Curriculum Overview

The MS in Digital Marketing offers a 1 or 2 year cohort program with 34 units. The year-round program will include classes in the Fall, Spring, and Summer terms. This program is designed for students and business professionals who want to be equipped with knowledge in marketing data science and analytics to inform marketing strategic planning and execution processes critical in the digital economy. 

Graduates from this program will demonstrate in-depth knowledge in both digital marketing execution and data science tailored to marketing decision-making. Specific skills and topics include R/Python, Salesforce/Hubspot, search engine optimization, social media marketing, online consumer psychology and behavior, e-retailing, database marketing, market forecasting, choice modeling, social media listening, and machine learning. The program will focus on concepts and applications of data-informed marketing strategy and execution in the digitized economy.

The table below shows how the 14 courses offered under one-year completion plan will help students obtain program learning outcomes (core skills). Note that each course offers more than one core skill; thus, the following association of each course with a certain core skills is just illustrative. For example, Data-driven Digital Marketing Strategy I and II will foster all four core skills.