Curriculum

30 credits | Master of Science | Full or Part time | On Campus or Online | Evening Classes

The 30-credit master’s degree in digital marketing and media is flexible, streamlined, and hands-on. You'll learn by doing through project-based courses. In addition, you'll complete an industry-oriented final project and can gain more experience through for-credit internships in real companies.

YU's MS in Digital Marketing and Media 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.

MS 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 MS 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 (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 Capstone
Electives - Marketing Analytics Track (12 credits)
  • DAV 5200 Visual Design and Storytelling
  • DAV 5400 Analytics Programming
  • MAR 5731 Predictive Analytics
  • MAR 5730 Web Analytics and SEO
  • 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 (12 credits)
  • MAR 5727 Applied Social Media
  • MAR 5728 Digital Storytelling
  • MAR 5729 Web Design and User Experience
  • MAR 5730 Web Analytics and SEO
  • 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.