Market Research and Analytics Courses & Curriculum

Become a member of the next generation of business and marketing leaders.

Our STEM-certified Master of Science in Marketing Research and Analytics (MSMRA) is provided in three convenient formats. You can earn your STEM-certified master’s degree 100 percent online or as part of multiple on-campus cohorts.

Our Broad MSMRA is a 30-credit program with specialized marketing research and analytics classes, consumer insights, and customer analytics courses. Both the full-time and online programs consist of the same market research courses taught by the same professors. The program is designed as a “lock-step” program in which all students in a cohort take their classes together during their 12-month (full-time) or 20-month (part-time) program.

Our STEM-certified MSMRA degree provides you with tailored preparation for excellent employment opportunities and a fulfilling career in marketing research and insights, be it with corporations, strategic consulting organizations, advertising agencies, or marketing research firms.

MSMRA Honor Code

Full-Time In-Person Fall Cohort

Our full-time on-campus STEM-designated Master of Science in Marketing Research and Analytics program (MSMRA) is a 12-month, 30-credit program in which you can begin the program in the fall each year and graduate the following summer.

For the in-person option beginning in the fall, the first two semesters take place on campus, and the final semester can be completed mostly online to accommodate students working in internships and jobs (students can work in-state or out-of-state starting in June of their last semester).

International Students

The Full-Time In-Person MSMRA cohort is OPT/CPT eligible. This cohort is 36-month STEM OPT eligible.

The MSMR CIP Code is 52.1302 (Business Statistics). This CIP code is currently included in the U.S. Department of Homeland Security’s (DHS) 2020 STEM Designated Degree Program List.

Please see our short video summary about the program here.

Full-Time 100% Online Spring Cohort

Our Full-Time 100% Online STEM-certified Master of Science in Marketing Research and Analytics (MSMRA) is a 12-month, 30-credit fully online program, students will begin the program in January 2024 and graduate in December 2024 attending class from the convenience of their preferred location.

This cohort option is optimized for a virtual format offering interactive live class sessions for a variety of courses, as well as a convenient blend of asynchronous courses students can complete according to their schedule during the semester. We even offer virtual career fairs with top companies, virtual mentorship with our MSMRA Board company members, and full career center graduate-level support for placement opportunities.

You can begin working in an internship or job starting in early June each year and continue throughout your last semester.

International Students

As this cohort is 100% online, international students can apply to be considered and attend virtually from their home country. This MSMRA cohort is not OPT/CPT eligible.

Please see our short video summary about the program here.

Part-Time 100% Online Fall Cohort

Our MSMRA Part-Time 100% Online program is designed for working professionals looking to advance their careers and begins in the fall of every year. The 20-month, 30-credit program is designed to provide an opportunity for students to achieve a STEM master’s degree while working full-time and without ever stepping foot on campus.

In our online STEM-certified MSMRA program you will take the same courses, taught by the same professors, as the full-time program, and at the same academic standards. In the online STEM-certified MSMRA program you will get skilled in traditional marketing analytics techniques such as experimental design, sampling, data collection, and analysis, as well as leading-edge marketing technologies,

methodologies, and software packages. Our program grants you access to graduate career services for career advancement, virtual career fairs, and virtual mentorship from senior executives.

International Students

As this cohort is 100% online, international students can apply to be considered and attend virtually from their home country. This MSMRA cohort is not OPT/CPT eligible.

Please see our short video summary about the program here.

Courses & Descriptions

*Note: Courses are not listed in order of progression.

MKT 805: Marketing Management

Description

Introduces a wide range of fundamental marketing concepts and explores their strategic business implications. Focuses on developing an understanding of how marketing research functions as an integral component within the broader context of marketing strategy.

Credits

Variable from 2 to 3

Registrar Description

Strategic and decision-making aspects of marketing functions. Analysis, coordination, execution of marketing programs. Development of strategies and tactics. Segmentation, marketing mix, market response modeling, and ethics in a global context.
MKT 806: Marketing Research For Decision Making

Description

Introduces the fundamental disciplines of marketing research project execution. Includes research solution/process design, data collection methods, panel management, fieldwork, and project management. Incorporates hands-on experience with field management and project management tools.

