Gaining the Technical Skills to be in Demand
“Bentley’s Master of Science in Marketing Analytics program is made up of a unique combination of quantitative and qualitative marketing courses,” says 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.”
Bentley’s program is focused on providing a firm grounding in the essentials of strategic marketing, as well as an understanding of commonly used analytical software such as SPSS, SAS and R.
Turns out, Stasin got what he needed. After graduating from Bentley, he was offered a position as a business technology analyst at Deloitte Consulting LLP.
“Coming out of the marketing analytics program, I felt that I had a rounded portfolio of skills,” he says. “The curriculum of quantitative classes, statistical software experience and supplemental marketing coursework was a valuable combination.”
What were the most impactful courses in the graduate program?
The first that comes to mind is a course on negotiations because it is so useful to learn various techniques, no matter what kind of job I have. A course in customer relationship marketing really peaked my interest; it had a hard-core focus on analytics and statistical modeling. Though there was technical work, it wasn’t too technical where the business case was lost. Our project included presenting to an executive panel. It got me to think about how to approach a problem, and then how to present it to others.
What are the top three skills you gained at Bentley?
The skills I gained came from the MSMA program, and from working as a senior teaching assistant at Bentley’s Academic Technology Center (ATC).
1. Technology proficiency. Working at the ATC, I helped the university deliver its hybrid courses (online/classroom). I became proficient in a lot of different technologies and tools to effectively deliver the online portion of the courses. This directly contributed to getting job as business technology analyst. The exposure was fantastic.
2. Analytical thinking. Through the program, I became very comfortable with analytics. The focus on statistics and marketing analytics proved useful in gaining hard skills, and understanding the outputs of certain models and knowing what to look for.
3. Networking. Coming from South Africa, Bentley was truly an international experience for me. It presented good opportunities to tap into local businesses and network within certain industries.
What are your current responsibilities as a business technology analyst at Deloitte?
The company services a number of Fortune 500 companies in multiple industries; I focus on health care and life sciences clients. Our team analyzes a problem or product and provide go-to market solutions and operational implementation. Our clients have specific goals, and we bring in a team who works within the organization to produce a solution.
Where is your career headed?
I’m not chasing a specific title. I want to be focused within marketing analytics to further develop tangible skills and a well-rounded understanding of analytic applications—and supplement that with business knowledge to tackle client problems and develop effective solutions.
What is your advice to someone debating a graduate degree in marketing analytics?
Understand what you will get out of program and what you are looking for. This degree is not an MBA or generic program; it’s has a very specific focus. At Bentley, I’ve found key professors and people on campus who have really supported me and given me exposure to opportunities.