Marketing Analytics M.B.A.

Program Overview

The Marketing Analytics Master's program at UNT equips students with advanced business analytics skills, combining business application with underlying technology. Designed for both career advancement and industry entry, the program offers evening and online courses taught by esteemed faculty in an AACSB-accredited environment. Graduates are highly sought after in the growing field of market analytics, with expected job growth of 23% by 2026.

Program Outline

Degree Overview:

The Marketing Analytics Master's program is a 100% online Master of Business Administration (M.B.A.) designed to provide students with a strong foundation in business analytics, incorporating both the application and use of business analytics and the technology that facilitates those applications. The program aims to equip students with the skills and knowledge necessary to excel in the business intelligence or business analytics fields. The program is intended for individuals seeking a specialist degree in business analytics, particularly those who desire a strong understanding of both the application and use of business analytics and the technology that underlies and facilitates those applications. The M.B.A. with a focus in Marketing Analytics supports growth and development from two perspectives:

• Established Career Path: Provides the opportunity to gain a broader, more general perspective necessary for promotion to leading managerial positions.

Teaching:

• Evening and Online Courses: The program offers evening and online courses, allowing students to combine coursework with full-time or part-time employment.
• Highly Regarded Faculty: The faculty are highly regarded for their research interests and excellent teaching.
Many are active professionals in the Dallas – Fort Worth business community, providing them with a deep understanding of the complex demands of a global industry.
• AACSB International Accreditation: UNT's G. Brint Ryan College of Business is accredited by AACSB International — The Association to Advance Collegiate Schools of Business, signifying that it meets or exceeds strict academic standards for excellence in education.
• Business Leadership Building: The Business Leadership Building, which has Gold-level Leadership in Energy and Environmental Design certification for sustainability, promotes interaction among students, faculty, and industry leaders with its 24 classrooms and team study rooms.
• Industry Interaction: Faculty routinely interact with major companies and corporations, including DHL, IBM, J.C. Penney, Lockheed Martin, PepsiCo, Verizon, and other organizations such as the U.S. Department of Defense, through their research and executive development programs.

Careers:

• Market Analyst Job Growth: By 2026, market analyst jobs are expected to grow 23 percent, which is much faster than the average for most jobs.

Other:

• Marketable Skills: The program develops marketable skills such as teamwork, strategic integration of business subjects, quantitative analysis of business situations, applying principles of ethical conduct, and applying knowledge to business situations.
• Program Highlights:
• Evening and online courses allow for flexibility.
• Highly regarded faculty with industry experience.
• AACSB International accreditation ensures quality education.
• Business Leadership Building fosters interaction and collaboration.
• Faculty engagement with major companies and corporations.
• Strong job market demand for market analysts.

Courses:

The program includes courses such as:

• Advanced Marketing Research and Analytics (3 hrs): Focuses on the use of advanced marketing research and analytics in making marketing decisions, including segmentation, targeting, positioning, marketing planning, profitability management, and assessing and ROI of marketing campaigns.
• Introduction to Data Analytics (3 hrs): Provides an introduction to fundamental concepts of data science, including data-informed decision making, research design, data acquisition and management, statistical analysis software and programming, communicating and operationalizing analysis results, and data ethics.
• Harvesting, Storing and Retrieving Data (3 hrs): Covers collecting, storing, managing, retrieving, and processing datasets.
Techniques for both large and small datasets are considered, as both are needed in data science applications.
• Seminar in Business Ethics and Social Responsibility (3 hrs): Examines the strategic purposes of the firm as both an economic and social entity within the global marketplace.
Topics include ethics in business and ethical decision making, corporate social responsibility and corporate citizenship, and stakeholder management, including shareholders, employees, customers, the community, government, and the environment.
• Administrative Strategy (3 hrs): Serves as a capstone course, integrating functional areas of business administration.
Students determine policy at the general- or top-management level, addressing strategic organizational problems and the optimization of the total enterprise. Includes lectures, case analysis, and special topics.
• Consumer Behavior (3 hrs): Explores consumer behavior in a marketplace increasingly characterized by enduring consumer relationships.
Marketers must be acutely aware of the individual and organizational characteristics that foster consumer responses. The identification of changing trends in consumer behavior as applied to domestic and global markets is critical for competitive success in today's dynamic markets and environments. Students are introduced to models of consumer behavior in consumer exchanges.