M.S. in Digital Marketing & Media

Curriculum Overview

The 30-credit M.S. in Digital Marketing and Media curriculum is built for the realities of marketing today and tomorrow, blending strategic foundations with hands-on mastery of the tools reshaping the field, allowing brands big or small to distinguish themselves. Students develop fluency in analytics programming to process data at scale, apply predictive modeling to forecast behavior and optimize campaign spend, and leverage web analytics platforms to connect digital activity to real business outcomes. Courses in Web Design and UX ground students in conversion-centered design, while dedicated SEO training equips graduates to drive measurable, sustainable traffic. The program's forward-looking Special Topics courses ensure students stay ahead of emerging platforms and technologies, from customer data platforms to AI-driven marketing automation, giving them an early-mover advantage as the industry evolves.

Beyond the technical, students develop the strategic and creative capabilities that define modern marketing leaders. Students craft multi-format digital narratives across video, interactive content, and social channels; design influencer strategies grounded in the psychology of persuasion; and apply predictive analytics and CRM systems to personalize customer journeys at scale. The program culminates in a capstone where students build a fully integrated campaign — digital, social, and e-commerce — for a real company, creating portfolio-ready work that reflects the full-funnel accountability today's employers expect. Graduates emerge equally at home analyzing a dataset, launching a brand, or pitching a campaign strategy.

That master's in marketing can be completed full time in just 15 months or part time at a pace that makes sense for you. View a typical course sequence for full-time students; part-time students select 1-2 courses per semester in consultation with their program director. Review degree requirements below and download course descriptions here. 

Course Descriptions

Typical Program Sequence

Program Tracks

M.S. in Digital Marketing and Media students choose from two tracks:

Digital and Social Strategies Track: 

The Digital and Social Strategies track prepares graduates to obtain roles in digital-first organizations. You'll graduate with the expertise to: 

• Identify, develop and execute comprehensive social media strategies
• Utilize tools such as Google Adwords, Facebook, Instagram, LinkedIn and Adobe Creative Suite
• Create, edit, publish and share content that builds meaningful connections
• Build brand awareness and engagement

Marketing Analytics Track: 

The Marketing Analytics track takes a data-driven, quantitative approach to addressing current and future marketing challenges. You'll graduate with the expertise to:

• Aggregate data and conduct statistical analysis to provide targeting and segmentation recommendations based on science-driven behavioral models
• Utilize tools such as SQL, Syndicated Resource Data Mining, Excel, R, Adobe and Tableau
• Analyze campaign performance and visitor behavior to develop strategies, segmentation recommendations and testing plans
• Establish testing schedules based on potential ROI and run and evaluate results from A/B, segment-based targeting and behavioral targeting tests 
   

Degree Requirements 

To earn the M.S. in Digital Marketing and Media, you must complete 18 credits of required courses, including a capstone project, as well as 12 credits of elective courses from your chosen track. Electives may include an internship. Courses are 3 credits, unless otherwise noted.

Core Requirements - For All Tracks (6 courses / 18 credits) 

• MAR 5100 Communications
• MAR 5507 Consumer Behavior and Customer Relationship Management
• MAR 5815 Marketing Management and Strategy
• MAR 5838 Brand Management
• MAR 5616 Marketing Research Methods
• MAR 5899 Marketing Capstone

Electives - Marketing Analytics Track (4 courses / 12 credits)

• DAV 5200 Visual Design and Storytelling
• DAV 5400 Analytics Programming
• MAR 5726 Social Computing in the Information and Interaction Age
• MAR 5731 Predictive Analytics
• MAR 5730 Web Analytics and SEO
• MAR 5902 Marketing with AI
• MAR 5734 Influencer Content Strategy
• MAR 5902 Special Topics (1-3 credits)
• MAR 5901 Independent Study (1-3 credits)
• MAR 5900 Internship (1-3 credits) 

Electives - Digital and Social Strategies Track (4 courses / 12 credits)

• MAR 5728 Digital Storytelling
• MAR 5729 Web Design and User Experience
• MAR 5730 Web Analytics and SEO
• MAR 5902 Sports MarTech with AI
• MAR 5734 Influencer Content Strategy
• MAR 5902 Special Topics (1-3 credits)
• MAR 5901 Independent Study (1-3 credits)
• MAR 5900 Internship (1-3 credits) 

Note: Electives offerings will vary each semester. Therefore, some choices will not be available for a particular cohort.