Mar 04, 2024  
2021-2022 Undergraduate and Graduate Catalog 
2021-2022 Undergraduate and Graduate Catalog [ARCHIVED CATALOG]

Marketing Analytics, M.S.

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Program Description

The Master of Science in Marketing Analytics program provides students with advanced and highly demanded training in digital marketing tools, marketing research and analytical skills, and other relevant quantitative marketing skills ranging from customer/sales big data analysis, digital marketing management, sales force management strategies, customer relationship management (CRM), new product development, and brand management.

Fast Track Master of Science in Marketing Analytics

The Fast Track Master of Science in Marketing Analytics (MSM) program is available to promising students seeking a career in marketing analytics. CSULB undergraduate marketing students may apply to the Fast Track MSM program as undergraduates. Students are eligible for the Fast Track MSM if they maintain a 3.0 Overall and Upper Division Major GPA. Students deemed eligible for the Fast Track MSM program may waive the GMAT/GRE test and additional application requirement. Please inquire with the Graduate Business Office for more information.

Degree Requirements

The degree requirements are comprised of a 30-unit, lock-step sequence of courses covering three core components: (i) developing an advanced understanding of marketing foundations, (ii) acquiring marketing analytics and digital marketing knowledge, and (iii) demonstrating competency through a culminating experience in which students interact with local industry leaders to identify improvement opportunities and develop data-driven solutions.

Program Admission Requirements

Admission decisions are based on consideration of the applicant’s previous academic record, statement of purpose, resume, letters of recommendation, and performance on admission and English proficiency exams:

1. A bachelor’s degree from a nationally accredited university

2. A minimum GPA of 2.75 in the last 60 semester units attempted, and good standing at the last college attended

3. A statement of purpose

4. A current resume

5. Two letters of recommendation

6. Admission and English Proficiency Exams

7. A satisfactory score is required on either the Graduate Management Admission Test (GMAT) or the Graduate Record Exam (GRE) that demonstrates a balance between verbal and quantitative skills.

8. International applicants must take TOEFL and score a minimum of (i) 80 on the online version or (ii) 550 on the paper version of this examination. A score of 4.0 or higher on the writing portion of the GMAT or GRE may be used to waive the TOEFL requirement for international applicants. IELTS will be accepted as a substitute to TOEFL if no individual section score is less than 6.

9. Although there is no prerequisite coursework, students who performed reasonably well in math and statistics courses are more likely to succeed in this program. As a reference point, scores at the 60th percentile or higher on the quantitative section of the GMAT or GRE will be considered as satisfactory. In addition, students who have had coursework in business, economics, and industrial engineering are more likely to succeed in the program.

10. Applicants who do not have the desired undergraduate preparation (e.g. undergraduate marketing major) can be accepted under conditionally classified admission. However, they have to remedy their deficiency by taking MKTG 500: Marketing Management (online or regular course) or the equivalent with a B or better grade to formally start the program in the fall semester. If the student doesn’t earn a B or better grade in MKTG 500, the student has to reapply for the program.

General University Requirements

1. Applicants who are admitted to the program will be subject to the university’s Graduation Writing Assessment Requirement (GWAR). All incoming students are required to take the GWAR Placement Exam (GPE), except for students who have previously (1) received degrees from accredited colleges and universities in the United States; or (2) received degrees from an accredited non-US institution located in a country where English is a primary language of communication; or (3) achieved a score of 4.0 or higher on the writing portion of the GMAT or GRE.

2. Completion of 30 units of approved graduate courses with a 3.0 GPA or better

3. Completion of MKTG 699, the culminating experience, with a grade of “B” or better

4. Satisfaction of all university graduation requirements

To be granted a MSM degree, a student must have completed all of the required courses with a GPA of 3.0 or higher.

Requirements (30 units)

Foundations of Marketing

Take the following courses (6 units):

Choose two courses (6 units):

*Note that the two elective courses will be chosen based on faculty availability.

Marketing Analytics and Digital Marketing


Culminating Project: (3 units). Note: A grade of “B” or better is required for successful completion.

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