• MS in Customer Insights

    The Master of Science in Customer Insights prepares students for the future of marketing, offering a broad introduction to marketing alongside in-depth study of research techniques, data analytics, digital marketing, and social media marketing. Students learn how to build effective marketing strategies based on data and the latest technological tools.

    Watch Our Program Video 

  • Specialized Masters

  • DESIGNED FOR SUCCESS

    At Katz, we prepare our students to gain a broad introduction to their distinct business area and develop the advanced technical skills sought by the world’s leading organizations. See our sample schedule below.

    Select Program:

    Faculty Director

    Yun-Oh Whang
    Clinical Assistant Professor of Business Administration
    E-mail: ywhang@katz.pitt.edu

    Sample Curriculum

    Fall Term

    15

    Credits

    Finely-tuned core coursework designed to offer a solid foundation in business.

    Sample Courses

    • BECN 2401 Economic Analysis For Managerial Decision: Firms And Markets

      3 CREDITS

      BECN 2401 Economic Analysis For Managerial Decision: Firms And Markets

      Course Description

      This course develops an understanding of how a market-based economic system reconciles the separate needs of consumers and producers, and provides an economic framework for managerial decisions. Additionally, the course provides tools of analysis and concepts that are used in the MBA program's functional fields. Centering on the basic concept of the business firm, it integrates the analysis of market demand with that of production and costs in the context of a variety of domestic and global market structures. Topics include pricing, output, and quality decisions; the impact of productivity improvements on costs; quality-cost tradeoffs; transaction costs as a determinant of the boundaries of the firm; and market imperfection and the role of regulation. Prerequisites: None.

      3 Credits

    • BQOM 2401 Statistical Analysis: Uncertainty, Prediction, and Quality Improvement

      3 CREDITS

      BQOM 2401 Statistical Analysis: Uncertainty, Prediction, and Quality Improvement

      Course Description

      This course provides students with a set of integrated statistical tools and methodologies useful in a managerial environment. The emphasis is on the use of real data for modeling and solving problems in the areas of marketing, finance, human resources, and operations management. Topics covered include data analysis and modeling, simple and multiple regression (estimation, testing, and prediction), analysis and design of experiments, nonparametric statistics, and statistical quality control. Prerequisites: None.

      3 Credits

    • BMKT 2301 Marketing Research

      3 CREDITS

      BMKT 2301 Marketing Research

      Course Description

      This course is designed to give you the ability to critically evaluate and use the results of a research study for the purpose of strategic and marketing decision making. Students will not only learn the different types of marketing research methods (focus group, survey research, experimentation) but also the analytical tools necessary to draw actionable conclusions. The use of statistical tools such as regression analysis and marketing research techniques such as conjoint analysis, sales estimation and attribute-importance elicitation will be emphasized through cases, projects, and class discussions. Although this is not a course in statistics, it will build on the knowledge you acquire in the introductory statistics course. The course will develop your ability to gain actionable insights from the analysis and to present those insights as actionable recommendations orally as well as in writing. 

    • BMKT 2544 Shopper Analytics

      3 CREDITS

      BMKT 2544 Shopper Analytics

      Course Description

      This course focuses on leveraging data via analytics and technology via mobile marketing (e.g., shopping apps) to understand consumers’ “path to purchase” and convert shopper insights into in-store marketing strategies. Sitting at the intersection of brand management, sales, and marketing research, shopper marketing is becoming a key business function at retailers and CPG firms. In this course, students learn the various aspects of shopper marketing via hands-on experience with analytical tools and software (e.g., Nielsen panel data and geodemographics tools). The course uses a combination of lecture, guest lectures by leading local firms (e.g., Heinz, Giant Eagle), and experience-based learning to equip students for careers in shopper marketing, digital marketing, retail consulting, and retailing. Prerequisite or co-requisite: BMKT 2409 Marketing Management.

      3 Credits

    • BMKT 2409 Marketing Management

      1.5 CREDITS

      BMKT 2409 Marketing Management

      Course Description

      This course examines the role of marketing in creating value for the firm. It helps students answer the central question of marketing strategy - what value to provide and to whom - using the tools of segmentation, targeting, and positioning (STP) of brands. The course shows how central aspects of marketing mix programs - product, place, pricing, and promotion - all follow from an effective STP program, and how marketing support functions such as marketing research, advertising, and new product development can support effective marketing decisions. Emerging trends in digital marketing, competition and globalization are examined. The course emphasizes experience-based learning to develop the necessary marketing knowledge and skills among students. Prerequisites: None.

