Curriculum (M.S. 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.  

Program Courses

Course Title Number of Credits
MS Digital Marketing Program Orientation No-credit orientation course
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
Intro to Digital Marketing 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

Course Descriptions

Consumer Behavior in a Digital World


Content Marketing

This course will help students analyze why brands are shifting from traditional marketing to content marketing: the new way to create meaningful and lasting customer relationships. To succeed in our hyper-connected digital world, students need to understand what is changing, how to create a content marketing strategy, and how to measure success. The course will focus on the process to design a content marketing strategy that enables brands to engage customers and build authentic connections across multiple channels and touchpoints.

Customer Journey Analytics

This course introduces the concept of a Customer Journey 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.

Digital Advertising & Promotions

This class covers the key concepts in digital advertising and helps you to not only understand what happens as a consumer but also as a buyer of ads - what metrics, processes, pitfalls and technologies to use to position your company/product/service for success in the digital marketing era. We will cover promotions, real time bidding, transparency, big data analytics and touch a bit into the future of digital advertising.

Digital Marketing Law, Policy and Ethics

This course will provide a basic understanding of the laws and regulations applicable to digital marketing as well as introduce ethical frameworks that can be leveraged to enhance marketing strategies, communications and business decisions. The course provides an in-depth study of the areas of law and ethics that are most critical to digital marketing business judgment and decision making. Topics such as ethics, fairness and privacy are discussed in detail as critical to growing a business, doing things the right way and earning and retaining customers by meeting and exceeding their expectations.

These topics are further explored through in-depth discussions, lectures, readings, videos, case studies to facilitate review of topics and issues that apply across marketing channels such as: free speech, intellectual property, truth in advertising, data privacy and security, demographic and behavioral targeting and customer relationship management.  Issues unique to marketing channels such as: online behavioral advertising, email, mobile, search, social, viral, crowdsourcing and user generated content will also be an area of focus in the course.

Digital Marketing Strategy


Intro to Digital Marketing

This course provides an introduction to Digital Marketing, and to the ways marketers have had to adapt their strategies in this increasingly digital world. The course will familiarize students with the strategic aspects of digital customer experience, usability, analytics, digital content monetization, and online customer acquisition. Students will explore a range of digital marketing tools and tactics including: content marketing, display advertising, digital video, search engines, social media, mobile, gaming, and more. A practical approach is adopted in this course. In addition to becoming acquainted with basic principles of digital marketing, students will begin to develop the skills to solve real-world business problems and exploit digital business opportunities.

Marketing Research in a Digital World

Marketing research is the function that links the consumer, customer, and public to the marketer through information. In today’s digital world, the proliferation of new media platforms such as social media, search engine and new technologies such as mobile, cloud computing, and artificial intelligence (AI) have transformed customer behavior and created an overwhelming amount of information for marketers. To efficiently extract useful insights in time from multiple data sources has become critical in today’s marketing decision process. The goal of this course is to provide a fundamental understanding of marketing research methods and best practices in the digital world for future marketing managers.

Mobile Marketing and Innovation

Mobile has made a dramatic impact on our lives, influencing everything from the way we consume news, learn, and shop, to the way we connect with our friends and larger community. The rise of mobile has led to an unprecedented opportunity for technology to empower marketing and create powerful, customer experiences. This course explores mobile marketing and other innovations that shape the future, such as: wearables, artificial intelligence, augmented reality, virtual reality, and more. Further, students will learn how to critically evaluate new marketing innovations, making them more comfortable evaluating opportunities amidst the market's rapid pace of change.

Retail Marketing in a Digital World


Search Engine Marketing

Search Marketing involves capturing consumer intent at each stage of the consideration, information, and buying cycle. This online Search Marketing course includes techniques of both “organic” and “paid” search and how to optimize your content for various devices and channels. It covers the basics and advanced tools of Search Engine Optimization (SEO) needed to improve your rankings during a search query. Students will analyze detailed examples of the code and content B2C and B2B websites use to achieve better search placement and apply this knowledge to their own website to practice SEO tactics. The course incorporates how SEO relates to paid advertising including Pay Per Click (PPC), display advertising, remarketing, affiliate marketing, native advertising, and programmatic advertising and provides tools Google, Amazon and Facebook use to help improve and measure the performance of your search marketing efforts.

Social Media Marketing

This course focuses on current social media trends and marketing strategies, both for consumer and business audiences. It will explore the social media marketing ecosystem and how organizations incorporate social listening and communication into their business strategy. The course will also provide best practices for students to present their personal brand on social media. (Note if you already completed the RBSEE Mini-MBA program in Social Media, you may have qualified for Advanced Standing toward this course.)