Bachelor’s Degree in Marketing Analytics

Bachelor of Science
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Transform insights into strategy—from segmentation and pricing to sales forecasting and social media analytics—with WPI’s marketing analytics degree. 

At a Glance

Bachelor’s + Master’s Program

BS/MS available: Earn both degrees in five years.

STEM-Designated Degree

Qualifies international students for extended U.S. work authorization through Optional Practical Training (OPT)

AACSB Accredited

Program meets the highest international business education standards 

Career Outlook

Average Starting Salary: $81,200 (bachelor’s degree graduates)* 

Notable Employers: Fidelity Investments, Liberty Mutual Insurance, State Street Corporation, Travelers Insurance, Morgan Stanley**

*WPI Class of 2024 First Destination Survey (business programs) **WPI First Destination Survey data (2020-24) 

Application Deadlines

Early Decision/Early Action I: Nov. 1 

Early Decision/Early Action II: Jan. 5 

Regular Decision: Feb. 1 

Explore This Degree

Options

Customize Your Path

Your WPI degree is yours to shape. Complement your major with a minor, or fill the rest with electives that interest you. Take your education even further with the accelerated BS/MS, which allows you to earn both your bachelor’s and master’s in as few as five years.

Potential Minors

Data Science | Computer Science | Psychological Science | Economics

 

View All Minors

Undecided? No problem. Apply now and explore before committing to a specific path. 

13:1

Student-to-Faculty Ratio 

270+

Student Clubs and Organizations

95%

Of First-Year Students Return for Their Sophomore Year (2025)

WPI Difference

What Makes WPI's Degree in Marketing Analytics Distinct

WPI’s project-based degree in marketing analytics combines marketing strategy and creativity with analytics and AI to prepare you for a data-driven digital marketing world.

Through WPI’s immersive seven-week terms and hands-on project work, you will:

Analyze

consumer and market data using AI to draw insights 

Transform

marketing data into insights that drive real business decisions 

Create

models that predict what customers want and how campaigns perform

BUILD

a professional portfolio of completed projects at one of our 50+ project centers worldwide

 

CUSTOMIZE

your expertise by choosing a mix of electives to match your interests

Collaborate

with teams across disciplines to develop solutions for today’s complex challenges

Resources & Tech You’ll Tap Into

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Social Media Analytics Lab (SMAL)

Investigate how platforms like TikTok, Instagram, and Threads shape real-world behavior using AI tools to analyze everything from AI fraud and deepfakes to financial advice overload and viral social movements.
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WPI students in innovation lab

i3 Lab (Ideate, Innovate, Incubate)

Launch your startup with brainstorming resources, product development support, and investor connections through the Innovation Studio, Makerspace, and Business Development Lab.
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Healthcare Delivery Institute (HDI)

Apply consumer behavior analysis and engagement research to marketing challenges using digital data and connected sensors.
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Project-Based Learning Experiences

Marketing powered by data. Data driven by you. At WPI, you’ll apply marketing analytics theory and practice from day one. Build a professional portfolio with real work that matters. 

At WPI, learn in an immersive environment where classroom concepts transform into hands-on projects, thanks to our intensive, seven-week terms. Complete increasingly advanced projects for industry partners and community organizations, both local and global. Present your solutions directly to organizations that will implement what you create. 

Below, explore marketing-focused projects completed by students at WPI.


 

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Global

📍Berlin, Germany

Customer Relations Management (CRM) Integration for Refugee Assistance — Students built customer management systems helping refugee organizations track and serve displaced populations.

Global

📍Cuenca, Ecuador

Enhancing Attraction and Engagement of el Museo de las Conceptas through Digitalization — Teams created digital strategies and visitor analytics to boost museum engagement.

Local

📍Worcester, MA

Persona Development for the Polar Park Mobile Application* — Students segmented over 400 survey responses into seven personas for the Worcester Red Sox mobile app. 

Local

📍Worcester, MA

Worcester Art Museum: Audience Engagement Study* — Students profiled Worcester Art Museum visitors through surveys and interviews, then recommended new membership pricing models and outreach programs.

Industry

📍Worcester, MA

Stormwater Management Educational Materials for Central Massachusetts Municipalities* — Students built a branded stormwater awareness campaign and two educational toolkits for schools and community events across Central Massachusetts. 

