M.S. in Digital Marketing and Media Curriculum

Overview

The 30-credit master’s degree in digital marketing and media is flexible, streamlined and hands-on. You'll learn by doing through project-based courses. In addition, you'll complete an industry-oriented final project and can gain more experience through for-credit internships in real companies. 

YU's M.S. in Digital Marketing and Media can be completed full time in just 15 months or part time at a pace that makes sense for you. View a typical course sequence for full-time students; part-time students select 1-2 courses per semester in consultation with their program director. Review degree requirements below and download course descriptions here. 

M.S. in Digital Marketing and Media students choose from two tracks:

Digital and Social Strategies Track 

The Digital and Social Strategies track prepares graduates to obtain roles in digital-first organizations. You'll graduate with the expertise to: 

• Identify, develop and execute comprehensive social media strategies 
• Utilize tools such as Google Adwords, Facebook, Instagram, LinkedIn and Adobe Creative Suite 
• Create, edit, publish and share content that builds meaningful connections 
• Build brand awareness and engagement

Marketing Analytics Track 

The Marketing Analytics track takes a data-driven, quantitative approach to addressing current and future marketing challenges. You'll graduate with the expertise to:

• Aggregate data and conduct statistical analysis to provide targeting and segmentation recommendations based on science-driven behavioral models 
• Utilize tools such as SQL, Syndicated Resource Data Mining, Excel, R, Adobe and Tableau 
• Analyze campaign performance and visitor behavior to develop strategies, segmentation recommendations and testing plans 
• Establish testing schedules based on potential ROI and run and evaluate results from A/B, segment-based targeting and behavioral targeting tests 

Degree Requirements 

To earn the M.S. in Digital Marketing and Media, you must complete 18 credits of required courses, including a capstone project, as well as 12 credits of elective courses from your chosen track. Electives may include an internship. Courses are 3 credits, unless otherwise noted.

Core Requirements - For All Tracks (6 courses / 18 credits) 

• MAR 5100 Communications 
• MAR 5507 Consumer Behavior and Customer Relationship Management 
• MAR 5815 Marketing Management and Strategy 
• MAR 5838 Brand Management 
• MAR 5616 Marketing Research Methods 
• MAR 5899 Marketing Capstone

Electives - Marketing Analytics Track (4 courses / 12 credits)

• DAV 5200 Visual Design and Storytelling 
• DAV 5400 Analytics Programming 
• MAR 5726 Social Computing in the Information and Interaction Age
• MAR 5731 Predictive Analytics 
• MAR 5730 Web Analytics and SEO
• MAR 5732 Omnichannel Communications Optimization
• MAR 5734 Influencer Content Strategy
• MAR 5902 Special Topics (1-3 credits) 
• MAR 5901 Independent Study (1-3 credits) 
• MAR 5900 Internship (1-3 credits) 

Electives - Digital and Social Strategies Track (4 courses / 12 credits)

• MAR 5726 Social Computing in the Information and Interaction Age
• MAR 5727 Applied Social Media 
• MAR 5728 Digital Storytelling 
• MAR 5729 Web Design and User Experience
• MAR 5730 Web Analytics and SEO 
• MAR 5732 Omnichannel Communications Optimization
• MAR 5734 Influencer Content Strategy
• MAR 5902 Special Topics (1-3 credits) 
• MAR 5901 Independent Study (1-3 credits) 
• MAR 5900 Internship (1-3 credits) 

Note: Electives offerings will vary each semester. Therefore, some choices will not be available for a particular cohort.