Business students get prepped for their day at Yankee Stadium to observe the marketing profession

Research and Analytics in Marketing (B.S.B.A.)

Market research analytics is the process of extracting information about target markets, customers, and marketing efforts through data visualization tools in order to generate valuable business insights and report on obtained results in an effective way. It has that specificity to be focused on a real market feedback.

Degrees & Offerings
  • B.S.B.A.
Department
College
Program Contact
Chair of the Department of Marketing and Professional Sales, Professor of Marketing and Professional Sales
illustration of Carver Hall

Market research analysts typically:

  • Monitor and forecast marketing and sales trends
  • Measure the effectiveness of marketing programs and strategies
  • Devise and evaluate methods for collecting data, such as surveys, questionnaires, and opinion polls
  • Gather data on consumers, competitors, and market conditions
  • Analyze data using statistical software
  • Convert complex data and findings into understandable tables, graphs, and written reports
  • Prepare reports and present results to clients and management

Market research analysts research and gather data to help a company market its products or services. They gather data on consumer demographics, preferences, needs, and buying habits. They collect data and information using a variety of methods, such as interviews, questionnaires, focus groups, market analysis surveys, public opinion polls, and literature reviews.

Analysts help determine a company’s position in the marketplace by researching their competitors and analyzing their prices, sales, and marketing methods. Using this information, they may determine potential markets, product demand, and pricing. Their knowledge of the targeted consumer enables them to develop advertising brochures and commercials, sales plans, and product promotions. Market research analysts evaluate data using statistical techniques and software. They must interpret what the data mean for their client, and they may forecast future trends. They often make charts, graphs, infographics, and other visual aids to present the results of their research.

Courses and Curriculum

Effective Fall 2021

As per PRP3604: All students earning a first baccalaureate degree will take at least 30 of their last 45 credits at Bloomsburg University, no more credits are required than the 30 credits. All first baccalaureate students will take at least 50% of credits required for the Major from a PASSHE university. Bloomsburg University may require up to a maximum of 50% of the Major credits. Program exceptions to the policy are to be approved by the Office of the Chancellor.
In addition to 60 semester hours of general education requirements, a total of 60 semester hours is required for a major in business administration with a concentration in marketing degree program.

Required General Education courses:
BUSED.101 Introduction to Business
BUSED.333 Business Communications & Report Writing
COMMSTUD.103 Public Speaking
ECONOMIC.121 Principles of Macroeconomics
ECONOMIC.122 Principles of Microeconomics
ENGLISH.101 Foundations of College Writing
PSYCH.101 General Psychology                                                                                          
Second Language

Choose one of the following two courses:
ECONOMIC.156 Business and Economics Mathematics
MATH.123 Essentials of Calculus

Choose one of the following two courses:
ECONOMIC.256 Business and Economic Statistics 1
PSYCH.160 Applied Statistics for the Behavioral Sciences

College of Business Core
ACCT.220 Financial Accounting
ACCT.223 Managerial Accounting
FINANCE.313 Introduction to Corporate Finance
ITA.175 Spreadsheet Modeling and Data Analysis Applications**
LAW.331 Law and Legal Environment
MGMT.244 Principles of Management
MGMT.497 Business Policies and Strategies
MKTG.310 Marketing Principles and Practices

Marketing Requirements
MKTG.330 Consumer Motivation and Behavior
MKTG.340 Advertising Management
MKTG.360 Fundamental Marketing Analytics
MKTG.365 Advanced Marketing Analytics
MKTG.370 Sales Management
MKTG.380 International Marketing
MKTG.440 Marketing Research
MKTG.460 Marketing Management
3 credits MKTG Elective***
ITM.310 Data Management for Business

Electives in Business – (6 credits)  Must be 300 or 400 level business courses.  A business elective is any business course that is not a required course.
Courses designated with BUSED, ACCT, MISCIS, MGMT, ITM, FINANCE, MKTG, OR LAW are business courses.
General education electives - Select general education courses needed to meet the 120-semester hour graduation requirement. 40% of all courses taken must be

300-level or higher.
** ITM 175 also = 2 GEPs under GEG 2 (Info) and 1 GEP under GEG 3 (Quant).
**Marketing Elective – A marketing elective is any marketing course that is not a required course.
**** This must come from two different disciplines.  Taking both ECON 156 and ECON 256 will not fulfill the discipline requirement. Please see your advisor.

It's the responsibility of the student to know and observe the academic policy and regulations of the university, to confine registration to courses for which prerequisites have been satisfied and to meet the requirements for graduation.

The Husky Difference

18%
Job Growth
Employment growth will be driven by an increased use of data and market research across many industries, according to the U.S. Bureau of Labor Statistics.
 AACSB-accredited schools have the highest quality faculty, relevant and challenging curriculum, and provide educational and career opportunities not found at other schools.
Many top, global corporations only recruit from AACSB-accredited schools. Those grads are offered better, more competitive salaries.
$63K
Annual Salary
On average for market research analysts to study market conditions and examine potential sales, according to the U.S. Bureau of Labor Statistics.

Research and Analytics in Marketing Contacts

Monica Favia

Monica Favia, Ph.D.

  • Chair of the Department of Marketing and Professional Sales, Professor of Marketing and Professional Sales
Bloomsburg University Employee

Michelle Leiby

  • Secretary of the Department of Finance, Department of Marketing and Professional Sales

Applying to this Program

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