Marketing analytics

Graduate certificate University of Missouri-Columbia
Digital abstract view of marketing data charts and graphs.

Get started with Mizzou

Apply here
AACSB logo


The demand for employees with marketing analytics skills is extremely high. Gain the skills employers are looking for with a graduate certificate in marketing analytics. This program will deepen your understanding of big data that inform marketing strategies, tasks and decisions. You will learn to leverage predictive data modeling and data-mining tools — such as R, SAS and SQL — to deliver strategic analytical solutions and create value across markets and industries.

Further your education
If you choose to continue your education, this program offers a seamless transition from graduate certificate to a master’s in business (MS).

Quick facts

Official name

Graduate certificate in marketing analytics


University of Missouri-Columbia

Program type

Graduate certificate

Academic home

Trulaske College of Business | Marketing Department

Delivery mode

100% online


Higher Learning Commission, Association to Advance Collegiate Schools of Business (AACSB International)

Credit hours


Estimated cost


*This cost is for illustrative purposes only. Your hours and costs will differ, depending on your transfer hours, your course choices and your academic progress. See more about tuition and financial aid.

Marketing analytics professional writing on a whiteboard.

Career prospects

This certificate is designed for students who want to:

  • Enhance their skills for career advancement in marketing or business data analytics;
  • Learn how to use data to make better marketing decisions or to consult with clients;
  • Change their career path to the high-growth field of analytics.

Jobs may include

  • Data analyst
  • Data scientist
  • Market research analyst
Burning Glass Technologies. 2021. Salary numbers and employment growth numbers are based on models that consider advertised job posting salary, Bureau of Labor Statistics data and other proprietary and public sources of information for multiple occupations.
median salary

Program structure

The online graduate certificate in marketing analytics is 100 percent online: no campus visits are required. 

Courses are semester-based. Students typically take two classes each semester session and finish the program in one year.

Course work includes

  • Applied statistics for marketing analytics
  • Marketing analytics for business decisions
  • Marketing databases and SQL
  • R and Python for marketing analytics


100% online

Calendar system


Typical program length

1 year

Typical course load

2 classes per semester


The University of Missouri is accredited by the Higher Learning Commission, one of six regional institutional accreditors in the United States. The Trulaske College of Business and Marketing Department are accredited by Association to Advance Collegiate Schools of Business (AACSB International).

Faculty spotlight

Marsha Richins.

Professor Richins teaches applied statistics and data communication in the undergraduate and graduate marketing analytics certificate programs, as well as marketing research. In her courses, she makes statistical knowledge accessible to students and helps them learn to apply their knowledge in business decision-making situations. She has been selected by both students and faculty to receive teaching awards and is also an award-winning researcher, having published numerous articles on consumer behavior and purchase motivations.

Marsha Richins
Professor of Marketing, Bailey K. Howard World Book Chair, Faculty Director of Undergraduate and Graduate Marketing Analytics Certificate Programs
Srinath Gopalakrishna.

Professor Gopalakrishna is a scholar in the domains of business-to-business marketing, sales management and marketing analytics. His research has appeared in the top marketing academic journals. He teaches in the undergraduate, graduate and execMBA programs and has received the Distinguished Research Fellowship Award, the O’Brien Award for Teaching Excellence and the Kemper Award for Teaching Excellence at Mizzou. He is passionate about systematic, analytical approaches to marketing decision-making and helping students develop their skills and confidence to perform such analyses to solve business problems.

Srinath Gopalakrishna
Professor of Marketing, David and Judy O'Neal MBA Professor, Faculty Director execMBA, and Marketing Department Chair

Learn more about this program

This program is administered by the Marketing Department