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Masters in Marketing Analytics

Gain the qualitative and quantitative analysis expertise that’s in high demand among leading companies across a range of industries.

Why Marketing Analytics is Important for Career Growth

The amount of data companies have about their customers is overwhelming, and right now, there is a shortage of employees who have the skills to analyze and make meaning out of it.

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Alumni Sanjay Patil

This fusion of business administration and analysis was a major draw for Patil, who says it has offered him a chance to develop a more “holistic profile” of both technical and soft skills.

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Professor Paul Berger

A Professor of Marketing, Paul's teaching interests include core statistics, marketing research, research methodology, experimental design, and data analysis.

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Alumni Daniel Stasin

“Most of the other university programs I considered were geared toward data science and quantitative engineering, but I was looking to build a niche skill set to prepare me for a role such as a business analyst.”

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How alumni Claire Ma used analytics to spot marketing trends

  • Develops the critical expertise in qualitative and quantitative analysis that is in high demand among leading companies across a range of industries. 
  • Teaches skills specific to success in the modern marketing world, including research and analysis, customer insights and relationship management, international marketing, consumer and buyer behavior, and database analytics.
  • Access to the latest software used to inform decision making in marketing, including Qualitap, SPSS, SAS, SQL, R, Qualtrics, TAPSCAN, Qualboard, Perseus, and MediaMark.
  • Classes are held in the evening and all analytics degrees are offered in part-time and full-time formats.
  • STEM designation, increasing employability of international students due to three years of OPT (optional practical training).

The Bentley MSMA prepares you for a wide range of careers, no matter the industry you are interested in. See below for a partial list of employers and job titles our alumni have achieved over the past year.

Company Name Alumni Title
Bose Corporation Marketing Optimization Analyst
CVS Health Consultant - Enterprise Analytics
MullenLowe Mediahub Analyst (2018)
Nuance Communications Marketing Operations Analyst
Partners Healthcare Project Analyst
Revulytics Digital Marketing Analyst (2018)
SHYFT Analytics Solution Analyst, Data (2015)
Staples Program Manager, Marketing Strategy and Analytics (2015)
TripAdvisor Marketing Specialist
Wayfair Business Analyst
egupp_Marketing Tech Lab

Courses in the MSMA program make extensive use of the campus based Center for Marketing Technology (CMT). There, you’ll apply up-to-the-minute tools to aid decision-making in database marketing, product design, sales automation, analysis of social media effects, and other key areas. The center includes a mini-lab where you can conduct focus groups and product tests; the lab has a video feed to an adjoining observation room and to the main classroom.


Female Students Enrolled


Average age of students in this program


International Students Enrolled


Global Placement Rate

The Bentley Graduate Online Learning Experience

Online education has revolutionized learning in higher education. At Bentley we offer online education in two ways. Watch our video to learn more about those formats and how you will engage with professors and other students no matter where you are located.

Top Employers Hiring Our Graduates

Claire Ma
To be successful in marketing, you need to translate trends from a data standpoint.
Claire Ma
Business Analyst, Wayfair

Foundation Courses

All applicants will be evaluated for foundation waivers.

GR521 | Managerial Statistics

This course covers basic statistical techniques in a managerial setting, and features case studies and conceptual exercises. Statistical topics include effective use of numerical and graphical summaries, estimation and confidence intervals, hypothesis testing and regression. More advanced topics such as data mining, the Bayesian paradigm and principles of model building, may be encountered during projects.

GR523 | Marketing Management

This course covers the processes involved in the creation, distribution and sale of products and services, and explores the tasks and decisions facing marketing managers. It focuses on market and competitive analysis, customer behavior, and the design and implementation of marketing strategies in domestic and international markets, including product, price, promotion, distribution and customer service decisions.

Core Courses

CS605 | Data Management and SQL for Analytics

This course teaches foundational data management,retrieval, and manipulation skills with an emphasis on enabling the students to form a strong foundation for analytical processes. It builds a foundation for understanding various domains of practice with conceptual data modeling and demonstrates how the same conceptual needs can be served with different data management technologies. The course covers relational technologies for both operational databases and data warehouses and non-relational data management infrastructures for analytics. The course will help the students develop strong skills in the use of the SQL language for database definition and data manipulation.

IPM652 | Managing with Analytics

The course will provide a business-focused perspective on analytics in organizations, with emphasis on business fundamentals for analytics professionals (including how businesses are structured, functional areas, core business processes and associated performance metrics, and types of business decisions), the value of analytics in organizations (including organizational-level perspectives on value, managing with analytics, and constraints and consequences of analytics processes such as information security, privacy and ethics), and the practice of analytics (understanding and framing ill-defined business problems in various functional business areas, exploring and visualizing problem-related data, identifying actionable insights, and communicating the results at different organizational levels). The course will feature hands-on exercises with real-world data and analytics applications.

MK612 | Strategic Marketing

This is an advanced applications course dealing with formulation of marketing strategies, evaluation of alternatives and implementation of marketing programs. It examines segmentation, positioning and marketing mix issues as a part of strategic marketing planning. The course also includes discussion of specific marketing management problems in a variety of situations involving consumer and industrial products and services in profit and nonprofit institutions.

MK711 | Marketing Research and Analysis

This course focuses on the development of questionnaires and other vehicles for collecting marketing data, the methodology for analyzing these data (with the use of sophisticated statistical software), and reaching conclusions based on the analyses. Real-world questionnaires and real-world data are utilized.

