Curriculum
The Masters in Digital Marketing program requires the completion of 36 credits as outlined below. The program can be completed in 15 months if you attend classes two nights a week.
Foundation Courses* | 9 credits
*Foundation courses will be waived for students with a bachelor degree in Business Administration, Management or Marketing
This course employs extensive use of data and statistical methods to support and improve organizational decision-making. Topics include data visualizations, descriptive statistics, probability distributions, sampling, confidence intervals, hypothesis testing, regression analysis, and the use of computer software for statistical applications. The primary focus will be on the flexibility of the analysis, and the ability to present the results in an intuitive and understandable manner for greater organizational impact. The ethical issues related to big data will also be discussed.
Basic concepts and analytical techniques from micro- and macro-economics, including supply and demand, price determination, market structures, fiscal policy, the monetary system and policy and international trade.
Using a framework of managerial roles and competencies, this course explores what management involves, how it affects people within an organization, why it is critical to the effective functioning of an organization, and how the accomplishment of management functions may vary in different cultural contexts. The course surveys competencies and knowledge necessary for successfully facing current challenges in the rapidly changing global business environment.
Core Courses | 12 credits
No previous programming course-work required.
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 how firms analyze market opportunities; select target markets; develop the marketing mix (product, price, place, and promotion); plan, manage, organize, and control the marketing resources throughout an enterprise; deal with competition; and extend marketing to the global marketplace.
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 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
Digital Marketing | 15 credits
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
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 provides the practical knowledge and insights required to define objectives and strategies of social media marketing, identify and properly select the social media tools to engage consumers and effectively evaluate and measure the results of a firm's social media strategy. What is Search engine optimization (SEO) and giving a deeper understanding of the concept.
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;
Special Topics & Capstone | 9 credits
See further information below*
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.
By arrangement with program director.
Prerequisite: Take MK-661, MK-670
By arrangement with program director.
Prerequisite: Take MK-661, MK-670
For students transferring from another accredited graduate program, the Director for Graduate Programs will review transcripts and make a determination of course equivalency. A maximum of nine credits, plus the foundation courses, can be transferred.
*MK 689 Digital Marketing Capstone Project Description
Students wishing to pursue the capstone project option must:
- select a topic as well as
- select an Advisor from the faculty teaching in the program and then
- turn in a proposal regarding the topic to the Advisor by November 15 for the Spring semester, February 1 for the Late Spring semester and April 15 for the Fall semester.
The faculty advisor will review the proposal and decide if it is acceptable. Once accepted, the proposal and the name of the advisor have to be submitted to the Program Director.
Registration for the course is done via independent study paperwork (available via email at marketing@sacredheart.edu).
The advisor and the Program Director have to sign the paperwork and submit it to Registrar’s. The Advisor retains the last page of the form to turn in the final grade upon completion of the project.
Requirements for the Project Proposal
Graduate students must submit a proposal that describes the project they want to pursue. The proposal should address the following issues:
- The managerial issue being addressed
- Scope and description of the project
- Proposed timeline
- What deliverables will result from the project?
- How does the project relate to the field of digital marketing?
Project Requirements
The project proposal must be approved before work on the actual project begins. In addition, if working with a client, a statement of work should be signed by the client and student .
The statement of work should include, at a minimum:
- A description of the project
- Resources, information and/or contacts required from the client
- Deliverables to be provided by the student
- A project timeline, including milestones and completion deadlines.
At the conclusion of the project, the student must submit to the mentoring professor:
- A written document detailing how the project was completed
- Any deliverables and artifacts included in the project
- A project evaluation form completed by the client or supervisor
- Any supplemental documentation related to the project
- The student may be asked to present the completed project to a committee or open session.