Concentrations in marketing are designed for students who plan a career in which marketing plays a pivotal role. The concentrations are designed to provide students with an in-depth understanding of the concepts, tools, and practice of modern marketing. A career in marketing may be developed in different settings outlined in the concentrations, leading to distinct career paths.
The concentration in Marketing Research and Analytics equips students to become more engaged with consumers through design, analyses, interpretation and delivery of robust analytical insights that lead to consumer-centered strategic marketing decisions. This concentration produces professionals who are comfortable with numbers and able to make marketing decisions based on qualitative and quantitative data driven analysis. Students are presented with opportunities to engage in hands-on practical experience in planning and implementing marketing research.
This concentration is suitable for students that plan to pursue a career in market research, market analytics and marketing insights. Common career options include: consumer insights managers, market research analysts, marketing database analysts, e-marketing analysts, marketing analysts, social media analysts, and web content analysts.