MBA in Digital Marketing
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The digital marketing concentration prepares you for careers at the center of today’s business world. You’ll learn to lead in roles like digital marketing manager, social media strategist, customer experience leader and brand analyst.
You’ll learn how to connect with audiences, measure performance and drive business growth through courses in social media marketing, digital advertising, customer experience management and digital strategy. You’ll gain the skills to engage audiences, analyze performance and drive growth in an increasingly digital marketplace. If you want to stand out in competitive industries such as marketing, communications, retail, media or technology, this concentration gives you the knowledge employers value most.
Digital Marketing Elective Courses
As organizations fully embrace a digitally-led, experience-driven economy, the lines between design, technology, and business have blurred more than ever. It's important for us to understand where they come together and learn how we as digital marketers can build our own foundation for using it to create compelling digital experiences that drive demand for brands. In this course, students will be taken on a journey through the modern web design process with the goal of giving students some hands-on design experience and a practical understanding for how to approach websites using modern-day marketing strategies
This course explores the tools and techniques used by marketers to analyze customer behaviors. It examines databases, analytics, metrics, software, and techniques applied by marketers to transform data into useful formats for the strategic decision-making process. Contents focus on technology tools for segmentation, target marketing and positioning, media selection, market share and estimation, sales forecasting, and other analyses. This course explores the use of machine learning algorithms in the developing of marketing models related to consumer segmentation, market basket analysis, customer lifetime value, predictive marketing, consumer choice, and pricing.
Prerequisite: Take MK-661, MK-670
Examines the rapidly evolving dynamics of digital marketing. Emphasis is on consumer behavior and opportunities, problems, tactics, and strategies associated with incorporating digital methods into the marketing function. Internet and mobile marketing tools such as search engine marketing, social media, and viral marketing are addressed.
This course explores how companies assess marketing performance. It is a survey course covering a variety of return on investment metrics for marketing investments. The course introduces formulas and ratios used to gauge customer profitability, product portfolio mix, and advertising and web spending effectiveness. Attention is drawn to links between finance and marketing.
This course will present a practical approach to the process of decision-making using big datasets as a result of acquired or aggregated data.
Prerequisite: Take MK-661, MK-670
The course in digital advertising will cover a gap between traditional advertising and digital advertising, including mobile, Internet, viral media, paid and unpaid advertising. This course goes beyond using web metrics for advertising but instead focus on creating a unified advertising proposition that can be delivered in Omnichannel.
This course provides an understanding of customer experience management, as a collection of processes used to measure customers' interactions between customers and the organization throughout the customer lifecycle.
Prerequisite: Take MK-661 MK-670 MK-674;
This course explores in-depth coverage of one digital marketing topic from an applied perspective. The topic is examined from a company's point of view with multiple examples from industry. Students work hands-on to learn what practitioners do within the topic on a day to-day basis. Topics rotate throughout trimesters.