Clark University’s School of Management (SOM) is launching three new graduate programs — marketing, marketing analytics, and accounting analytics — for fall 2020. Students will have the option of full- or part-time enrollment, with a select number of courses available online, and can complete a degree in one academic year.
“The launch of our three new master’s degree programs is timely,” says SOM Dean Priscilla Elsass. “Their focus is on critical, trending areas of marketing and accounting — consumer behavior, influencers, and analytics.”
For marketing and accounting professionals, the need to evolve with industry best practices is crucial. To make informed decisions, businesses rely on employees who can analyze readily available data.
The U.S. Bureau of Labor Statistics predicts high job growth for general marketing leaders and market research analysts. SOM’s new marketing programs will equip students with the skills they need to fill positions across myriad industries, preparing them to make an immediate impact. Employers are clamoring for professionals with the theoretical and practical knowledge to turn marketing data into tangible business value by formulating insights and developing strategies.
“Data analytics helps managers understand customer behaviors and make informed decisions to ultimately drive company revenues, improve operational efficiency and customer service, and optimize marketing campaigns,” says SOM Professor Jennifer Mitchell.
Jocie Orangio, MBA ’20, completed her degree prior to the launch of the new master’s in marketing program — but she took as many marketing-related courses as possible and enjoyed the hands-on experiential projects that provided her with experience working with large, international companies.
“SOM’s marketing courses open students’ eyes to the changing job titles being created to match the evolving world of technology in business,” Orangio says. “These are jobs that didn’t exist too long ago, and students in my class and future Clark classes will be at a huge advantage.”
Thomas Murphy, longtime SOM associate professor of practice and noted industry expert, was a key contributor to the curriculum of the new programs. He has seen numerous changes in marketing over his career beyond the move from print advertising to the digital world.
“There’s been a clear shift in marketing because of changing generational buying habits,” Murphy says. “Millennials and Generation Z consumers buy and see things differently, presenting new opportunities for different types of marketing.”
The two generational groups typically purchase brands they trust and wear clothing that reflects who they are — and they like companies that give back to society or the environment. “As a result, we are seeing a resurgence of global brands trying to differentiate themselves from an array of new competition and rushing to try and capture these generation segments,” Murphy adds.
Businesses in the accounting field are now looking for professionals who delve deeper to interpret the financials that guide decision-making. As a result, the role of the accountant is shifting to one that requires a thorough skill set to understand, analyze, and create big data solutions.
In addition, the certified public accountant exam now requires candidates to use data analytics skills to analyze and interpret the results in financial reporting, auditing, and managerial accounting. Zhihong Wang, associate professor of accounting for SOM, sees the new accounting analytics program launching careers in public and corporate accounting, and business consulting.
“It is a fast-growing field and in high-demand,” Wang says. “Accounting analytics may contribute significantly to continuous auditing and effective fraud detection, and it will assist corporate executives in making financial decisions using more comprehensive big data analysis.”
The marketing analytics and accounting analytics programs are both STEM-designated (science, technology, engineering, and mathematics), making it possible for international students to remain in the U.S. for up to 36 months after degree completion.