Marketing Analytics
Build expertise in analyzing and interpreting customer and market data with the Marketing Analytics course, a new, stand-alone option that is part of our Master’s in Engineering Management (MEM) degree program. Participants will attend class with students enrolled in the MEM weekend program and are eligible to receive graduate level credit for course completion.
The Marketing Analytics course is taught by Raghunath Rao, chair of the Marketing Department of the University of Texas McCombs School of Business. The course meets six times over three weekends for a total of 24 hours of instruction and is designed for professionals working in science, technology and engineering fields.
Key Learning Objectives
- Learn how to confidently interpret marketing data to drive decision making.
- Gain hands-on experience with Microsoft Excel and other tools to support data interpretation.
- Apply marketing analytics to define markets, manage customers, optimize marketing strategies and analyze business policies.
Course Information
Spring 2026 Course Dates: Feb 27-28; March 13-14; April 3-4
Course Time: 1:00pm – 5:00pm
Fee: $3000
CEUs: University graduate credit through UT University Extension is available.
Location: Course meets in person on UT Campus, and is also available synchronously with live instruction.
Course Instructor
Raghunath Singh Rao is the chair of the UT McCombs School of Business Marketing Department and is the Arthur James Douglass Centennial Professorship in Entrepreneurship and Small Business.
Professor Rao’s research interests include durable goods markets, pricing, sales management, and innovation. His research uses game theory, secondary data, and lab experiments to study these topics. He has published research in top-tier journals such as the Journal of Marketing Research, Marketing Science, Management Science, Quantitative Marketing and Economics, and the Journal of Marketing. Professor Rao holds a master's in applied economics and a Ph.D. in business administration from the University of Minnesota
Professor Rao was honored as a Marketing Science Institute (MSI) Young Scholar in 2011, which identifies the “next generation” of marketing scholars. His other honors include the American Marketing Association’s awards for research excellence in sales management and entrepreneurial marketing. In 2020, Rao was named an MSI scholar, awarded to a select group of midcareer researchers who have shown “a keen understanding of the importance of academic-practitioner partnerships.”
Who Should Take this Course
- Engineers and technology professionals seeking skills to apply marketing analytics to solve business challenges
- Marketing practitioners
- Team leaders
- Decision makers seeking to enhance their analytical capabilities
We are here to answer your questions.
Registration Information
Because of the rigor in the Marketing Analytics course, applicants must hold a bachelor’s degree and have at least 18 months of professional work experience.
Submit the following materials to our graduate coordinator:
- Resume
- Paragraph of Intent / Why you want to take the course
- Paragraph of Support or letter from a colleague or supervisor
- UT EID (If you forgot your UT EID or need to create a new one, visit the UT EID Website to get started.)
Submit your materials via email by clicking the button below:
