You are here

Bentley's McCallum Graduate School of Business Announces Master of Science in Marketing Analytics

September 13, 2005


Waltham, Mass. - With corporate budgets getting tighter by the day, more companies are demanding quantifiable proof that their marketing efforts are generating results. The recently launched Master of Science in Marketing Analytics (MSMA) at Bentley's McCallum Graduate School of Business prepares students to do just that - analyze customer and market data to make informed marketing choices and measure the financial impact of those decisions.

This unique graduate program, designed to reflect the changing nature of marketing to a more quantitative discipline, is grounded in the essentials of strategic marketing in an information-driven economy, and gives students hands-on experience with advanced marketing technologies, by leveraging partnerships with corporations at the forefront of marketing practice.

A 10-course, 30-credit-hours program, comprising six required core courses and four elective courses, the curriculum extensively utilizes Bentley's cutting-edge Center for Marketing Technology, where students explore new technologies and activities related to the revolution in marketing tools and processes.

"The demand for marketing professionals with strong quantitative skills is growing every day," said Andy Aylesworth, director of the MSMA program. "Marketing professionals who can effectively analyze data and determine the return on investment of specific programs are highly sought after by today's leading companies. The MSMA continues McCallum's tradition of innovative programs that prepare students to make an immediate impact in a rapidly-evolving, technology-driven, global economy."

The MSMA program:

· Teaches students the fundamental skills required to be a successful marketing professional

· Emphasizes the importance of strong quantitative skills for analyzing customer profiles and market data

· Delivers first-hand experience with the software tools being used in industry today, including SPSS and SAS

For a schedule of upcoming information sessions, and to learn more about the MSMA and other program offerings of the McCallum Graduate School of Business, go to or call 781.891.2108 or 800.442.4723

BENTLEY UNIVERSITY is one of the nation’s leading business schools, dedicated to preparing a new kind of business leader – one with the deep technical skills, broad global perspective, and high ethical standards required to make a difference in an ever-changing world. Our rich, diverse arts and sciences program, combined with an advanced business curriculum, prepares informed professionals who make an impact in their chosen fields. Located on a classic New England campus minutes from Boston, Bentley is a dynamic community of leaders, scholars and creative thinkers. The Graduate School emphasizes the impact of technology on business practice, in offerings that include MBA and Master of Science programs, PhD programs in accountancy and in business, and customized executive education programs. The university enrolls approximately 4,100 full-time undergraduate, 140 adult part-time undergraduate, 1,430 graduate, and 43 doctoral students. Bentley is accredited by the New England Association of Schools and Colleges; AACSB International – The Association to Advance Collegiate Schools of Business; and the European Quality Improvement System, which benchmarks quality in management and business education. For more information, please visit

Type: Latest Headlines