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M.S. Business Analytics: Marketing Analytics Concentration

Apply Analytics to Enhance Marketing Strategy

The Marketing Analytics concentration of the University of New Haven’s master’s degree in business analytics enables you to apply your expertise to marketing-focused career paths. You’ll explore current developments in marketing, learn how to collect marketing data, practice statistical analytics tools, and identify effective marketing strategies.

This fully online concentration incorporates an elective course to further individualize your degree. Choose from a list of nine options with topics in database marketing, social media marketing, digital marketing strategy, advanced data science, and more.

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  • Duration 2 Years
  • Cost per Credit $823
  • Credit Hours 30

Program Benefits

  • Gain industry-leading marketing analytics skills
  • Discover our award-winning career development resources
  • Become a leader in several types of marketing jobs

Develop and Deliver Data-Driven Marketing Strategies

Businesses and companies across every industry need to maintain and advance their status in an expanding economy. Opportunities are growing for marketing professionals who can make strategic decisions that combine their analytics expertise with the latest industry insights.

The Marketing Analytics concentration equips you with a holistic business perspective and gives you experience with contemporary analytics tools. Depending on your career goals, you can personalize your concentration with an elective in:

  • Database Marketing
  • Decisions in Operations Management
  • Digital Marketing Strategy
  • Marketing Research and Information Systems
  • Multivariate Analysis
  • Social Media Marketing

Help Organizations Thrive with Your Marketing Analytics Expertise

The University of New Haven’s master’s degree gives you the analytics and leadership skills you need to stand out for rapidly growing opportunities.

According to the Bureau of Labor Statistics, jobs for marketing analysts are projected to grow 19% from 2021 to 2031, adding 99,800 positions.1 Many employers seek professionals who can analyze large amounts of data, inform effective pricing strategies, draw conclusions from customer feedback, and find new ways to reach customers.

Market Research Manager


Market research managers oversee teams of marketing professionals. They assist their team members with their duties, manage projects and timelines, and communicate with other managers and administrators on behalf of their team.

Market Research Analyst


Market research analysts collect data surrounding their employer’s customers, sales, advertising, competitors, and more. They analyze large amounts of data, forecast future trends, and make recommendations to help a company perform better.

Additional marketing analytics jobs include:

  • Big data analyst
  • Computer systems analyst
  • Consumer insights specialist
  • Digital marketing analyst
  • Marketing manager
  • Operations research analyst
  • Social media manager
Career Outlook


In the Marketing Analytics concentration, you’ll explore marketing metrics and analyze data using a set of statistical tools to facilitate informed decision-making.

Courses in this online master’s degree program emphasize hands-on, real-world applications.

Course Spotlight: Marketing Analysis and Customer Value

This course integrates marketing strategy with the enhancement of value in firms, products, services, and industries. The course focuses on competitive and customer metrics and analysis, development of marketing strategy, and implementation of strategic marketing plans in business organizations. The course incorporates current developments in marketing to acquaint students with the present-day challenges of marketing activities and serves as a vehicle for the application and integration of the concepts, analytical tools, and problem-solving approaches to developing a marketing strategy.


Course Spotlight: Marketing Analytics

This course includes methods used in online marketing, grocery stores, and financial markets. The course also explores customer big-data techniques and their theoretical foundations to help students acquire practical skills through hands-on experiences. Students are provided with the tools and the confidence necessary to analyze real-world questions and present their findings.

Additional Concentration Option

M.S. in Business Analytics: Global Supply Chain Management

Learn how to use global supply chains to provide quality products and services to businesses and organizations. The concentration includes instruction in key supply chain metrics, procurement and outsourcing, supplier selection, logistics, and more. You’ll graduate ready to oversee supply chain integration and coordination for the best customer service.

Frequently Asked Questions

Get answers to commonly asked questions about online learning at the University of New Haven. If you need additional information that’s not covered here, our admissions team can help. Contact us or call 855.474.8465.

In the Marketing Analytics concentration, you’ll learn to develop and use analytics algorithms to evaluate a significant amount of marketing data from multiple sources.

You can choose to complete general business analytics electives or choose from Global Supply Chain or Marketing Analytics to complement your professional interests and goals.

Because this program is designed for adult learners and working professionals, it can be completed part time on a flexible schedule in 18 months.

No test scores are required for admission into this program.

Work experience is not required for admission to this program.

While we accept up to six transfer credits into our online graduate programs, students must earn at least 30 credits from the University of New Haven for degree completion.

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  1. Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, Market Research Analysts. Retrieved from
  2. Payscale, Average Market Research Manager Salary. Retrieved from