Marketing Analytics and Insights

Curriculum

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.

Applied Learning

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.

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

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

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.

Solve Business Problems With Data

Alison “Ali” Heimert, MBA ’19

Apply Market Research to Business Strategy

Lindsey Rasie, MBA ’18

Apply Real‑World Strategies

Camille Clark, MBA ’17

Connect With Top Employers

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

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.