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美国马里兰大学市场分析专业解析

王萌
2022-04-29 15:10:12
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市场营销分析硕士排名全美#8 (QS Ranking '21)的大学是哪所学校?

马里兰大学学院公园分校(University of Maryland,College Park,缩写UMD或UMCP),或译马里兰大学学院市分校,是一所位于美国东部小城学院公园市的大型公立综合性全国大学,成立于1856年,提供本科、硕士、博士、文凭课程(Certificate)四种学位类型;该校与华盛顿距离约8里。马里兰大学系统是美国第12大大学系统,由13所马里兰高等教育机构组成的大学系统。马里兰大学公园分校是马里兰大学系统十四所高等教育机构中历史最久、最大、最好的一所,同时也是整个大华盛顿地区最大的一所高校,该校被评为公立常春藤院校之一。  

马里兰大学史密斯商学院的市场营销分析硕士课程(MSMA) 使你能够在需要营销战略和后端数据分析类技能的企业中脱颖而出。 史密斯的课程可以满足就目前人才市场对上述两类技能人才日益增长的需求,以大数据为支撑,助力企业为消费者提供贴合实际的解决方案。

课程设置
Core Courses
Marketing Strategy (Market-Based Management)

Introduces students to the fundamentals of marketing. This course combines lectures, readings, case analyses and a competitive simulation. A significant part of the course involves a competitive computer-based simulation in which student teams leverage marketing data and metrics to make marketing decisions for an organization that is competing in a market against other student teams in the class.

Customer Analytics

Focuses on the analysis of customer decision-making and how marketing strategy can be used to influence those decisions. The framework used is the buyer behavior model, in which concepts from psychology, sociology, and economics are applied to individual and organizational purchase decisions. Marketing strategies of leading firms in consumer products, technology, and services (including internet services) are analyzed using a variety of case study formats.

Advanced Marketing Analytics

The analysis of marketing data needed for profitable marketing decisions. Advanced methods of marketing analysis for marketing decisions, including choice and count data models, joint analysis of consumers choice, quantity and timing decisions, mixture and mixture regression models, and conjoint analysis, all using data-based cases and SAS software. Applications are in the areas of strategic marketing, marketing segmentation, eye tracking for advertising effectiveness, new product development, sales promotion analysis, pricing, design of marketing mix, and direct marketing.

Statistical Programming

Provides students with a foundation in probability and statistics with a focus on business applications. It also gives students a foundation for thinking in both likelihood and Bayesian frameworks. The course teaches students the basics of SAS, as well as its use in statistical analysis and statistical programming. Also addressed are basic SAS language structure, data management, OLAP, enterprise miner, statistical analysis, writing procedures.

Business Policies and Ethics

The standards of business conduct, morals and values as well as the role of business in society. Students will consider the sometimes conflicting interests of and claims on the firm and its objectives.

Business Communications I

A study of the standards of business conduct, morals and values as well as the role of business in society. Students will consider the sometimes conflicting interests of and claims on the firm and its objectives.

Business Communications II

Teaches students how to communicate quantitative information effectively. Focuses on developing written, spoken and presentation skills.

Marketing Research and Analytics

Provides a review of primary data collection methods for marketing data. Students will learn how to design and implement effective confirmatory research. Both direct methods such as surveys and indirect methods such as experiments will be covered. In this hands-on course, students will design and conduct research with target customers, analyze the data, and then present their results to decision makers.

Data Science for Customer Analytics

An introduction to data science and thebasic concepts of database management. The course also provides an overview of the various sources of in house data that are available to many organizations. Students will learn how to work with click stream, scanner panel and social media data. Geo-demographic datasets will be discussed and explored, and techniques for data-fusion will receive ample attention.

Electives
CRM Analytics

Digital Analytics

Examines the process of developing, implementing and analyzing strategies for successfully marketing a variety of existing and potential products and services on the Internet. Special attention is devoted to the tools and techniques unique to the electronic media.

Pricing Analytics

The economic and behavioral aspects of pricing and the evaluation of innovative pricing practices such as price matching, customized pricing, bundle pricing and product line pricing. The course will cover both B2B, B2C, online and offline markets. Instruction will be through a mix of case studies, pricing simulation games, hands-on exercises, practitioner guest lectures and discussions.

Action Learning Project

Students analyze marketing data, report their findings and provide appropriate recommendations.

毕业后对应的职位:

• 市场、商业、营销、业务分析师

• 网络分析经理

• 产品经理

• 数字营销或数字广告分析师

• 消费者洞察或策略顾问

• 数据分析师/科学家

• 社交媒体分析师

市场营销分析硕士能为你带来什么:

学会掌握行业专用工具:• Python • R • SAS • SQL • Tableau

73%学生毕业后六个月内获得企业OFFER

史密斯MSMA毕业生平均年薪起薪67,000美元

具有6年工作经验的数字分析师平均薪资123,000美元

  

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