Skip to main content

Marketing Analytics and Insights

Learn research and analytical methods to discover insights on consumer behavior and make better business decisions in this premier MBA program.


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

Year 1

First Semester

  • MBA Core
  • Marketing Research
  • Current Topics in Marketing

Second Semester

  • MBA Core (includes summer internship, which can be waived)
  • Marketing Analytics
  • Qualitative Insights or NP 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 NP Innovation
  • Marketing in the Digital Age
  • Elective

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 into insights into corporate storytelling
  • Evaluating consumer behavior in niche consumer groups

Knowledge Centers: Expert Support, Exceptional Connections

A speaker addressing attendees at an advisory board meeting

With industry experience and support, Wisconsin goes deeper. A dedicated knowledge center, the A.C. Nielsen Center for Marketing Analytics and Insights, is backed by industry professionals and is a unique pillar of the Wisconsin MBA in marketing insights and analytics. 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
  • Teach applied learning
  • Contribute to the classroom
  • Mentor students
  • Assist with recruiting and placement

Advisory Board

Members of the center’s advisory board have deep ties to industry and consult on curriculum, projects, and networking. See advisory board membership for Marketing Analytics and Insight.

Board Member Spotlight

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.

Alison “Ali” Heimert
Camille Clark

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

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

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.

Ready to learn more?

Sign up to get the latest information about the program, hear about upcoming admissions events, receive application tips, and more.

Sign up to receive the latest program info

Check out the other marketing pathways