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Business Administration, Strategic Marketing Analytics Concentration, M.B.A.

The Strategic Marketing Analytics Concentration in the Master of Business Administration program is offered through the Jones College of Business at °ÄÃÅÁùºÏ²Ê¹æÂÉÂÛ̳.
The marketing concentration in the Jones College MBA program equips students for different professional marketing roles. The skills gained from this concentration could benefit a marketer called on to fulfill various roles in their organization (e.g., oversee digital marketing efforts, gather and analyze marketing research, and collaborate with other functional areas in the organization). Students interested in specializing in digital marketing could utilize skills learned in all concentration courses. If one aspires to a brand management or strategy role, the conceptual and applied knowledge gained from the marketing concentration will position them for success. Students spend time exploring brand strategies, digital marketing analytics, strategic marketing intelligence, and the decision-making process for strategic marketing decisions.

• Brand strategies affect product, price, place, and promotion decisions. Students learn how to treat brands as assets that can be leveraged for business growth. Applying course concepts in a computer simulation enables students to observe the impact of their strategic decisions and refine their strategic thinking around brands.
• Students gain mastery in utilizing the "what, why, and how" of major current approaches, including search engine optimization, search and display ads, mobile marketing, social media, and online listening/monitoring. This course provides a quantitative and qualitative approach to understanding and harnessing tools in digital marketing analytics to meet business objectives.
• Students will understand the research process, different data collection methods, digital marketing metrics and trends, and analyze data to make effective decisions based on findings.

They also gain an understanding of the key processes and decisions that marketing managers approach in real-world scenarios in current environments through simulations, case-based learning, or client/student group projects. Students strengthen important skills used by marketers while applying how to address the problems or needs of a client.