    • MS CI Electives (Fall Term)

      1.5 CREDITS

      MS CI Electives (Fall Term)

      Course Description

      Choose from the approved elective courses below or download the MS Customer Insights Curriculum Plan to view the complete list of elective options. 


    Recommended Electives

    Choose from the approved elective courses below or download the MS Customer Insights Curriculum Plan to view the complete list of elective options. 

    • BMKT 2526 Product Development and Management

      3 CREDITS

      BMKT 2526 Product Development and Management

      Course Description

      This course aims to develop marketing decision-making skills related to the development and management of products and services by providing relevant tools and methods of analysis for product/service-related marketing decisions and applying these tools and methods to make strategic and tactical marketing decisions in real and simulated business situations. The course takes a decision-oriented perspective in presenting relevant concepts and tools, demonstrating their application to managerial analysis and decision making and providing participants "hands-on" experience in applying these skills in business situations. Prerequisite or co-requisite: BMKT 2409 Marketing Management.

      3 Credits

    • BMKT 2569 Brand Management

      1.5 CREDITS

      BMKT 2569 Brand Management

      Course Description

      This is a new course that explores the role played by brands in influencing consumers' choices, and investigates how to more effectively manage such brands. Course objectives include: Understanding the relationship that exists between consumers' brands. Assessing the value of a brand. Developing and practicing skills that relate to brand building, maintenance, repositioning, and retrenchment. Determining an appropriate brand strategy critically depends on an objective assessment of the brand's strengths and weaknesses as well as a clear understanding of key competitors' offerings. Examining the roles played by logos, packaging, and Web sites, as well as more traditional forms of marketing communication in influencing consumers' attitudes and choices. Evaluating the appropriate roles to be played by individual brands in a company's portfolio of brands. The course uses a variety of tools including lectures, cases, simulations, in-class exercises, hands-on exercises, industry visitors, and individual projects. Prerequisite or co-requisite: BMKT 2409 Marketing Management.

    • BQOM 2546 Project Management Fundamentals and Analytics

      BQOM 2546 Project Management Fundamentals and Analytics

      Course Description

      This course introduces the basic concepts of project management and demonstrates the utilization of these concepts utilizing Microsoft Project and other software. Special emphasis is given to the application of decision technologies and analytical methods in initiating a project, in scheduling, in allocating resources, in speeding up a project, in dealing with risk, and in monitoring and controlling a project. Prerequisites: BQOM 2421 Decision Technologies or permission of instructor. Note: This course and BQOM 2421 Decision Technologies may be taken concurrently.

    • BQOM 2578 Data Mining

      3 CREDITS

      BQOM 2578 Data Mining

      Course Description

      Data mining is the process of extracting useful information and knowledge from a set of data. Mining is typically done on data sets too large to be analyzed by hand, but the same techniques are applicable to small, complex data. This course is an introduction to the most popular methods used in managerial data mining, and provides you with experience in using commercial software to explore real data sets. Models considered include those from statistics, machine learning, and artificial intelligence, such as discriminate analysis, logistic regression, clustering, neural nets, tree/rule induction, and association rule modeling. This course is methods oriented, as opposed to being methodology oriented, so you'll learn about when and how to use techniques and how to interpret their output rather than the details about how those techniques work. A laptop computer is required. Prerequisites: BQOM 2401 Statistical Analysis.

      3 Credits

    • BIND 2024 Consulting Field Project

      3 CREDITS

      BIND 2024 Consulting Field Project

      Course Description

      This course teaches management consulting as a problem-solving framework. In doing so, students are provided a unique opportunity to apply the analytical tools and concepts taught by Katz, and do so in a practical manner. Each project includes three to five students assembled as a team. Each project involves a single “client” organization, which may be a profit, non-profit, or governmental. Each client provides its assigned study team with a project of immediacy and an executive dedicated to working with the team. A faculty advisor is assigned to each team. Students schedule their own time, dovetailing with client schedules and that of their faculty advisor. Students are required to attend four scheduled Saturday morning workshops led by experienced consultants. An end-of-term competitive competition is also held, the winner being awarded the McKinsey Cup. Prerequisite: BACC 2401 Financial Accounting. Students must provide documentation in order to be assigned to a project. See ‘Special considerations’ section below. Special considerations: Prior to enrollment in the course, students must complete the survey by Monday, April 17 with their resume and a brief statement of career interest. Based on this information, and client needs, student teams are assembled prior to the beginning of term. This way, students begin working with their team and their client immediately. Please keep in mind that completion of the survey does not equal registration for the course. You will still need to register along with your other courses. Please note that attendance is required for all events.

