For the latest news, events and announcements about UA, please visit

The new UA News Center features news channels specifically for students, faculty and staff, media and research. The UA News Center uses video, photography and narrative to tell the UA story to our various audiences. It also serves as a hub for finding information on campus resources and calendars. will remain in place temporarily as an archive, but will no longer be updated.

The University of Alabama

UA’s Culverhouse College of Commerce Offers New Marketing Analytics Online Degree

TUSCALOOSA, Ala. — A leader in business analytics education, The University of Alabama’s Culverhouse College of Commerce offers a new, online degree — Master of Science in Marketing with a specialization in marketing analytics.

UA began offering the specialized online degree this spring semester.

Industry demand in the growing field of marketing analytics and requests from distance students inspired leaders at UA and Culverhouse to design a program for individuals seeking to develop data-driven, decision-making skills without sacrificing their daytime commitments or without needing to relocate to the Tuscaloosa area.

“We continue to seek out ways to serve our diverse student markets, and adding this new specialized degree in marketing analytic does just that,” said Dr. J. Michael Hardin, dean of the Culverhouse College of Commerce. “We are not only developing innovative curriculum for students and professionals, but we are creating an educational experience to meet the demands of businesses as well.”

Students in this program will take traditional marketing courses such as marketing project management and global market management, and more specialized courses in advanced marketing analysis and data mining.

Students will also develop proficiency with software such as SAS/SAS SQL, which is highly sought after by employers. The program is taught by the same on-campus faculty who are leading the nation in analytics education

“The job market in the area of marketing analytics is exploding with opportunities,” said Dr. Arthur Allaway, professor and program coordinator for the Master of Science in Marketing with a specialization in marketing analytics.

“From retailers to packaged-goods manufacturers to sports franchises, the creation of huge databases from opt-in websites and loyalty programs has created a desperate need for analysts who can combine a marketing mind with advanced analytical skills,” said Allaway.

UA’s Culverhouse College of Commerce has been a leader in big data and business analytics education, offering the first specialization in the field in 2002, and, today, the College is underway with construction on the first-of-its kind business analytics lab in the nation.

The University of Alabama, a student-centered research university, is experiencing significant growth in both enrollment and academic quality. This growth, which is positively impacting the campus and the state's economy, is in keeping with UA's vision to be the university of choice for the best and brightest students. UA, the state's flagship university, is an academic community united in its commitment to enhancing the quality of life for all Alabamians.