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MBA in Marketing: Marketing Analytics and Insights

Learn research methods to discover consumer behavior insights and guide business decisions.

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Drive Strategy With Insight

Capture, analyze and apply consumer insights to shape future business strategy. Hear from Jessica Viesselman (MBA ’07), consumer insights manager at American Family Insurance, on how the skills and experience you gain through this specialization will empower you to add value to your workplace from day one.

Why Marketing Analytics & Insights Is Important | Marketing MBA | Wisconsin School of Business

Connect With Top Employers

Connect with employers through classroom visits, networking events, and applied learning projects. Frequent recruiters:

Pepsico logo
Adobe Corporate logo
AbbVie logo
Procter and Gamble logo

Marketing Analytics and Insights Careers

Make an immediate impact as a data-driven leader. Be empowered to lead and turn your interest in human behavior into a career.

Common career paths

  • Strategic application of consumer insights into marketing strategy
  • Consumer insights
  • Shopper insights
  • Digital marketing analytics

Common job titles

  • Associate Global Insights Manager
  • Consumer Insight Strategist
  • Consumer and Market Knowledge Manager
  • Global Consumer Insight Associate
  • Senior Associate of Design Research
  • Senior Research Analyst
  • User Experience Analyst

Gain Marketing Breadth + Deep Expertise to Stand Out

Build a career advantage with the curriculum, industry experiences, and connections of a top-ranked marketing MBA, plus added expertise in marketing analytics and insights.

in the U.S. for Best Marketing MBA
Princeton Review, 2023
public Marketing MBA
U.S. News & World Report, 2023–24

Applied Learning

MBA student speaking during a class

Company visits & current topic seminars

SC Johnson. Focus: How to make advertising more effective through marketing analytics and insights techniques such as the use of neuroscience.

Microsoft. Focus: Product marketing strategy and use of competitive response modeling to attract new users to their mobile devices.

Kimberly-Clark. Focus: Behavioral economic approaches to understanding consumer decisions and the keys to using consumer data to measure brand equity.

FTMBA students tour the headquarters of Fiskars in Middleton, WI

More applied learning activities

  • Interviewing consumers in their homes for product innovation ideation
  • Discussion on data sources, privacy and ethics of today’s personalized marketing
  • Turning data insights into corporate storytelling
  • Evaluating consumer behavior in niche consumer groups


The Wisconsin Full-Time MBA curriculum integrates a strong foundation in general management with highly focused preparation in marketing. With marketing analytics and insights-specific courses, electives, and applied learning opportunities that begin as soon as your first semester, the MBA in Business: Marketing: Marketing Analytics and Insights gives you a competitive edge in your career.

Year 1

First Semester

  • MBA Core
  • Marketing Research
  • Current Topics in Marketing

Second Semester

  • MBA Core
  • Marketing Analytics
  • Qualitative Insights or New Product Innovation
  • Current Topics in Marketing

Year 2

First Semester

  • Data Technology
  • Data Visualization
  • Experiments & Causal Methods
  • Current Topics in Marketing
  • Electives

Second Semester

  • Marketing Consulting Practicum
  • Qualitative Insights or New Product Innovation
  • Marketing in the Digital Age
  • Electives

Marketing Leadership Institute

A speaker addressing attendees at an advisory board meeting

With industry experience and support, Wisconsin goes deeper. A dedicated knowledge center, the Marketing Leadership Institute, is backed by industry professionals and is a unique pillar of the Wisconsin MBA in marketing analytics and insights. You gain a strong network in the field and close ties to alumni working in your ideal career path.

Participating marketing industry experts and alumni:

  • Guide curriculum
  • Host applied learning
  • Contribute to the classroom
  • Mentor students
  • Assist with recruiting and placement

Advisory Board

Members of the Marketing Leadership Institute’s advisory board have deep ties to industry and consult on curriculum, projects, and networking. See our advisory board members.

Microsoft logo
Barry Jennings serves as chief un-blocker, chief plate filler, and overhead for a merry band of exceptional researchers responsible for creating insights that drive impact. Prior to joining Microsoft, he ran research/competitive intelligence/knowledge management for BlackBerry, before that he spent nearly 20 years creating insights for various business units inside Dell, Inc., and prior to that he cut his teeth on the supplier side for almost 10 years. Says Jennings, “I’m passionate about marketing research, and I want to share my knowledge and experiences with the future research leaders as they take this practice to the next level.
Barry Jennings
Director, Cloud & Enterprise Insights, Microsoft

Get To Know Our MBAs

Hear about students’ experiences in the program.

Your MBA. Your Career Success.

High staff-to-student ratio means you get unlimited support—and exceptional connections—as you step into your ideal career.

Learn more about our career-launching results

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