Curriculum
Curriculum Overview
The MS in Digital Marketing offers a one- or two-year cohort program with 34 units. The year-round program will include classes in the fall, spring and summer terms. This program is designed for students and business professionals who want to be equipped with knowledge in marketing data science and analytics to inform marketing strategic planning and execution processes critical in the digital economy.
Graduates from this program will demonstrate in-depth knowledge in both digital marketing execution and data science tailored to marketing decision-making. Specific skills and topics include R/Python, Salesforce/Hubspot, search engine optimization, social media marketing, online consumer psychology and behavior, e-retailing, database marketing, market forecasting, choice modeling, social media listening, and machine learning. The program will focus on concepts and applications of data-informed marketing strategy and execution in the digitized economy.
Course Description
| No | Course # | Course Name | Semester Credit Units | Course Description |
| 0 | DWV 100 | Data Wrangling and Visualization (certificate) | 0 | The certificate consists of the topics such as introduction to R, R data structure, data input and output, data manipulation with Tidyverse, R programming, and data visualization. Students without programming experience are strongly required to take the course offered as a professional certificate program through College of Professional and Global University. |
| 1 | IBM 6010 | Digital Marketing | 3 | Study of the Internet, its culture and procedures from a marketing perspective. Using the Internet for customer contact, customer service, order-taking, and marketing research. Promotion and distribution considerations. Issues in the creation of successful www sites. On-line experience and projects with real organizations. Technology mediated instruction. |
| 2 | IBM 6100 | Search Engine Marketing | 2 | Monitoring customer behaviors on firms' websites and developing digital advertising strategies by establishing website performance measurements and measuring it, using popular search engine optimization and online advertising tools such as Google Analytics and SEMRush. |
| 3 | IBM 6150 | Database Marketing | 2 | Developing and executing strategies to support various digital marketing programs, using CRM as a backbone of ecommerce and direct marketing efforts; building and maintaining databases with the use of popular user-friendly CRM tools (e.g., hubSpots/zoho) for database marketing. |
| 4 | IBM 6200 | Online Consumer Psychology and Behaviors | 3 | Seminar of theory and research methods of consumer psychology and behavioral economics; reading and discussion of papers in consumer psychology, judgment, decision-making, and behaviors with an emphasis on nurturing behavioral change of customers. |
| 5 | IBM 6300 | Retailing in Digital Economy | 3 | Online retailing strategy and practice as part of multi-channel strategy and omni-channel retailing or as a marketing channel for online-only, ecommerce, with an emphasis on the role of emerging technology (e.g., VR, AI, IoT) and firms’ strategy in interacting with consumers in the digital economy. |
| 6 | IBM 6400 | Current Issues in Digital Marketing | 1 | Study of latest trends, practices, and issues in digital marketing with the goal of anticipating and preparing for future disruptions in the digital economy and exploring adoption of the technology to companies in relation with existing portfolios of digital marketing programs. |
| 7 | IBM 6500 | Customer Insights Methods and Survey Research | 3 | Survey of customer insights methods -- both traditional and emerging techniques from big data, data science, machine learning, and AI -- and primary data collection method with an emphasis on survey methods, including such topics as construct and measurement, reliability and validity, questionnaire design, sampling, data preparation, exploratory factor analysis, frequency distribution, test of hypothesis, ANOVA, ANCOVA, MANOVA, correlation, regression, and Structural equation modeling. |
| 8 | IBM 6510 | Foundations of Customer Analytics | 3 | Study of the foundations of econometrics approach to marketing data, with an emphasis on fostering fundamentals of estimators and associated assumptions, with topics ranging from basic mathematical tools, to various issues of regression analysis with cross-sectional data, and to some advanced topics. |
| 9 | IBM 6520 | Market Forecasting | 2 | Forecasting of marketing variables such as customer equity, sales, marketing budget, and individual consumer demand for marketing mix decisions, with an emphasis on quantitative methods with time series and panel data and relevant techniques such as time series regression, exponential smoothing, and ARIMA models. |
| 10 | IBM 6530 | Marketing Analytics | 3 | Advanced data analytics for marketing professionals for segmentation, targeting, and marketing mix decisions; multivariate analysis methods such as discriminant and logit analysis, conjoint analysis, factor analysis, and SEM. |
| 11 | IBM 6540 | Marketing Data Science | 3 | Analysis of large scale marketing data gathered inside or outside of private or non-for-profit organizations, using popular marketing science and econometrics modeling approaches with an emphasis on identifying causal relationships among customer and marketing outcome variables to support marketing decisions. |
| 12 | IBM 6600 | Text Analysis for Digital Marketing | 2 | Gathering, processing, and analyzing of small- and large-scale qualitative data from various sources such as customer emails, social media sites, product and services review sites, and blogs, regarding customers' interactions with peers and firms; generating insights and making recommendations for strategic digital marketing plan. |
| 13 | IBM 6800 | Data-Driven Digital Marketing Strategy I | 2 | The first of the two capstone courses that focus on generating insights from data and planning and execution of digital marketing strategy; emphasis on synthesizing all the knowledge about digital marketing for optimal marketing mix, and critical evaluation of the client firms’ marketing and business environment as backdrop of research. |
| 14 | IBM 6950 | Data-Driven Digital Marketing Strategy II | 2 | Continuation from IBM 6800 with a particular emphasis on generating insights and guiding clients for execution of digital marketing strategies, utilizing all the knowledge learned about digital marketing, consumer psychology and behavior, ecommerce, and marketing science. |
| Total Units | 34 |
Course Completion Roadmaps (1-year vs. 2-year)
For full time students, students are able to finish the program in one year as a one-year cohort group by following the following roadmap.
1-Year Roadmap
2-Year Roadmap
For full time or part-time working professionals and international students who need more time, a two-year graduation plan is recommended with the following roadmaps.
