Curriculum - Master’s in Marketing Analytics Online

The Master’s in Marketing Analytics online is the first program of its kind at Drucker, leading the charge in online learning with the flexibility to reach a diverse range of students across the country and the globe.

The curriculum covers core marketing and business concepts, methods for the development and implementation of marketing strategies, best practices for gathering consumer insights and reaching target audiences, and technical skills for gathering data to measure the impact of marketing strategies in real time.

Meet Our Faculty

Jenny Darroch, PhD

Jenny Darroch, PhD

  • Henry Y. Hwang Dean, Drucker School of Management

About

Dean Darroch’s research and teaching interests sit at the marketing and innovation interface. In this capacity, she has examined macroeconomic policy that fosters innovation; behaviors and practices within organizations that lead to more innovative outcomes; and the definition of innovation itself.

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Michael Kamins, PhD

Michael Kamins, PhD

  • Visiting Professor of Marketing

About

Professor Kamins has consulted for numerous firms including AT&T, Canon, Hilton, MGM, and Sony Tristar over the course of his long career in marketing and marketing research. As an academic, he has published over 30 articles in journals that include International Business Review, Marketing Science Institute Working Paper, and Journal of Marketing, focusing on subjects such as consumer behavior and the impacts of advertising.

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Gary Gaukler, PhD

Gary Gaukler, PhD

  • Associate Professor of Management

About

Professor Gaukler’s academic interests center around quantitative analytics methods applied to operations, with a particular focus on the impact of automatic identification and sensor technologies such as RFID on supply chain and logistics operations. He is actively consulting for industry in the areas of RFID, operations management, and supply chain management, with clients including UPS, Hewlett-Packard, Applied Materials, and Volkswagen.

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Introduction to Marketing Management

Credits: 4 Course #: MGT 321 Professor: Michael Kamins

Through this course, you will explore the foundations of the marketing discipline including topics in strategic marketing and the use of various marketing tactics.

  • Learn a conceptual framework to meet the demands of the marketplace while satisfying consumer expectations.
  • Gain experience with practical tools for improving marketing practices.
  • Develop a wide-ranging understanding of key marketing terms including differentiation, positioning, segmentation, brand loyalty, and the Four P’s (product, price, place, and promotion).

Business Analytics I

Credits: 4 Course #: MGT 306 Professor: Gary Gaukler

This course will provide you with an introduction to statistical methods useful for analyzing data, with specific application to problems in business and economics.

  • Learn to apply statistical analysis to managerial problems.
  • Gain foundational knowledge in the area of data analysis.
  • Develop an understanding of analytics as a tool for business management.

Marketing Research

Credits: 4 Course #: MGT 324 Professor: Michael Kamins

This course will explore the how and why of marketing research, emphasizing the role of research in making effective marketing decisions in your future workplace.

  • Learn to design research studies so that the results are both valid and relevant.
  • Gain a practical understanding of the statistical methods most common to marketing research.
  • Apply marketing research to the managerial decision making process.

Business Analytics II

Credits: 4 Course #: MGT 388 Professor: Gary Gaukler

As a follow-up to Business Analytics I (MGT 306), this course will take you through an exploration of predictive modeling and Big Data analytics, engaging with essential tools including Microsoft Azure and Tableau.

  • Discuss the application of supervised and unsupervised machine learning techniques to realistic data sets.
  • Explore visualization techniques for large, multi-dimensional data sets and determine best practices for compelling storytelling through data.
  • Gain practical knowledge of Microsoft Azure Machine Learning, a premier cloud-based big data analytics tool.

Customer Experience Management

Credits: 2 Course #: MKT 357

The purpose of this course is to explore the meaning of customer experience, provide an overview of methods/tools to map the customer experience, and provide a “deep dive” exploration into related key customer metrics (e.g., net promoter school, customer service). We will use a combination of cases, ‘frameworks,” and “processes” to explore these issues.

The course is organized into five broad themes:

  • What is customer experience?
  • How does a firm “track” or “map” the customer experience?
  • How does a firm measure customer satisfaction, customer loyalty, and net promoter score?
  • What is the nature of customer service? What is “quality” customer service?
  • How does one build a “customer centric” organization?

Consumer Behavior and Ethical Strategy

Credits: 2 Course #: MKT 323

This course will provide you with an overview of the behavioral models used to understand, evaluate, and gain insights into consumer decisions and behavior.

  • Learn to use data to identify trends in consumer behavior.
  • Study key components of consumer behavior including purchasing attitudes and brand loyalty.
  • Discuss the ways in which marketing techniques influence demand for both services and products.

Digital Marketing

Credits: 2 Course #: MKT 328

This course will teach you how to develop and implement a marketing strategy through the lens of today’s digital revolution.

  • Learn best practices for reaching consumers through digital marketing.
  • Gain experience with digital platforms and tools.
  • Gather insights and measure the impact of marketing strategies in real time.

Social Media Analytics

Credits: 2 Course #: MKT 378

Through this course, you will develop a practical knowledge of analytics and the role media can play in improving business performance. Rather than asserting social media presence based on likes or followers, you will learn to maximize the marketing capabilities of various social platforms.

  • Gain a foundational understanding of marketing analytics through a 3-step reference framework.
  • Explore, analyze, and present specific social media metrics using industry tools.
  • Work with a team to complete hands-on projects with real-world relevance.

Python for Data Analytics

Credits: 2 Course #: MKT 304

In this course students learn to code in python, with particular emphasis on common data analytics and machine learning tasks, covering libraries such as pandas, matplotlib, and scikit-learn.

Databases and Data Management

Credits: 2 Course #: MKT 302

This course introduces students to relational databases and the SQL query language.

Applied Interdisciplinary Strategy

Credits: 4 Course #: MKT 352

As a culminating project, you will use data to build a business case that convinces a decision maker to act.

  • Gain sponsorship from a client organization with a real business problem to solve.
  • Use real data to propose a meaningful solution.
  • Outline a clear path to an appropriate return on investment.

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