Marketing Analytics and Strategy (MAS)

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Why pursue an M.S. in Marketing Analytics and Strategy at the Dolan School of Business?

Fairfield’s STEM Designated Master of Science in Marketing Analytics and Strategy (MAS) program is designed to develop data-driven professionals who can use sophisticated methods to analyze consumer preferences and behavior. Through this unique program, students study the interrelated fields of strategic marketing and data analytics. As a result, professionals learn how to develop and evaluate marketing strategy through the use of software and analytical methodology required to make data-driven decisions that impact an organization’s bottom line. Fairfield’s curriculum emphasizes the social responsibility of doing business in today’s global economy and provides the flexibility of an online and hybrid curriculum.

The MAS program at Fairfield Dolan is designed for:

  • Recent graduates looking to advance their quantitative skills, as well as their ability to draw data-driven marketing insights
  • Marketing professionals who want to gain an understanding of the complex issues that arise when applying data to marketing
  • Professionals who are looking to transition careers

The Fairfield Dolan Experience

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Leanne De Los Santos

Assistant Dean of Graduate Programs



Julie Marella


Marketing Analytics and Strategy (MAS)

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Career & Professional Development

Today’s graduate student must be prepared with skills to last a lifetime of job searches and career shifts. Fairfield Dolan’s close partnerships with nationally recognized companies and successful alumni will open the door to top notch learning opportunities and lifelong connections. Whether students are looking to start their careers, advance their careers within their current organizations, or pivot to another career, Fairfield Dolan will provide students with the necessary skills and resources needed to succeed.

Advisory Board

The MAS program benefits from the Marketing Advisory Board, made up of professionals with extensive marketing experience in a wide variety of industries (health, social media, fitness, to name a few). The board members keep the program in tune with the quickly changing practice of marketing as they:
  • Provide guidance and thought leadership on matters related to the marketing curriculum based on the business needs
  • Give advice to students regarding career selection and career development activities
  • Support internship opportunities and real-life corporate “sponsored” class projects for marketing students

Maya Abinakad '10
Insights Marketing Lead

Suzanne Bedell '94
Head of Marketing

Michael P. Bentivegna '82 (Chair)
Former VP Commerical Development and Senior Director Marketing
Zoetis Inc. and Pfizer Inc.

Charles Burke '01
Managing Director, Head of Global Marketing
Morgan Stanley Investment Management

John Cavallerro '89
Orangetheory Fitness Franchise Owner
Former CPG Sales & Marketing at Heinz, Nabisco, Kraft, Nestle

Ashleigh Churchward '05
Northwell Health

Mike Haviland '82
Do Good Marketing

Anne Valentzas
VP Consumer Marketing

Clare Walden

Program Requirements and Coursework

The MAS program curriculum consists of 10, three-credit courses — a combination of fully online and hybrid* classes — designed to be completed either in one year’s time (full-time) or in two years (part-time). An additional three-credit course is required if students do not meet the marketing pre-requisite. The program begins annually in September.

Required Courses – Seven, Three-Credit Courses

  • Consumer Behavior (Online)
  • Marketing Research (Online)
  • Strategic Brand Management (Online)
  • Digital Marketing and Analytics (Hybrid)
  • (Multivariate Analysis for Consumer Insights (Online)
  • Pricing (Hybrid)
  • Capstone Project: Marketing Analytics and Strategy

Elective Courses – Three, three-credit courses

One course from the following:
  • Shopper Insights (Hybrid)
  • Experimental Research in Marketing (Online)
Two courses from the following:
  • Advertising Management (Hybrid)
  • Global Marketing (Hybrid)
  • Customer Experience (Hybrid)
  • Storytelling in Marketing (Hybrid) 


*Hybrid classes are largely online and meet in-person several times per semester.


Applications are considered on a rolling basis for classes beginning in the fall, spring, and summer semesters.

Dolan Lecture Series

The Dolan Lecture Series features highly accomplished, visionary, and internationally recognized business leaders.

Dean's Executive Forum

The goal of the Dean’s Executive Forum is to feature business leaders across industries to share their experience with students in an informal setting. Programs are developed in collaboration with a Dean’s Executive Forum Student Committee and are held three times a year.

More About Fairfield Dolan

Graduate Fellowship

Fairfield Dolan offers merit-based graduate fellowships that provide substantial financial support towards the cost of tuition. In addition, students who qualify can apply for a competitive scholarship that covers much of the cost of attending. Admitted students are eligible to apply for a limited number of entrance scholarships. These one-time awards are applied to offset the cost of the first semester of study. As these are very competitive, it is best to apply early if you wish to be considered for this form of support.

Women in Scholars Program—for candidates interested in pursuing a Fairfield Dolan graduate degree program.  This scholarship also includes a mentoring component with Bank of America and Merrill Lynch.

Please contact Leanne De Los Santos at for additional information.

Frequently Asked Questions

Yes, the MS in Marketing Analytics & Strategy is a STEM-designated program.

No. If you have not taken Principles of Marketing within the past five years, or if you do not have experience in the marketing field, you will need to take MK5400 Marketing Management the summer preceding the start of the program in the fall. However, if you meet either one of the two conditions above, MK5400 will be waived and you can start the program in the fall even if you do not have an undergraduate business degree.

The program is designed to be completed either in one year’s time (full-time) or in two years (part-time).

The courses in the program are either hybrid (a blend of face-to-face meetings and online delivery of course content) or 100% online. Face-to-face meetings are held either on Saturdays or in the evenings to ensure that students who may be working full-time can fit the program into their schedules.

Applications are considered on a rolling basis for classes beginning fall, 2020.

No. The GMAT and GRE exams are not required to apply for the MS in Marketing Analytics & Strategy Program. Candidates are welcome to supply a GMAT or GRE score report if they feel it will enhance their application.

Letters of recommendation (to be submitted online via the application portal) can come from either professional or academic sources.

For information, please contact Assistant Dean of Dolan Graduate Programs, Leanne De Los Santos, at or 203-254-4000 ext. 3219.

For curriculum information, please contact Program Director, Julie Marella at

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