Given the rapid growth in social and digital media, there is a great demand for marketing professionals who can successfully use digital analytics to gain insights into customer decision-making, assess the success of marketing activities, and to strategically act on these analytics to make marketing decisions.
12 credits Two required courses focus on digital marketing as an integral part of a firm's overall strategy, and aim to provide students with sufficient depth in both strategic aspects of digital marketing and methods of digital analytics, preparing students to successfully use this knowledge to meet marketing and firm objectives. Two additional flexible electives enable individualized alignment with targeted career goals.
In addition, all students must pursue at least 3 credits of a 5000-level Management course.
Digital Marketing (MKTG 5665, 3 Credits)
This course provides a framework for developing marketing strategies in digital environments. Students will learn how to develop integrated digital marketing management strategies in pursuit of long term marketing objectives. This course is directed at students preparing for positions in digital marketing, digital analytics, brand and customer management, integrated marketing communications, and consulting. Only open for Spring semester enrollment.
Marketing and Digital Analytics (MKTG 5251, 3 Credits)
This course provides a framework for using website and social media analytics tools to support marketing decisions. Students will gain hands-on experience using basic and advanced analytical tools to analyze markets, gain insights from social media and respond in real time to online consumer behavior, forecast sales, profile and target customers, and develop pricing and promotion strategies. This course is designed for students preparing for positions in digital analytics, digital marketing, consulting, product and brand management, customer management, and integrated marketing communications. Only open for Fall semester enrollment.
Flexible Marketing Electives (6 Credits)
Two additional marketing electives aligned with individual career objectives, selected from the following courses:
- Strategic Brand Management (MKTG 5650)
- Integrated Marketing Communications in the Digital Age (MKTG 5640)
- Marketing Research and Intelligence (MKTG 5250)
- New Product and Service Innovation Management (MKTG 5230)
- Pricing and Revenue Management (MKTG 5655)
- Big Data and Strategic Marketing (MKTG 5220).
(Please note - not all electives are offered each semester)
Specialty in Marketing Analytics
6 additional credits This specialty supplements the Digital Marketing Strategy track with a deeper focus on marketing analytics methods and their application to marketing decisions. Learn More.