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  1. Business Degrees
  2. M.S. Marketing
  3. M.S. Marketing Analytics

Master of Science, Marketing

Online Master's in Marketing Analytics

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OVERVIEW

An Online Marketing Analytics Master’s Program Focused on Career Success

 

The science of marketing is always evolving. Staying on top of it takes the right skills and education. If you’re looking to advance in your current role or explore the technical aspects of marketing, an M.S. in Marketing Analytics could be a great next step. 
 
This marketing master’s degree program teaches you how to:

  • Utilize powerful research to drive strategy
  • Understand analytics tools 
  • Implement a data-driven approach to marketing
  • Helps companies better understand their consumers and grow their bottom line

The marketing analytics master’s degree also includes an experiential-learning capstone course that culminates with an application in communication, collaboration, critical-thinking, and problem-solving where you’ll put your marketing analytics skills to work on an actual client project.

Students are also encouraged to participate in the American Marketing Association WGU Student Chapter where they will benefit from belonging to a community of marketing professionals focused on networking and professional development. The AMA WGU Chapter provides a variety of benefits including access networking activities, professional development, and AMA’s job board (AMA membership required).

61% of graduate students finish master's programs within 

18 Months

WGU lets you move more quickly through material you already know and advance as soon as you're ready. The result: You may finish faster.

WGU Internal Data

Flexible Schedule

Tuition per six-month term is

,755

Tuition charged per term—rather than per credit—helps students control the ultimate cost of their business management degree. Finish faster, pay less!

Average salary increase

,813

School of Business graduate students report an average salary increase of ,813 after completing their WGU degree.

WGU Internal Data

Career Outlook

Ready to Start Your WGU Journey?

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Start Dates the 1st of Every Month

Apply Today

COURSES

Marketing Analytics Courses

Program consists of 11 courses

At WGU, we design our curriculum to be timely, relevant, and practical—all to ensure your degree is proof you really know your stuff. Our programs are designed for industry-relevance so everything you learn can be directly applied to your career. Industry-experts help create our curriculum to ensure you are learning critical components of your chosen area.

Program Guide

The online marketing master’s degree program is composed of industry-relevant courses. Courses are generally completed one at a time instead of simultaneously, and you’ll work with your Program Mentor to build a personalized Degree Plan that keeps you on track.

WGU courses are competency-based, which means that once you demonstrate mastery in a specific area, you can move on. This allows you to use your existing knowledge to move through your degree program more quickly.

The Master of Science in Marketing Analytics program is an all-online degree program. You’ll complete program requirements independently, with instruction and support from WGU faculty. You’ll be expected to complete at least 8 competency units for each six-month term. Each course is typically three or four units. There’s no limit on the number of units you can complete each term, so the more courses you complete, the quicker you can finish your program.

Marketing
Marketing Experiential Capstone

Marketing Experiential Capstone is the capstone course for the program that provides learners with real-world applications to prepare them for the marketing industry. In this course, learners will integrate and apply marketing skills gained throughout the program by working with an organization on a marketing project. Marketers must effectively manage many relationships throughout their career with clients and team members in an organization, an agency, or their own marketing firm. This course allows students to apply their technical knowledge while also developing competencies in effective communication, collaboration, conflict management, project management, and time management power skills. Learners will explore their professional goals and develop a personal branding strategy to enhance their marketability and to strategically plan for their marketing career.

Search Engine Optimization

Search Engine Optimization, otherwise known as SEO, teaches on-page, off-page, and technical aspects of SEO for organically improving ranking and awareness. Digital marketing requires marketers to understand online consumer search behaviors; search engine optimization (SEO) is a key part of an organization’s digital marketing strategy. This includes processes and best practices used to increase their visibility in search engines. Learners will discover SEO strategies focusing on website structure, search engines, keyword research and mapping, and page-level optimization. Learners will gain practical experience using a simulation in which they will optimize ranking and visibility to consumers. In this course, learners will have the opportunity to complete HubSpot’s SEO certification to learn industry best practices and to enhance marketability within the marketing profession.

Digital Marketing Analytics

Digital Marketing Analytics teaches learners how to identify data sources, collect and analyze data, and manage marketing performance. Marketing requires an understanding of analytics and application of data to inform strategic decision-making. Through the use of a digital marketing analytics framework, measurement models, and various digital marketing technology tools, learners will analyze marketing performance across digital paid, owned, and earned channels. The latest marketing technology tools are explored to measure and optimize results using data-driven decisions. In this course, learners will have the opportunity to complete the Google Analytics certification to gain technical skills used in practice and to enhance marketability within the marketing profession.

