marketing are trained to analyze and understand customers’ needs, then design and sell products and services, build customer loyalty through innovations, product experiences, promotion, pricing, and more. They go on to work in product/brand management, marketing analytics, social media and digital marketing, business-to-business marketing, retail marketing, and professional selling.

Marketing students have various specialization tracks to pursue through electives. Those looking into tech-based marketing careers have two options:

Marketing Analytics

Generate market insights and inform profitable marketing decisions through analysis of primary and secondary data. Students develop fluency in statistical programming and apply it to execute a variety of projects both common and emerging in the practice of marketing analytics.

Digital Marketing

Improve website performance through implementation of the following tactics: web design, search engine optimization, paid search advertising, display advertising, email marketing, social media, and more.

Tech & Analytics courses in Marketing

  • MSB 325 - Introductory Business Analytics: Fundamental principles and skills for data preparation, data visualization, and regression analysis using analytics software (intro to R, Python, SQL)
  • MKTG 401 - Marketing Research: Data visualization and analysis, advanced modeling including the creation and use of survey data and conjoint simulators (advanced Excel and Qualtrics StatsiQ)
  • MKTG 411 - Marketing Analytics: Using data to inform managerial decision-making utilizing in-depth analysis in R, including data acquisition through querying databases, web scraping, and APIs; data wrangling and visualization; inferential and predictive modeling; and effective communication of marketing insights with reports, presentations, and interactive dashboards.
  • MKTG 415 - Digital Marketing: Integrates product, research, sales, and promotional strategy and concepts into an overall marketing plan for developing an Internet business (includes Search Engine Optimization, digital marketing effectiveness analysis).
  • MKTG 429 - Marketing Strategy: Integration of finance, marketing, and case studies in economic concepts and techniques in marketing decision making and planning (analytics including Break-even, Net Marketing Contribution, Marketing ROI)
  • MKTG 490R - Pricing Strategies (new): Introduces students to the core frameworks relevant for pricing decisions with a focus on quantitative techniques for understanding price-demand relationships.  
  • MKTG 585R - Pre-PhD Marketing Seminar-Research Topics and Methods: Introduction to theory, methods, and areas of research in marketing (quantitative marketing course dives into Bayesian data analysis with R and Stan).

Those pursuing Marketing Analytics should take these prerequisites:

  1. IS 201 - Introduction to Management Information Systems
  2. MKTG 201 - Marketing Management
  3. STAT 121 - Principles of Statistics

Complete Marketing program requirements and course listings are at


Marketing students are placed at top brands across the US

Marketing Employers

Career Services

Matt Madden

Associate Teaching Professor of Marketing, Marketing and Global Supply Chain
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Marketing Degrees:

DegreeProgramAcademic AdvisementRequirements
BSMarketingMarriott School of Business64 Credits
MBAMarketingMarriott School of Business64 Credits

Clubs and Groups

There are many opportunities to be involved in marketing clubs and groups like Marketing Association, Marketing Lab, MBA Analytics Club, MBA Tech Society, MBA Marketing Association, MBA Product Management Association