马里兰大学学院公园分校（University of Marylan,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-Base Management)
Introuces stuents to the funamentals of marketing. This course combines lectures, reaings, case analyses an a competitive simulation. A significant part of the course involves a competitive computer-base simulation in which stuent teams leverage marketing ata an metrics to make marketing ecisions for an organization that is competing in a market against other stuent teams in the class.
Customer Analytics
Focuses on the analysis of customer ecision-making an how marketing strategy can be use to influence those ecisions. The framework use is the buyer behavior moel, in which concepts from psychology, sociology, an economics are applie to iniviual an organizational purchase ecisions. Marketing strategies of leaing firms in consumer proucts, technology, an services (incluing internet services) are analyze using a variety of case stuy formats.
Avance Marketing Analytics
The analysis of marketing ata neee for profitable marketing ecisions. Avance methos of marketing analysis for marketing ecisions, incluing choice an count ata moels, joint analysis of consumers choice, quantity an timing ecisions, mixture an mixture regression moels, an conjoint analysis, all using ata-base cases an SAS software. Applications are in the areas of strategic marketing, marketing segmentation, eye tracking for avertising effectiveness, new prouct evelopment, sales promotion analysis, pricing, esign of marketing mix, an irect marketing.
Statistical Programming
Provies stuents with a founation in probability an statistics with a focus on business applications. It also gives stuents a founation for thinking in both likelihoo an Bayesian frameworks. The course teaches stuents the basics of SAS, as well as its use in statistical analysis an statistical programming. Also aresse are basic SAS language structure, ata management, OLAP, enterprise miner, statistical analysis, writing proceures.
Business Policies an Ethics
The stanars of business conuct, morals an values as well as the role of business in society. Stuents will consier the sometimes conflicting interests of an claims on the firm an its objectives.
Business Communications I
A stuy of the stanars of business conuct, morals an values as well as the role of business in society. Stuents will consier the sometimes conflicting interests of an claims on the firm an its objectives.
Business Communications II
Teaches stuents how to communicate quantitative information effectively. Focuses on eveloping written, spoken an presentation skills.
Marketing Research an Analytics
Provies a review of primary ata collection methos for marketing ata. Stuents will learn how to esign an implement effective confirmatory research. Both irect methos such as surveys an inirect methos such as experiments will be covere. In this hans-on course, stuents will esign an conuct research with target customers, analyze the ata, an then present their results to ecision makers.
Data Science for Customer Analytics
An introuction to ata science an thebasic concepts of atabase management. The course also provies an overview of the various sources of in house ata that are available to many organizations. Stuents will learn how to work with click stream, scanner panel an social meia ata. Geo-emographic atasets will be iscusse an explore, an techniques for ata-fusion will receive ample attention.
Electives
CRM Analytics
Digital Analytics
Examines the process of eveloping, implementing an analyzing strategies for successfully marketing a variety of existing an potential proucts an services on the Internet. Special attention is evote to the tools an techniques unique to the electronic meia.
Pricing Analytics
The economic an behavioral aspects of pricing an the evaluation of innovative pricing practices such as price matching, customize pricing, bunle pricing an prouct line pricing. The course will cover both B2B, B2C, online an offline markets. Instruction will be through a mix of case stuies, pricing simulation games, hans-on exercises, practitioner guest lectures an iscussions.
Action Learning Project
Stuents analyze marketing ata, report their finings an provie appropriate recommenations.
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
