Master of Science in Marketing Analytics
Pacific Lutheran University
Key Information
Campus location
Tacoma, USA
Languages
English
Study format
Blended, Distance Learning
Duration
9 - 21 months
Pace
Full time
Tuition fees
USD 1,104 / per credit **
Application deadline
01 Jul 2024*
Earliest start date
Sep 2024
* priority date: March 31 / final date: June 30, 2024
** $39,744 for the entire program
Introduction
The Master of Science in Marketing Analytics (MSMA) at Pacific Lutheran University is designed to equip professionals from diverse backgrounds with the tools they need to develop a career in marketing analytics. This can be completed in just nine months or over 21 months.
The MSMA is a STEM-designated program that blends quantitative rigour and qualitative richness. This degree program emphasizes the application of exploratory and measurable research through client projects, effectively preparing students for a seamless transition into fulfilling careers.
The program offers two options: a fully online track and a hybrid track, the latter of which includes some on-campus classes.
- The online track offers synchronous and live online lectures with active class interaction during non-working hours. Additional asynchronous class materials and activities will be arranged. Students have the flexibility to attend classes from the comfort of their homes or any location, all while benefiting from personal, individualized interaction and support from faculty and staff.
- Students on the hybrid track follow the same curriculum and enrol in many of the same online classes as students on the online track. In addition, students will participate in at least one course per term that will be held on the PLU campus in a traditional classroom setting.
International students on the hybrid track are eligible for F-1 or J-1 visa support if they complete the program in 9 months. If they opt for the 21-month program, they are eligible for F-1 or J-1 visa support only in the second year.
Admissions
Program Outcome
Why a Degree in Marketing Analytics?
With a PLU MSMA degree, you can develop skills that are adaptable to roles in consulting, marketing, communications, content creation, research, or data modelling. The MSMA program equips students with the ability to:
- Determine which data to capture and choose appropriate data collection methods.
- Employ advanced research methods, data collection, and statistical modelling to analyze data.
- Develop recommendations to enhance business strategies.
- Effectively communicate data-driven decisions to business and organizational leadership.
You Can Build a Career as an Analyst
According to the Bureau of Labor Statistics (BLS), the demand for market research analysts is expected to grow 20% by 2028, a rate of growth much higher than the average for all occupations. The demand for mathematicians and statisticians who can interpret data is expected to grow by 30% over the same period.
What does this mean for those who are looking to build a successful career or who want to switch fields in order to maximize their opportunity? There has never been a better time to consider a career in analytics, especially marketing analytics.
While some data analysts in highly technical roles have a STEM (Science, Technology, Engineering, Mathematics) background, a career in marketing analytics is not reserved for the statistics and math whizzes of the world. In fact, your experience or educational background in a non-STEM field may have given you valuable skills in:
Add some intensive training in the fundamentals of market research and data analysis through a nine-month Master of Science in Marketing Analytics, and you’ll be prepared to launch a new career in this age of data.
Understanding the Field of Market Research and Marketing Analytics
Analytics is a broad field, and careers in the field of analytics can range from highly- technical roles to strategic and communications-focused roles. In this resource, we’re exploring the importance of marketing analytics specifically, a key tool for every organization.
Defining Market Research and Marketing Analytics Market research and marketing analytics focus on collecting information about your consumers, your competitors, and industry trends in order to improve the quality of a product or service, provide more targeted communication, and drive future growth.
Market research focuses on gathering information from both primary and secondary sources. Primary source research is typically proprietary—you either gather it yourself or pay someone else to gather it for you—and is focused on your specific information needs.
Secondary sources are publicly available information sets like reports, studies, and census data. All of this information can be described as market research.
Marketing analytics incorporates information like market research, but it also involves thorough and ongoing analysis of the data that your specific organization and your consumers are generating. This includes things like tracking and measuring the success of specific marketing or PR campaigns, testing new messaging based on predetermined metrics, developing user and consumer insights, and incorporating marketing insights into company-wide strategic decisions.
Gallery
Ideal Students
Understanding the Field of Market Research and Marketing Analytics
Analytics is a broad field, and careers in the field of analytics can range from highly- technical roles to strategic and communications-focused roles. In this resource, we’re exploring the importance of marketing analytics specifically, a key tool for every organization.
Defining Market Research and Marketing Analytics Market research and marketing analytics focus on collecting information about your consumers, your competitors, and industry trends in order to improve the quality of a product or service, provide more targeted communication, and drive future growth.
Market research focuses on gathering information from both primary and secondary sources. Primary source research is typically proprietary—you either gather it yourself or pay someone else to gather it for you—and is focused on your specific information needs.
Secondary sources are publicly available information sets like reports, studies, and census data. All of this information can be described as market research.
Marketing analytics incorporates information like market research, but it also involves thorough and ongoing analysis of the data that your specific organization and your consumers are generating. This includes things like tracking and measuring the success of specific marketing or PR campaigns, testing new messaging based on predetermined metrics, developing user and consumer insights, and incorporating marketing insights into company-wide strategic decisions.
Career Opportunities
Marketing analytics is a potent field because it connects data with the decision-making and communication processes that drive business growth. Marketing analysts are instrumental in major strategic discussions.
According to the Bureau of Labor Statistics (BLS), the demand for market research analysts is projected to grow by 20% by 2028, a significantly higher rate of growth compared to the average for all occupations.
Potential Career Pathways and Job Titles for Market Analytics:
- Business Consulting
- Market Research Analyst
- Marketing Manager
- Creative Director
- Brand Manager
- Digital Marketing Specialist
- Marketing Technologist
- Marketing Scientist
- Content Strategist
- Consumer Insights
- Specialist
- Marketing Specialist
- Big Data Analyst
- Technical Recruiter
- Database Manager
- Account Executive
These roles are accessible to individuals with skills and experience in marketing analytics, offering a diverse range of career opportunities.
English Language Requirements
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