Curriculum

M.S. Digital Marketing

Course Portfolio

The MS Digital Marketing curriculum is innovative, relevant, and taught by industry experts with real-world experience. As illustrated in the graphic below, our course portfolio is evenly split between:

  1. Foundational marketing courses modernized for our digital world
  2. Tactical courses focused on important digital marketing strategies and tools

Many of our courses are integrated with industry-leading marketing technology platforms, including Google Analytics, Hootsuite, and Tableau. The curriculum is purposefully designed to develop marketing leaders in our digital world, whether “digital” is in your desired job title or not.

Infographic showing information summarized above.

Courses are fully-online on the Canvas platform, which is user-friendly and accessible anywhere you can connect online.

For more information about our courses, please see our course descriptions below.

Course Information

Students must complete 36 credits (12 courses).*

Full-time students can graduate in 2-3 semesters (9-12 months) depending on the number of courses taken per semester. Part-time students can take up to 4.5 years to graduate. Classes are offered during the Fall, Spring, and Summer semesters.

*Credit Waiver: Subject to approval by the program director, students can be granted an “advanced standing” course waiver up to 6 credits. The waiver should be requested toward 1-2 specific courses in the program curriculum. A waiver may be granted for the following:

  1. Prior comparable course work at the graduate level (preferably from AACSB-accredited schools). The student should provide a detailed syllabus of the comparable course(s) and prove the similarity in contents covered. A transcript showing the grade(s) of the comparable course(s) should also be provided.
  2. At least five years of work experience in a relevant area. The student should provide a detailed resume and a supporting letter from his/her employer to prove the relevant work experience.
  3. Professional certification(s) in a relevant area. The student should provide the relevant professional certificate(s), and prove that the contents covered in the certificate exam/training is similar to the contents covered in the corresponding course.

Course Descriptions

MS Digital Marketing Orientation – 22:630:500 (0 credits)

New Student Orientation Course (0 credits)

Digital Marketing - 22:630:590 (3 credits)

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.

Content Marketing - 22:630:637 (3 credits)

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.

Consumer Behavior in a Digital World - 22:630:630 (3 credits)

This course will examine the key concepts of Consumer Behavior from the point-of-view of consumers living in a digital world. We will examine the decisions consumers make, the processes underlying these decisions, and the psychological and sociological factors that influence buying behavior. More specifically, students will learn about various external and internal influences affecting the field of consumer behavior considering the impact of social media, “the Google effect” and always-on mobile connectivity. Such influences include social groups, online research and communication, social class, culture, perception, motivation, attitude, and self-concept, among others.

Customer Journey Analytics - 22:630:639 (3 credits)

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 - 22:630:631 (3 credits)

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 - 22:630:638 (3 credits)

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 - 22:630:629 (3 credits)

This is a “hands-on” capstone course that emphasizes marketing decision-making in our increasingly digital world. Throughout the course, the focus is on teaching students how to apply key digital marketing terms, concepts, tools, and frameworks to meet real-world business objectives. Students will learn how organizations leverage digital marketing practices to achieve sustainable competitive advantage.

Marketing Research in a Digital World - 22:630:634 (3 credits)

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 - 22:630:635 (3 credits)

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 - 22:630:633 (3 credits)

This course teaches students to apply marketing knowledge, research tools and methods to meet the demands of omnichannel consumers through both online and brick-and-mortar retail channels. Students will gain an overview of all aspects of ecommerce, including: technology platforms, payment options, security considerations, customer service, acquisition marketing efforts, and more. In addition, this class explores the increasing use of digital tools in the physical retail environment.

Search Engine Marketing - 22:630:636 (3 credits)

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 - 22:630:632 (3 credits)

An essential component of marketing is understanding consumer behavior. This course provides an overview of fundamental concepts of Consumer Behavior from the point-of-view of consumers living in a digital world. The course examines the decisions consumers make, the processes underlying these decisions, and the psychological and sociological factors that influence buying behavior. More specifically, students will learn about various external and internal influences affecting the field of consumer behavior considering the impact of social media, online communities, and always-on mobile connectivity. Such influences include social groups, online research and communication, social class, culture, perception, motivation, attitude, and self-concept, among others. The course also examines the impact of digital marketing on society, both domestic and global.