Overview
The Master of Science in Business Analytics and Artificial Intelligence with a specialization in Marketing Analytics prepares students to excel in data-driven decision-making by combining advanced analytics, artificial intelligence (AI), and strategic marketing expertise. This interdisciplinary program equips students with proficiency in core business analytics techniques, including data visualization, predictive modeling, and statistical analysis, while integrating cutting-edge AI technologies such as machine learning and natural language processing. With a focus on marketing analytics, students develop skills in customer segmentation, digital marketing, and social media analytics, enabling them to extract actionable insights and drive strategic growth. Through hands-on learning using industry-standard tools such as Python, SQL, R, and Tableau, the program fosters the application of theoretical knowledge to real-world problems. Graduates are well-prepared for roles such as Marketing Data Analysts, AI Strategists, Business Intelligence Analysts, and Customer Insights Managers, ready to lead innovation in a rapidly evolving, technology-driven marketplace.
This program is only offered in an accelerated format and is 100% online.
Admissions
To be admitted to the graduate program, prospective candidates must first meet all requirements for graduate admission to UT Rio Grande Valley, as well as the other requirements listed below:
- Bachelor's degree from a regionally accredited institution in the United States or a recognized international equivalent in a similar or related field.
- Undergraduate GPA of at least a 3.0 in the last 60 semester credit hours.
- Applicants with a GPA below 3.0 will be considered on a case-by-case basis.
- Official transcripts from each institution attended (must be submitted directly to UTRGV).
- One letter of recommendation.
Application for admission must be submitted prior to the published deadline. The application is available at www.utrgv.edu/gradapply.