Marketing has gone Digital. Have You?
The future of marketing is increasingly focused on the digital realm, spanning virtually all of the same elements as traditional marketing — product development, advertising, distribution, research and client relationship management. In fact, by 2016, digital marketing spending is expected to climb to $77 billion and will represent 35 percent of all advertising spending.* It’s clear that organizations see an urgent need to get their message out in a way that resonates with today’s global, plugged-in audience.
The Master of Science (M.S.) in Digital Marketing prepares students to meet this exponentially growing demand. The interdisciplinary program covers digital marketing strategies, tactics and tools based on a dual foundation of marketing strategy plus web development and design. Students may also complete the 12-credit digital marketing certificate program which can be applied to the master's degree.
*Source: Forrester Research Inc.
Digital Marketing Graduate Program & Certificate Format
The 36-credit M.S. in Digital Marketing can be completed in 15 months by attending class two nights a week. Or, for added flexibility, students may opt to attend one class per week over a longer period of time. Courses are offered weekday evenings at SHU's new, state-of-the art Stamford Graduate Center in Landmark Square.
The 12-credit certificate in digital marketing is designed to enhance your skills and introduce you to the digital marketing industry. All courses in the certificate can be applied to the master's degree.
Students are instructed by dedicated SHU faculty — leaders in their field who provide cutting-edge research to conferences and global publications — as well senior-level practitioners who bring their real-time experience into the classroom. Backed by this team of experts, students become proficient in the latest digital marketing techniques and apply these skills through high-profile, hands-on projects for real companies. For instance, a team of students recently assumed the role of PepsiCo’s brand management team to develop and execute new digital media campaigns.
Key Marketing Coursework
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The M.S. in digital marketing consists of three core modules — encompassing web development, marketing strategies, research and analytics and consumer behavior — followed by a capstone experience. Working closely with a faculty adviser, students pursue the capstone approach that best fits their goals, whether that’s an original thesis, a digital marketing project with their employer or an internship at one of the program’s partner companies.
The unique structure of this program sets you up for success. While in most positions you may not be coding programs or building websites, you will need to work with developers, designers and other web specialists. Having basic coding skills as well as a background in marketing strategies, research and analytics will set you apart in this rapidly-growing industry.
An M.S. in Digital Marketing can Provide you with the Skills and Expertise Necessary to:
- Develop marketing plans that harness with power of digital media
- Use the wealth of data available to digital marketers to segment markets and position brands
- Use social media effectively to promote brands and engage customers
- Optimize web sites to maximize search-engine rankings
- Interpret click-through data to evaluate online advertising efforts
- Develop and analyze testing techniques such as A/B or split testing to improve online marketing programs
- Calculate and report the return on investment (ROI) for digital marketing programs
- Understand, write and edit basic web development programming code, such as Java
Joshua Nafman, Head of Digital Brand Marketing & Content, Pepsi TM at PepsiCo., is responsible for leading the development and implementation of content, social, mobile, digital media and platform strategies for Pepsi, Diet Pepsi, Pepsi MAX and Pepsi NEXT. His work on Pepsi, Starbucks, Lipton, Hanes, Disney, Apple, Nestle and ESPN has been featured in The New York Times, The Wall Street Journal, Forbes, Fast Company, Wired, Mashable, Adweek and AdAge.
In 2013, Joshua has been named to Brand Innovators "40 under 40" and earned a Shorty Award for Fortune 500 brand social media presence a Webby Award for Native Advertising. Don’t know what native advertising is? Take his class!
In this applied class, students will work on PepsiCo's Mug Root Beer & Cream Soda brands as the digital brand management team. Students will be required to sign a Non-Disclosure Agreement and a creative release form as they will be working on a PepsiCo project on a real brand and program with real consumers.
Students will learn about and then conduct:
- daily social media management on Facebook and Twitter
- content creation (copy, photos & video) and seeding
- monthly digital media planning in partnership with the media buying agency
- digital campaign measurement using PepsiCo’s tools
Among an elite membership of fewer than five percent of business schools worldwide, the Welch College of Business is accredited by AACSB International, the premier global accrediting body for business schools.
Jack & Suzy Welch are Featured Speakers at New Home of Welch College of Business
April 22, 2015
FAIRFIELD, Conn. – Sacred Heart University celebrated the new home of the Jack Welch College of Business (WCOB) Monday with a visit from the college’s namesake and his wife, Jack and Suzy Welch. A reception and tours of the Frank and Marisa Martire Business and Communications Center preceded a public conversation between SHU President John J. Petillo, former General Electric CEO & Chairman Jack Welch, Jr., and Suzy Welch, former editor-in-chief of Harvard Business Review, in the building’s two-story atrium. John Chalykoff, dean of the WCOB, introduced the trio. The talk was followed by a signing session for the couple’s new book, The Real-Life MBA. Hundreds of people, including former N.Y. Mets Manager Bobby Valentine, who is SHU’s executive director of Athletics, attended.
SHU Celebrates Opening of Martire Business & Communications Center
March 20, 2015
FAIRFIELD, Conn. – Approximately 100 local dignitaries, trustees, special guests and friends, along with about 300 students, faculty and staff from the Sacred Heart University community, gathered on Saturday to celebrate the grand opening of the Frank and Marisa Martire Business & Communications Center on the corner of Park Avenue and Jefferson Street. The building will house the University’s prestigious John F. Welch College of Business (WCOB) and rapidly growing Department of Communications & Media Studies.
Welch College of Business Among Princeton Review’s Best Business Schools
October 28, 2014
FAIRFIELD, Conn. – The Princeton Review has once again named Sacred Heart University’s John F. Welch College of Business (WCOB) one of the top schools in the nation. The education services company features the school in the new 2015 edition of its book, The Best 296 Business Schools (Random House/Princeton Review, $22.99).