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 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.
Coordinate and create effective strategies to collect data, analyze information, conduct research and implement analytics solutions for organizations and their products or services.
Median salary: $83,390
Top earners: $136,000+
Expected growth: 26% from 2018-2028
Market Research Analyst Courses
Online students will complete 32 credits hours (approximately 8 courses). This will consist of three (3) core courses. Students will take four (4) courses in market research and analytics and marketing communication. Students may select one of two options for their final capstone course: CMGT 510 or CMGT 597.
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:
- Marketing and sales
- Marketing management
- Database administrators
- Art directors
Where can you work with an MCM degree?
- 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 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