The Marketing Analytics curriculum prepares MBA students for careers in a variety of fields that require data insights and mining with a mix of technical skills such as SAS, SQL and predictive modeling and soft skills such a qualitative analysis and presenting data to a broader audience. Listen to an overview of the certificate, a profile of an alum working in the field and a current student earning the certificate.
Business Intelligence. Big Data. Marketing Analytics. Data-driven. The buzzwords go on, but the concept is similar. Businesses suddenly have access to mass amounts of data that they may or may not know how to store and use effectively.
The Crosby MBA Program was always on the cutting-edge of marketing analytics, offering classes such as “Database Marketing,” “Marketing Engineering” and “Advanced Marketing Analytics” as a part of the MBA curriculum before most business schools were able to identify this as an up and coming field. An official Marketing Analytics Certificate was recently approved and will now be shown on students’ transcripts.
The Bureau of Labor Statistics estimates the need for Market Research Analysts to grow by 32 percent by the year 2022. Similarly, both Operations Research Analysts and Statisticians are estimated to grow by 27 percent in the same time frame.
In addition to the broad business concepts in finance, marketing and management, students obtaining the Marketing Analytics Certificate gain skills in broad concepts such as predictive modeling and perceptual mapping as well as specific technical abilities using SAS, SQL, SPSS, Excel, Solver, JMP and Access. Students may elect to take additional courses to use programs such as @Risk and Precision Tree – software that estimates the probability of outcomes based on business decisions and utilizes decision trees.
A student-run organization, the Crosby Analytics Society, fosters additional data analytics learning through various avenues. The Society builds upon the program’s successful alumni network to host workshops teaching students more specialized skills or even exposing them to new software. For instance, an alum currently working at Interworks, Inc. recently gave a presentation on Tableau – a software widely regarded for its ease of use and seamless data visualization.
As businesses become more and more data-driven, the need for management to understand basic statistics and data analytics will become more prominent. McKinsey & Company states that companies who use analytics are more competitive, estimating a 10 to 20 percent improvement on marketing investment return than companies who fail to properly use data. Harvard Business Review explains in its article “The Rebirth of the CMO” that future Chief Marketing Officers will survive by being able to produce usable insights from data. The Marketing Analytics Certificate opens students up to a broader range of career paths and possibilities upon graduation because it tells employers, “I can interpret data.”
The Marketing Analytics curriculum prepares MBA students for careers in a variety of fields that require data insights and mining with a mix of technical skills such as SAS, SQL and predictive modeling and soft skills such a qualitative analysis and presenting data to a broader audience. Listen to an outtake from the 2015-2016 Crosby Analytics Society President here.