      3 Credits

    • BMIS 2542 Introduction to Data Science: Programming Essentials

      3 CREDITS

      BMIS 2542 Introduction to Data Science: Programming Essentials

      3 Credits

    • BMIS 2551 Project Management Concepts and Processes

      3 CREDITS

      BMIS 2551 Project Management Concepts and Processes

      Course Description

      This course focuses on the management of projects, including (but not limited to) the management of information systems projects. Planning, organizing, staffing, and controlling projects require traditional management skills, an understanding of quality assurance techniques, and an appreciation of the business environment in which projects are embedded. This course presents an overview of project management concepts that follows the Project Management Institute's A Guide to the Project Management Body of Knowledge. The course focuses on project planning, defining project scope, monitoring progress, and controlling projects. It also covers the politics of projects, project staff and teamwork issues, and the implementation of projects. Prerequisites: None.

      3 Credits

    CLOSE

    Spring Term

    15

    Credits

    Specialized courses and real-world application of fundamental tools and theories.

    Sample Courses

    • BMKT 2035 Consumer Behavior

      3 CREDITS

      BMKT 2035 Consumer Behavior

      Course Description

      A variety of social and psychological theories and concepts related to consumer behavior as well as their practical application to the field of marketing are examined and discussed. Students have the opportunity to further apply what they learn through case presentations. 

    • BMKT 2551 Digital and Social Media Analytics

      1.5 CREDITS

      BMKT 2551 Digital and Social Media Analytics

      Course Description

      This course presents a data-driven approach to strategic and tactical marketing decision making in the context of digital and social media. Covering the three main media types of paid, owned, and owned media, students will learn about frameworks and methods that allow them to take data from sources such as Google, Facebook, and Twitter to be able to generate valuable and actionable managerial insights. The focus is on learning how to use digital and social media activity data to make better decisions, not on statistical methodologies (however, familiarity with Excel is needed). The course will involve a combination of lectures, guest speakers, and hands-on workshops. This course is part of the digital marketing certificate and complements the "marketing and social media strategy" course. Prerequisite or co-requisite: BMKT 2409 Marketing Management and BMKT 2515 Marketing & Social Media Strategy.

    • BMKT 2553 Social Media Strategy

      3 CREDITS

      BMKT 2553 Social Media Strategy

    • The Customer Insights Practicum

      3 CREDITS

      The Customer Insights Practicum

    • MS CI Electives (Spring Term)

      6 CREDITS

      MS CI Electives (Spring Term)

      Course Description

      Choose from the approved elective courses below or download the MS Customer Insights Curriculum Plan to view the complete list of elective options.


    Recommended Electives

    Choose from the approved elective courses below or download the MS Customer Insights Curriculum Plan to view the complete list of elective options. 

    • BMKT 2526 Product Development and Management

      3 CREDITS

      BMKT 2526 Product Development and Management

      Course Description

      This course aims to develop marketing decision-making skills related to the development and management of products and services by providing relevant tools and methods of analysis for product/service-related marketing decisions and applying these tools and methods to make strategic and tactical marketing decisions in real and simulated business situations. The course takes a decision-oriented perspective in presenting relevant concepts and tools, demonstrating their application to managerial analysis and decision making and providing participants "hands-on" experience in applying these skills in business situations. Prerequisite or co-requisite: BMKT 2409 Marketing Management.

