Master of Science in Digital Marketing Program

Course Description

The certificate consists of 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 recommended to take the course offered as a professional certificate program through the College of Professional and Global Education. Certificate. No academic credit is granted for this professional certificate.

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. 3 units.

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. 2 units.

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. 2 units.

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. 3 units.

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. 3 units.

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. 1 unit.

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. 3 units.

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. 3 units.

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. 2 units. Prerequisite: IBM 6510.

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. 3 units. Prerequisites: IBM 6500 and IBM 6510.

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. 3 units. Prerequisite: IBM 6520.

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. 2 units. Prerequisites: IBM 6500 and IBM 6510.

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 a backdrop of research. 2 units. Prerequisites: IBM 6010, IBM 6200, IBM 6500 and IBM 6510.

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. 2 units. Prerequisite: IBM 6800.