The Digital Marketing and Data Analytics (DMDA) online master’s program equips working professionals with critical, in-demand skills to advance their careers in marketing and analytics. With a balanced curriculum of digital-centric marketing and omni-channel customer analytics courses, graduates of this program develop digital and analytic skills that are necessary to compete in today’s dynamic insight-driven marketing environment.
Students can complete the 32-credit program entirely online. The program curriculum requirements include four classes (16 credits) in Digital Marketing and four classes (16 credits) in Data Analytics. The online environment provides the flexibility to meet the needs of busy working professionals. Students can choose to take between one and three classes a semester and can complete the program in as little as one year with our accelerated option.
Certificates: The MA in Digital Marketing and Data Analytics can also be completed as individual certificate programs. Students have the opportunity to develop critical skills through our 16-credit graduate certificates in Digital Marketing or Data Analytics for Marketing. Upon completion of a certificate, students have the option to apply to continue and complete the full degree program. The certificate program is made up of the four Digital Marketing or Data Analytics courses.
The student learning outcomes of the DMDA program balance the priorities of both digital marketing and data analytics. Students will be able to:
- Develop targeted, customer-centric digital marketing campaigns across a range of digital interfaces;
- Design marketing programs that account for the unique user experience needs of mobile consumers;
- Implement digital storytelling and content marketing strategies that connect consumers with brands across all major social media platforms;
- Use their knowledge of digital consumer behaviors and trends to design marketing programs that motivate consumers to engage and remain loyal to a brand;
- Develop consumer personas and segments that provide the framework to deploy targeted and personalized marketing treatments;
- Build predictive models that forecast individual consumer behaviors and enable proactive marketing communications;
- Use web and social media analytic tools to evaluate online interactions and identify new opportunities to generate consumer leads and build stronger customer relationships; and• Incorporate best practice digital campaign testing and measurement approaches that accurately assess the ROI of marketing investments.
*The DMDA program is no longer offered to new applicants as of Fall 2022.
Admission Requirements
Students in the DMDA program come from diverse educational and professional backgrounds. The admission committee considers previous academic work, prior employment experiences, and a number of other key factors to make its decisions. Applicants must meet the College’s admission standards, including TOEFL scores if applicable, official transcripts, two letters of recommendation, an essay, and a professional résumé.
Degree Requirements
The Master of Arts in Digital Marketing and Data Analytics requires the successful completion of 32 credit hours. It offers the flexibility to structure the program based on your schedule. Courses do not have prerequisites, allowing you to take courses in any order. You can choose to take one, two, or three 4-credit courses during the fall, spring, or summer semesters. Over the summer, you can take up to three 4-credit courses. The degree consists of 32 credits split between the areas of Digital Marketing and Data Analytics.
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