Marketing analytics comprises the data-driven methods, techniques, and technologies that enable marketers to evaluate the success of their marketing initiatives and campaigns.

This minor, aimed at non–D’Amore-McKim students, offers the opportunity to learn the cutting-edge skills necessary to harness, process, and analyze data to address modern marketing challenges. It combines data science, consumer analysis, marketing management, and predictive modeling into an integrated curriculum that seeks to prepare students for successful careers in marketing analytics and other data-driven business specializations.

This minor is available to non-business students only.

Marketing Analytics Minor Curriculum

Below you will find a sample curriculum for the Undergraduate Minor in Marketing Analytics. You can find the full set of Marketing Analytics Minor requirements in Northeastern’s Course Catalog. Please consult the Course Catalog appropriate to your class year and your academic advisor to ensure your coursework is on track.

Requirements

MKTG 2201. Introduction to Marketing. 4 Hours.

Provides an overview of the role of marketing in business and society. Considers the planning, implementation, and evaluation of marketing efforts in consumer and business-to-business companies, in service and goods companies, and in for-profit and nonprofit organizations. Also examines contemporary issues in marketing that can affect organizational success. A term project is used to enable students to apply their learning about the fundamentals of marketing.

or

MKTG 2209. Introduction to Marketing. 4 Hours.

Does not count as credit for business majors. Counts as MKTG 2201 for business minors only.

MKTG 3401. Marketing Research. 4 Hours.

Focuses on the marketing research process and the analysis of data using statistical software. Helps students develop an understanding of consumer attitudes and behavior processes as the basis of the design of marketing problems. Topics include problem definition, research design, sampling, attitude measurement, questionnaire design, data collection, and data analysis. Students are expected to work on group projects. The course requires no previous computer experience. Requires prior completion of 56 SH toward degree.

MKTG 3501. Marketing Analytics. 4 Hours.

Studies the importance of using an analytical approach to support marketing decision making in organizations and offers students an opportunity to learn how to implement such an approach in practice. Focuses on data science in marketing: identifying and acquiring the right data for addressing different marketing challenges, building skills necessary for conducting relevant quantitative analyses, and guiding how to use obtained insights to make better marketing decisions. Topics may include product innovation, market identification and segmentation, customer valuation, media attribution models, and assessment of digital and social media. Students are expected to apply statistical concepts and use relevant software packages for analyzing marketing datasets.

Complete one of the following:

DS 2000
and DS 2001
Programming with Data
and Data Science Programming Practicum
CS 2500
and CS 2501
Fundamentals of Computer Science 1
and Lab for CS 2500

Interested? Next Steps

To declare a minor in the D’Amore-McKim School of Business, students should complete the online minor registration form:

Students will be required to log in using their MyNortheastern credentials. Once the form has been submitted, the student will receive a confirmation email to their husky email account and the student record will be updated within 10-14 business days.

To declare a minor, students must have a 2.0 GPA and be a full-time undergraduate student at Northeastern. To graduate with the minor, students must attain a 2.0 GPA in the courses taken for the minor. No classes for the minor may be taken for a pass/fail grade. The minor is posted on the official transcript within one month of graduation.