Graduate Programs

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.

Core Skills Fall Spring Summer

Digital Marketing Skills

Digital Marketing (IBM 6010)

Search Engine Marketing (IBM 6100)
Database Marketing (IBM 6150)

Text Analysis for Digital Marketing (IBM 6600)

Marketing Analytics

Foundations of Customer Analytics (IBM 6510)

   Market Forecasting (IBM 6520)
Marketing Analytics (IBM 6530)

Marketing Data Science (IBM 6540)

Consumer Psychology & Behavior

Online Consumer Psychology and Behaviors (IBM 6200)

   Current Issues in Digital Marketing (IBM 6400)

Retailing in Digital Economy (IBM 6300)

Actionable Recommendations & Communications

Customer Insight Methods and Survey Research (IBM 6500)

 Data-Driven Digital Marketing Strategy I (IBM 6800)

Data-Driven Digital Marketing Strategy II (IBM 6950)

Course Description

The certificate consists of topics such as introduction to R, R data structure, data input and output, data manipulation with Tidyverse, R programming, and data visualization. Students without programming experience are strongly recommended to take the course offered as a professional certificate program through the College of Professional and Global Education. No academic credit is granted for this professional certificate. Learn more about DWV Certificate

Study of the Internet, its culture, and procedures from a marketing perspective. Using the Internet for customer contact, customer service, order-taking, and marketing research. Promotion and distribution considerations. Issues in the creation of successful www sites. On-line experience and projects with real organizations. Technology-mediated instruction. 3 units.

Monitoring customer behaviors on firms' websites and developing digital advertising strategies by establishing website performance measurements and measuring it, using popular search engine optimization and online advertising tools such as Google Analytics and SEMRush. 2 units.

Developing and executing strategies to support various digital marketing programs, using CRM as a backbone of ecommerce and direct marketing efforts; building and maintaining databases with the use of popular user-friendly CRM tools (e.g., hubSpots/zoho) for database marketing. 2 units.

Seminar of theory and research methods of consumer psychology and behavioral economics; reading and discussion of papers in consumer psychology, judgment, decision-making, and behaviors with an emphasis on nurturing behavioral change of customers. 3 units.

Online retailing strategy and practice as part of multi-channel strategy and omni-channel retailing or as a marketing channel for online-only, ecommerce, with an emphasis on the role of emerging technology (e.g., VR, AI, IoT) and firms’ strategy in interacting with consumers in the digital economy. 3 units.

Study of latest trends, practices, and issues in digital marketing with the goal of anticipating and preparing for future disruptions in the digital economy and exploring adoption of the technology to companies in relation with existing portfolios of digital marketing programs. 1 unit.

Survey of customer insights methods -- both traditional and emerging techniques from big data, data science, machine learning, and AI -- and primary data collection method with an emphasis on survey methods, including such topics as construct and measurement, reliability and validity, questionnaire design, sampling, data preparation, exploratory factor analysis, frequency distribution, test of hypothesis, ANOVA, ANCOVA, MANOVA, correlation, regression, and Structural equation modeling. 3 units.

Study of the foundations of econometrics approach to marketing data, with an emphasis on fostering fundamentals of estimators and associated assumptions, with topics ranging from basic mathematical tools, to various issues of regression analysis with cross-sectional data, and to some advanced topics. 3 units.

Forecasting of marketing variables such as customer equity, sales, marketing budget, and individual consumer demand for marketing mix decisions, with an emphasis on quantitative methods with time series and panel data and relevant techniques such as time series regression, exponential smoothing, and ARIMA models. 2 units. Prerequisite: IBM 6510.

Advanced data analytics for marketing professionals for segmentation, targeting, and marketing mix decisions; multivariate analysis methods such as discriminant and logit analysis, conjoint analysis, factor analysis, and SEM. 3 units. Prerequisites: IBM 6500 and IBM 6510.

Analysis of large scale marketing data gathered inside or outside of private or non-for-profit organizations, using popular marketing science and econometrics modeling approaches with an emphasis on identifying causal relationships among customer and marketing outcome variables to support marketing decisions. 3 units. Prerequisite: IBM 6520.