      3 Credits

    • BMKT 2569 Brand Management

      1.5 CREDITS

      BMKT 2569 Brand Management

      Course Description

      This is a new course that explores the role played by brands in influencing consumers' choices, and investigates how to more effectively manage such brands. Course objectives include: Understanding the relationship that exists between consumers' brands. Assessing the value of a brand. Developing and practicing skills that relate to brand building, maintenance, repositioning, and retrenchment. Determining an appropriate brand strategy critically depends on an objective assessment of the brand's strengths and weaknesses as well as a clear understanding of key competitors' offerings. Examining the roles played by logos, packaging, and Web sites, as well as more traditional forms of marketing communication in influencing consumers' attitudes and choices. Evaluating the appropriate roles to be played by individual brands in a company's portfolio of brands. The course uses a variety of tools including lectures, cases, simulations, in-class exercises, hands-on exercises, industry visitors, and individual projects. Prerequisite or co-requisite: BMKT 2409 Marketing Management.

    • BQOM 2546 Project Management Fundamentals and Analytics

      BQOM 2546 Project Management Fundamentals and Analytics

      Course Description

      This course introduces the basic concepts of project management and demonstrates the utilization of these concepts utilizing Microsoft Project and other software. Special emphasis is given to the application of decision technologies and analytical methods in initiating a project, in scheduling, in allocating resources, in speeding up a project, in dealing with risk, and in monitoring and controlling a project. Prerequisites: BQOM 2421 Decision Technologies or permission of instructor. Note: This course and BQOM 2421 Decision Technologies may be taken concurrently.

    • BQOM 2578 Data Mining

      3 CREDITS

      BQOM 2578 Data Mining

      Course Description

      Data mining is the process of extracting useful information and knowledge from a set of data. Mining is typically done on data sets too large to be analyzed by hand, but the same techniques are applicable to small, complex data. This course is an introduction to the most popular methods used in managerial data mining, and provides you with experience in using commercial software to explore real data sets. Models considered include those from statistics, machine learning, and artificial intelligence, such as discriminate analysis, logistic regression, clustering, neural nets, tree/rule induction, and association rule modeling. This course is methods oriented, as opposed to being methodology oriented, so you'll learn about when and how to use techniques and how to interpret their output rather than the details about how those techniques work. A laptop computer is required. Prerequisites: BQOM 2401 Statistical Analysis.

      3 Credits

    • BIND 2024 Consulting Field Project

      3 CREDITS

      BIND 2024 Consulting Field Project

      Course Description

      This course teaches management consulting as a problem-solving framework. In doing so, students are provided a unique opportunity to apply the analytical tools and concepts taught by Katz, and do so in a practical manner. Each project includes three to five students assembled as a team. Each project involves a single “client” organization, which may be a profit, non-profit, or governmental. Each client provides its assigned study team with a project of immediacy and an executive dedicated to working with the team. A faculty advisor is assigned to each team. Students schedule their own time, dovetailing with client schedules and that of their faculty advisor. Students are required to attend four scheduled Saturday morning workshops led by experienced consultants. An end-of-term competitive competition is also held, the winner being awarded the McKinsey Cup. Prerequisite: BACC 2401 Financial Accounting. Students must provide documentation in order to be assigned to a project. See ‘Special considerations’ section below. Special considerations: Prior to enrollment in the course, students must complete the survey by Monday, April 17 with their resume and a brief statement of career interest. Based on this information, and client needs, student teams are assembled prior to the beginning of term. This way, students begin working with their team and their client immediately. Please keep in mind that completion of the survey does not equal registration for the course. You will still need to register along with your other courses. Please note that attendance is required for all events.

      3 Credits

    • BMIS 2542 Introduction to Data Science: Programming Essentials

      3 CREDITS

      BMIS 2542 Introduction to Data Science: Programming Essentials

      3 Credits

    • BMIS 2551 Project Management Concepts and Processes

      3 CREDITS

      BMIS 2551 Project Management Concepts and Processes

      Course Description

      This course focuses on the management of projects, including (but not limited to) the management of information systems projects. Planning, organizing, staffing, and controlling projects require traditional management skills, an understanding of quality assurance techniques, and an appreciation of the business environment in which projects are embedded. This course presents an overview of project management concepts that follows the Project Management Institute's A Guide to the Project Management Body of Knowledge. The course focuses on project planning, defining project scope, monitoring progress, and controlling projects. It also covers the politics of projects, project staff and teamwork issues, and the implementation of projects. Prerequisites: None.

      3 Credits

    CLOSE

  • 1

    Academics

  • TAKE THE FIRST STEP

    We are here to offer you support through the admissions process. Below, find all of the information, requirements, and key dates you’ll need to submit your application.

    Before You Apply

    Basic Requirements

    Applicants must meet the following requirements before filling out an online application.