E-Commerce and Marketing Analytics

E-Commerce and Marketing Analytics teaches learners how to sell online, how to reach customers online, and how to measure campaign and website performance. Businesses and consumers actively engage in buying and selling products over the internet. Learners gain skills through the practical application of building and optimizing a Shopify website designed to promote and sell products to customers. The course explores the latest technology platforms with an emphasis on Google applications for hands-on experience. Learners have the opportunity to complete the Google Search Ads certification to gain skills used in practice and to enhance marketability within the marketing profession.

Digital Marketing Science

Digital Marketing Science provides learners with knowledge in the dynamic and evolving field of marketing that uses the internet and digital technologies to reach customers. This course provides foundational knowledge in digital marketing disciplines, including social media marketing, email marketing, content marketing, marketing automation, search engine optimization (SEO), paid search (PPC), conversion rate optimization (CRO), mobile marketing, and web analytics. Learners explore how a digital marketing strategy is developed and executed, along with how digital marketing is integrated within an organization's overall strategy. This course provides learners with the opportunity to complete the HubSpot Marketing Software certification to learn marketing automation software that is used in industry to assist marketers in their digital marketing execution. Emphasis throughout the course is placed on industry best practices, and the course content aligns with the Online Marketing Certified Associate (OMCA) certification to prepare students for this third-party certification.

Product, Price, and Customer Experience

Product, Price, & Customer Experience teaches core marketing concepts used to create integrative marketing strategies that meet the needs of an organization and its customers. This course teaches topics of new product development, product management, value proposition, and customer experience management. The voice of the customer is taught to ensure marketers create a customer-centric culture within their organization to meet the needs, wants, and preference of their target market. Customer experience management practices are key focal points of this course to ensure meaningful customer interactions across the entire customer journey.

Marketing Communications and Storytelling

Marketing Communications and Storytelling introduces learners to the principles of integrative marketing communications with an emphasis on storytelling and creativity. Storytelling skills enable marketers to build relationships by making connections with their intended audience. Digital storytelling integrates the use of technology to create a cohesive narrative across various platforms that evokes emotions and feelings about a brand. These efforts can lead to customer acquisition or conversion outcomes. In this course, the creative storytelling process begins with a clear SMART objective that drives strategy development, the creative direction, and the execution of an integrative marketing communication campaign. Campaign types, media channels, messages, timelines, and market development considerations are taught within the context of both digital and traditional application. Learners will also have the opportunity to complete the HubSpot Inbound Marketing certification to learn industry best practices and to enhance marketability within the marketing profession.

Market Research

Market Research provides learners with a knowledge of the role of marketing research in strategic decision-making. Marketers need to systematically collect and analyze data to develop insights and make decisions. Learners demonstrate proficiency in the fundamentals of market research by practicing statistical methods for analyzing and acting on market data. This course teaches sampling techniques, survey development, data analysis, ethical considerations, and hypothesis testing. Learners will apply their knowledge using a market research simulation. Emphasis is placed on the interpretation and use of results to demonstrate how to communicate information. In this course, learners will also develop awareness for continually monitoring emerging and competitive trends given the dynamic digital marketing landscape.

Marketing in the Digital Era

Marketing in the Digital Era examines the marketing skills needed to be an effective marketer in the 21st century. This course provides a company and consumer perspective to learn how consumer value is created while achieving organizational goals. Learners will gain knowledge in the core areas of marketing, including branding and products, consumers, communications, and technology. This course introduces learners to strategic marketing tools used to develop effective strategies for a relevant target market. Marketing in the Digital Era teaches learners about emerging topics, such as marketing automation, artificial intelligence, and data-driven communications, as well as skills needed to continue evolving as a successful marketing professional in the dynamic, ever-changing marketing environment.

Management
Managing Organizations and Leading People

This course covers principles of effective management and leadership that maximize organizational performance. The following topics are included: the role and functions of a manager, analysis of personal leadership styles, approaches to self-awareness and self-assessment, and application of foundational leadership and management skills.

