New Marketing Research and Analysis M.S. approved by THECB

SAN MARCOS – The Texas Higher Education Coordinating Board has authorized Texas State University to offer an innovative new Master of Science degree program with a major in Marketing Research and Analysis.

The program will be the first in the region to offer a M.S. degree with a major in marketing research and analysis, and only the second university in Texas to have a master's degree that focuses on marketing research.

The degree program was approved by the Texas State University System Board of Regents in August. The program is currently accepting applications for fall 2019 enrollment. 

"The business world's becoming a lot more data reliant, so people need those skills. If you look at the demand for market research analyst and marketing manager jobs in Texas, the projected growth rate is significant," said Gail Zank, professor in the Department of Marketing in the McCoy College of Business Administration, who contributed to the design of the new program and is the program director. "Many of those jobs prefer a master's degree. We believe we're going to be able to meet that need. It's an opportunity for students to earn a degree that I think will have a lot of demand."

Marketing research and analysis are used by companies to link information about products, customers and markets to financial metrics like sales, margin and earnings before interest, taxes, depreciation and amortization. Marketing research is increasingly incorporated into strategic planning by organizations. This shift is increasing the scope and demand for marketing managers with strong research skills as well as the need for market research analysts and survey researchers. Texas Workforce Commission data indicates strong job demand for market research analysts, marketing managers and survey researchers. From 2014 through 2024, the number of marketing research analysts and marketing specialists is expected to increase more than 32 percent, the number of marketing managers more than 24 percent and survey researchers more than 21 percent. 

"For nine months we looked at job postings within the state and identified all the marketing positions that actually preferred or required a master's degree," Zank said. "Our program and curriculum were partly driven by what was defined as needed in those job announcements. We want to make sure our graduates have marketable skills, and provide companies employees who can hit the ground running and immediately contribute."

Because the 30-hour program can be completed either full-time or part-time, it is expected to appeal to both recent graduates attracted to the idea of earning a Master's with only an extra year's work and workforce veterans who did not have exposure to this type of coursework when they earned their bachelor's degree, simply because marketing has changed so rapidly in recent years.  

For more information about this program, contact Zank at (512) 245-3196 or via email at gailzank@txstate.edu.