The Master of Management, Marketing Analytics concentration (MMA) is specifically designed to prepare students to solve complex marketing problems for businesses and industries in today’s digital marketplace.
By integrating cutting-edge techniques and hands-on experience in the classroom, our program develops leaders who can collect, analyze and convert large amounts of data into powerful strategies.
Students must complete 30 credit hours to satisfy the degree requirements – including 18 required credit hours and 12 hours of elective courses. Our innovative curriculum focuses on business analytics, marketing and business skills and practical experience – all in a hands-on learning environment. Students will benefit from our faculty’s real-world experience, world-class research and industry partnerships.
Business Analytics Core (8 Credit Hours)
MBA 506: Data-Driven Managerial Decisions 1 (1 hr)
This course takes students through the process of solution-driven data analysis, by applying finance, management, marketing, and operations applications. You will examine business cases and problems where data analysis is part of the decision-making process and become proficient in Excel methods commonly used in management. As a final project, students analyze a business problem from formulation to a solution, using data analysis.
MBA 507: Data-Driven Managerial Decisions 2 (1 hr)
As a continuation of the Data-Driven Managerial Decisions 1 course — students dive further into business cases and problems, becoming advanced in the data analysis decision-making process. You will learn how to perform linear relationship estimation among variables while becoming skilled in Excel methods commonly used in estimation. Students are also expected to complete a course project that follows a business problem from formulation to a solution using the methods covered in the course.
Prerequisite: MBA 506
MBA 551: Predictive Analytics for Business and Big Data (3 hrs)
This course is designed around the full analytics lifecycle which encompasses the business problem, the data, the analysis, and the decision. Students will learn to identify and clearly explain business problems that can be addressed with analytics. They will learn to determine which analytic methods are best suited to solve particular problems and clearly explain the results of an analytic model. Emphasis will be placed on analyzing real data and understanding how analytical thinking can be applied to solve big data problems.
Prerequisites: MBA 506 and MBA 507
MBA 552: Data Engineering, Management and Warehousing (3 hrs)
This course examines how to collect and process data to make it useful, how to validate, protect, and process data to make it available, and how to create a place to properly store data.
Marketing and Business Skills (7 Credit Hours)
MBA 560: Marketing Management and Strategy (2 hrs)
Students become grounded in market segmentation, targeting, and positioning. By examining channels of distribution, promotion strategy, product development strategy, and pricing strategy, you learn how to apply relationship marketing and strategy within high-tech environments.
MBA 565: Marketing Analytics (3 hrs)
This course takes a hands-on and systematic approach to harness knowledge from data. The broad goal is to teach students the various data techniques and steps involved in data and model-driven management decisions. This course will focus on the following aspects of marketing analytics: product analytics, customer analytics, marketing-mix analytics, and digital and social media analytics.
Practicum Course (3 Credit Hours)
MBA 559: Business Analytics Practicum – Marketing Project (3 hrs)
This course will be focused on solving a real world business problem that includes a heavy data analytic component. The business problem will vary according to the client but could include problems from marketing, finance, supply chain, or other concentration areas.
Electives (12 Credit Hours)
The following list includes many of the courses students can elect to take.
MBA 566: Digital Marketing (3 hrs)
Students engage in exploration, examination, analysis, and management of all major digital channels, including SEO, social, mobile, web development, email, video, and new technologies. The emphasis will be on analytics and understanding how to deploy rapidly adapting strategies. Students will participate in hands-on examples, complemented by in-depth applications drawn from different industries.
Prerequisites: MBA 506 and MBA 507
MBA 536: Experience Innovation and Strategic Design (3 hrs)
Successful innovation involves creating more valuable experiences for users and customers. The course covers fundamental concepts and methodologies for experience-based innovation, drawing on design and creativity frameworks to fully understand customer experiences. Course activities include exercises and a project to practice innovation and “design-thinking” tools and techniques in a business context. Students will address relevant strategic perspectives for designing innovative products and services through case studies and other managerial readings with practical business applications. The course emphasizes the importance of a multi-disciplinary approach to experience, such that the course is suitable for students in all disciplines with an interest in innovation.
MBA 561: Consumer Behavior (3 hrs)
This course immerses students in concepts, theories, and techniques applicable to understanding consumer motives, attitudes, decision-making processes, and satisfaction determinants.
MBA 562: Research Methods in Marketing (3 hrs)
Examine a systematic approach to structure, implementation, and analysis of marketing research for decision making. This course will focus on the customer as well as their wants and needs for developing promotional marketing campaigns, developing new products, and refining current product offerings and for improving customer service efforts. Students also analyze appropriate consumer and firm behavior models within a marketing context.
MBA 590: Artificial Intelligence (1 hr)
This course examines the innovative world of artificial intelligence (AI) and its applications to business and management. Students will learn to understand the language of AI, discuss different applications of AI, and work with actual AI tools to develop new insights. Hands-on examples will be complemented by in-depth applications drawn from different industries.