Master of Science in Digital Marketing

The digital marketing curriculum is innovative, relevant, and taught by industry experts with real-world experience. Very few courses will require a textbook since the content is updated to reflect the pace of industry changes. Students can also earn certifications in relevant marketing technology platforms such as Google Analytics and Hootsuite.  

The following 3 courses will be available for the launch of the new program in the Fall 2019 semester:

Intro to Digital Marketing

This course provides an introduction to digital marketing strategy and the industry ecosystem. We will examine the role of digital marketing and ways in which organizations derive benefits from their digital presence. The course will familiarize students with the business aspects of web site design, analytics, digital content, and online customer acquisition. Students will be introduced to a range of digital marketing tactics including digital video, search engines, social media, mobile, digital advertising, e-commerce, and more.

Content Marketing

This course will help students understand why brands are shifting from traditional marketing to content marketing to focus on engaging the consumers’ hearts and minds. Content marketing is the new way to engage and create meaningful and lasting relationships with consumers. To succeed in this new content marketing environment, students need to understand what is changing, how to create a viable content marketing strategy, and how to measure success in the digital world. The course will focus on a process for developing a content marketing strategy that enables brands to build authentic, rich connections across multiple channels and touchpoints.

Customer Journey Analytics

This course introduces the concept of Customer Journey in the Digital world which spans digital channels (web, mobile, app) and non-digital touchpoints (1:1, call center etc.). Customer Journey Analytics is the process of tracking and analyzing the way customers use combinations of channels to interact with an organization.

The focus of the course is on digital analytics through practical applications, with an end goal of deriving actionable insights that will impact the organization’s acquisition, experience, and retention strategies. It provides a broad overview of key digital analytics strategies, concepts, issues, challenges, and tools. Topics covered include:

  • Metrics and key performance indicators
  • How to utilize quantitative, qualitative and competitive tools to derive actionable insights
  • How to integrate online and offline analytics to improve customer acquisition, experience, and retention
  • How to optimize web sites by incorporate testing and experimentation
  • How to create and manage an analytics culture for your organization
  • Best practices and pitfalls in web analytics
  • Best practices on creating a data-driven culture and process.

Program Courses

Course Title Number of Credits
MS Digital Marketing Program Orientation No-credit orientation course
Intro to Digital Marketing 3.0
Consumer Behavior in a Digital World 3.0
Content Marketing 3.0
Customer Journey Analytics 3.0
Digital Advertising & Promotions 3.0
Digital Marketing Law, Policy and Ethics 3.0
Digital Marketing Strategy 3.0
Marketing Research in a Digital World 3.0
Mobile Marketing and Innovation 3.0
Retail Marketing in a Digital World 3.0
Search Engine Marketing 3.0
Social Media Marketing 3.0