Masters in Business Analytics Specializations

Marketing analytics, HR analytics, decision science for businesses, operations analytics and security analytics are some of the main specialization tracks available under a Master of Science in Business Analytics program. Two of them are in demand these days.

Marketing Analytics

Marketing Analytics deals with the measurement, management and analysis of market performance. It is inclined towards maximizing effectiveness by optimization so that the returns on investment (ROI) can be bettered. It is aimed at finding insights into the preferences of customers and relevant market trends. 

 Master’s specialization in marketing analysis is increasingly becoming data-driven. Advanced data analysis techniques are used to assess marketing strategies, advertising campaigns and efforts that go into brand building.

Students opting this specialization can expect to study courses around the topics such as marketing management, SQL for analytics, data management, customer data analysis, relationship marketing, statistical modeling for business, consumer and buyer behaviour analysis, marketing of new products, e-marketing, marketing of services, programming for marketing analytics, marketing models, pricing policies and social media analytics, etc.

Graduates of this master’s specialization track find employment with marketing teams in various industries, consulting firms and market research organizations. They may work as marketing operations analyst, marketing insights analyst, marketing demand generation analyst, digital marketing analyst, market research analyst, consumer behaviour analyst, etc.

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Operations Analytics

The specialization involves data mining and data collection that can be used for gaining insight into the obstacles that hinder the growth of a business. One of the chief aims of operations analytics is to obtain a transparent picture of the business processes and customer responses.
 
Students opting this specialization will be offered courses around themes like operations design, risk management, decision analysis, supply chain  analysis and design, modeling and optimization of business processes, global operations strategies, role of information systems in operations, process designing and six-sigma processes. They may also get an opportunity to study particular business operations in greater depth like health systems and energy systems. Some of the in-vogue courses from allied disciplines include business intelligence, user experience analytics, information technology security and management and management of technological innovation.

Operations Analytics master’s students find jobs as operations analysts, data operations analysts, business management analysts, operations support analysts, performance analysts and finance and investment operations analysts.