The 30-credit marketing analytics option in the master of professional studies in the data analytics degree is designed to help business professionals learn how to use data science to address complex marketing challenges. It will be offered exclusively online through Penn State World Campus, and faculty from the university’s internationally ranked Smeal College of Business will teach the courses.

Chelsea Hammond, clinical assistant professor and director of the option, said today’s businesses want to leverage marketing data to help them be more successful. To do that, they need employees who have statistical skills and business backgrounds to effectively analyze data and communicate insights to business stakeholders.

“They need employees who can help bridge the gap,” Hammond said in a news release. “Companies need these employees to have both data skills and business acumen, with the ability to translate the data into actionable insights. Through the marketing analytics option, business professionals can learn to get the most out of their company’s data to support business strategy and growth.”

Applications are being accepted for admission in Penn State’s fall 2018 semester, which starts in August.

In the marketing analytics courses, students will learn to apply data to important marketing challenges, such as brand position and differentiation, pricing and product strategy, brand equity, marketing campaign performance and customer satisfaction.

Students will also take courses in data science that will teach them how to design and implement systems to mine and analyze large sets of data. In the final course, students will complete a final capstone project.

Students who complete the core courses in marketing analytics can receive a graduate certificate in marketing analytics.

Visit the Penn State World Campus website for more information about the new option in marketing analytics.