M.S. in Digital Marketing and Media Curriculum
Making the World Smarter, Safer and Healthier
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.