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MS-BA marketing analytics track

Expand on your data expertise by applying your skills to the exploding field of marketing analytics. From analyzing performance metrics to uncovering insights about digital marketing and brand management, the MS-BA marketing analytics track will prepare you to make data-driven decisions in a fast-paced and ever-evolving industry.

The marketing analytics track requires a third semester of the MS-BA program. In addition to two track-specific core courses and two electives, you can also take advantage of a summer internship opportunity to help you build experience for your future career.

At a glance

16-month program

43 credit hours

In-demand careers

Program cost

MS-BA (Marketing analytics)

Estimated tuition and fees







Career paths and outcomes

$549.73 billion

Global market for data analytics by 2028

Fortune Business Insights, 2022


Job growth | 2020 to 2030

Much faster than average for all careers

Bureau of Labor Statistics, 2022

The marketing analytics track of the MS-BA can take your career in a variety of directions. Sample job titles include:

  • Marketing Manager
  • Operations Research Analyst
  • Market Research Analyst
  • Brand Manager
  • Computer Systems Analyst
  • Big Data Analyst
  • Director of Marketing Strategy
  • Marketing Scientist
  • Marketing Performance Manager

Marketing analytics course descriptions

Ensuring the foundational understanding of contextualized analytics within the business enterprise continuum by covering how data flows and is managed across the landscape of enterprise business processes.

Provides a foundation in programming fundamentals, the skills to combine and manipulate structured and unstructured data, and the ability to summarize, visualize, and draw insights from the data. This course may be waived with demonstrated Python proficiency.

Provides a solid foundation and deeper understanding of the use of quantitative modeling tools and techniques to solve problems faced in modern supply chains. Uses Excel workbooks to implement the appropriate quantitative methods, including forecasting demand, capacity planning of a manufacturing line and the line cycle time as it pertains to parts inventory management.

Addresses the use of analytics tools and techniques to enhance the ability of quality management approaches to improve processes. Introduces modern quality management approaches including six sigma and design for six sigma. Covers the define, measure, analyze, improve and control (DMAIC) improvement cycle: the core process used to drive six sigma projects. DMAIC refers to a data-driven improvement cycle used for improving, optimizing and stabilizing business processes and designs. Provides an analytics roadmap to help users work through the DMAIC problem-solving process.

Charting a roadmap for data-driven decision making and getting a practical understanding of how IT tools and techniques can allow managers to extract predictive analytics and patterns from primarily numeric data.

Explains the skills and knowledge necessary for mastery of the use of quantitative modeling tools and techniques to support a variety of business decisions. Also explores deterministic optimization techniques, including linear programming, nonlinear programming, integer programming; network models and a brief introduction to metaheuristics. Covers the use of these models for a variety of common business problems. Practical application of these models uses Excel and standalone software. Also studies how to ensure that these solutions work in a wide variety of situations (what-if analysis).

Involves formulating critical marketing problems, developing relevant testable hypotheses, collecting and analyzing data and, most importantly, drawing inferences and suggesting actionable implications.

Covers three major components: (1) a consideration of what it means to be "customer centric"; (2) development of qualitative and quantitative market research techniques; and (3) application of this material to project situations.

Addresses the skills and knowledge necessary to model situations where uncertainty is an important factor. Covers models including decision trees, queuing theory, Monte Carlo simulation, discrete event simulation and stochastic optimization. Uses these models for a variety of common business problems and requires implementation of these models using Excel and standalone software. Studies how to ensure that these solutions work in a wide variety of situations (what-if analysis). Describes each of these methods in detail.

Focuses on a system designed to help students take an active role in their career development through self-reflection, skills and values assessment, market research and identifying potential roadblocks to obtaining an internship or full-time role after graduation. Also introduces the concept of a personal narrative and provides experiential learning opportunities to refine their own personal narrative and understand how to fine-tune and tailor it for a variety of career applications.

Uses tools and techniques to analyze unstructured data that are applied to business problems to support informed decision making and the extraction of predictive analytics and patterns from primarily nonnumeric data.

Managing the marketing function; market and environmental analysis; marketing planning, strategy, and control concepts. Development and management of marketing programs.

Gives the applied understanding of the internet marketplace that allows students to adapt to its many changes, while also equipping them with the practical skills needed to perform vital daily functions. Covers Web experience, SEO, search ads, social media marketing, content marketing, email marketing, mobile marketing. Through this process, students learn how digital marketing has revolutionized the interactions between firms and consumers.

Some of a firm's most valuable assets are its brands.  Building and effectively maintaining brand equity is one of a firm's top priorities. This course provides an understanding of strategic brand management and provides students with insights into how sustainable and customer-centric brand strategies can be created and leveraged over time.

Provides the tools and specialized knowledge for developing and executing marketing strategy in the business-to-business market. Covers how to identify forces that drive buying behavior in organizations, measure market opportunity, identify profitable segments, and develop strategy, particularly for turbulent, high-technology markets.

Preparation of a supervised applied project that is a graduation requirement in some professional majors.

MS-BA curriculum

Learn how to discover and implement analytical insights with a leading-edge curriculum from one of the top-ranked business schools in the U.S. With tracks in big data, cloud computing and tech consulting, fintech, marketing analytics, and supply chain analytics, the W. P. Carey MS-BA can prepare you for a wide range of career opportunities.

Explore the MS-BA curriculum and academic tracks