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Online Master's Degree MS in Marketing Marketing Research & Analytics

Enhance Your Skills with the Online Master’s in Marketing Research & Analytics Concentration

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

The Master of Science in Marketing with a concentration in Marketing Research and Analytics will give you the tools you need to collect and evaluate meaningful information through interviews, focus groups, market surveys and public opinion polls while applying statistical techniques and software. Upon completion of the online master's in marketing research program, you'll be able to successfully interpret what the data means for your clients and forecast future trends, two skills that will set you apart from other job candidates.

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See Yourself Succeed in Marketing Research & Analytics

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

As a private, nonprofit university, SNHU has one mission – to help you see yourself succeed. The benefits of earning your MS in Marketing online at SNHU include:

  • Affordability. Take advantage of some of the most affordable tuition rates in the nation
  • Convenience. Attend class when it's convenient for you - online education means 24/7 access
  • Efficiency and flexibility. Complete your graduate degree in as few as 15 months, with two courses per 10-week term
  • Expert instruction. Learn from instructors with relevant, real-world experience
  • Minimal requirements. No GMAT or GRE required for admission
  • Networking. Tap into our nationwide network of alumni for tips and career opportunities
  • Student support. Count on the ongoing support of dedicated academic and career advisors specialized in your area of study

Admission Requirements


Acceptance decisions are made on a rolling basis throughout the year for our 5 graduate terms. You can apply at any time and get a decision within days of submitting all required materials. To apply, simply contact an admission counselor, who can help you explore financial options. Your counselor can also walk you through the application process, which involves completing a graduate application ($40 fee) and providing undergraduate transcripts.

Career Outlook

The demand for market research analysts is rapidly increasing each year, according to the U.S. Bureau of Labor Statistics. Projected employment growth is 23% through 2026, 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.

In the online master's in marketing research and analytics concentration, you'll gain the knowledge to work in a variety of roles, 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 and wholesale trade.

Curriculum

The curriculum includes an in-depth marketing foundation, while offering focused courses in marketing research and analytics. The marketing research and analytics concentration will cover market research, SEO, analytics and quantitative analysis.

View Full Curriculum in the Catalog
MS in Marketing - Marketing Research Analytics

Courses May Include
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 635 Websites and Search Engine Marketing/ Search Engine Optimization

Differentiate between search engine marketing (SEM) and search engine optimization (SEO). Analyze the benefits and limitations of SEM and SEO strategies and explain how marketers can use these tools for effectively reaching customers. Employ SEO tactics to develop marketing initiatives and recommend SEM strategies to optimize campaign efforts.
MKT 679 Advanced Marketing Research and Analytics (Capstone)

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.

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.
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 and Marketing

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 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.
MKT 700 Marketing Capstone

This capstone course is the culminating experience for the M.S. in Marketing program. The aim of the capstone is to assess students' ability to synthesize and integrate the knowledge and skills they have developed throughout their coursework, rather than introducing new concepts. This course is structured to support student success in fulfilling program requirements.

Total Credits: 36

Program Outcomes

Tuition & Fees

Tuition rates for SNHU's online degree programs are among the lowest in the nation. We offer a 25% tuition discount for U.S. service members, both full and part time, and the spouses of those on active duty.

Online Graduate Programs Per Course* Per Credit Hour*
Degree/Certificates $1,881 $627
Degree/Certificates
(U.S. service members, both full and part time, and the spouses of those on active duty) 		$1,410 $470

*Tuition Rates are subject to change and are reviewed Annually.

Additional Costs:
$40 Application Fee, $150 Graduation Fee, Course Materials ($ varies by course)

University Accreditation

Southern New Hampshire University is a private, nonprofit institution accredited by the New England Association of Schools and Colleges as well as several other accrediting bodies. More...

This program is accredited by ACBSP. Consumer information is available on the College Navigator.

*Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, Market Research Analysts, on the Internet at https://www.bls.gov/ooh/business-and-financial/market-research-analysts.htm (visited December 15, 2017). Cited projections may not reflect local and/or short-term economic or job conditions and do not guarantee actual job growth.