Industry

📍Worcester, MA

Internal and External Marketing Plan for the Boy Scouts of America* — Students diagnosed declining youth and volunteer membership, then delivered internal and external marketing plans for a regional Scouting council.

Skills & Salary

Skills You'll Gain

WPI’s marketing analytics degree prepares you to transform raw data into strategic business decisions, building the analytical expertise and technical skills that today’s data-informed marketing teams demand.

Explore opportunities to build skills such as:

Marketing Data Analysis and Visualization

 

Dig into customer behavior, campaign results, and market trends using marketing analytics tools including Python, Google Analytics, and Tableau to find insights that drive real decisions.

Build interactive dashboards that turn complicated data into clear stories your team can act on. 

Consumer Behavior Modeling and Prediction

 

Create predictive models with machine learning and statistics that forecast which customers will buy, stay, or leave.

Use segmentation and targeting analytics to find your most valuable customers and spend marketing budgets where they matter. 

Digital Marketing and Web Analytics

 

Track and improve digital campaigns with Google Analytics, A/B testing, Hootsuite, and attribution models across web, social, and e-commerce.

Pull insights from social media and website traffic to boost engagement and turn browsers into buyers. 
 

Professional Excellence

 

Lead teams that blend marketing strategy with data science to tackle real business problems for industry partners.

Present findings to executives in plain language, turning complex stats into smart recommendations while keeping customer data ethical and secure. 

Student Voice

“As a hands-on learner, being able to use software and think through real-world scenarios from day one has reassured me that the skills I’m developing in class are applicable in the professional world.” 

Luz Joseph '26
Luz Joseph '26
BS in Data Science, MS in Business Analytics

Luz grows personally and professionally through her involvement on campus and while tackling academic hands-on projects.[...]

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#15

Best Career Placement

The Princeton Review (2026)
#13

Best Programs for Internships/Co-ops

U.S. News & World Report (2027)
Top 20%

Universities for Business/Economics 

Times Higher Education, World University Rankings (2024)
Career

Marketing Analytics Career Outlook

Career Path 

Industry Sector 

Entry Level (0-5 years) 

Mid-Level (5-10 years) 

Senior Level (10+ years) 
Marketing Analytics 

Commercial 

 Marketing Analyst 
$65K 		 Senior Marketing Analyst 
$98K 		 Director of Marketing Analytics 
$150K 
Market Intelligence 

Commercial 

 Market Research Analyst 
$77K 		 Senior Market Research Manager 
$116K 		 VP of Market Research 
$177K 
Digital Marketing 

Emerging Tech 

 Digital Marketing Analyst 
$65K 		 Digital Marketing Manager 
$98K 		 Director of Digital Marketing Strategy 
$150K 
Business Intelligence 

Emerging Tech 

 Business Intelligence (BI) Analyst 
$70K 		 Senior BI Analyst 
$105K 		 Director of Business Intelligence 
$161K 
Customer Analytics 

Commercial 

 Customer Insights Analyst 
$55K 		 Senior Customer Insights Manager 
$83K 		 Director of Customer Analytics 
$127K 
Brand Strategy 

Commercial 

 Product Brand Analyst 
$85K 		 Senior Brand Manager 
$128K 		 VP of Brand Strategy 
$191K 

Salary data from the Bureau of Labor Statistics 


Top Industries that hire Marketing Analysts: Tech, Retail, Healthcare, Finance, Media & Entertainment

Median pay: $76,950 per year, with 7% job growth—faster than average. (Bureau of Labor Statistics)

Tuition & Costs
Preview

Financing Your Future

College is a great investment in your future—and we’re here to help you plan for it. Explore WPI’s cost of attendance and learn how our Office of Financial Aid can guide you through options for funding your education. 

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Start Building Your Future Today

WPI’s simple formula helps students thrive: “Go to class. Do the work. Ask for help.” With our marketing analytics degree, gain the marketing knowledge, analytical skills, and hands-on experience needed to transform data into growth-driving marketing strategies. 

Continue Your Studies

Master’s in Business Analytics
Master’s in Data Science
MBA in Analytics

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