The Master of Arts in Marketing (MAM) online master’s program equips working professionals with critical, in-demand skills to advance their careers in marketing and analytics. With a balanced core curriculum of digital-centric marking 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 (20 credits) in Digital Marketing and three career-focus elective classes (12 credits) from three in-demand specializations in Content Strategy, Marketing Analytics, and Social Media and Digital Public Relations.. 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 Digital Marketing core curriculum and the three specializations 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, Content Strategy, Marketing Analytics, or Social Media and Digital Public Relations. Upon completion of a certificate, students have the option to apply to continue and complete the full master’s degree program.
Student Learning Outcomes:
The student learning outcomes of the program balance the priorities of digital marketing, data analytics, and professional area concentration. Students will be able to:
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Develop targeted, customer-centric digital marketing campaigns across a range of digital interfaces, amplifying the values for a brand’s owned, earned and paid media;
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Apply their knowledge of digital consumer behaviors and trends to design marketing programs that (i) are human-centric and socially responsible; (ii)account for the unique user experience needs of consumers in mobile, digital and social media environments; and (iii) motivate consumers to engage with and remain loyal to a brand;
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Implement digital storytelling and content marketing strategies that connects consumers with brands across all major social media platforms;
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Use web and social media analytic tools to evaluate online interactions and identify new opportunities to generate consumer leads and build strong customer relationships;
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Develop consumer personas and segments that provide the framework to deploy targeted and personalized marketing treatments;
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Build predictive models that forecast individual consumer behaviors and enable proactive marketing communications; and
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Incorporate best practice digital campaign testing and measurement approaches that accurately assess the ROI of omni-channel marketing investments.
Admission Requirements
Students in the MAM 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 MA in Marketing online master’s program requires the successful completion of 32 credit hours (equivalent of eight 4-credit courses). The program structure offers the flexibility to students to take courses in accord with their schedule. Courses do not have prerequisites, allowing students to take courses in any sequence. Students are strongly advised to take two courses per semester, but can choose to take one, two, or three 4-credit courses during the fall, spring, or summer semesters
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