Data Analytics - Marketing Analytics

Overview

The Master of Professional studies in Data Analytics - Marketing Analytics option at Pennsylvania State University delivers the knowledge to help you design, implement, and apply data analysis techniques to solve today's complex marketing challenges. You will learn to use and analyze data to address issues related to brand positioning and differentiation, pricing and product strategy, brand equity, marketing campaign performance, and customer satisfaction measuring campaign performance.

This program, delivered entirely online through Penn State World Campus, also provides you with a solid understanding of the broader mechanics involved in data analytics, including the computational statistics and machine learning options for processing and exploring datasets. Professionals in market research, brand management, and marketing analysis will find this degree particularly useful, as it empowers them to make effective data-driven decisions that impact the customer experience, overall marketing effectiveness, and an organization's future growth.

Learning outcomes

• learn how to apply data analytics, data mining techniques, and predictive analytics to meet business objectives and leverage competitive advantage.

• address challenges related to customer acquisition, management, and retention; brand evaluation and management; product and pricing assessment; digital marketing communications; and social media influence.

• demonstrate fundamental understanding of data mining principles as well as statistical techniques including hypothesis testing, estimation, confidence intervals, and regression.

• learn to effectively communicate data-driven findings to executive stakeholders.

• gain practical, hands-on experience with statistical software and database solutions.