Worcester Polytechnic Institute (WPI) has announced two new bachelor’s degree programs—the bachelor of science in marketing analytics and the bachelor of science in business analytics and applied AI—designed to equip students with the data-driven and AI-enabled decision-making skills increasingly sought across today’s competitive business landscape. These programs reflect WPI’s commitment to preparing graduates to lead in a world where analytics, automation, and digital strategy are redefining organizational success.
“Business sectors across the economy are experiencing rapid transformation driven by data, analytics, digital technologies, and artificial intelligence,” said WPI President Grace Wang. “These new degree programs exemplify WPI’s commitment to preparing our students for the future of work by equipping them with leading-edge business skills and fostering innovative, ethical, and analytical thinking.”
Demand for analytical and AI-savvy business professionals continues to surge. According to national employment projections, roles in market research, business analytics, and AI-supported strategic planning are among the fastest growing sectors, with organizations increasingly prioritizing workforce skills in data literacy, quantitative reasoning, and emerging technologies. From personalized marketing and customer analytics to AI-informed operations and predictive modeling, the need for graduates who can translate data into actionable insights is expanding across industries including retail, healthcare, finance, manufacturing, and technology.
WPI’s two new undergraduate programs were developed in close collaboration with industry partners, faculty experts, and employers who emphasize the importance of interdisciplinary preparation that blends business foundations with analytics, computation, and communication.
The BS in marketing analytics focuses on teaching students how to leverage data to understand consumer behavior, optimize campaigns, measure brand performance, and guide strategic marketing decisions. The curriculum blends marketing fundamentals with statistical analysis, data visualization, and digital strategy, supported by hands-on projects that allow students to work directly with organizations on real marketing challenges.
The BS in business analytics and applied AI prepares students to apply artificial intelligence, machine learning, and advanced analytics to solve complex operational and strategic business problems. Students gain experience with predictive modeling, data engineering, algorithmic decision-making, and AI-supported business solutions while also exploring issues of ethics, transparency, and responsible AI deployment.
“These programs were intentionally designed to meet the evolving needs of modern organizations,” said Kwame Dunbar, interim dean of The Business School. “Students will not only learn technical skills—they will develop the critical thinking, teamwork, and ethical grounding needed to apply analytics and AI responsibly in real business contexts. These degrees reflect what employers are asking for and what the future of business demands.”
Both degree programs are STEM designated—certifying that they qualify international students for extended U.S. work authorization through optional practical training (OPT)—and accredited by the Association to Advance Collegiate Schools of Business, the global standard for international business education.
Through WPI’s project-based learning model, students in both programs will collaborate with industry sponsors to address authentic, high-impact business problems, gaining professional experience before graduation.
To learn more about these new undergraduate degree programs, visit:
Marketing analytics: https://www.wpi.edu/academics/study/bachelors-degree-marketing-analytics
Business analytics and applied AI: https://www.wpi.edu/academics/study/bachelors-degree-business-analytics-applied-ai