Credits

Variable from 1 to 3

Registrar Description

Collection and analysis of marketing research data for marketing decision making. Focuses on marketing research methods for data collection and introductory data analysis.
MKT 816: Predictive Analytics

Description

Builds upon MKT 816 by introducing advanced quantitative statistical methods for marketing research. Uses SPSS and includes techniques such as multiple regression, logistic regression, time series, and neural network modeling.

Credits

Variable from 1 to 3

Registrar Description

Analysis of marketing data from a variety of sources for decision making. Use of statistical software to analyze marketing data. Scanner data, data mining, and web site metrics and analytics.
MKT 819: Marketing Analytics

Description

Overview of fundamental methods and techniques used to manage and analyze data in marketing research. In-depth introduction to data analysis and interpretation using SPSS.

Credits

Variable from 1 to 3

Registrar Description

Advanced quantitative methods for marketing research. Focuses on marketing research for understanding and predicting sales and related marketing variables. Includes multiple regression, logistic regression, time series, and neural network modeling. Emphasis on applications of these techniques using statistical analysis software.
MKT 831: Communications in Marketing Research

Description

Introduction to marketing research communication and data visualization that will dive into the art and science behind creating visually impactful presentations. Uses PowerPoint and other tools to provide direction on presentation structure and design.

Credits

Variable from 1 to 4

Registrar Description

Introduction to data visualization and the art and science behind creating visually impactful presentations. Strong focus on visual design principals to simplify complex data sets into easily consumable information.
MKT 833: Social Listening & Text Analytics

Description

Outlines how companies apply the disciplines of marketing research to information collected via social media and other unstructured data sources. Additionally develops a hands-on familiarity with with a range of approaches for analyzing and visualizing textual data.

Credits

Variable from 1 to 4

Registrar Description

Marketing research to information collected via social media. How social listening fits into an organizational structure, and how to properly respond to social media discussions. Development of familiarity of approaches for analyzing textual data. Selection of appropriate methods for a variety of research questions, and using both automated systems and analytic systems tools to analyze textual data.
MKT 834: Consulting in Marketing Research

Description

Introduces students to the art of consulting and relationship development as it applies to marketing research engagements. Focus is to prepare to become trusted consultants, whether participating on a team or in a leadership role.

Credits

Variable from 1 to 4

Registrar Description

Art of consulting and relationship development as it applies to marketing research engagements. Prepare to become trusted consultants, whether participating on a team or in a leadership role.
MKT 835: Storytelling in Marketing Research

Description

Demonstrates the importance of storytelling within organizations and provides direction on creating credibility using background information and industry insight, creating the storyline, and creatively crafting a presentation.

Credits

Variable from 1 to 4

Registrar Description

Importance of storytelling within organizations and presentation structure including understanding the audience, creating credibility using background information and industry insight, creating the storyline, and creatively crafting the presentation.
MKT 843: International Marketing Research

Description

Explores globalization from the perspective of implications for marketing research design and execution. Emphasizing a focus on global market paradigms, cultural differences and regional differences in the areas of problem definition and research design.

Semester

Fall of every year, Spring of every year, Summer of every year

Registrar Description

International research from various elements of the marketing research process. Globalization, the research planning process (business problem and research objectives identification), research design. International qualitative/quantitative approaches, analysis, reporting/storytelling, and assessment of various global regions.
MKT 856: Consulting Practicum in Marketing - Group Research Project

Description

In teams, partnership with a company in the design and execution of a research project. Focuses on practicing team-based skills in the management of a study end-to-end including the application of all aspects of the marketing research process.

Credits

Variable from 1 to 6

Registrar Description

Classroom and field experience on business consulting; defining scope of work, engagement management, and preparing deliverables.
MKT 856: Consulting Practicum in Marketing - Capstone Individual Research Project

Description

Individually, partnership with a company in the design and execution of a research project. Focuses on independently demonstrating the management of a study end-to-end including the application of all aspects of the marketing research process.

Credits

Variable from 1 to 6

Registrar Description

Classroom and field experience on business consulting; defining scope of work, engagement management, and preparing deliverables.
MKT 865: Emerging Topics in Business - Seminar in Market Research

Description

A seminar series developed to supplement the teaching of core marketing research disciplines with perspectives from leading industry guest-lecturers. Structured as an ‘extended orientation’, the seminars focus on an overview of marketing research principles, an introduction to the industry, on-the-job perspectives, and market readiness (career planning and job search preparation).

