Digital Marketing Strategy

Digital marketing concentration

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.

Courses (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.

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.

Flexible Marketing Electives (6 Credits)

Two additional graduate level marketing electives (minimum 6 credits total) aligned with individual academic and career objectives.

(Note: not all electives are offered each semester)

STEM Designation

UConn’s concentration in Digital Marketing Strategy has a STEM (Science, Technology, Engineering and Mathematics) CIP (Classification of Instructional Programs) code designation. This designation qualifies students studying on a visa to be eligible for 36 months of OPT (Optional Practical Training), rather than the usual 12 months, provided all other eligibility criteria are met. STEM graduates are essential to U.S. economic competitiveness and growth and in short supply.  This OPT extension makes it attractive to businesses to hire international students. More Information