typing on laptop with holographic graphs

Marketing Analytics Concentration

Why Marketing Analytics?

Learn cutting-edge marketing research and marketing analytics techniques needed to generate marketing insights and inform marketing strategy decisions. As part of the Rutgers Stackable Business Innovation Program (rSBI), the Marketing Analytics Concentration is stackable with the following master's programs: MS in Digital Marketing, MBA.

Concentration Description

This concentration focuses on gaining insights into the market and its customers. Marketing Research introduces basic survey and analytical methods for studying consumer attitudes, opinions, preferences, and choices. Customer Journey Analytics combines and analyzes various digital and non-digital customer touchpoint and identifies strategies to influence their decisions throughout the consumer purchasing journey. Advanced Marketing Analytics covers various marketing decision models and tools with hands-on analysis. The capstone course, Marketing Insights, is based on cases studies to solve various marketing problems by integrating qualitative and quantitative analytical tools and generating marketing insights for informed business decisions.

Courses

You can take the course listed below as individual classes or as stackable courses towards the completion of a concentration.

Marketing Research

This course provides insight into the nature and assumptions of marketing research conducted by corporations and commercial research companies. It provides practical experience in planning and implementing marketing research by covering research plans, questionnaire design, conducting surveys, data collection, application of statistical analysis such as multidimensional scaling, cluster analysis, and conjoint analysis; report writing and communication of research results.

Course Number: 22:630:604
Prerequisites: Marketing Management (22:630:586) and Business Statistics (200 level)
Credits: 3
Delivery Mode: In-person
Offered By: MBA
Relevant Programs: MBA
Sample Relevant Careers: Brand Manager, Business Analyst, Demand Forecasting Associate, Demand Planning Associate, Marketing Associate, Marketing Manager, Product Manager, Marketing Research Associate

Customer Journey Analytics

This course introduces the concept of a customer journey which spans digital channels (web, mobile, app) and non-digital touchpoints (1:1, call center etc.). Customer Journey Analytics is the process of tracking and analyzing the way customers use combinations of channels to interact with an organization. The focus of the course is on digital analytics through practical applications, with an end goal of deriving actionable insights that will impact the organization’s acquisition, experience and retention strategies. It provides a broad overview of key digital analytics strategies, concepts, issues, challenges and tools.

Course Number: 22:630:639 (listed as 22:630:679 by MBA)
Credits: 3
Delivery Mode: Online
Offered By: MS in Digital Marketing, MBA
Relevant Programs: MS in Digital Marketing, MBA
Sample Relevant Careers: Brand Manager, Business Analyst, Demand Forecasting Associate, Demand Planning Associate, Marketing Associate, Marketing Manager, Product Manager, Marketing Research Associate

Advanced Marketing Analytics

This course will cover statistical models and techniques that can be effectively used by managers on marketing datasets. This course emphasizes data situations that students are likely to face in marketing and consulting jobs. The main topics covered in this course are customer value measurement, segmentation & targeting analysis, positioning analysis, new product design decisions, and new product forecasting models. This course integrates marketing concepts with practice and emphasizes learning by doing. It provides software tools to help you apply marketing concepts to real decision situations. Students will learn to use several statistics software packages such as MEXL, SPSS, and Number Analytics. The 60% of the course consists of hands-on data analysis; students will work on datasets that are provided by the book-cases and also the ones provided by the instructor.

Course Number: 22:630:677
Prerequisites: Marketing Management (22:630:586) and Marketing Research (22:630:604)
Credits: 3
Delivery Mode: In-person
Offered By: MBA
Relevant Programs: MBA
Sample Relevant Careers: Brand Manager, Business Analyst, Demand Forecasting Associate, Demand Planning Associate, Marketing Associate, Marketing Manager, Product Manager, Marketing Research Associate

Marketing Insights

This is a capstone course for Marketing Analytics which combines all aspects of marketing research process in cased-based projects. Students will be trained to integrate results from exploratory, descriptive, and causal research processes and combine both qualitative and quantitative results to make persuasive presentation of the finding. In addition, the course will cover issues of client-vendor communication during the research process. The course will be based on textbooks, assigned readings, case analyses, and student projects.

Course Number: 22:630:678
Prerequisites: Advanced Marketing Research (22:630:677)
Credits: 3
Delivery Mode: In-person
Offered By: MBA
Relevant Programs: MBA
Sample Relevant Careers: Brand Manager, Business Analyst, Demand Forecasting Associate, Demand Planning Associate, Marketing Associate, Marketing Manager, Product Manager, Marketing Research Associate

The concentration and courses are offered by the Marketing Department

Sample Relevant Careers: Brand Manager, Business Analyst, Demand Forecasting Associate, Demand Planning Associate, Marketing Associate, Marketing Manager, Product Manager, Marketing Research Associate

How to Apply

Learn about the admissions process and requirements to apply.

Admissions

Rutgers Stackable Business Innovation (rSBI)

The future of education is changing. The Rutgers Stackable Business Innovation (rSBI) program allows you to design your own cutting-edge curriculum to earn a standalone certificate or take courses that be transferred towards completing a Master’s degree. Working professionals can enhance their knowledge and upskill by taking relevant courses. If you are a student considering a Master’s degree, rSBI is a perfect way to test the waters in a particular discipline before committing to a full degree program. Employers can invest in the professional development of their employees and choose the courses that address business needs.

Concentrations & Courses

rSBI Marketing Concentration courses are taken during the course of the fall and spring semesters. Note that not all courses are offered every semester.