Marketing Analytics

Interested in a marketing career managing and studying data in order to determine the return-on-investment (ROI) as a part of a central piece to the company marketing strategy? Learn about opportunities in marketing analytics with classes and real-world projects to prep for internships and entry-level career opportunities.


Professional Selling Opportunities in the Marketing Major

Gain a flexible foundation to hit the ground running and pursue your passions

Interested in a marketing career managing and studying data in order to determine the return-on-investment (ROI) as a part of a central piece to the company marketing strategy?  Marketing students at the Penn State Smeal College of Business will enhance their portfolios for career opportunities in marketing analytics as a part of the Strategic Insights and Analytics specialty track in the marketing major.

Employment of advertising, promotion, and marketing managers is expected to grow significantly by 2026

Smeal marketing majors entering the workforce after school secure competitive starting salaries which are dependent on industry, location and company. Many alums become managers and executives later in their careers.  More on career options and salary statistics of marketing careers and Smeal marketing graduates


Smeal Marketing Alumni in Professional Selling

Some of our Marketing Alumni that built careers in Professional Selling are, but not limited to:

  • Business Analyst
  • Customer Strategy Analyst
  • Data Report Analyst
  • Digital Marketing Analyst
  • Manager of E-commerce Sales
  • Marketing Manager
  • Research and Predictive Marketing Analyst
  • Sales support and development Analyst
  • Marketing manager and senior management roles in the aforementioned roles


Core Courses in Professional Selling

MKTG 474 (3): Marketing Analytics Introduction to a variety of analytical techniques used for data-driven marketing decision making.

(It is highly recommended to also take MKTG 473 Digital Marketing to gain a broad perspective of digital marketing and the role of analytics)

MKTG 473 (3): Digital Marketing Management of digital marketing efforts; examines how evolving technologies are impacting marketing decisions including the Internet, search, mobile, social media, content marketing and technologies like virtual reality (VR) augmented reality (AR) and Internet of Things (IoT).

MKTG 498 (1): Digital Marketing Practicum Provides opportunity for advanced study in digital marketing to create a real digital campaign, manage the campaign’s budget (provided by the course mentors), and observe the outcomes.  Currently, our class mentor and partner is Amazon.

MKTG 496 (1-3): Independent Study Complete a semester-long research project in marketing analytics with a Marketing Department Faculty Advisor with expertise in analytics.

Full Marketing Course List and Descriptions offered at the Smeal College of Business


Opportunities Outside the Classroom

Penn State American Marketing Association (PSAMA)

Picture of Penn State chapter of the American Marketing Association club at the national conference.

PSAMA earned the AMA International Chapter of the Year award in 2020-21

About PSAMA, including a Marketing Analytics division

Marketing majors concentrating their studies in Marketing Analytics have opportunities to further their experience participating in PSAMA. The marketing analytics division provides students with the ability to seamlessly transition from Smeal to the working world working the job they want. With vast amounts of data widely available, analytics has cemented itself into not just marketing, but almost every field of business. The analytics division will teach students to analyze and make meaningful conclusions from data giving them skills that can be applied to any career they choose.


Learn more about the Business Development and Sales specialty track or the Strategic Insights & Analytics specialty track in the marketing major at Smeal.