Fairfield Dolan Expands MSMAS with CMA Partnership and AI Specialization
Fairfield University's MSMAS program is doubling down on practical marketing education: a new partnership with the Category Management Association | Shopper Insights Management Association (CMA | SIMA) and an AI specialization now sit at the heart of the curriculum. The goal is simple-give marketing and management professionals skills that show up on the job and on a resume.
Why this matters for marketing leaders
Category leadership and AI are where budgets are moving. Certifications and hands-on projects signal real competence to hiring managers and executives who need analysts and strategists that can operate with speed and clarity.
What the CMA | SIMA partnership delivers
Through the collaboration with CMA | SIMA, students can earn industry credentials like the Certified Professional Category Analyst (CPCA). That means proven skill in shopper analytics, assortment, pricing, and category strategy-core areas for CPG and retail roles.
- CPCA certification access within the program
- Deeper exposure to shopper insights and category strategy
- Applied learning that translates to day-one impact
According to program leadership, multiple students have already earned the CPCA, positioning Fairfield Dolan graduates to step into higher-responsibility roles sooner.
AI specialization built into the MSMAS
Artificial intelligence runs across the curriculum, with a dedicated AI specialization for those who want to go deeper. Expect a mix of coursework and applied projects that connect marketing strategy with model-driven analysis and automation.
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Hands-on learning with real brands and data
Experiential projects anchor the program. Students work with companies like BIC, Henkel, and Edgewell Personal Care while using industry-standard data and tools.
- Data sets: Nielsen, Circana, Kantar Media
- Tools: Excel, Tableau, Qualtrics, SPSS, RStudio
Flexible format and focused tracks
The MSMAS is STEM-designated and offered online or in a hybrid format. It's built for working professionals who need flexibility without losing momentum.
- Seven specializations: AI, business analytics, management, media, finance, product management, and research
- Career-focused curriculum with applied outcomes
What students are saying
"Earning the CMA certification as part of the Category Management and Shopper Insights course was a meaningful experience that really increased my understanding of how data supports effective marketing decisions," said MSMAS student Daniella Medvedeva.
She added, "The partnership with CMA is such a valuable opportunity for Fairfield students - it provides practical, industry-recognized experience that gives us a true competitive edge as we enter the marketing field."
Next step
To learn more about the MSMAS program and its experiential learning opportunities, visit the university's MSMAS program page.
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