MK726 | Customer Data Analysis and Relationship Marketing

This course focuses on the analysis of customer data as the primary input to developing strategies for relationship marketing. It examines customer acquisition and retention, segmentation, customer loyalty, lifetime-value analysis of the customer, and direct-response modeling – all as part of customer relationship marketing strategy. Hands-on experience in data analysis receives heavy emphasis.

ST625 | Quantitative Analysis for Business

This course provides students with an in-depth coverage of simple and multiple linear regression methods and, as time permits, an introduction to the analysis of time series data. Simple and multiple linear regression techniques are covered, including the use of transformations such as squares and logarithms, the modeling of interactions, and how to handle problems resulting from heteroscedasticy and multicollinearity. Issues surrounding outlying and influential observations are also covered. The art and science of model building are demonstrated with the help of cases. Autocorrelation is then considered, and an introduction to the ARIMA modeling of times series is provided. This course makes use of statistical packages such as SAS, JMP, R or SPSS.

ST635 | Intermediate Statistical Modeling for Business

This course focuses on statistical modeling situations dependent on multiple variables, as commonly found in many business applications. Typical topics covered are logistic regression, cluster analysis, factor analysis, decision trees, and other multivariate topics as time permits. Applications of these methodologies range from market analytics (e.g., direct mail response and customer segmentation) to finance and health informatics. A central objective of the course is for participants to be able to determine the appropriate multivariate methodology based on the research objectives and available data, carry out the analysis and interpret the results. This course makes use of statistical packages such as SAS, JMP, R or SPSS, along with more specialized software.

Elective Courses

Select two marketing courses from the list below. The remaining course can be in marketing or any other discipline, at the 600 level or higher.

MK701 | Internship in Marketing Practice

This course affords students the opportunity to enhance self-realization and direction by integrating classroom study with experience in vocational learning situations. It requires development of a study plan to identify the student's professional goals and to demonstrate how these goals can be enhanced through an internship experience. The course includes regular meetings in which students discuss issues and business problems related to their work experience, and defend proposed solutions before fellow students and the internship coordinator.

MK712 | Consumer and Buyer Behavior

This course studies the purchase decision for individual consumers and industrial users. It examines various models of buyer behavior. The course explores motivations, influences and roles played in purchasing products and services.

MK713 | Marketing Promotion and Communication

This course examines marketing promotions from a communication standpoint. It discusses advertising, sales promotion, personal selling and publicity as components of the promotional program of an enterprise, including profit and nonprofit institutions marketing products and/or services. The course emphasizes the planning, design and implementation of advertising campaigns.

MK715 | New Products: Planning, Developing and Marketing

This course considers the role of new products in the survival and growth strategies of organizations. It focuses on the major problems firms encounter in directing and managing their product development and marketing activities. The course examines the development process from conception of ideas to commercial introduction, and the marketing life cycle from introduction to deletion of products.

MK716 | International Marketing

This course focuses on the decision-making process in marketing products and services across national boundaries. It examines the design and modification of marketing strategies; identifies potential markets; and considers product, promotion, price and distribution decisions within the constraints of a particular cultural, economic and political setting. The course studies challenges facing multinational enterprises as well as smaller firms marketing internationally.

MK718 | Marketing of Services

This course places emphasis on developing an understanding of marketing principles that are generic to the entire service sector rather than just to selected service industries. New marketing approaches uniquely applicable to services are considered, as is the reformulation of traditional marketing principles from consumer and industrial goods marketing. Marketing strategies of a variety of service firms from many service industries are evaluated.

MK725 | E-Marketing

This course builds critical skills for individuals who will practice the art and science of Internet marketing in the future. It covers the important frameworks, principles and contexts in this domain that are likely to endure – for example, auctions, customer relationship management, privacy, the communication e-mix, and channel adaptation and coordination.

MK735 | Marketing for Corporate Immersion

This course focuses on solving business problems with the launch of a new product or service. It emphasizes the use of multidisciplinary skills to identify, define and solve complex issues within the firm. The course covers multiple topics including, finance, accounting, management, marketing, technology and the law. It is helpful for students to understand technology and cultural idioms. Involves significant group work and the ability to meet tight deadlines. Deliverables may be sequential, but often unrelated and with frequent changes throughout the semester. Students need immense curiosity, ability to research, search capability, and experience investigating multiple industries. The course emphasizes the ability to use both written and oral skills in formal business presentations to top management. It requires the ability to defend analyses and recommendations under pressure and strict time constraints.

MK755 | Special Topics in Marketing

This course offers in-depth examination of selected issues and problems in marketing. Specific topics alternate depending on student and faculty interests.

MK758 | Enhancing Creativity

This course focuses on the nature of creativity and the creative process. It discusses several definitions and theories of creativity, and applies these theories to enhance students' own creativity. Several techniques will students recognize and remove barriers to creative thinking. These techniques will be applied to develop creative approaches to business and marketing cases and students' own business and academic problems. While the focus of the class is on individual creativity, it will also discuss the pros and cons of team creativity and apply techniques to improve team efforts. Organizational creativity and implementing creative solutions will also be covered.

Application Deadlines

Upcoming Deadlines & Program Requirements

To create a thriving population of students with a wide range of life and work experiences, Bentley considers the entirety of candidates’ applications including prior work experience, test scores, learning objectives, and other factors as we determine admissions decisions. Visit our page to view application deadlines and rounds for both Fall and Spring entry terms.

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Tuition & Aid

There are many ways you can pay for your education and receive aid.