Marketing Intelligence (M.S.)

What Is Marketing Intelligence?

Marketing intelligence is the integration of marketing research, strategy, analytics, data management and interactive marketing. Towson University's master's degree program in marketing intelligence with an embedded post-baccalaureate certificate in interactive marketing is designed with an applied, experiential learning focus based on industry needs. Through rigorous coursework and hands-on research, you will learn how to acquire, analyze and utilize marketing data and gain the experience necessary to enter high-level positions responsible for strategic decisions.

Why Earn a Master’s in Marketing Intelligence?

The U.S. Bureau of Labor Statistics projects employment of market research analysts to grow 32 percent from 2012 to 2022. But the career opportunities aren't just growing. As the field of marketing continues to evolve toward greater use of data and interactive technology, the career paths of data analysts and marketing specialists are overlapping increasingly. Companies need individuals with business mindsets, marketing knowledge and managerial skills who also understand database systems, big data and complex analytics.

As a graduate of Towson University’s marketing intelligence master’s program you will have that diverse skillset and be qualified for jobs such as:

  • marketing intelligence analyst
  • digital marketing manager
  • marketing research analyst
  • customer insight specialist
Gulalai Khan

Student Profile — Gulalai Khan ’18

With a bachelor’s in human resource management and a MBA in marketing, Gulalai brings over seven years of experience working in a Norwegian telecom company. She's also a published author with a book titled “Retailing Attitudes” based on purchase intentions of consumers in Pakistan Retail Market. At AT&T, Gulalai worked as a corporate trainer for B2B sales and marketing. Gulalai aims to work in digital marketing and advertisement area for a multinational corporation like, The Walt Disney Company, Pepsi or Frito-Lay.

Why Towson University?

Applied Courses that Stay Current

  • Update your resume as you go with courses incorporating in-demand niche skills as they emerge or change
  • Earn Google AdWords, Hootsuite and Hubspot certifications
  • Plan, implement and evaluate an independent project for a client as part of a practical, real-world problem-solving experience

Industry Interaction

  • Learn from and network with marketing professionals from companies like Merkle, AOL, Jellyfish, Salesforce and Fraud Sniffr at special guest speaking events and site visits 

High-tech Resources

  • Research and focus group facilities to conduct projects
  • World class eye-tracking system for user interface studies and causal research
  • CEGA databases including 230 million U.S. consumer data points and 16 million U.S. business data points for market research
  • Use of SQL, Python, R and Tableau for queries, analyses and visualization

Cohort-based Learning

  • Study and work alongside fellow marketers
  • Be part of a community of students with shared experiences and professional goals 
  • Expand your network and professional connections

Flexible Options

Whether you're a working professionals or a full-time student, the master's program can work for you with options to complete the degree in one year or two years. With the two-year plan, you can also choose to earn an additional post-baccalaureate certificate in project, program and portfolio management to enhance your degree. 

To learn more, see example course of study plans and course descriptions. 

Degree Requirements

The program includes a total of 30 units with courses in marketing, computer science and project management.  See admission and degree requirements in the Graduate Catalog.

Tuition Costs

Estimated Tuition and Fees for 30 units (based on tuition and fees for fall 2017)

  • In-State: $12,331
  • Out-of-State and International: $25,111

The tuition rate is dependent on your residency status in the state of Maryland. The estimated tuition amounts listed above do not include books or additional course materials that are required to attend class. These tuition figures are estimated for the fall 2017 and are subject to change by the University System of Maryland Board of Regents at any time.

For more information on tuition and fees, visit the Bursar's Office.