MS in Marketing Research Insights and Analytics

The Master of Science in Marketing Analytics and Insights at Rutgers University, offered through Rutgers Business School, is a STEM-designated graduate program that combines traditional marketing knowledge with advanced quantitative and analytical skills. Designed for students with a strong quantitative background, the program prepares graduates to interpret complex marketing data, understand consumer behaviour, evaluate campaign performance, and transform analytical insights into effective business decisions.

Curriculum Structure

Fall Semester: Students begin by developing a strong foundation in marketing strategy, research, artificial intelligence, and business intelligence through courses such as Marketing Management, Marketing Research, AI in Marketing, Analytics for Business Intelligence, and Marketing Technologies. These courses introduce students to market research methodologies, consumer behaviour, predictive analysis, and the use of emerging technologies in marketing decisions.

Spring Semester: Students advance their analytical capabilities through courses such as Customer Journey Analytics and Data Analysis and Visualization. They can further customize their studies through two specialized electives, choosing between an insights-focused pathway with subjects such as Consumer Data Analytics, Advanced Marketing Analytics, and Marketing Engineering, or an analytics-focused pathway featuring Business Data Management, Neural Networks and Deep Learning, and Business Analytics Programming.

Experiential Learning: Students complete a capstone requirement through Marketing Consulting Projects or an Industry Client Project/Internship. These experiences allow students to apply research methodologies, analytical tools, and marketing strategies to real business challenges while developing professional communication, teamwork, and consulting skills.

Focus Areas

Marketing Analytics, Consumer Insights, Customer Journey Analytics, Artificial Intelligence in Marketing, Marketing Research, Business Intelligence, Data Analysis and Visualization, Digital Marketing, Predictive Analytics, Customer Analytics, Marketing Technologies, Neural Networks, Deep Learning, Marketing Consulting.

Learning Outcomes

Graduates develop the ability to interpret complex marketing data, conduct market research, analyse customer journeys, apply AI and machine learning techniques, create data visualizations, evaluate marketing performance, identify consumer trends, and translate analytical findings into actionable business strategies.

Professional Alignment (Accreditation)

The program is offered through Rutgers Business School, which holds accreditation from the Association to Advance Collegiate Schools of Business (AACSB). Its STEM-designated curriculum combines marketing strategy, quantitative analysis, business intelligence, and emerging technologies. Students gain practical experience through marketing consulting projects and industry-based capstone opportunities, preparing them for careers in marketing analytics, customer insights, business intelligence, digital marketing, and strategic consulting.

Reputation (Employability Rankings)

Rutgers Business School provides students with access to industry-focused learning, experienced faculty, professional networking, and career development resources. The program's practical orientation is reflected in graduate outcomes: a 2025 graduate reported securing full-time employment upon graduation and applying analytical skills developed through coursework directly to her professional role. Students also benefit from consulting projects that provide opportunities to present strategic recommendations to business leaders.