These Five Classes Are Part of a Great Marketing Analytics Major
- Brand Strategies
- Marketing Strategies
- Customer Relationship Management
- Research Methods
- Statistical Analysis
A person who wants to become a market research analyst will need to take these five courses in a marketing analytics degree program. The typical bachelor’s degree will include about 30 to 40 classes total. These five classes will lay the foundation for the more advanced and specialized areas of study for a marketing analytics degree.
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1. Brand Strategies
A brand strategies class examines the messaging and communications around a brand or a particular product or service. It might include everything from choosing a name for the brand to developing a logo, slogan, and vision. Brand strategies can also include the development of integrated messages about the brand.
2. Marketing Strategies
Marketing strategies is another class that a person will take in a marketing analytics degree program. This class would provide a high-level overview of nearly all types of marketing strategies. It would cover social media marketing, search engine marketing, pay per click advertisements, video marketing, email advertisements, television and radio ads, printed marketing and mobile advertising. A marketing strategies class would also include how to develop a target audience.
3. Customer Relationship Management
A customer relationship management class would examine how companies market to their existing base of customers. One of the topics that it would cover is customer loyalty. Maintaining the loyalty of existing customers is a more profitable endeavor for a business compared to trying to recruit new customers. Modern customer relationship management tools would also be included in the topics of this course. Such tools are typically cloud-based, and they allow a company to track every transaction and interaction with customers. Companies can analyze that data and use it in order to hone their marketing strategies. For example, they might track the click-thru rate of a personalized email versus a general email about a sale. They might track data on who clicks recommended items when a person is logged into their customer account on a website.
4. Research Methods
Research methods is another important course in a marketing analytics degree program. According to the Bureau of Labor Statistics, a marketing analysis researcher needs to know how to analyze data. They need to know how to clean, prepare and organize the data. If they are conducting a consumer opinion survey or customer satisfaction survey, the need to know how to design the survey questions, choose a response scale and implement skip patterns. A research methods class would also include ethics and gaining consent from research participants.
5. Statistical Analysis
Most marketing analytics degree programs require students to take one or more classes in statistical analysis or statistical methods. A basic statistics course would include how to calculate probability, variation, frequency distributions, graphing, regression, and correlations. The course would also include tests of significance, survey design and sampling methods. In some cases, survey design, regression, and sampling methods may be separated into their own courses. Statistics classes typically have a software component in which the student learns how to use statistical analysis software.
Each of these five courses explores the marketing techniques, methods, and tools that are key to conducting analysis or research. A market research analyst will also need to take other classes, including business, finance, consumer psychology, communications, and technical writing. Knowing about these essential five courses in a marketing analytics degree program helps a prospective student know what to expect as they start their studies.