Frameworks for Strategic Decision-Making

Frameworks for Strategic Decision-Making challenges students to use logistical reasoning, root cause analysis, and various problem-solving skills to drive improvement, develop relationships, influence others, and make decisions. This course addresses how to evaluate business problems, develop stakeholder-oriented solutions, and influence key stakeholders. It also promotes strategic-level thinking and connection between business disciplines to drive outcomes. There are no prerequisites.

11 Courses

Program consists of 11 courses

At WGU, we design our curriculum to be timely, relevant, and practical—all to ensure your degree is proof you really know your stuff. Our programs are designed for industry-relevance so everything you learn can be directly applied to your career. Industry-experts help create our curriculum to ensure you are learning critical components of your chosen area.

Program Guide

Capstone Project

Special requirements for this program

This capstone provides you with real-world applications to prepare you for the marketing industry. In this course, you’ll integrate and apply marketing skills gained throughout the program by working with an organization on a marketing project. Marketers must effectively manage many relationships throughout their career with clients and team members in an organization, an agency, or their own marketing firm. This course allows you to apply your technical knowledge while also developing competencies in effective communication, collaboration, conflict management, project management, and time management skills. You'll explore your professional goals and develop a personal branding strategy to enhance your marketability and strategically plan for your marketing career.

Skills For Your Résumé

As part of this program, you will develop a range of valuable skills that employers are looking for. 

  • Management: Successfully identified the needs of others to coach, mentor, or help improve their knowledge or skills, fostering a supportive and growth-oriented environment. 
  • Strategic Planning: Developed a streamlined process to collect appropriate data for strategic planning activities, enabling data-driven decision-making and improved organizational performance.
  • Digital Marketing Analytics: Optimized the business's marketing performance through digital marketing analytics, leveraging data insights to enhance marketing strategies and drive measurable results.
  • Presentations: Created compelling textual, statistical, and graphical presentations using presentation software, effectively conveying complex information and ideas to diverse audiences. 
  • Market Research: Skillfully developed buyer personas for market research purposes, providing valuable insights into customer behavior and preferences to inform marketing strategies. 
  • Communications: Articulated complex ideas, opinions, and information while pointing out connections and relationships, facilitating clear and effective communication in professional settings.

“The Master in Marketing with Digital Marketing Specialization from Western Governors University flawlessly prepared me for the OMCA exam. After receiving my certification, I was encouraged to share it on my digital platforms. On LinkedIn, fellow OMCP members connected with me, providing new networking opportunities. The OMCP community consists of inspiring and hardworking marketing professionals who motivate me to complete my master's degree."

—Shelby Davis
M.S. Digital Marketing

Why WGU?

Earning Potential

A degree can dramatically impact your earning potential. According to a 2023 Harris Poll, two years after graduation, WGU students report earning ,200 more per year.

PAYING FOR SCHOOL

On Your Schedule

Competency-based education means you can move as quickly through your degree as you can master the material. You don't have to log in to classes at a certain time—you are truly in the driver's seat of your education

A FLEXIBLE SCHEDULE

Entirely Online

The marketing master's degree at WGU is 100% online, which means it works wherever you are. You can do your coursework at night after working at your full-time job, on weekends, while you're traveling the world or on vacation—it's entirely up to you.

ADMISSIONS INFO

Accredited, Respected,
Recognized™

One important measure of a degree’s value is the reputation of the university where it was earned. When employers, industry leaders, and academic experts hold your alma mater in high esteem, you reap the benefits of that respect. WGU is a pioneer in reinventing higher education for the 21st century, and our quality has been recognized.

COST & TIME

An Online Marketing Degree That's Affordable

By charging per term rather than per credit—and empowering students to accelerate through material they know well or learn quickly—WGU helps students control the ultimate cost of their degrees. The faster you complete your program, the less you pay for your degree.

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A Marketing Degree Within Reach

There is help available to make paying for school possible for you:

The average student loan debt of WGU graduates in 2022 (among those who borrowed) was less than half the national average.

Most WGU students qualify for financial aid, and WGU is approved for federal financial aid and U.S. veterans benefits. 

Financial Aid

Many scholarship opportunities are available. Find out what you might be eligible for.

WGU undergraduate students have approximately half the debt at graduation compared to the national average, according to the Institute for College Access and Success (2022).

