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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. Equipped with practical, timely knowledge, graduates are ready to succeed in a wide variety of digital marketing roles including managers, strategists and analysts.
Digital Marketing Program 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 campus in Landmark Square, as well as online.
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.
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 advisor, 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.
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 is a Sr. Digital Brand Manager for PepsiCo 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 5% of business schools worldwide, the Welch College of Business is accredited by AACSB International, the premier global accrediting body for business schools.
*Source: Forrester Research Inc.
John F. Welch College of Business Partners with Starwood Hotels and Resorts to Provide Digital Marketing Training
August 13, 2013
This summer, the John F. Welch College of Business partnered with Starwood Hotels and Resorts to provide digital marketing training for 20 high school students participating in the city of Stamford's Mayor's Youth Employment Program. The students participated in three weeks of classroom training from SHU professors and Starwood employees, followed by two weeks shadowing Starwood employees, all the while working in teams of four to develop a digital marketing campaign. At the conclusion of the program, the students presented their ideas to the Starwood senior leadership team. The students created this video to document their experience.
SHU Hosts Panel on Digital Marketing
June 10, 2013
FAIRFIELD, Conn. - Sacred Heart University hosted its first annual Digital Marketing Evening recently, featuring a discussion among panelists and global digital marketing executives Brian Cohen, Clay Cowan, Andrew Markowitz and Joshua Nafman. The primary focus of the evening was where the digital marketing field is headed. The event was moderated by Russell Winer, chair of the Department of Marketing at the Stern School of Business at New York University (NYU). The event, which was organized by Anca Micu, chair of SHU’s Department of Marketing and Sports Management, spotlighted the Department’s master’s degree in digital marketing. “This is the first MS in digital marketing approved by the Connecticut Department of Education,” Micu noted. Classes will be held at SHU’s expanded graduate center at Landmark Square in Stamford.
SHU Launches New Graduate Center in Stamford
May 21, 2013
FAIRFIELD, Conn. – Sacred Heart University is significantly expanding its presence in Stamford and Fairfield County, launching new graduate degree programs and additional courses, moving into new classroom space in the center of the city and increasing its involvement and outreach within the Metro- and Stamford-area region and business communities.