What to Expect in Your First Semester in the Marketing Intelligence Program at Towson

One of the biggest questions I had coming into the Marketing Intelligence program at Towson University was what my first semester might look like. With a strong emphasis on analytical thinking and hands-on projects, the fall semester did a great job of showing me how data is used in modern marketing. Here are the courses I took in the fall and what they were like:

Marketing Intelligence Strategy: This course gives you the foundation of strategic decision-making in marketing. We learned how to approach marketing strategy by analyzing the competitive environment, understanding the consumer's mind in the digital age, and applying concepts like segmentation, targeting, and positioning. One of the biggest assignments in this class was working on a hands-on project where we partnered with a local Baltimore business to assess their marketing challenges and develop data-driven recommendations to improve their events, their social media, and their overall marketing presence.

Marketing Research Method: In this class we focused on how statistical methods directly inform real marketing decisions. We learned how to determine which research designs and tests were needed for each given scenario and how to interpret the results in a marketing context. There was a lot of emphasis on using Excel and R studio to run and interpret different statistical test like t-tests and ANOVA. This class helped connect the dots between research and decision making in marketing.

Marketing Analytics and Metrics: This course focuses on using data to drive marketing decisions. We dove deep into what marketing metrics actually are and why they matter. Each week we worked on case studies where we would analyze and recommend the best course of action for each given scenario. This class showed us how important numerical fluency is in today’s marketing environment.

Digital Marketing: The digital world is constantly evolving and this class covered marketing tactics and strategies that are shaping today’s industry. We completed several group projects that centered around digital trends, social media, and how to make the content feel relevant and current. We also participated in a digital marketing simulation, which focused on SEO strategy, paid ads, and keywords. It really helped us understand how brands compete for their spot online.

I hope that this gave you a good look into what a fall semester in the program could look like! Thanks for reading.

-xoxo Destiny