In addition to completing the MS in Marketing’s 15 semester credit hours of core courses, students pursuing this track must complete six semester credit hours of core track courses, which consist of database foundations, spreadsheet modeling, and a customer analytics and insights course. The remaining 15 semester credit hours are from the analytics track and tend to be courses on topics such as advanced statistics, econometrics, advanced modeling, machine learning, and big data analytics. Details of the courses in the degree and this track are available on the Master’s in Marketing page in the UT Dallas Graduate Catalog.
Our program prepares students to enter this dynamic and high-growth field by providing quantitative skills along with managerial critical thinking and consumer behavior knowledge. Our courses offer a wide range of learning opportunities with software and programming skills such as SAS, SPSS, SQL, Python, machine learning, Watson Analytics, and web analytics platforms.
View Track in CatalogWhat does a marketing analytics manager do?
Chief marketing officers and companies are becoming increasingly data-driven due to the explosion of big data, which has been generated mainly by mobile and Internet of Things information. Marketing analytics professionals specialize in customer and market-centric areas such as digital usage, consumption patterns and purchases, forecasting, lifetime value of customers, the measurement of marketing initiatives and return on investment of advertising and promotions using sophisticated segmentation, predictive and attribution models. For additional details on how our courses map to the skills required by this profession, please read this blog post on marketing analytics.
Typical Responsibilities for a Marketing Analytics Professional
- Build out robust advanced segmentation schemes for customer and email files
- Build various predictive models (response, propensity, lifetime value, affinity, churn, and more)
- Understand and be able to apply advanced modeling techniques, such as logistic regression, generalized linear models, decision trees, cluster analysis, survival analysis, and more
- Identify “low-hanging” opportunities to increase conversion, save costs, drive revenue
- Incorporate new data sources (social, clickstream, unstructured) and new types of data into segmentation/modeling
- Transform raw data into meaningful and impactful analysis characterized by strong data governance, technique transparency, and aggressive documentation and communication
Job Titles for Marketing Analytics Professionals
Marketing analytics lead, analyst or manager
Chief analytics officer, vice president or director of marketing analytics
Reporting analyst (marketing analytics/Tableau data visualizations)
Marketing analytics is currently the country’s fastest-growing job field.
According to the Bureau of Labor Statistics, employment in this field is projected to grow 32% through 2022 — faster than the average of all occupations. Thanks to the rise of big data, companies are eagerly looking for analysts who can help them leverage insights to build sales and customer loyalty.
What is the size of the marketing analytics job market?
Searching for “marketing analytics” on Indeed.com yields more than 32,000 job postings. Limiting the search to “marketing analytics manager” yields fewer jobs (530), but these are much higher-paying. The demand for qualified individuals in this field means that companies are willing to pay more for the right talent.
Average Years of Experience and Salary Averages
Analyst Role
- One to two years of experience
- Salaries range from $55,000 to $75,000
Manager-level Position
- Three to seven years of experience
- Salaries range from $75,000 to $120,000
Master’s in Marketing Blogs & News
Find advice and resources you need as a current or prospective graduate student in marketing.
What is Social Media Marketing?
Marketing Career Focus: Social Media Marketing
Overview of skills needed by social media marketing managers and how these map to the courses offered at the MS or Master of Science in Marketing at UT Dallas. Our program not only offers in-depth courses in social media but also in related areas.
Analysis for Consumer & Shopper Insights Jobs
Marketing Career Focus: Customer Insights
Customer insights is an emerging area for marketing professionals who are not modelers, statisticians or data scientists. They often work more on the analysis and recommendation side of the profession.
What Does a Marketing Manager Do?
Overview of skills needed for marketing managers and how these map to the courses offered at the MS or Master of Science in Marketing at UT Dallas. The marketing manager occupies a generalist’s role.
What Is Digital Marketing?
Marketing Career Focus: Digital Marketing
Overview of skills needed for digital marketing managers and how these map to the courses offered at the MS or Master of Science in Marketing at UT Dallas. The digital marketing track has 4 core courses covering interactive and digital marketing, digital sales strategy, marketing automation and campaign management, marketing web analytics and insights, plus 12 electives
Job Analysis for Digital Marketing – Mobile Marketing
Overview of skills needed for mobile marketing managers and how these map to the courses offered at the MS or Master of Science in Marketing at UT Dallas. The mobile marketing professional must understand the web and app ecosystems.
What Does a Marketing Analyst Do?
Marketing Career Focus: Marketing Analytics
Overview of skills needed for marketing analytics managers and how these map to the courses offered at the MS or Master of Science in Marketing at UT Dallas. The marketing analytics track has 3 core courses covering database marketing, spreadsheet modeling and business analytics with either SAS or R, plus 15 electives.
What Does a Brand Manager Do?
Overview of skills needed by brand managers and how these map to the courses offered at the MS or Master of Science in Marketing at UT Dallas. The advertising and branding track has 4 core courses covering interactive and digital marketing, branding, and more.
What Does an Advertising Professional Do?
Overview of skills needed for advertising professionals and how these map to the courses offered at the MS or Master of Science in Marketing at UT Dallas.
Business Development: Demand Generation
Business development is a process that helps your company establish and maintain relationships with prospects, learn about your buyer’s personas, increase brand awareness and more.
What Exactly Is E-Commerce?
Marketing Career Focus: E-Commerce
Overview of skills needed for e-commerce managers and how these map to the courses offered at the MS or Master of Science in Marketing at UT Dallas. The digital marketing track has 4 core courses covering interactive and digital marketing, digital sales strategy, campaign management lab, and marketing web analytics and insights, plus 9 electives.
What Does a Product Manager Do?
Overview of skills needed for product managers and how these map to the courses offered at the MS or Master of Science in Marketing at UT Dallas. The job of the product manager is to discover a product that is valuable, usable and feasible.
Web Analytics as a Key Skill or Profession for Marketers
Overview of skills needed for web analytics managers and how these map to the courses offered at the MS or Master of Science in Marketing, Digital track. Our web analytics course covers all the basics of web analytics using the Adobe and Google analytics platforms.
What Is Marketing Automation?
Marketing Career Focus: Marketing Automation
Overview of needed skills for marketing automation careers and how these map to the courses offered at the MS Marketing at UT Dallas. Our program is one of the few in the nation to offer a specific course in marketing automation and campaigns.
Student Testimonials
Ada (Zhu) Choi, BS’14, MS’15
Retail Strategy Manager, Samsung Electronics America
The MS in Marketing prepared me to face real-world challenges through very applicable courses and ample networking opportunities. The professors and courses gave me deeper knowledge. If you crave intellectual stimulation and growth, I’d highly recommend the master’s program at UTD.
Allison Lutz Waldon
The MBA/M.S. Marketing program has allowed me to build and develop skills that I’ve been able to apply to projects in my current role. The flexible degree plan allows me to take classes while working full-time in marketing.
Holly Lynn
UT Dallas has helped me immensely by giving me the tools and knowledge to start a career path in the world of marketing right here in my hometown. I have grown with confidence to become a leader thanks to the many ways of communicating that have opened up to me, meaning things that were learned will not be forgotten!
Mao Li, MS’14
Senior Manager of Competitive Intelligence, Health System, Marketing Insights and Analytics, Philips
The MS in Marketing program is a well-organized program with agile setup. It has different tracks to choose to fit your career direction. I highly recommend the program for further development in the marketing industry.
Mike Hart, MS’14
Vice President of Sales, Lennox Industries
The UTD Marketing master’s program was a great experience. The networking opportunities were excellent, and the quality of the students added to the overall value of the program. I would recommend this program to anyone who wants to gain a deeper knowledge of marketing principles as they apply to the real world of business.
Rahul Rai
My trajectory will always be changed by my time at UTD Naveen Jindal School of Management MS Marketing program. It surpassed all expectations and provided me with unique insight. I’m aware that investing in myself by enrolling in this program has been and will continue to be among the best choices I’ve ever made.
Michelle Bassil, MS ’22
The MBA & Master of Science in Marketing programs have provided me with the opportunity to gain a vast amount of relevant knowledge that is applicable to real-world business problems. I am grateful to have had the opportunity to further my education in a way that allowed me to pursue multiple interests simultaneously!
Jerry Hao, MS’14
Data Scientist, Amazon
The MS in Marketing director and faculty changed my career trajectory to that of a data scientist. Thanks to the high level analytics courses and career-placement opportunities, I was able to get my foot in the door at a prestigious marketing agency, Brierley + Partners, followed quickly by opportunities at Hewlett-Packard, AT&T and Amazon.
Andrew Franco, BS’12, MS’12
Andrew Franco, JSOM graduate with BS’12 and MS’12, shares how completing his MS in Marketing enabled him to move his career forward.
Liquin Luo, MS’17
Data Scientist, Apple
The MS in Marketing program gave me sophisticated marketing analytic knowledge and the ability to think as a thoughtful marketer. The career center at JSOM accelerated my career potential, helping me land a job at Apple.
Mahesh Jajoo
This program has helped me grow in different domains of marketing. It is one of the only programs worldwide that allows you to choose multiple courses between tracks. The amount of research that goes into preparing the material for the course is amazing, keeping the teaching material up to date with the changes in the marketing field. It also has taught me the best marketing principles and lessons through its core courses, which I will use throughout my marketing career. Overall, a program that has taken care of all the ever-changing dynamics of marketing that I was looking for and helped me grow as a marketer.
Hema Shesha Sai Ganta, MS ’22
MS in Marketing at UTD is an incredible program. I thoroughly enjoyed pursuing the Marketing Analytics and Customer Insights track. The courses and unparalleled knowledge of professors helped me gain a better understanding of analytical applications in a real-world business setting. I highly recommend this program to anyone who is passionate about marketing.
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