Marketing Analytics Specialization

The demand for market research analysts and marketing specialists is rising fast. Chicago is a global center for marketing, advertising, finance, logistics, and other data-intensive industries, and Illinois Tech provides connections for internships, networking, and job opportunities.

The Marketing Analytics specialization prepares Stuart School of Business undergraduates for a bright future in this dynamic field.

This specialization includes an overview of marketing methods and technology, including such topics as economic principles for business and managerial decision-making, concepts of microeconomics, theory and practice of new product development, marketing research techniques and their applications, research design and data sources, questionnaire development and analysis, state-of-the-art methods for presenting and selling products focused on technology, and cross-disciplinary approaches to understanding consumer behavior and decision-making.

Students develop a depth of knowledge in marketing analytics that complements the solid foundation in business fundamentals and the quantitative and analytical skills they have gained in the business administration major.

The specialization also offers a strong academic background for Stuart’s Bachelor of Science in Business Administration/Master of Science in Marketing Analytics accelerated master’s program, through which a student can graduate from Illinois Tech with two degrees in as few as five years.


The Marketing Analytics specialization provides comprehensive preparation for a wide range of positions as market research analysts and marketing specialists. Because market research is used for selling all types of products and services, market research professionals are employed across all industries.

According to the U.S. Bureau of Labor Statistics, employment of market research analysts is projected to grow 22 percent from 2020 to 2030. Employment growth will be driven by an increasing use of data and market research across many industries. Much of the demand is driven by the increase in the collection and analyses of big data—extremely large data sets, such as social media comments or online product reviews—which can provide insight on consumer behaviors and preferences.


In addition to courses required for the business administration major, the Marketing Analytics specialization requires the following six courses (18 credit hours). Each course listed below is three credit hours.

  • BUS 382—Business Economics
  • BUS 471—Marketing Management
  • BUS 472—New Product Development
  • BUS 473—Marketing Research
  • BUS 475—Sales Management
  • BUS 476—Consumer Behavior

See course descriptions