Credits

Variable from 1 to 3

Registrar Description

Perspectives on new and emerging issues of business administration. Topics vary.
MKT 867: Sampling & Research Design
MKT 877: Emerging Research Design & Methods

Description

Builds upon the foundational disciplines of MKT 867 and MKT 806 by introducing approaches representing the ways in which innovative, and sometimes disruptive, techniques are transforming research design, sampling and data collection processes, and the overall marketing research business landscape.

Credits

Variable from 1 to 3

Registrar Description

New and emerging research designs and methods. Innovative approaches and techniques that are transforming the marketing research business landscape.
MKT 880: Consumer Decision Making & Behavior

Description

Application of behavioral science in understanding consumer behavior, consumer decision making process, information processing and motivation as it applies to marketing research design.

Credits

Variable from 1 to 4

Registrar Description

Concepts, theories, and principles from the various behavioral sciences to understand factors influencing the acquisition, consumption, and evaluation of customer experiences and relationships with experience providing organizations.
MKT 881: Qualitative Research

Description

Introduction to the principles of qualitative research, followed by the design and hands-on execution of projects in both traditional central-location and online formats. This course also explores the significant transformation of qualitative research occurring through the emergence of innovative techniques.

Credits

Variable from 1 to 4

Registrar Description

Qualitative research methods for understanding customer and employee needs, desires, and factors inhibiting an organization’s ability to deliver.
MKT 897: Data Analysis, Integration, & Visualization

Description

Builds upon the foundational disciplines of MKT 816 & MKT 819 by introducing approaches representing ways in which innovative, and sometimes disruptive, techniques are transforming the approach to data management, analysis, interpretation and visualization.

Credits

Variable from 1 to 4

Registrar Description

Centralized analysis, integration and visualization of data for use in customer and employee experience decision making.
MKT 891: Elective - Special Topics in Marketing - Business Development
MKT 891: Elective - Special Topics in Marketing - Statistics Review

Description

Preparatory course designed to ensure all students have fundamental understanding of statistics prior to beginning core research courses. Topics covered include descriptive statistics, levels of measurement, difference of means tests, analysis of variance, regression and correlation, and non-parametric tests.

Credits

Variable from 1 to 6

Registrar Description

Special topics in marketing.
MKT 891: Elective - Special Topics in Marketing - Conjoint Analysis
MKT 891: Elective - Special Topics in Marketing - Statistics With R
MKT 891: Elective - Special Topics in Marketing - Advertising Research
MKT 891: Elective - Special Topics in Marketing - Behavioral Economics

Description

An investigation of the predictable irrationality of consumer behavior via topics like social identity theory, tribalism, framing effects, cognitive biases, and the subjectivity of perception. Emphasis on implications for consumer behavior and ways that marketers can apply the quirks of human decision-making to improve effectiveness.

Credits

Variable from 1 to 6

Registrar Description

Special topics in marketing.
MKT 891: Elective - Special Topics in Marketing - Syndicated Marketing Research
MKT 891: Elective - Special Topics in Marketing - Advanced Anthropological Methods

Description

Builds on the various qualitative and quantitative courses in the MSMR program by evaluating the methods and methodological traditions that have been established and formulated within the anthropological discipline, including both the cultural and biological subfields. Students will learn how to apply these techniques across various consumer groups, global markets, and industry sectors to gather a holistic assessment of human subjects and the various products, services, and solutions under study.

Credits

Variable from 1 to 6

Registrar Description

Special topics in marketing.
MKT 891: Elective - Special Topics in Marketing - Python for Marketing Research & Analytics

Description

An introduction to quantitative marketing research with Python through a hands-on approach, presuming only an introductory level of familiarity with formal statistics, and no prior Python programming experience. Weekly lessons and exercises allow students to use Python programming to address real-world problems in marketing research.

Credits

Variable from 1 to 6

Registrar Description

Special topics in marketing.

Marketing Research and Analytics Faculty

Our STEM-certified MSMRA program features a unique and powerful combination of faculty appointed in the Broad College of Business and other renowned experts from the private sector.

Our faculty are equipped with a wide array of diverse backgrounds including doctorates in marketing, experience as marketing research consultants, and valuable contributions to leading marketing research and academic journals.

This world-class academic expertise is paired with opportunities to engage with leaders in marketing research, such as senior-level executives at the country’s leading marketing research firms, global corporations, and strategic leadership organizations. With their wealth of knowledge and industry connections, our faculty will provide you with opportunities for premier career growth and networking opportunities.