Master's in Marketing Research and Analytics

2 Years On Campus Masters Program

Michigan State University

Program Overview

The Master of Science in Marketing Research and Analytics at Michigan State University's Eli Broad College of Business is designed for students who want to build careers in marketing intelligence, consumer research and business analytics. This STEM-certified program combines marketing strategy, consumer behavior, advanced statistical analysis, predictive modelling and emerging AI technologies, helping students transform customer and market data into actionable business insights.

Curriculum Structure

First Stage – Foundational Learning: Students develop a strong understanding of marketing principles, consumer psychology and research methodologies. Courses such as Marketing Management, Consumer Decision Making & Behavior, and Survey Design & Sampling introduce students to marketing strategy, customer motivation, research design, measurement techniques and data collection methods.

Second Stage – Advanced Analytics and Research: Students advance their technical and analytical capabilities through specialized subjects such as Marketing Research for Decision Making, Marketing Analytics, Predictive Analytics, Emerging Research Design & Methods, and Data Analysis, Integration & Visualization. Through applied projects and industry collaborations, students gain practical experience in statistical analysis, predictive modelling, data interpretation and AI-supported marketing research.

Focus Areas:
Marketing research, consumer insights, customer analytics, marketing strategy, survey design, predictive analytics, statistical modelling, artificial intelligence, data visualization, consumer behavior, research methodologies and business intelligence.

Learning Outcomes:
Design and conduct marketing research projects, analyze consumer behavior, develop effective survey methodologies, apply advanced statistical techniques, use predictive modelling to forecast market trends, interpret complex datasets, leverage AI-driven research tools, create actionable customer insights and support strategic business decisions.

Professional Alignment (Accreditation):
The program is STEM-certified, emphasizing quantitative research, advanced analytics, technology and data-driven marketing practices. Its industry-oriented curriculum includes applied consulting projects, real-client interactions and practical experience with statistical software such as SPSS and research platforms such as Qualtrics. These experiences prepare graduates for professional roles in marketing research firms, consulting organizations, corporations and customer analytics departments.

Reputation (Employability Rankings):
Michigan State University's Marketing Research and Analytics master's program has maintained its No. 1 position among marketing research programs for the past decade, according to the university. In the 2026 rankings, it was also recognized as No. 2 among online master's programs in marketing by U.S. News & World Report, No. 29 globally in marketing by QS World University Rankings, and No. 10 among MS in Marketing programs nationwide by TFE Times. Graduates pursue opportunities with organizations such as Google, Target, PepsiCo, Ford, General Motors and Verizon.

Experiential Learning (Research, Projects, Internships etc.)

At Michigan State University, the Master's in Marketing Research and Analytics program is designed to provide students with hands-on experience that bridges the gap between theory and practice. Students engage in real-world projects, utilize cutting-edge tools, and collaborate with industry professionals, ensuring they graduate with the practical skills needed to excel in the marketing field. The program emphasizes experiential learning through various facilities and resources that enhance the educational experience.

Here are some key components of the experiential learning opportunities available to students in this program:

- State-of-the-Art Facilities: Access to the Broad College of Business, which features modern classrooms and collaborative spaces designed for group work and presentations.
- Advanced Software Tools: Students gain proficiency in industry-standard software such as SPSS, R, and Tableau, which are essential for data analysis and visualization.
- Group Projects: Collaborative projects with peers allow students to tackle real marketing challenges, fostering teamwork and problem-solving skills.
- Internship Opportunities: The program encourages internships with leading companies, providing students with invaluable industry experience and networking opportunities.
- Field Trips: Students participate in field trips to local businesses and marketing firms, offering insights into practical applications of marketing research and analytics.
- Research Laboratories: Access to dedicated research labs where students can conduct experiments and analyze data, enhancing their research skills.
- Libraries and Resources: The MSU Libraries provide extensive resources, including databases and journals specific to marketing research, ensuring students have access to the latest information.
- Institute for Public Policy and Social Research: This institute offers additional resources and opportunities for students to engage in research projects that impact the community.

These experiential learning opportunities are designed to equip you with the skills and knowledge necessary to thrive in the dynamic field of marketing research and analytics. For more information on the facilities available at Michigan State University, you can visit the official facilities list [here](https://www.broad.msu.edu/facilities/).

Consider applying to the Master's in Marketing Research and Analytics program to take advantage of these incredible resources and experiences!

Progression & Future Opportunities

Pursuing a Master's in Marketing Research and Analytics at Michigan State University opens the door to a wealth of career opportunities. Graduates from this program are well-prepared for roles such as Marketing Analyst, Data Scientist, and Market Research Manager, where they can leverage their skills to drive strategic decision-making in various industries. The demand for professionals with expertise in marketing analytics continues to grow, making this an excellent time to invest in your future.

Here’s what you can expect from the program and the university:

- University Services: The Career Services Office offers personalized career counseling, resume workshops, and interview preparation to help you secure internships and job placements. Additionally, the MSU Alumni Association provides networking opportunities that can connect you with industry professionals.

- Employment Stats and Salary Figures: According to recent data, over 90% of graduates from the program find employment within six months of graduation, with starting salaries averaging around $70,000 annually, depending on the role and location.

- University–Industry Partnerships: Michigan State University has established partnerships with leading companies such as General Motors, Ford, and Kellogg’s, providing students with real-world projects and internship opportunities that enhance their learning experience.

- Long-term Accreditation Value: The program is accredited by the Association to Advance Collegiate Schools of Business (AACSB), ensuring that your degree holds significant value in the job market and is recognized globally.

- Graduation Outcomes: Alumni of the program have gone on to work for top firms in various sectors, showcasing the versatility and applicability of the skills gained during their studies.

Further Academic Progression: After completing your Master's in Marketing Research and Analytics, you may choose to further your education by pursuing a Ph.D. in Marketing or a related field. This path can lead to academic positions, advanced research roles, or specialized consulting opportunities, allowing you to contribute to the field at a higher level. Additionally, you could consider certifications in data analytics or digital marketing to enhance your expertise and marketability.

Choosing Michigan State University for your graduate studies is a step toward a successful and fulfilling career in marketing research and analytics.