Handbook

As businesses become more reliant on data and digital insights to plan and implement their marketing activities, there is a growing demand for marketing professionals who possess both marketing expertise and analytics skills, especially for consumer data. The Marketing Analytics major is uniquely positioned to prepare students for this new reality, providing them with in-depth training in analytics for consumer data, marketing research, and marketing decision making. Graduates of this major will have a competitive edge in the job market, as they will be equipped with the skills and knowledge necessary to use data to gauge consumer insights for marketing decisions.

With an emphasis on marketing decision making driven by consumer data, the program will equip students with highly sought-after skills that are in demand across a range of industries, including market research analysis, consumer insights consultancies, e-commerce webpage analytics, digital campaign and social media management, product management, public relations, media, and communication strategy. Graduates from our Marketing Analytics major will have a unique skill set that sets them apart from other marketing professionals, allowing them to bring a data-driven approach to their work that can lead to more effective and efficient marketing strategies.

A major in Marketing Analytics consists of 48 UOC (8 courses). SIX (6) of these courses are specified; the other two (2) are electives that are chosen from a specified list.