Market Research and Analytics

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Marketing Analytics Focus Area Overview

Communication Intelligence Begins with Smart Data

The U.S. population consumes more than six hours of digital media per day — per person.* For communications professionals seeking to provide greater value in the digital revolution, an understanding of data is paramount for a lasting career. The MCM market research and analytics area of focus goes beyond typical market research programs by developing your data-analytic thinking and communications expertise to solve problems from an applied research perspective.

With the modern tools to collect and analyze data, you can bring greater value to organizations in a variety of ways: from data storytelling to customer relationship management and data-driven decision-making — all highly sought skills by top employers.

*Source: eMarketer U.S. Time Spent with Media 2019

How Has the USC MCM Benefited Our Graduates?

reported employment rate upon graduation

received a raise, promotion or new title after completing the[no-break]program

appreciated the personal satisfaction of earning a degree

said it helped expand knowledge of the industry

Source: USC Annenberg MCM 2018 Graduate Outcomes Survey

Market Research and Analytics Careers

The U.S. Bureau of Labor Statistics projects a positive employment future for market research analysts, a focus area that is projected to grow by 20% from 2018 to 2028. This surge would be a result of the expanded use and need for data and market research by organizations nationwide.

USC graduates have parlayed their MCM degree into key roles at various professional levels and focus areas.

Market Research Analyst Courses

Market Research Analyst Required Courses

Online students will complete 32 credits hours (approximately eight courses). This will consist of three (3) core courses. Students will take four (4) courses in market research and analytics and marketing communication. They may select one of two options for their final capstone course: CMGT 510 or CMGT 597.

CMGT 500

Managing Communication

CMGT 540

Uses of Communication Research

CMGT 502

Strategic Corporate Communication

CMGT 564

Methodological Fundamentals of Big Data in Communication

CMGT 555

Online Marketing Comm. Development & Analysis

CMGT 587

Audience Analysis

CMGT 510

Communication, Attitudes, Values and Behavior

CMGT 597

Communication Research Practicum

For your specific course plan, please contact an enrollment advisor.

Who Can Benefit from the MCM Market Research and Analytics Focus Area?

Modern professionals must be well-versed in analytical methodologies and tools, new media tactics and best practices to enhance businesses and organizations.

Expertise areas for MCM graduates include:

Where can you work with an MCM degree?

  • Corporations
  • Marketing and communication organizations
  • Professional, scientific and technical firms
  • Colleges and universities
  • Finance and insurance groups
  • Health care organizations
  • Local, state and federal government departments

Sources: Burning Glass Technologies: Labor Insight 2020 and the U.S. Bureau of Labor Statistics

Benefit from the USC Annenberg Experience

When you become an online MCM student, you are granted access to the renowned USC Annenberg School for Communication and Journalism and its resources. That means all of our digital libraries, professional networks and accomplished faculty are available to develop your strategic communication expertise and build your confidence to put it into[no-break]action.

Broaden your skill set with professional growth opportunities:

    • Access a multitude of creative workshops, digital tools and events through the USC Annenberg Digital Lounge, an official Adobe Certification Center
    • Learn from a world-class faculty of leading experts in marketing, new and social media, research and corporate communication
    • Solve real-world problems with experiential learning opportunities
    • Engage with diverse, multidisciplinary professionals across industries
    • Connect with more than 15,000 USC Annenberg alumni worldwide