Master of Science in Digital Marketing

ANCA MICU , PhD

Program Director, Associate Professor of Marketing

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The Master of Science in Digital Marketing (MSDM) program prepares students to meet the growing demand from employers for professionals educated in all aspects of digital marketing. Students who complete the new MS in Digital Marketing will:

• Gain foundational marketing knowledge;
• Get an overview of digital marketing’s scope and purpose;
• Gain knowledge of today’s digital marketing tools and their impact on business;
• Learn about methods for creating synergy and consumer segmentation;
• Learn about the development and use of digital marketing plans;
• Be aware of the ethical dimensions related to the digital marketing realm;
• Gain helpful information on calculating return on digital marketing investment; and
• Learn about online marketing tools and strategies (including display advertising, e-mail marketing, affiliate marketing, social media, copywriting for the web, search engine optimization [SEO], search engine marketing [SEM], and Web analytics).

Admission

In general, the minimum requirements for admission to the MSDM program are an undergraduate GPA of 3.0 on a scale of 4.0, a GMAT score of 400, and two years of full- time professional work experience (excluding internships). The work experience must be significant and demonstrate:

• oversight responsibility for the work of others, or
• accountability for the tangible or intangible assets or accounts of others, or
• responsibility for certifying the successful outcome of the work of others, or
• acquiring/analyzing data for the benefit of an employer or client
• current résumé and employer reference must be submitted with the application
• meeting the minimum admission requirements is no guarantee of acceptance into the program.

For those applicants without full-time work experience, the minimum GMAT score is generally 500, with an undergraduate GPA of 3.0.

GMAT Waiver Policy

As a general policy, The Welch College of Business requires the GMAT of all applicants for the Masters in Digital Marketing program. Waivers are considered on a case-by-case basis and are based on a combination of advanced academic credentials with a substantial history of professional achievement. Waivers are not automatic for any candidate but guidelines are similar to those for the MBA program provided above.

Digital Marketing Course Requirements

The Masters in Digital Marketing program requires the completion of 36 credits as outlined below:

Marketing Strategy Foundation (9 credits)

MK 651	Marketing Research	3
	or
MK 672	Intro to Big Data	3
MK 658	Consumer Marketing & Behavior	3
	or
MK 662	Analysis of Consumer Decisions	3
MK 661	Marketing Management	3

MK 661: May be waived for students with substantial marketing experience.

Webpage Development and Design Foundation (9 credits)

CS 500	Introduction to Structured Programming	3
CS 550	Dynamic Webpage Development	3
	or
CS 553	Web Design with JavaScript	3
MK 652	Intro to Web Design from a Marketing Perspective	3

Digital Marketing Module (15 credits)

MK 670	Digital Marketing	3
MK 671	Marketing Analytics	3
MK 674	Social Media Marketing	3
MK 680	Applied Topics in Digital Marketing	3

MK 680: Students will take two “topics” sections to fulfill the required credits.

Capstone Project or Thesis (3 credits)

MK 688	Capstone Thesis in Digital Marketing	3
	or
MK 689	Capstone Project in Digital Marketing	3

Candidates with an undergraduate degree other than business will have to take 6 additional credits (two courses) before they start the program. The 6 credits are:

WGB 520	Introduction to Economics & Statistics	3
WGB 521	Fundamentals of Management	3

WGB 520, WGB 521: Can be waived with proven coursework in statistics and/or management, respectively.

Program Total: 36–42 credits