Master of Science (M.S.) Major in Marketing Research and Analysis (Non-thesis Option)

Program Overview

Marketing research and analytics are used by companies to link information about products, customers and markets to financial metrics like sales, margin, and EBITDA (earnings before interest, taxes, depreciation, and amortization). Further, McKinsey & Company claims that marketing and sales leaders need to use analytics since companies that effectively use data will improve productivity and profitability. Marketing research is increasingly being incorporated into the strategic planning function by organizations. This shift is increasing the scope and demand for marketing managers with strong research skills as well as the need for market research analysts and survey researchers.

The M.S. major in Marketing Research and Analysis is a specialized degree program that helps to fill the disconnect between marketing practice and marketing education. As technology advances and data collection becomes the primary source for managerial decisions, a need has evolved for a managerial workforce with advanced degrees in marketing to be able to make effective use of this vast amount of data coming into the organization. These marketing research and analysis functions are a critical part of modern marketing in organizations. Effective organizations are making decisions based on facts and these facts are gleaned from analysis of incoming data. More and more organizations are using marketing analytics and digital marketing. There is an unmet need for marketing professionals who can interpret and relate that data to marketing decisions as well as make marketing decisions in an increasingly digital marketplace.

Application Requirements

The items listed below are required for admission consideration for applicable semesters of entry during the current academic year. Submission instructions, additional details, and changes to admission requirements for semesters other than the current academic year can be found on The Graduate College's website. International students should review the International Admission Documents page for additional requirements.

completed online application
$55 nonrefundable application fee

$90 nonrefundable application fee for applications with international credentials
baccalaureate degree (preferably in business administration or a related field) from a regionally accredited university (Non-U.S. degrees must be equivalent to a four-year U.S. Bachelor’s degree. In most cases, three-year degrees are not considered. Visit our International FAQs for more information.)
official transcripts from each institution where course credit was granted
a competitive overall GPA or a competitive GPA in the last 60 hours of undergraduate course work (plus any completed graduate courses)
knowledge of business functions (management, marketing, finance, accounting, MIS) demonstrated through previous course work and/or work experience
official GMAT or GRE (general test only) with a competitive score for those who do not have a 3.5 overall GPA or a 3.5 GPA in your last-60-hours of undergraduate course work. If the GPA falls below the minimum requirement, the official GMAT or GRE (general test only) with competitive scores will be required in order to be considered. Admissions will notify applicants via email should this occur.
responses to specific essay questions on the statement of purpose
resume/CV detailing work experience, extracurricular and community activities, and honors and achievements
three letters of recommendation from persons best able to assess the student’s ability to succeed in graduate school

Approved English Proficiency Exam Scores

Applicants are required to submit an approved English proficiency exam score that meets the minimum program requirements below unless they have earned a bachelor’s degree or higher from a regionally accredited U.S. institution or the equivalent from a country on our exempt countries list.

official TOEFL iBT scores required with a 80 overall and minimum individual module scores of
- 19 listening
- 19 reading
- 19 speaking
- 18 writing
official PTE scores required with a 52 overall
official IELTS (academic) scores required with a 6.5 overall and minimum individual module scores of 6.0
official Duolingo scores required with a 110 overall
official TOEFL Essentials scores required with an 8.5 overall

This program does not offer admission if the scores above are not met.

Degree Requirements

The Master of Science (M.S.) degree with a major in Marketing Research and Analysis non-thesis option requires 30 semester credit hours.

Any student enrolled in a graduate degree program in the McCoy College of Business Administration can earn no more than two grades of C or lower. Even if the grade of C or lower was replaced with a higher grade as a result of repeating the course, the original grade counts as a “strike” under this policy. Upon earning the third C (or lower), the student is automatically placed on academic suspension and permanently dismissed from their degree program without any possibility of readmission to their program or another degree program in McCoy College. The 3 C Policy takes precedent over probationary status. So, if a student earns a third C they are automatically dismissed from their program permanently; even if probation does not occur.

Course Requirements

Course List
Code	Title	Hours
Required Courses
MKT 5321	Marketing Management	3
MKT 5322	Marketing Research Methods	3
MKT 5323	Qualitative Research in Marketing	3
MKT 5340	Digital Marketing	3
MKT 5345	Marketing Analytics	3
MKT 5348	Python for Marketing Analytics	3
MKT 5350	Strategic Marketing Analysis and Planning	3
ANLY 5334	Statistical Methods for Business	3
Prescribed Electives
Choose 6 hours from the following:		6
ISAN 5355	Database Management Systems
ISAN 5357	Computing for Data Analytics
ISAN 5358	Agile Project Management For Business Professionals
ISAN 5360	E-Commerce: Strategies, Technologies, and Applications
ISAN 5370	Enterprise Resource Planning and Business Intelligence
MGT 5311	Process Improvement Management in Organizations
MGT 5321	Supply Chain Management
MKT 5341	Social Media Marketing and Analysis
MKT 5346	Contemporary Topics in Marketing Analytics
MKT 5395	Independent Study in Marketing
MKT 5398	Internship in Marketing
ANLY 5332	Optimization for Business Analytics
ANLY 5335	Forecasting and Simulation
ANLY 5336	Analytics
ANLY 5338	Operations Management
ANLY 5342	Probability and Statistical Models
ANLY 5343	Data Mining
Total Hours		30

Comprehensive Examination Requirement

All students are required to take a written comprehensive examination in their last semester of the program. Students must pass the comprehensive exam during the last semester in at most two attempts. If a student fails to pass the comprehensive exam in two attempts during the final semester, the student will be required to take GC 5100 the following term to retake the comprehensive exam.

Students who do not successfully complete the requirements for the degree within the timelines specified will be dismissed from the program.

Master's level courses in Marketing: MKT

MKT 5199B. Thesis.

This course represents a student’s continuing thesis enrollments. The student continues to enroll in this course until the thesis is submitted for binding.

1 Credit Hour. 1 Lecture Contact Hour. 0 Lab Contact Hours.
Course Attribute(s): Exclude from 3-peat Processing
Grade Mode: Credit/No Credit

MKT 5299B. Thesis.

This course represents a student’s continuing thesis enrollments. The student continues to enroll in this course until the thesis is submitted for binding.

2 Credit Hours. 2 Lecture Contact Hours. 0 Lab Contact Hours.
Course Attribute(s): Exclude from 3-peat Processing
Grade Mode: Credit/No Credit

MKT 5321. Marketing Management.

A study of the planning and coordination of marketing functions, marketing policies, and the analysis of marketing administration. Prerequisite: B A 5351 with a grade of "C" or better.