MS in Marketing - Marketing Research and Analytics

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Ed Ithier '87 and '92

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Master’s in Marketing Research and Analytics

Market research analysts are essential to determining the success of a product or service. They help companies understand what products people want, who will buy them and at what price by gathering data on consumer demographics, preferences, needs and buying habits.

The SNHU master’s in marketing research and analytics will give graduates the tools they need to collect data using a variety of methods - interviews, focus groups, market analysis surveys, public opinion polls, etc. — and evaluate that data using statistical techniques and software. Upon completion of the program, grads will be able to successfully interpret what the data means for their client and forecast future trends, two skills that will set SNHU graduates apart from other job candidates.

The demand for market research analysts is increasing each year. Projected employment growth is 32 percent through 2022, faster than the average for all occupations. This boost in employment is due to the increased use of data and market research to understand customers and measure the effectiveness of business strategies.

What You’ll Learn

The master’s in marketing research and analytics concentration will focus on quantitative tools and techniques and their application in a marketing context. Students will gain understanding of the relationship between marketing factors and variables and the consumer. They will learn how to analyze data using mathematical, probabilistic and statistical tools to guide and support marketing related decisions.

Where You Can Go

Students will gain the knowledge to enter a variety of professions, including data analysts, advertising and marketing managers, cost estimators, economists, operations research analysts and survey researchers. Popular industries include:

  • Finance
  • Insurance
  • Management, scientific and technical consulting
  • Manufacturing
  • Retail
  • Wholesale trade

Marketing Research and Analytics Courses

MKT-630: Market Research
This course addresses the identification of the value of research and the problem to be resolved. Numerous mathematical analysis techniques and research design issues are incorporated.
MKT-500 and QSO-510
MKT-635: Websites and Search Engine Marketing/ Search Engine Optimization
This course will provide an introductory overview into the world of search engine marketing (SEM) and search engine optimization (SEO). SEM/SEO strategies will be discussed in detail as students learn the benefits and pitfalls of search marketing and how marketers can use it as a viable tool for reaching customers.
MKT-679: Advanced Marketing Research and Analytics
This course is the capstone for the Marketing Research and Analytics concentration. The course will use the background knowledge from the Marketing Analytics and Marketing Research courses to assess marketing strategies based upon the analysis and interpretation of consumer behavior data.
MKT-618 and MKT-630
QSO-510: Quantitative Analysis for Decision Making
This is a survey of the mathematical, probabilistic and statistical tools available for assisting in the operation and management of industrial organizations. Background preparation: 6 credit hours in mathematics and 3 credit hours in statistics, or the equivalent.

Required Courses

INT-640: Multinational Market Strategies
This course involves the study of the issues involved in identifying developing relationships with international markets.
MKT-500: Marketing Strategies
This course is a study of the activity by which organizations discover consumer and other organizations' needs and wants, and then provide satisfaction through a mutually beneficial relationship. Students will explore the topics of selecting a target market, conducting marketing research, and designing product, price, promotional, and distribution strategies through the development of a marketing plan.
MKT-605: Integrated Marketing Communications
This course is concerned with the development, evaluation, and implementation of integrated marketing communication strategies in complex environments. The course deals primarily with an in-depth analysis of a variety of concepts, theories, facts and analytical procedures, techniques and models in topics that include various communication functions, media alternatives and the integrated marketing communication concept.
MKT-618: Marketing Analytics
This course will look at a number of quantitative tools and techniques and their application in a marketing context. The course will focus on understanding the relationship among marketing factors, variables, and the consumer. Students will learn how to analyze data in order to guide and support marketing related decisions.
MKT-620: Consumer Behavior
This course focuses on the market's consumer behavior by investigating its psychological, sociological, economic, and anthropological influences, both theoretical and research based. Designing effective marketing strategies will be explored using the knowledge of these influences.
MKT-500 or MBA-560
MKT-625: Strategic Internet Marketing
This course will introduce students to the Internet marketing landscape. Through exploring platforms, players and technology, the students will have a better understanding of the business models used in online marketing. Understanding consumer behavior in an online environment will help in creating integrated online strategies. All these, together with theories of online campaign development and management, with a hands-on approach to marketing automation and intelligence will provide the frame work for a comprehensive understanding of strategic internet marketing.
MKT-675: Ethical and Legal Issues in Marketing
This course examines a range of ethical issues facing marketing managers as seen through the viewpoints of various comprehensive ethical theories. The goal is for students to develop their own ethical framework for making marketing decisions within the knowledge of the various ethical theories and U.S. marketing laws. Traditional topics such as ethics in marketing research, product liability, selling, advertising, and pricing are covered. Emerging ethical issues such as international marketing, competitive intelligence, socially controversial products, privacy, and corporate policies are also examined. However, topics may change to reflect current business concerns. The course is taught using a seminar format utilizing cases and readings.

Capstone Course

MKT-700: Marketing Capstone
This capstone course integrates previous coursework and practical experience with a focus on authentic demonstration of competencies outlined by the program. Rather than introducing new concepts, students will synthesize prior learning to design, develop, and execute an analytics project on their chosen subject as a culmination of their studies. The course will be structured around this critical capstone assessment, so that students have the appropriate support and resources required to be successful.
Senior standing (30 credits or more)
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