Certificate in Marketing Analytics - Undergraduate

The demand for graduates with analytical skills in marketing is extremely high. The undergraduate Certificate in Marketing Analytics enables students to acquire data analysis and data management skills and help them apply those skills to solve marketing problems. Students who finish the 13 credit-hour curriculum earn the certificate upon completion of their bachelor’s degree, providing employers with strong evidence that they have cutting-edge skills to excel in an analytics career.


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Required Coursework 


3.0 overall GPA in the required courses, 3.2 GPA in MRKTNG 4900, MRKTNG 4930 (or MANGMT 4610) and MRKTNG 4950

Must complete requirements for a BSBA or a minor in business at the University of Missouri

MRKTING 4900: Analyzing and Communicating Business Data (3 credit hours)**

Analysis of marketing data with basic statistical techniques. Students learn when and how to use statistical techniques to solve marketing problems and how to effectively communicate the results to managers.

MRKTING 4910: Data Analytics and Machine Learning for Business (3 credit hours)*

Introduction to artificial intelligence and machine learning applications in business. Students will work with analytical tools and models and learn to derive actionable insight from using these tools.

MRKTING 4920: Data Visualization (1 credit hour)***

An introduction to data visualization. Students will learn the principles of effective visual representation of data and how to effectively prepare data visualizations using the Tableau platform.

MRKTING 4930: Databases for Marketing Decisions (3 credit hours)*

Overview of database management techniques to solve marketing problems. The course will cover domains such as market share analysis, customer relationship management, brand and store positioning, and market and product sales forecasting.

MRKTING 4950: Data-Based Decision-Making in Marketing (3 credit hours)**

A systematic approach that builds analytical skills through lectures, cloud-based software, and business case studies. Emphasis is on a hands-on approach to address problems in market segmentation, targeting, pricing, and resource allocation. Helps assess the financial impact of marketing expenditures drawing on data visualization to effectively present the analysis.


*Course offered in the fall semester only  

**Course offered in the spring semester only  

***Course offered in the fall and spring semester


  • For MRKTNG 4900, 4910, 4930 and 4950, the prerequisites are ACCTCY 2258, STAT 2500 AND MRKTNG 3000. Also, STAT 3500 is a pre-requisite or co-requisite.
  • For MRKTNG 4920, the prerequisite course is ACCTCY 2258.
  • There is no specific internship requirement associated with this certificate. However, all Mizzou students completing a BSBA must meet the BA 4500 internship requirement.

Application Deadlines

  • Spring – May 1
  • Summer – July 31
  • Fall – December 1