Digital Analytics Track

The Digital Analytics track focuses on key concepts, techniques, and best practices associated with leveraging data across digital networks for both external and internal marketing activities.

Key topics include data transformation, data mining, knowledge discovery, digital metrics, visualization, and models. Students learn now to effectively leverage both cloud-based and emerging open-source tools such as 'R' in analysis of variety of data types including scanner, panel, transactional, and social media data sources.

This track stresses real-world case studies. Students also earn a series of certifications in digital analytics while completing the concentration courses.

Course Curriculum

Prerequisite Courses - 18 Credit Hours

  • ACC 505: Financial and Management Accounting

    Credit Hours: 3

    This course covers fundamental concepts and procedures of financial and management accounting for business decisions. Financial accounting provides information primarily for external decision makers such as investors, creditors, suppliers, and government agencies. Management accounting serves the needs of managers to fulfill organizational objectives. Case studies will illustrate accounting and ethical issues. Topics include generally accepted accounting principles, international accounting standards, financial accounting procedures, financial reporting, inventory and depreciation methods, and cost analysis.

  • MGT 515: Analysis of Quantitative Data

    Credit Hours: 3

    The course focuses on the following topics (1) graphical and arithmetic description of data, (2) the use of computer software in solving statistical problems, (3) the theory of probability, (4) probability distributions and sampling distributions, and (5) estimation and hypothesis testing.

  • ECO 525: Economics for Managers

    Credit Hours: 3

    This course is a prerequisite course for ECO 621. The intent is to develop the basic tools of economic analysis. The microeconomic component of the course examines decision making by the individual economic unit, addressing such topics as demand and supply, price and output determination, cost behavior, profit maximization, and competition. The macroeconomic component examines models to explain: national output, inflation, and unemployment; and how fiscal and monetary policies stabilize the economy.

  • LAW 560: Law & Business Ethics

    Credit Hours: 3

    This course combines the regulatory and political foundations upon which businesses operate in the United States and Canada, as well as the ethical implications of business decisions. Ethical theories will be explored. These theories are solidified via their application to practical business decision making, including concerns for fair treatment, social justice, the environment, and consumer protection. Strategies for dealing with the unethical organization are offered as well as processes for developing ethical behavior and firm social responsibility. The course delves into the legal environment in which businesses operate as well as a basic understanding of solving problems using legal rules. This includes the sources and origins of law, the court system, the constitution, torts, administrative agencies, and consumer law.

  • MGT 570: Management Principles

    Credit Hours: 3

    An introduction to the theory and practice of management. Instruction in the managerial functions of planning, organizing, leading and controlling draws from many disciplines in the social and behavioral sciences. This course examines management from various theoretical perspectives stressing application to the real world and using case studies. Topics studied include theories of management, decision making, leadership, communication, motivation, group dynamics, organizational design and strategic planning.

  • MGT 565: Communications for Executives

    Credit Hours: 3

    An examination of the process of communication within the business enterprise and an analysis of its basic components. The presentation will include report writing, meeting leadership skills, and effective speaking and listening skills. All this is done within the appropriate technological framework, including PowerPoint and associated software.

Core Courses - 18 Credit Hours

  • ACC 601: Strategic Accounting Analysis and Planning

    Credit Hours: 3

    An advanced core course in strategic accounting which focuses on the interpretation and analysis of accounting information for business decisions. Case studies will be used to illustrate strategic decision processes. International accounting issues will be addressed. Topics include financial statement analysis, cash flow, case studies in budgeting, total quality management, activity-based management, target costing, job-order cost systems, cost allocation methods, and variable costing.

  • MGT 651: Strategic MIS

    Credit Hours: 3

    This course provides knowledge of how information technology impacts effective management activities, especially in the area of strategic decision making. Topics include organizational information system design, management control of information technology, strategic and competitive aspects of information technology, social issues, and the globalization of information technology.

  • MGT 611: Advanced Quantitative Methods

    Credit Hours: 3

    This course stresses practical applications of statistics in business. Topics covered include analysis of variance, nonparametric statistics, chi-square, simple and multiple regression, time series analysis, statistical forecasting, model building, and statistical process control. Each student is required to complete a project using statistical methods in solving a realistic business problem.

  • MGT 670: People in Organizations

    Credit Hours: 3

    This course provides todays managers with the background and skills necessary to lead and motivate an increasingly diverse, team-based work force. Topics include the structuring of effective teams, leading and participating in teams, communicating with and motivating others, and recognizing and valuing individual differences. Using current theories from the social and behavioral sciences, students are provided with negotiation and conflict resolution techniques that will enable effective conflict management with employees and other organizational stakeholders.

  • MKG 631: Strategic Marketing

    Credit Hours: 3

    This advanced marketing course aims to avail the students with marketing tools and concepts to engage in strategic marketing planning. Students learn about the marketing concept, value creation and the development, implementation and control of the strategic plan.

  • FIN 610: Financial Management

    Credit Hours: 3


    Using a balanced approach of theory and application, this class focuses on the analytical techniques involved in financial planning and decision making in the firm. Primary emphasis is placed on the importance of strategic investment and financing choices and the logic behind these critical decisions made by the financial manager. Case method will be used to apply principles developed in managerial finance to situations involving financial planning, valuation, capital budgeting risk analysis, and cost of capital.

Advised Elective - 3 Credit Hours

  • MKG 637: Social Media Marketing

    Credit Hours: 3

    Social media marketing comprises a significant part of marketers’ communications goals and budgets. In this course, students understand and apply the concepts and best practices associated with social media marketing including technical aspects of strategic planning, content marketing, and social strategy using a real-world, case-study approach.

Track Courses - 9 Credit Hours

  • MKG 633: Marketing Engineering

    Credit Hours: 3

    An advanced marketing class which integrates concepts, analytic marketing techniques, marketing models, and computer decision models in making marketing management decisions. It applies marketing science methodologies to areas of product strategy, integrated marketing communication, sales force and channel design, consumer choice, and pricing strategy.

  • MKG 636: Digital Analytics

    Credit Hours: 3

    Digital analytics encompasses metrics and models associated with the consumer journey through electronic networks and interfaces. In this course students learn how to frame and measure consumer interactions across digital networks through a real-world, case study approach. Students also complete several certifications to demonstrate mastery of key techniques and concepts.

  • MKG 638: Big Data Analytics

    Credit Hours: 3

    This is an applied marketing course that integrates the latest concepts, analytic marketing techniques, and practices for leveraging big data in marketing decision making. It provides foundational approaches to big data analysis using models, visualization, and process. The course uses the program R, cloud-based resources, and virtual desktops for instruction.

Capstone Course - 3 Credit Hours

  • MGT 691: Business Research, Strategy, & Planning

    Credit Hours: 3

    This capstone course synthesizes the knowledge gained in the functional areas of the firm to enable the student to formulate business decisions and policies. The course uses techniques of research developed throughout the program to analyze comprehensive business problems. A major component of the course is a special project requiring a practical exercise in strategic planning.