Curriculum

The flexible 30-credit program is designed to allow students to work while completing their degree with online and on-campus course options. Students have the freedom to take only courses which interest them and create their own path within the program.

Students can choose from two tracks:

  • Digital and Social Strategies
  • Marketing Analytics

All students take six core courses (18 credits), including an individualized, project-based capstone course through the YU Innovation Lab:

  • Marketing Management and Strategy
  • Consumer Research Methods
  • Communications
  • Brand Management
  • Consumer Behavior and Customer Relationship Management
  • Capstone

Courses

Degree Requirements
Marketing Analytics Track Digital and Social Strategies Track
Core Required Courses (18 credits):
  • Marketing Management and Strategy
  • Consumer Research Methods
  • Communications
  • Brand Management
  • Consumer Behavior and Customer Relationship
  • Management
  • Capstone
Core Required Courses (18 credits):
  • Marketing Management and Strategy
  • Consumer Research Methods
  • Communications
  • Brand Management
  • Consumer Behavior and Customer Relationship
  • Management
  • Capstone
Track Elective Courses (pick 12 credits):
  • Structured Data Management
  • Predictive Analytics
  • Visual Design and Storytelling
  • Web Analytics and SEO
  • Special Topics
  • Independent Study
  • Internship
Track Elective Courses (pick 12 credits):
  • Applied Social Media
  • Digital Storytelling
  • Web Design and User Experience
  • Web Analytics and SEO
  • Special Topics
  • Independent Study
  • Internship
Digital and Social Strategies

The Digital and Social Strategies track prepares graduates to obtain roles in digital first marketing organizations.

Choose from these electives:

  • Applied Social Media
  • Digital Storytelling
  • Web Design and User Experience
  • Web Analytics and SEO
  • Special Topics
  • Independent Study
  • Internship

Graduate with the expertise to:

  • Identify digital and social media marketing opportunities
  • Develop and execute comprehensive social media strategies
  • Utilize tools such as Google Adwords, Google Analytics, Facebook, Instagram, Mailchimp, LinkedIn, Adobe Creative Suite, and more
  • Create, generate, edit, publish and share content (text, images, video or HTML) that builds meaningful connections
  • Build brand awareness and engagement; analyze web and social media metrics and suggest solutions to boost presence and drive desired outcomes
Marketing Analytics

The Marketing Analytics track takes a data-driven, quantitative approach to addressing current and future marketing challenges.

Choose from these electives:

  • Structured Data Management
  • Predictive Analytics
  • Visual Design and Storytelling
  • Web Analytics and SEO
  • Special Topics
  • Independent Study
  • Internship

Graduate with the expertise to:

  • Aggregate data from various sources and conduct statistical analysis to provide targeting and segmentation recommendations, design testing plans and outline core KPIs to measure performance
  • Utilize tools such as SQL, Syndicated Resource Data Mining (Nielsen, IRI, Simmons, etc.), survey programming, Excel, R, Adobe, Tableau, Doubleclick and more
  • Analyze campaign performance and visitor behavior to develop strategies, segmentation recommendations and testing plans to improve conversion rate, ROI and lifetime value
  • Establish a testing schedule for each brand based on potential ROI, and continuously run and evaluate results from A/B, segment-based targeting, and behavioral targeting tests