Gathering, processing, and analyzing of small- and large-scale qualitative data from various sources such as customer emails, social media sites, product and services review sites, and blogs, regarding customers' interactions with peers and firms; generating insights and making recommendations for strategic digital marketing plan. 2 units. Prerequisites: IBM 6500 and IBM 6510.

The first of the two capstone courses that focus on generating insights from data and planning and execution of digital marketing strategy; emphasis on synthesizing all the knowledge about digital marketing for optimal marketing mix, and critical evaluation of the client firms’ marketing and business environment as a backdrop of research. 2 units. Prerequisites: IBM 6010, IBM 6200, IBM 6500 and IBM 6510.

Continuation from IBM 6800 with a particular emphasis on generating insights and guiding clients for execution of digital marketing strategies, utilizing all the knowledge learned about digital marketing, consumer psychology and behavior, ecommerce, and marketing science. 2 units. Prerequisite: IBM 6800.

Course Completion Roadmaps (1-year vs. 2-year)

For full-time students, students are able to finish the program by following either the one-year or two-year completion road-map. Typically, the one-year roadmap requires students to take 12 semester credit units for 12 months (i.e., Fall, Spring, and Summer), while the two-year roadmap entails taking about 6 credit units each term for two years. Students who are working full-time or have part-time internship jobs (20 hrs or less) are strongly advised to follow the two-year completion roadmap. For questions about this, contact us at msdm@cpp.edu. 

Semester No Courses Credits Sum
Fall 1    IBM 6010 (Digital Marketing)                                           3 12
2    IBM 6500 (Customer Insights Methods and Survey Research) 3
3    IBM 6510 (Foundations of Customer Analytics) 3
4    IBM 6200 (Online Consumer Psychology and Behaviors) 3
Spring 5    IBM 6100 (Search Engine Marketing)** 2 12
6    IBM 6150 (Database Marketing)** 2
7    IBM 6520 (Market Forecasting) 2
8    IBM 6530 (Marketing Analytics) 3
9    IBM 6400 (Current Issues in Digital Marketing)** 1
10    IBM 6800 (Data-Driven Digital Marketing Strategy I)** 2
Summer 11    IBM 6540 (Marketing Data Science) 3 10
12    IBM 6300 (Retailing in Digital Economy) 3
13    IBM 6600 (Text Analysis for Digital Marketing) 2
14    IBM 6950 (Data-Driven Digital Marketing Strategy II) 2
Total 34

*All students will be provided with a boot camp without extra cost where they will learn R and a family of Tidyverse package, an equivalent to DWV 100 (Data Wrangling and Visualization certificate). 

** These courses will be scheduled on the same day.

First Year

Semester No Courses Credits Sum
Summer 0 DWV100*
 0
Fall 1    IBM 6010 (Digital Marketing)                                           3 6
2    IBM 6510 (Foundations of Customer Analytics) 3
Spring 3    IBM 6100 (Search Engine Marketing)** 2 6
4    IBM 6150 (Database Marketing)** 2
5    IBM 6520 (Market Forecasting) 2
Summer 6    IBM 6540 (Marketing Data Science) 3 6
7    IBM 6600 (Retailing in Digital Economy) 3
Total 18

*All students will be provided with a boot camp without extra cost where they will learn R and a family of Tidyverse package, an equivalent to DWV 100 (Data Wrangling and Visualization certificate).

 ** These courses will be scheduled on the same day.

 

Second Year

Semester No Courses Credits Sum
Fall 8    IBM 6500 (Customer Insights Methods and Survey Research)  3 6
9    IBM 6200 (Online Consumer Psychology and Behaviors) 3
Spring 10    IBM 6530 (Marketing Analytics) 3 6
11    IBM 6400 (Current Issues in Digital Marketing)** 1
12    IBM 6800 (Data-Driven Digital Marketing Strategy l)** 2
Summer 13    IBM 6300 (Text Analysis for Digital Marketing) 2 4
14    IBM 6950 (Data-Driven Digital Marketing Strategy ll) 2
Total 16

*All students will be provided with a boot camp without extra cost where they will learn R and a family of Tidyverse package, an equivalent to DWV 100 (Data Wrangling and Visualization certificate).

 ** These courses will be scheduled on the same day.