Master of Science – Marketing Analytics (M.S.)

Admission

The PLU M.S.M.A. program is competitive. Admission decisions are based on a holistic assessment of the individual merits of each applicant including quantitative ability, potential contribution to the classroom experience and qualities of good character. For questions regarding admission to the M.S.M.A. program, contact the M.S.M.A. director at 253.535.7445.

To apply submit the following:

    • The PLU graduate application is available online at www.plu.edu/msma/
    • A current résumé detailing work experience and community service
    • All official transcripts from higher education institutions
    • International transcripts should be translated into English. In some cases, a professional transcript evaluation may be required.
    • Statement of Professional Goals and Quantitative Skills
    • Official Graduate Management Assessment Test (GMAT) or Graduate Record Exam (GRE) (GMAT/GRE fee waiver may be available; contact the program director).
    • Two letters of recommendation
    • Application Fee

International applications must also submit:

    • TOEFL or IELTS score report (determination of English proficiency is at the sole discretion of PLU)
    • I-20 Evaluation Documents
    • Declaration of Finances

An interview with the M.S.M.A. Graduate Admission Committee may be requested.

Applications are evaluated individually, based on multiple factors indicating equivalence to admission standards, a promise of success in graduate school, qualities of good character, and potential contributions to the educational mission of graduate study.

Fast Track Admission

Fast Track is an abbreviated application process to the School of Business graduate programs. Students and recent alumni from PLU or other AACSB accredited schools, from any major, may be eligible to apply via this process. Applications may be submitted at any time during undergraduate studies. Eligible candidates remain admitted, provided that they complete their undergraduate degree. Please contact the program director for details.

M.S.M.A. Repeat Policy

Master of Science in Marketing Analytics students may repeat an M.S.M.A. course one time. The cumulative grade point average is computed using the highest of the grades earned. Credit toward graduation is allowed only once. Under exceptional circumstances, a student may appeal to the dean to repeat a course a second time.

Master of Science - Marketing Analytics (M.S.)

36 semester hours

    • Fall Semester
      16 semester hours
        • BMMA 502: Marketing Strategy and Consumer Behavior (4)
        • BMMA 504: Quantitative Marketing Research (4)
        • BMMA 508: Qualitative Marketing Research (4)
        • BMMA 587/588/589: Special Topics in Marketing Analytics (4)
    • January Term
      4 semester hours
        • BMMA 598: Graduate Research Project in Marketing (4)
    • Spring Semester
      16 semester hours
        • BMMA 524: Advanced Research Methods (4)
        • BMMA 526: Big Data and Digital Analytics (4)
        • BMMA 530: Data Mining (4)
        • BMMA 599: Graduate Research Project in Marketing II (4)

Master of Science - Marketing Analytics (M.S.) - Graduate Courses

BMMA 502 : Marketing Strategy and Consumer Behavior

Key topics in marketing strategy to identify target markets, develop/refine brands, and showcase points of parity and difference. Focuses on the thoughts and emotions of consumers, their behaviors, and their motivations to help implement strategies which are built upon innovative edge consumer behavior models. Practice Focus: In collaboration with real-world marketing challenges, students apply marketing strategies to help a business/organization improve their market position. (4)

BMMA 504 : Quantitative Marketing Research

Methods and techniques of quantitative marketing research. Emphasis on research design, data collection, basic data analysis including chi-square, correlation, ANOVA and regression as well as interpretation and presentation of results. Students will work in groups to provide a custom research project for a business or non-profit client. (4)

BMMA 508 : Qualitative Marketing Research

Methods and techniques of qualitative marketing research. Will examine focus groups, depth interviews, projective techniques, ethnography and other qualitative techniques. (4)

BMMA 524 : Advanced Research Methods

Emphasis on data analysis and interpretation using multivariate techniques including principal component and factor analysis, logistical regression, discriminant analysis, cluster analysis, perceptual mapping, structural equation modeling and other techniques. Prerequisites: BMMA 502, 504, 508. (4)

BMMA 526 : Big Data and Digital Analytics

This course provides a broad overview of analytic strategies for (structured and unstructured) data collected in interactive channels (online, mobile, social, etc). Topics covered include web analytics, big data, and key performance indicators, how to analyze the effectiveness of social media, and how to optimize the digital experience by incorporating testing and experimentation. Prerequisites: BMMA 502. (4)

BMMA 528 : Consumer Behavior and Customer Relationship Management (CRM)

This course provides an overview of theories on consumer behavior as well as concepts and applications of CRM. The focus is on analytical techniques for use with an organization’s customer database and on how to enhance the company’s relationship with customers. The course includes detailed discussions of the ethical use of customers’ information as well as consumers’ privacy concerns. Prerequisites: BMMA 502. (4)

BMMA 530 : Data Mining

This course will examine both descriptive and predictive techniques in data mining. The core topics to be covered in this course include classification, clustering, association analysis, and forecasting with an emphasis on the use of software tools for making evidenced-based decisions. Legal and ethical restrictions on use of customer information will be discussed. Prerequisites: BMMA 502. (4)

BMMA 587 : Special Topics in Marketing Analytics

To provide graduate students with new and developing courses not yet available in the regular curriculum. The title will be listed on the student term-based record as ST: followed by the specific title designated by the academic unit. Selected advanced topics. (1 to 4)

BMMA 588 : Special Topics in Marketing Analytics

To provide graduate students with new and developing courses not yet available in the regular curriculum. The title will be listed on the student term-based record as ST: followed by the specific title designated by the academic unit. Selected advanced topics. (1 to 4)

BMMA 589 : Special Topics in Marketing Analytics

To provide graduate students with new and developing courses not yet available in the regular curriculum. The title will be listed on the student term-based record as ST: followed by the specific title designated by the academic unit. Selected advanced topics. (1 to 4)

BMMA 598 : Graduate Research Project in Marketing I

Application of learned marketing research and analytics skills. Students interact with clients to develop a detailed capstone project proposal with hands-on support from faculty to solve real-world marketing decision problems. Students will complete secondary data and qualitative data collection and analysis thus laying the foundation for quantitative research in Capstone Part II. Option for more theoretical academic capstone project. Field experience in data analytics to include industry site visits. Prerequisites: BMMA 502, 503, 504, 508. (4)

BMMA 599 : Graduate Research Project in Marketing II

Students will work independently with faculty to complete the marketing research project and write a publishable research article with intent to submit to a targeted journal. Prerequisite: BMMA 598. (4)

Last Modified: July 17, 2019 at 2:13 pm