2022-2023 Academic Catalog 
    Jun 17, 2024  
2022-2023 Academic Catalog [ARCHIVED CATALOG]

Marketing Analytics and Insights, MS

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Program Description:

The MS in Marketing Analytics and Insights (MS MAI) program is designed to provide graduate students with a strong base in marketing strategy, consumer behavior, and especially marketing analysis and insights. The program will provide students with the fundamental skills and tools to extract and analyze marketing data, and the opportunity to generate real-world interpretation, insights, and recommendations.

Admission Requirements:

Applicants for the program must possess a bachelor’s degree and should have at least 2 years of work experience in Marketing, Analytics, or related business areas.

As with RSCOB’s MBA program, no GMAT or GRE is required so long as the candidate’s cumulative undergraduate GPA is at least 2.7 out of 4.0. Applicants with a 3.0 or higher GPA will be admitted fully to the program.  Applicants with a 2.70-2.99 GPA will be admitted conditionally to the program.  Applicants with a GPA of 2.50 to 2.69 may petition for admission so long as that application is accompanied with a GMAT score of at least 400. All students admitted by petition will be conditional.  If accepted for conditional admission, that student must maintain a GPA of at least 3.0 out of 4.0 for the first 9 hours of course work.

International students must meet the language requirements set forth by the Wright State graduate school on its website: https://policy.wright.edu/policy/5070-international-students

All admitted students must satisfactorily complete MBA 7600 (Marketing Strategy) prior to taking any of the other courses of the MS MAI program.

Students are expected to have completed, at either the undergraduate or graduate level, six credit hours in statistics within five years prior to admission.  Students without this requisite statistics experience must pass an opt-out test or complete the MBA Quantitative Business Analysis course (MBA 5800). The statistics requirement must be met before a student begins the program.

Program Learning Outcomes:

  • Knowledge of the strategic role of marketing in organizations, including the key role of a marketing plan;
  • Understanding of influences on consumer attitudes, beliefs, and, most importantly, their actions and decision processes;
  • Ability to analyze marketing and financial data, formulate strategies and implement decisions;
  • Ability to design a research study, collect data, and analyze data by using focus groups, primary data, secondary data and web data;
  • Awareness of online marketing methods and how to use hands-on tools to increase meaningful web traffic;
  • Hands-on, computer-based experience with marketing analytical tools to generate insights and marketing decisions that create value and build competitive advantage;
  • Ability to apply “big data” analytic methodologies such as predictive analytics, data mining, text and other big data related technologies;
  • Experience working with a real dataset to conduct a thorough data analysis, yielding insightful interpretations and proposed recommendations suitable for a business.

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