Marketing Analytics

Student talking

Program Description 

The Bureau of Labor Statistics reports the career outlook for market research analysts is projected to grow 23% from 2016 to 2026, much faster than the average for all occupations. Employment growth is driven by increased use of data and market research across all industries, cementing analytics as one of the strongest trends in marketing today.

The marketing analytics concentration of the Bachelor of Business Administration (BSBA) at Rockhurst’s Helzberg School of Management combines marketing and analytics into this new and crucial area in the marketing field.

This concentration integrates marketing strategy development and data analytics toward concrete and meaningful solutions aimed to produce best business outcomes. Students in this concentration are trained how to master analytics methods and tools, as well as how to use these instruments effectively in marketing practice.

Graduates of the program will be equipped with applied data-driven approaches and analytics solutions to explore what has become an immense and increasing marketing world.

Housed at Rockhurst University in Kansas City, Missouri, the Helzberg School of Management is an AACSB*-accredited business school, an achievement only 5% of all business schools in the world can claim. Students in the Helzberg School of Management emerge from their bachelor's education as leaders of competence and conscience. (*Association to Advance Collegiate Schools of Business)

Learning Outcomes 

  • Marketing research methods
  • Analytics tools
  • Marketing decision support
  • Data-driven approaches
  • Marketing intelligence generation

Prospective Students 

Current Students 


  • Optimized course structure
  • Various, comprehensive marketing research projects
  • Data analysis projects in diverse aspects of marketing
  • Real-world marketing data analysis
  • Dynamic training of marketing research methods and tools


Specific marketing analytics jobs for new graduates include, but are not limited to, the following titles:

  • Business Analyst
  • Data Scientist
  • Marketing Research Specialist
  • Digital Marketing Analyst
  • Marketing Manager
  • Business/Marketing Consultant