Marketing Technology and Analytics MSM

Major: Marketing Technology and Analytics
Degree Awarded: Master of Science in Marketing (MSM)
Calendar Type: Quarter
Minimum Required Credits: 45.0
Classification of Instructional Programs (CIP) code: 52.1399
Standard Occupational Classification (SOC) code: 13-1161

About the Program

The STEM-designated Marketing Technology and Analytics major teaches students how to use cutting-edge tools to turn big data into actionable insights. They learn how to deepen their statistical prowess by working with large business datasets, and they differentiate themselves in the new, data-driven environment by understanding experimental design and analysis.

The curriculum focuses on honing communication skills when presenting data findings and recommendations to leadership. This major positions graduates for jobs such as marketing analytics manager, digital marketing analyst, marketing research analyst, manager of strategy and insights, and paid search manager.

Additional Information

For more information, please contact our Graduate Student Services department at lebowgradenroll@drexel.edu.

Admission Requirements

Graduate admission is based on a holistic review process, which takes into consideration prior academic history, demonstration of professional experience and adequate preparation for graduate study. Please review the admission requirements for both domestic and international applicants on our Graduate Application Requirements web page before submitting your application.

Degree Requirements

Required Core
BLAW 621Legal Issues in Business3.0
ORGB 511Leading in Dynamic Environments: A Personal, Relational, and Strategic Approach3.0
Required Marketing Core
BSAN 601Business Analytics for Managers3.0
MKTG 601Marketing Strategy & Planning3.0
MKTG 606Customer Analytics3.0
MKTG 622Buyer Behavior Theory3.0
MKTG 627Digital Marketing3.0
MKTG 652Marketing Information Management and Research3.0
Select three (3) from the following Major courses:9.0
Data Visualization & Analytics
Marketing Experiments
Managerial Decision Models and Simulation
Datamining for Managers
Electives (Select three (3) from the following)9.0
Strategic International Communication
Theories of Communication and Persuasion
Research Methods for Digital Media
Corporate Financial Management
Foundations of Data and Information
Social Network Analytics
Global Marketing
New Product Planning, Strategy, and Development
Services Marketing
Corporate Brand & Reputation Management
Special Topics in MKTG
Experiential Learning (Select one (1) of the following) 3.0
Graduate Internship
International Business Seminar and Residency
Leading for Innovation
Business Consulting
Negotiations for Leaders
Total Credits45.0

Sample Plan of Study

Full-Time 

First Year
FallCreditsWinterCreditsSpringCreditsSummerCredits
BLAW 6213.0MKTG 6223.0MKTG 6063.0MKTG 6273.0
BSAN 6013.0ORGB 5113.0Major Course 3.0Required Experiential Course3.0
MKTG 6013.0Major Course3.0Elective Course 3.0Elective Course3.0
 9 9 9 9
Second Year
FallCredits   
MKTG 6523.0   
Major Course 3.0   
Elective Course 3.0   
 9   
Total Credits 45

Part-Time

First Year
FallCreditsWinterCreditsSpringCreditsSummerCredits
BLAW 6213.0MKTG 6223.0BSAN 6013.0MKTG 6273.0
MKTG 6013.0ORGB 5113.0Major Course 3.0Experiential Course 3.0
 6 6 6 6
Second Year
FallCreditsWinterCreditsSpringCreditsSummerCredits
MKTG 6523.0Major Course 3.0MKTG 6063.0Elective Course *3.0
Major Course 3.0Elective Course 3.0Elective Course 3.0 
 6 6 6 3
Total Credits 45
*

Note: This term is less than the 4.5-credit minimum required (considered half-time status) of graduate programs to be considered financial aid eligible. As a result, aid will not be disbursed to students this term.

Program Level Outcomes

Upon completion of the program, graduates will be prepared to:

  • Develop advanced quantitative and analytical skills essential for interpreting and analyzing marketing data, including statistical analysis, data mining, marketing experiments, and predictive modeling techniques.
  • Acquire proficiency in interpreting marketing data and presenting insights effectively through data visualization tools and techniques, aiding in decision-making processes.
  • Understand and apply key marketing metrics and performance indicators to measure and evaluate the effectiveness of marketing strategies, campaigns, and initiatives.
  • Apply marketing analytics concepts and techniques in practical scenarios through case studies, projects, or internships, demonstrating the ability to derive actionable insights from data.
  • Effectively communicate complex marketing analytics findings and recommendations to diverse stakeholders, including non-technical audiences, aiding in informed decision-making.

Marketing Faculty

Trina Larsen Andras, PhD (University of Texas at Austin) Assistant Dean for Social Impact.. Professor. Global marketing, inter-organizational, marketing strategy, marketing.
Boryana Dimitrova, PhD (Drexel University). Associate Clinical Professor. Global marketing, inter-organizational, marketing strategy, marketing channels, marketing.
Michaela Draganska, PhD (Kellogg School of Management, Northwestern University) Department of Marketing. Associate Professor. Marketing and entrepreneurship, marketing communications, marketing research, marketing strategy, technology and innovation, marketing analytics and big data, marketing.
Lawrence Duke, EdD (Temple University) Acting Department Head.. Clinical Professor. Global marketing, new markets in emerging countries, marketing strategy, digital marketing, marketing technology, marketing.
Elea Feit, PhD (University of Michigan) Associate Dean of Research. Associate Professor. Missing Data, advertising/Attribution, product design, Bayesian hierarchical models, advertising incrementality, Bayesian decision theory, data fusion, conjoint analysis, choice modeling.
Jillian Hmurovic, PhD (University of Pittsburgh). Assistant Professor. Consumer behavior, social impact, decision-making, time and time architecture, marketing.
Michael Howley, PhD (Arizona State University). Clinical Professor. Impact of health reform on the delivery of medical services, the business of health care, measuring clinical trial performance, assessing clinical trial quality.
Yanliu Huang, PhD (The Wharton School, University of Pennsylvania). Associate Professor. Consumer n-store decision making, consumer planning, new technology in marketing, consumer welfare.
Daniel Korschun, PhD (Boston University) Department Head and Stephen Cozen Research Scholar in Marketing.. Associate Professor. Brand and corporate reputation management, corporate political activism, corporate social responsibility, internal marketing, marketing strategy, marketing.
Gil Peleg, PhD (Ben-Gurion University Israel). Clinical Assistant Professor. Marketing and society/ethics, marketing research, non-profit-marketing, marketing.
Rajneesh Suri, PhD (University of Illinois at Urbana-Champaign) Senior Vice Provost, Academic Industry Partnerships.. Professor. Consumer behavior, pricing and promotions, marketing.
Srinivasan Swaminathan, PhD (University of Texas-Austin). Professor. Marketing strategy, sales promotions, bottom of the pyramid (BOP) markets, marketing.
Chen Wang, PhD (University of British Columbia). Associate Professor. Consumer curiosity, self-regulation and goals, sensory perception, consumer technology.

Emeritus Faculty

Rolph E. Anderson, PhD (University of Florida) Royal H. Gibson Sr. Professor of Marketing. Professor Emeritus. Personal selling and sales management; multivariate data analysis; customer relationship management (CRM); customer satisfaction and customer loyalty.
Bert Rosenbloom, PhD (Temple University) Rauth Chair of Electronic Commerce. Professor Emeritus. Marketing channels and distribution systems, electronic commerce, inter-organizational marketing management, wholesale and retail distribution, marketing strategy and planning.