COB AOL - MSMA Goals and Reports

GOALS:  Master of Science Marketing Analytics (MSMA) Graduate Program

The goal of Master of Science in Marketing Analytics is to provide students with advanced and highly demanded training in digital marketing tools, marketing analytical skills, and other relevant quantitative marketing skills ranging from customer big data analysis, digital marketing management, sales management strategies, customer relationship management (CRM), new product development, and brand management. Specifically, the program is to provide:

  • An advanced understanding of fundamental marketing functions, including product, branding, channel, integrated marketing communication, and pricing
  • Marketing research and analytics, statistics, forecasting, and modeling skills required to tackle real-world marketing challenges in the era of Big Data
  • Up-to-date, cutting-edge digital marketing and new media marketing practices through a set of digital marketing and social media courses
  • Competency through the culminating experience in which students work with local businesses and industry leaders to identify marketing opportunities and develop analytical solutions

MSMA Program Goals in Detail (PDF)

  • Critical Thinking
  • Ethics Functional Knowledge
  • Interpersonal & Communication Skills
  • Quantitative & Technical Skills

MSMA Assessment Schedule 4.2

KEY: I = Introduced, D = Developed, M = Mastered

Table not provided (4/2020)

MSMA Courses

  • MKTG 661 Seminar in Marketing Management
  • MKTG 665 Seminar in Marketing Research
  • MKTG 662 Pricing Analytics and Strategy
  • MKTG 663 Seminar in Digital Marketing and Social Media
  • MKTG 675 Seminar in Marketing Analytics
  • MKTG 677 Advanced Marketing Analytics
  • MKTG 680 Social Media Analytics
  • MKTG 628 Seminar in Business-to-Business Marketing
  • MKTG 630 Branding and Integrated Marketing Communications
  • MKTG 690 Marketing Strategies and Analytics for New Products
  • MKTG 699 Capstone Project for MSMA

Report Plan: Assessment Matrix for MSMA Graduate Program


MSMA Assessment Matrix Plan
Learning Goal Number Learning Goal Title 19-20 20-21 21-22 22-23 23-24
1 Critical Thinking & Problem-Solving Skills   • MKTG 661     • MKTG 661
2 Business Ethics   • MKTG 665      • MKTG 665 
3 Interpersonal Leadership Team   • MKTG 630     • MKTG 630
4 Quantitative & Technical Skills   • MKTG 677      • MKTG 677 


Reports of Assessment MSF

  • 2019-2020 Coming soon (pdf)