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M.S. in Digital Marketing and Media Curriculum

Making the World Smarter, Safer and Healthier

Overview

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 M.S. 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

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 5732 Omnichannel Communications Optimization
  • 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 5726 Social Computing in the Information and Interaction Age
  • MAR 5727 Applied Social Media 
  • MAR 5728 Digital Storytelling 
  • MAR 5729 Web Design and User Experience
  • MAR 5730 Web Analytics and SEO 
  • MAR 5732 Omnichannel Communications Optimization
  • 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. 

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