The curriculum requires 48 credit hours, taken as 10 required courses and 2 electives. The required courses comprise 3 groups: Basic Marketing, Digital Core, and Other Required. The curriculum fosters skills in marketing (strategy, research, behavioral insight), a variety of digital channels, and ethics. Electives are chosen from additional digital marketing approaches and advanced research techniques.
| Program Requirements | Quarter Hours |
|---|---|
| Digital Marketing MS Requirements | 40 |
| Digital Marketing MS Electives | 8 |
| Total hours required | 48 |
- Students will be able to design an effective digital marketing campaign.
- Students will be able to use select the most appropriate digital marketing approaches to reach a specified audience
- Students will be able to develop digital marketing strategies and tactics to accomplish specified business goals.
- Students will be able to analyze the results of social media campaigns, search engine optimization and paid search campaigns, programmatic advertising campaigns.
- Students will be able to use statistics to interpret data.
- Students will be able to state the ethical concerns associated with digital marketing.
Candidates are expected to have taken a statistics course prior to enrollment in the program. Students who have not taken a statistics course should meet with the program director for acceptable alternatives prior to registering for the core courses.
| Course | Title | Quarter Hours |
|---|---|---|
| Digital Marketing Foundation Requirements | ||
| MKT 525 | MARKET RESEARCH | 4 |
| MKT 545 | CONSUMER BEHAVIOR | 4 |
| MKT 555 | MARKETING MANAGEMENT | 4 |
| Digital Marketing Core Requirements | ||
| MKT 521 | SOCIAL MEDIA MARKETING | 4 |
| MKT 522 | SEARCH ENGINE MARKETING & ANALYTICS | 4 |
| MKT 595 | DIGITAL MARKETING ANALYTICS & PLANNING | 4 |
| PRAD 552 | DIGITAL ADVERTISING | 4 |
| Digital Marketing Additional Requirements | ||
| MKT 519 | AI AND MARKETING | 4 |
| MKT 524 | ADVANCED DIGITAL MARKETING STRATEGY | 4 |
| MPOP 575 | DIGITAL MEDIA ETHICS | 4 |
| Select two from the following: | 8 | |
| CONTENT MARKETING | ||
| TEXT ANALYSIS FOR MARKETING | ||
| NEUROMARKETING AND PHYSIOLOGICAL MARKET RESEARCH | ||
| DIGITAL BUSINESS STRATEGY | ||
| ECOMMERCE MARKETING | ||
| MOBILE MARKETING | ||
| DIGITAL COMMUNICATION IN A GLOBALIZED WORLD | ||