MSMKA · Current · 34 CUs

Master of Science in Marketing, Marketing Analytics Specialization

Source: WGU Program Guide·v202303·9/27/23

About This Degree

WGU Catalog 2026-03

The Master of Science in Marketing with a specialization in Marketing Analytics is a competency-based degree program that develops digital marketing analytical skills that can be applied to a variety of sectors, such as corporations, small businesses, government agencies, non-profits, and healthcare and education institutions. The competencies in this program measure in-demand skills using industry-standard techniques to gather, analyze, and report digital marketing data for decision-making purposes. You will demonstrate competencies using technical and analytical skills in digital marketing analysis, search engine optimization, and e-commerce. The program concludes with an experiential learning capstone course where you will deliver a digital marketing analytics project to a business client to culminate the skills learned throughout the program. Industry certifications are also included in the program.

Official catalog text — WGU-authored.

Degree History

First offered2023-01StatusCurrentCUs34

College name history

College of Business→School of Business

Program Learning Outcomes

WGU Catalog 2026-03

Official WGU-authored outcomes from the catalog Program Outcomes section.

•The graduate designs the market research process to achieve specific organizational objectives.
•The graduate explains the digital marketing specializations and how they are used within digital marketing strategy.
•The graduate analyzes how digital marketing tools are used to reach and retain customers to e-commerce stores.

Related Programs

M.S. Marketing

This track: Marketing Analytics Specialization

parallel specialization

Other tracks in this family:

MSMK— Digital Marketing Specialization

Areas of Study

2 groups · 11 courses

Course groups from the WGU Program Guide. Expand each group to see course descriptions and competencies.

Course Roster (11 courses)

WGU Catalog 2026-03

Term 1

Code	Title	CUs
C200	Managing Organizations and Leading People	3
D263	Frameworks for Strategic Decision-Making	3
D373	Marketing in the Digital Era	3

Term 2

Code	Title	CUs
D374	Market Research	3
D375	Marketing Communications and Storytelling	3
D376	Product, Price, and Customer Experience	3

Term 3

Code	Title	CUs
D378	Digital Marketing Science	4
D381	E-Commerce and Marketing Analytics	3
D382	Digital Marketing Analytics	3

Term 4

Code	Title	CUs
D383	Search Engine Optimization	3
D384	Marketing Experiential Capstone	3

Total: 34 CUs across 11 courses. Degree total per catalog: 34 CUs.

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