UMD's new Retail Marketing Analytics Program (ReMAP)
provides graduates with enhanced quantitative skills as well as
business and marketing acumen. DemandTec, Inc., a software and
analytical services company, has been a crucial partner in developing
Dan Fishback, '83, DemandTec's CEO, championed the program
from the beginning. The corporation has provided financial support
and contributed simulated software solutions and mock data sets,
allowing students access to real industry tools.
Marketing Analytics is offered as an undergraduate major in the
Labovitz School of Business and Economics. The 16 students who
make up the first ReMAP cohort displayed strong foundation skills in
quantitative areas such as math and statistics. Sara L. Pitterle, ReMAP
program director, said, "I'm excited about the caliber of students that
are entering our program. They have demonstrated a commitment
to their academic careers already, and they are committed to this
In addition to the analytic skills, there is an important
communication component inherent in this program. Students will
learn how to present information confidently, answer questions
succinctly, and make recommendations in a clear and concise manner.
The students are eager. "I loved the math courses I've taken and am
excited to put my skills to use in analyzing and interpreting data from
various corporations. It'll be great to apply what I've learned to real life
situations," said Amy Goepfert, one of the students in the first cohort.
Fishback believes that graduates with skills in marketing and
analytics, what he calls "hybrids," will be "the coveted employee of the
future." People with marketing skills and applied mathematical skills
are "the kind of people our clients want to hire every day," he said.