INDUSTRY CERTIFICATIONS

Top Industry Certifications Students Can Earn

 

Students in the online marketing analytics master's program will be prepared to take the following certification exams during their program to demonstrate their expertise in the marketing field. The cost of most of these exams are free to WGU students as part of their tuition. These industry certifications are not required for students, but the coursework in their program will prepare them for these exams which can be critical as they work to excel within the marketing space.

Be prepared to earn the following industry certifications:

  • Google Digital Marketing & E-Commerce (Google Career Certificate)
  • Google Ads Search
  • HubSpot Inbound Marketing
  • HubSpot Marketing Software
  • HubSpot Email Marketing
  • HubSpot Social Media Marketing

 

  • OMCP Online Marketing Certified Associate

FLEXIBLE SCHEDULE

A Different Way to Learn: Degree Programs Designed to Fit Your Life—and All the Demands on Your Time

Professional responsibilities. Family obligations. Personal commitments. At WGU, we understand schedules are tight and often unpredictable for adult students. That’s why we offer a flexible, personalized approach to how education should be. No rigid class schedules. Just a solid, career-focused teaching program that meshes with your current lifestyle. You'll be challenged. You'll work hard. But if you commit yourself and put in the hours needed, WGU makes it possible for you to earn a highly respected degree as a busy working adult.

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"The classes are challenging and apply well to the pursuit of professional advancement. As a recent graduate I feel that I have accomplished something substantial and I have a degree that I am proud of."

—Jonathan Ogilvie
B.S. Marketing

CAREER OUTLOOK

Success in Business Starts With a College Degree in Marketing

This marketing master's degree program will help you build your technical skills and marketing perception, preparing you for a wide variety of valuable careers in any of the following areas:

  • E-commerce
  • Data analytics
  • SEO.

A successful career in marketing analytics requires a solid understanding of how to position a product or service to consumers using consumer research and data. WGU’s online Master of Science in Marketing Analytics is designed to teach you how to strategically position a brand that stands out in a crowded marketplace.

MORE ABOUT CAREERS

Return on Your Investment

On average, WGU graduates see an increase in income post-graduation

Average income increase from all degrees in annual salary vs. pre-enrollment salary. Source: 2023 Harris Poll Survey of 1,655 WGU graduates.

Survey was sent to a representative sample of WGU graduates from all colleges. Respondents received at least one WGU degree since 2017.

10%

Overall employment of advertising, promotions, and marketing managers is projected to grow 10% from 2021 to 2031, faster than the average for all occupations.

—U.S. Bureau of Labor Statistics

Develop a Strategy for Your Marketing Career

Change the course of your career with the help of a marketing analytics master’s degree. 

Job Titles

  • Marketing Manager
  • Market Research Analyst
  • Marketing Analyst
  • Data Analyst
  • Director of Marketing
  • Consumer Insights Specialist
  • SEO Manager
  • Chief Marketing Officer

 

Skills

  • Marketing Analytics
  • Data Analysis
  • A/B Testing
  • Search Engine Optimization
  • Consumer Insights
  • Keyword Research
  • On-page Optimization
  • Performance Tracking

WGU Grads Hold Positions With Top Employers

ADMISSIONS & TRANSFERS

Admissions Requirements - Marketing

To be considered for this program, you must:

  • Submit a transcript verifying receipt of your bachelor’s degree from a recognized, accredited institution.

NOTE: You do not need to take the GRE or GMAT to be admitted to this program. Learn why we don't require these tests.

Transfer Credits

TRANSFER INFORMATION

Get Your Enrollment Checklist

Download your step-by-step guide to enrollment.

Get Your Questions Answered

Talk to an WGU Enrollment Counselor.

CONTACT AN ENROLLMENT COUNSELOR

FAQs about Marketing Analytics Master's Degree

What skills will I acquire with a Master’s in Marketing Analytics?

With WGU’s marketing graduate program, you’ll gain the following skills and more:  

  • Marketing analytics and insights  

  • Data analysis skills

  • A/B testing experience  

  • SEO skills

What jobs can I get with a Master’s in Marketing Analytics?

Some roles you’ll be prepared for with an M.S. in Marketing Analytics include:  

  • Marketing Manager

  • Market Research Analyst  

  • Data Analyst

  • Marketing Director  

  • Consumer Insights Specialist

Is the Marketing Analytics specialization technical?

Yes. This specialization focuses on the more technical aspects of marketing including data analytics, SEO, consumer insights, and more.  

Ready to Start Your WGU Journey?

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