M.S. Data Marketing Communications | Marketing Communications

A First-of-its-Kind Degree Developed by Industry Insiders

Perhaps Jonathan Martin, Chief Marketing Officer of Pure Storage articulated the current need in marketing leadership best:

“Today, the primary task of CMOs is to deeply understand customer buying behavior and intent; deeply understand the context of where someone is in their decision journey; be able to predict what they’re most likely primed to do next; and be ready to influence them at the right moment.”

The time for the science-backed CMO has come. Online shopping, digital advertising, social media metrics, web analytics, customer relations management platforms, website user statistics, the data available to marketers to better understand audience habits and motivations is growing daily. Today’s marketing professionals need to combine an understanding of technology-driven mediums and sharp analytical skills with traditional marketing creativity.

The Data Marketing Communications degree is designed to do just that. Our program is the nation’s first online master’s degree explicitly focused on the strategic use of data in marketing communications. We worked with industry leaders to craft a program where students acquire the specific skills they need to be successful in today's competitive market.

100% Online

You need 10 courses, that’s 30 credits, to earn your M.S. in Data Marketing Communications. There are zero in-person commitments. We’ve built in a peer community through our cohort system, which means you progress through the entire program with the same group of people going through together. That makes for a good support system. Students lean on each other virtually and gather for fun if the opportunity arises.

Faculty on the Cutting Edge

When you’re venturing into new frontiers, you need pioneers who know the terrain and are expert in guiding you to the right outcomes. Our faculty are those pioneers. Not only are they data marketing practitioners, they are well connected to the leaders in this industry. Together they bring you the latest in this constantly evolving field. Giving you the value of their knowledge and the gift of their mentorship.

Personalized Attention

We purposefully keep class sizes small (20 students or fewer), so you can interact as much as you would like with like-minded faculty and classmates. Moreover, our dedicated advisors will walk you through anything - enrollment, scheduling, tuition questions, technical issues, career planning, resume reviews, what to name your new pet, etc.

Return on Investment

A ground-breaking, industry relevant program taught by professors who are also practitioners, and tuition that is super competitive and the same no matter where you live. That’s a lot of bang for your buck. You can spread courses out to pay small amounts as you go. Even though the Data program is relatively new, we have already seen graduates earn promotions and raises since earning their degrees. Now that’s ROI.

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What is Data Marketing Communications?

Marketing in the Age of Big Data

Marketers have always focused on understanding their customers personalizing the consumer experience for each individual. Marketing today is about using that customer knowledge to drive greater engagement and doing it on a large scale. That means data, volumes of it; and marketers who can combine technology, keen analytical skills, and traditional marketing creativity. Enter the Masters in Data Marketing Communications.

Using data to drive marketing strategies

Data-driven marketing has become a fundamental part of advertising and business strategy today. So what is data-driven marketing or data marketing communications? In short, it’s creating marketing strategies based on the analysis of big data that is collected through consumer interactions and engagements. Understanding the data you have, the data you can get, and how to organize, analyze, and apply that data to improve marketing efforts is at the heart of data marketing communications. This doesn’t mean data marketers need math-heavy statistical analysis skills, rather they need the ability to interpret the audience, transactional, behavioral, and intent data provided in order to develop and adjust integrated marketing strategies, assess metrics, measure productivity, and increase ROI.

Mastering digital marketing

The foundation of data marketing communications today is digital marketing. Data marketers must have a thorough understanding of digital marketing components — SEO, search (organic and paid), display marketing, social media marketing, marketing automation, content marketing, multi-channel analytics, always-on campaigns, and desktop and mobile user experiences. Understanding these digital marketing platforms, and using the data they provide to develop more impactful marketing campaigns is central to the WVU Data Marketing Communications degree.

The new model for marketing

There is no doubt that, for the foreseeable future, marketing at every level will rely more and more on data and analytics. Marketers are creating and working within a new model. One that uses date to create value through increasingly personalized consumer experiences. Unilever CMO, Keith Weed, believes data marketing communications can help cut through a marketing environment glutted with information better than advertising. “Brands need to help people simplify life so we all don’t go mad as this world becomes more complex. I believe that people who focus on that will unlock the true power of data,” says Weed.

Data Marketing Communications Defined by Alumnus Alex McPherson

Alex McPherson (Data, 2016) is Vice President of Social Insights and Analytics at Methods+Mastery. Alex chose the Data program to keep up with the ever changing industry of marketing communications. Recognizing the rise of new technology and the importance of understanding how campaigns are measured and assessed, the Data program offered Alex the ability to learn key skills he needed to stay ahead of the competition.

Our 1,500+ alumni, current students and faculty hold elite positions at companies all over the world. We have a saying, “Once a Mountaineer, Always a Mountaineer.” Mountaineers like nothing more than helping fellow alumni and soon-to-be alumni, so the support system starts on day-one and continues as long as you let it. Leverage the power of the Mountaineer network!

Data Marketing Communications Curriculum

Up-to-Date Course Content

The WVU Data Marketing Communications program is always evolving to meet the needs of our dynamic industry. In light of this, the curriculum requirements updated Fall 2019.

The Master of Science in Data Marketing Communications degree is earned through the successful completion of 10 three-credit courses, totaling 30 credit hours required for graduation.

Data students complete the program in a cohort, taking classes sequentially. Students will first complete an introductory course, followed by eight core courses taken in thematically-paired blocks of two. The pairing of core courses allows students to study the relationship between quantitative data and the decisions informed by that data. After completing their core courses, students will take the capstone course. The program’s capstone course synthesizes all students have learned into one comprehensive campaign project.

Introductory Course

DMC 660 Introduction to Data Marketing Communications

Core Courses

Capstone Course

DMC 680 Campaigns

Early Fall Term

DMC 660 Introduction to Data Marketing Communications

Late Fall Term

DMC 661 Audience Segmentation
DMC 662 Message Customization

Early Spring Term

DMC 663 Brand Data Collection and Visualization
DMC 664 Social Media Optimization

Late Spring Term

DMC 671 Data Management Platforms
DMC 672 Campaign Planning and Programmatic Media Buying

Summer Term

No Courses Required

Early Fall Term

DMC 673 Campaign Metrics and Assessment
DMC 674 Messaging for CRM

Late Fall Term

DMC 680 Digital Marketing Communications Campaigns

Courses are subject to change based on course availability each term.

Data Marketing Communications Careers

The ultimate goals are career advancement and salary increase.

We understand your end-game and we take it seriously. Data has never been more accessible and more usable in marketing. The Data Marketing Communications program prepares our graduates to have an advantage in the workplace because they learn to comprehend the melding of data through all phases of agency work including, planning, creative, production and media.

Career services available for our Data graduates include:

Job Prep including mock interview sessions and resume reviews with our expert faculty. Our faculty are industry professionals, so they know what your future employers are looking for and can make sure you highlight those qualities.
WVU Marketing Communications Network is an exclusive network which allows you to connect with other graduates, current students and faculty of the IMC and Data programs.
Integrate. An opportunity to come to the WVU campus and interact with industry experts, faculty and other students in a conference dedicated to marketing communications.