    As this is a new program, a Student Profile is not available, however students interested in submitting a competitive application for the MS in Customer Insights program should have a 3.0 GPA and at least a 600 on the GMAT exam. International applicants must also have at least a score of 100 on TOEFL or 7 or Higher on the IELTS. No prior work experience or prerequiste courses are required. 

    Questions regarding the application process can be e-mailed to admissions@katz.pitt.edu.

    CLOSE

    The Application

    Getting Started

    The following information and components are necessary to advance in the application process.

    In order to be considered for admission to the MS in Customer Insights program, an applicant must submit all of the following items:

    Online Application Form

    Create your personal application account where you can start and save your work as needed.  You will also submit the following through your online application account:

    • Application fee (online)
    • Two recommendations
    • Essay responses
    • Current resume

    Application fee of $50. Each applicant is required to submit a $50 non-refundable application fee.  You are permitted to pay by bank check drawn on a U.S. bank, or by credit card.  If paying by check, please make the check payable to the University of Pittsburgh, and mail to:  Master's Admissions, 301 Mervis Hall, Pittsburgh, PA  15260.  If paying by credit card, please follow the instructions for payment which are included in the online application.

    Official transcripts.  An unofficial copy can be uploaded into the Educational Information section of the online application.  The unofficial copy will suffice for the application review process.  Once an applicant is admitted to the MS in Customer Insights program, an official copy of the transcript will be requested.

    Report of the results of the Graduate Management Admission Test (GMAT). Graduate Record Examination (GRE) results may be accepted, but GMAT scores are preferred. When requesting that scores be sent to the Katz Graduate School of Business MS Program in Customer Insights, the school code you must provide to Pearson Inc for the GMAT is DPZ-M5-62 and to ETS for the GRE is 1633.

    Two letters of recommendation  from persons who have known the applicant in academic or professional capacities (at least one from a faculty member is preferred). Applicants can enter the name and email address of their chosen recommenders in the online application. The recommenders will then receive an automatic email from the online application system, notifying them to complete the letter of recommendation.

    International applicants must also submit the following: a) official academic records accompanied by notarized English translations, including diplomas for degrees earned; (b) test scores in the Test of English as a Foreign Language - TOEFL (required of applicants whose official native language is not English even if English was the medium of instruction in the foreign schools attended by the applicant). When requesting that TOEFL scores be sent to the Katz Graduate School of Business MS Program in Customer Insights, the school code you must provide to ETS is B156.

    All submissions and other correspondence should be addressed to:

    Katz Graduate Admissions
    The Joseph M. Katz Graduate School of Business
    301 Mervis Hall
    University of Pittsburgh
    Pittsburgh, PA 15260

    All applicants are responsible for checking their application status by logging into the online application system. Any questions regarding the status of an application should be addressed to admissions@katz.pitt.edu. It is wise to do so several weeks before the completed application is due.

    CLOSE

    Additional Information

    Need To Know

    ROLLING ADMISSIONS INFORMATION

    The Admissions Committee reviews applications for this program on a rolling basis. To be guaranteed consideration for the program, the Admissions Committee must have received a completed application that includes all required documents. The application deadlines for the Fall start date are as follows:

    Application Deadlines

    Decision Notification

    November 1

    January 15

    January 1

    March 15

    March 1

    • Deadline for international applicants

    April 15

    May 1

    • Deadline for domestic applicants

    June 15

    CLOSE

  • 2

    Admissions

  • Tuition & Fees

    Tuition and fees vary based on program, residential status, and other factors.

    Tuition & Fees

    Program Tuition & Fees

     
     

    Tuition

    $19,332.00

    Professional Development

    $850.00

    Activity Fees

    $30.00

    Wellness Fee

    $130.00

    Computing & Network

    $175.00

    Security & Transportation

    $90.00

    Total per term

    $20,607.00

    Est. Total Tuition & Fees

    (2 terms)

    $41,214.00

    CLOSE
     
     

    Tuition

    $14,270.00

    Professional Development

    $850.00

    Activity Feed

    $30.00

    Wellness Fee

    $130.00

    Computing & Network

    $175.00

    Security & Transportation

    $90.00

    Total per team

    $15,545.00

    Est. Total Tuition & Fees

    (2 terms)

    $31,090.00

    CLOSE

  • 3

    Tuition & Fees

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