M.B.A.

Marketing Research and Social Media Analytics Concentration

Saint Leo University’s innovative MBA in Marketing Research and Social Media Analytics is centered on the rapidly evolving, data-driven business world in which we live. The curriculum is designed to provide students with the critical knowledge and skills for gaining marketing insights and ability to influence business decisions. Through experiential learning, students will gain confidence in using advanced marketing data analytical tools and frameworks. The curriculum consists of 18-graduate credits in strategic marketing including: how to collect data, analyze data and use the results to make business decisions.

The increase in social media use by businesses has created new ways to identify, contact, interact, and satisfy business customers. We have reached the point where we have access to huge amounts of diverse data that were inconceivable ten years ago. This opens up opportunities to gain new insights and to improve human decision-making in all activities, including business. These developments have in turn created a demand for managers with the technological and conceptual skills to understand, and apply these technologies and to take advantage of the existing data. “Big Data” is revolutionizing science, politics, entertainment, art, sport, environmental assessment, social life, and business.

Job creation in the marketing research and web analytics field is robust. The occupation Market Research Analysts and Marketing Specialists is expected to grow over 40% nationally in the coming decade, which is a much faster than average when we consider overall job growth trends. (Hanover Report, 2013). Experts explain that this growth will be driven by an increasing emphasis on data-driven marketing and that many employers require candidates with master’s level credentials (Hanover Report, 2013).

Marketing managers and business professionals are very keen in acquiring these skills. Based on a LinkedIn data analysis, we see a year-over-year growth of certain types of skills people list in their professional profiles. There is a 29% increase in Social Media Marketing skills and a 50% increase in Social Media Measurement skills. (Hanover Report, 2013). The growth in these self-reported skills is an indicator of their desirability and importance in the job market.

What can you do with a degree in Marketing Research and Social Media Analytics? The graduates of the program will be able to conduct traditional marketing research, as well as web and social media analytics using the latest data mining techniques. In addition, they will learn how to integrate all these findings into comprehensive marketing strategies using both the traditional and the new online tools.

 

Why Saint Leo University?

  • Flexible and Convenient
  • Personal Attention – Start to Finish
  • Career-focused Degree Programs
  • Quality, Values-based Education
  • Caring Faculty with Practical Experience
  • Respected by Employers
  • Availability of Courses – Graduate on Time

Degree Requirements

Business Core (21 credits)

  • Course
  • Course Name
  • Credits
  • MBA 525 Professional Development 3

    This course is designed to give MBA students a tangible head start in acquiring and honing numerous core skills essential for success in the MBA program and the business world. The emphasis will be on the development of professional skills and perspectives, such as business writing, coaching and counseling, conflict resolution, effective business protocol, interviewing, intercultural awareness and sensitivity, negotiating agreement, and public speaking.

  • MBA 533 Human Resource Management 3

    This course is designed to focus on an in-depth analysis of the major functions of a manager dealing with human resource issues. Issues to be covered include, but are not specifically limited to, staffing, employee training and development, compensation and benefits, legal issues, union versus non-union issues, safety and health issues, and cross-cultural and expatriate issues.

    Prerequisites: MBA 525

  • MBA 540 Managerial Economics 3

    This course explores the concepts of economic optimization, the estimation of demand, and cost and pricing analysis. An introduction to economic forecasting and decision making under conditions of risk and uncertainty is also included.

    Prerequisites: Undergraduate course in economics strongly recommended.

  • MBA 560 Financial and Managerial Accounting 3

    This course focuses on the study of accounting concepts and standards applicable to presentation of financial information to interested users, structure, uses and limitations of financial statements, and measurement systems related to income determination and asset valuation. The course also considers the discussion of internal and external influences on accounting decisions.

    Prerequisites: Undergraduate course in financial accounting and managerial accounting is strongly recommended.

  • MBA 565 Marketing 3

    This course considers the operational and strategic planning issues confronting managers in marketing. Topics include buyer behavior, market segmentation, product selection and development, pricing, distribution, promotion, market research, and international and multicultural marketing. Additional fee applies for marketing computer simulation.

    Prerequisites: MBA 525

  • MBA 575 Global Business Management 3

    The student will develop an understanding of international/multinational management by examining the challenges and opportunities of operating globally. Emphasis will be on developing an understanding of the complexities of dealing with diverse social, cultural, economic, and legal systems. The role of business in this dynamic world environment will be analyzed.

    Prerequisites: MBA 525, MBA 533

  • MBA 599 Strategic Management 3

    This capstone course integrates knowledge gained in previous graduate business courses. It centers on the theme that organizations achieve sustained success when their managers have astute, timely strategic game plans and they implement these plans with proficiency. Strategic management theory is used in the analysis of case studies of companies operating in the domestic and global marketplace. This course is to be taken in the student's last term, unless otherwise approved by the Director of the MBA Program.

    Prerequisites: MBA 525, MBA 533, MBA 540, MBA 560 or ACC 504, MBA 565, MBA 570, MBA 575

Marketing Research and Social Media Analytics (15 credits)

  • Course
  • Course Name
  • Credits
  • MKT 567 Marketing Research 3

    Marketing research is the way companies obtain critical information about their customers, competitors, and the environment. This course provides a rigorous experience in the key marketing research methods with the purpose of helping students to ask relevant marketing questions, search for the appropriate methodology, and make effective decisions based on the research output. Techniques of data collection, evaluation of alternative sources of information, methods for analyzing data and being aware of its limitations, and presenting the results are covered.

    Prerequisites: MBA 565

  • COM 515 Data Mining 3

    This course introduces basic concepts, tasks, methods, and techniques in data mining. The emphasis is on various data mining problems and their solutions. Students will develop an understanding of the data mining process and issues, learn various techniques for data mining, and apply the techniques in solving data mining problems using data mining tools and systems. Students will also be exposed to a sample of data mining applications.

  • MKT 570 Gamification Applications in Marketing 3

    The course provides a comprehensive training into gamification, a technique based on insights from games to make marketing exchanges more efficient. The students will learn how to use gamification concepts to increase customer involvement, purchases and loyalty. They will also be able to apply gamification concepts to increase salespeople and employee motivation, performance, and job satisfaction, as well as to increase employee involvement and learning.

  • MKT 575 Web Analytics 3

    The course explains what web analytics is, and provides key instructions on how to design a comprehensive web analytics strategy. It focuses on how to apply analytical techniques correctly, how to assess the effectiveness of social media and multichannel campaigns, how to optimize success by leveraging experimentation, and how to employ the proper tools and tactics for listening to your customers.

  • MKT 580 Social Media Marketing GR 3

    This course provides students with the tools to utilize social media as a key component of a company’s marketing strategy. It focuses on presenting business strategies that generate value by applying and adjusting cutting-edge marketing techniques online. In addition, it applies web analytics to measure and assess the effectiveness of the social media marketing activities. The purpose of the course is to prepare the students to develop, manage, measure, and adjust both traditional and social media marketing strategies in a way that maximizes a company’s long-term competitive advantage.

Total Credits 36