Duke - The Fuqua School of Business

Marketing Track

Marketing Track

The Marketing track will prepare you to use customer data to inform and support marketing initiatives. More and more, this involves using large amounts of data to predict customer behavior in order to tailor your organization’s offerings. The Marketing track enables you to address a wide variety of questions using advanced analytics in positions such as:

  • Marketing Analyst for a consumer goods or services organization, who evaluates the way consumers using your web/mobile applications, where your online customers originate, whether you are retaining these consumers, and what digital platforms result in the highest conversion rates
  • Market Research Analyst for a marketing research supplier, who may assess the effectiveness of your client’s content marketing, determining at what points in the customer lifecycle they are interacting with the customer, and what content has the most significant effect
  • Account Analyst for an advertising agency, who identifies which marketing campaigns are most effective, and which channels result in the highest return on investment
  • Business Analyst in most any type of organization, who analyzes the patterns that can be identified in your customers’ behavior, and how those patterns enable you to cater your products to their needs more effectively