The University of Colorado Boulder will offer a new master’s degree in marketing analytics beginning in the 2025-2026 academic year.

Vijay Khatri, dean of the Leeds School of Business, presented the proposal for the new degree program at a CU Board of Regents committee meeting on Oct. 22. The board, which oversees the CU System, officially approved the program on Thursday.

“I don’t think it will be a surprise to see there has been an extremely huge interest in this area of business analytics,” Khatri said.

The new degree stems from the success and popularity from the marketing analytics track within the existing master’s degree in business analytics. The new degree is intended to better serve the growing demand from students and the workforce.

Marketing analytics combines core marketing principles with advanced data analytics skills so students can make data-driven marketing decisions. Students in the program will be trained to help companies gain insights into consumer behavior and competitive performance, using data analysis to inform strategies on enhancing marketing efforts and maintaining a competitive advantage.

“I’m extremely excited and supportive for this kind of degree program,” Regent Ken Montera said, adding, “I think it’s a great opportunity for CU Boulder.”

Learning outcomes include technical expertise in marketing analytics, managerial and organizational frameworks in marketing, critical thinking and communication of insights from marketing analytics, ethical responsibilities of business leaders in marketing analytics and teamwork and collaboration.

Kristi Ryujin, associate dean for graduate programs, said the master’s degree in marketing analytics will be an in-person, 10-month program. It will also be available online for students who are working professionals to complete it over two years.

Khatri said there are an increasing number of schools who are adding a master’s degree in marketing analytics to their degree offerings. This is happening as there’s a rising importance of business analytics in data-driven business decision making.

No additional faculty are required for the new degree. The university anticipates enrollment growth will continue trending upward in the new degree for marketing analytics and in the existing master’s in business analytics.