M.S. Digital Marketing Communications | Marketing Communications

An Accelerated Online Marketing Degree Focused on What's Coming Next

You've likely been a digital media consumer for years. You know how quickly we've moved from static to responsive websites; from Facebook to Instagram to TikTok; from cable television to Hulu. What's next? And how do you use the existing and emerging media channels to reach the audiences living on them? WVU's completely online master's degree in Digital Marketing Communications gives you the strategy and the skills — in just one year.

Completed in one year, completely online.

You need 10 courses (that’s 30 credits) to earn your Master of Science in Digital Marketing Communications. There are zero in-person commitments and the structured, accelerated program ensures that you're able to finish in one year. The Digital program is cohort-based, meaning you progress through the ten courses with the same group of people. That makes for a good support system.

Built-in certifications.

Employers want to know that you have both the strategy and the skill. Certifications from major platforms like Google and Facebook are built in to the Digital curriculum. It's an added layer of proof that you have the skills to execute a digital marketing strategy.

Pioneering faculty.

When you’re exploring ideas, technologies and media that don't even exist yet, you need pioneers who know the terrain and are experts in guiding you to the right outcomes. Our faculty are those pioneers. Not only are they digital 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.

Unbeatable value.

At WVU, you get a lot of bang for your buck — a world-class program taught by leading experts. Tuition is the same regardless of where you live and the career possibilities are ever-expanding. According to the Bureau of Labor Statistics, overall employment of advertising, promotions, and marketing managers is projected to grow 8 percent in the next ten years, faster than the average for all other occupations. And the built-in certifications are an added value.

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What is Digital Marketing Communications?

Marketing to where audiences are and anticipating where they're heading

Digital Marketing Communications is creating a dialogue with today's modern audience that builds a community around a brand or organization. It's all about building trust and providing customers with long-term value so that they become advocates who bring you more customers.

It's personal.

You're a media user. You use it for shopping, education and research. But you also use it for connecting with families and friends and advocating for causes you're passionate about. In a world of information overload, we want our media experiences to align with those passions. We want them to be personal. Digital marketing is about understanding the ways a consumer uses media and making sure you're getting the right messages to the right people in the right places. “Brands need to help people simplify life so we all don’t go mad as this world becomes more complex,” says Keith Weed, Unilever CMO.

It's everywhere.

Digital marketers must have a thorough understanding of search engine optimization, organic and paid search, 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 Digital Marketing Communications degree.

It's always changing.

It's something we hear all the time. Digital marketing communications is one of the fastest evolving industries. This is both overwhelming and exciting. But as digital marketers, you welcome the challenge.

Digital marketing communications Curriculum

Up-to-Date Course Content

The WVU Digital Marketing Communications program is always evolving to meet the needs of our dynamic industry.

The Master of Science in Digital Marketing Communications degree is earned through the successful completion of 10 three-credit courses, totaling 30 credit hours required for graduation. It's an accelerated program that allows you to complete the degree in one year. Digital students progress through the program in a cohort, taking classes sequentially. Students will first complete an introductory course, followed by eight core courses and, finally, a capstone course. The program’s capstone course synthesizes all of the skills the students have learned into one comprehensive campaign project.

Introductory Course

IMC 640 Introduction to Digital Marketing Communications

Application and Technology Courses

Content and Production Courses

Strategy and Campaign Planning Courses

Capstone Course

IMC 644 Digital Marketing Communications Campaigns

Digital Marketing Careers

A Bright Outlook

According to the Bureau of Labor Statistics, overall employment of advertising, promotions, and marketing managers is projected to grow 8 percent in the next ten years, faster than the average for all occupations. Here are some job titles and their average incomes (source: O*NET Online):

Search Marketing Strategists

Employ search marketing tactics to increase visibility and engagement with content, products, or services in Internet-enabled devices or interfaces. Examine search query behaviors on general or specialty search engines or other Internet-based content. Analyze research, data, or technology to understand user intent and measure outcomes for ongoing optimization.
Median wage (2018) - $90,270 annually

Marketing Managers

Plan, direct, or coordinate marketing policies and programs, such as determining the demand for products and services offered by a firm and its competitors, and identify potential customers. Develop pricing strategies with the goal of maximizing the firm's profits or share of the market while ensuring the firm's customers are satisfied. Oversee product development or monitor trends that indicate the need for new products and services.
Median wage (2018) - $134,290 annually

Our Alumni Go Far

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!

Meet Mel Wilson, IMC class of 2014. Mel is the Digital Marketing Strategy Manager for the University of Pittsburgh Medical Center. "Digital marketing is a constantly evolving field, and my master's degree education gave me my first glimpse at that concept. Having to adapt processes on the fly to keep up with Google’s algorithm, and more, made me feel that the edge that I was seeking by finishing a master’s degree had absolutely paid off. It’s no secret that digital experts are more in demand than ever before; that said, having my master’s degree has truly helped to set me apart and qualify me at a higher level than other candidates."

The Monstrous World of Healthcare and how Marketers are Changing the Industry

Healthcare is one of the largest industries and with so many options (as well as “Dr. Google”) it’s important for marketers to know the strategies to reach patients. Christopher Caserta, Vice President for Strategic Development at United States Medical Management, joins us to discuss how marketers are changing the healthcare industry, as well as how the industry has evolved on the WVU Marketing Communications Today podcast.

[Alumni on the Move] Career Highlights from our Alumni

The marketing communications programs at WVU have aided brilliant and talented people to achieve their dreams and to find success within the industry. As you think about your future career in Marketing Communications and consider advancing your degree, view the success of the WVU Marketing Communications Integrated Marketing Communications alumni.

Where's the Beef with Mixed Reality Marketing

Mixed reality is everything between AR to VR and in-between, evolving the consumer experience with virtual try ons, but where is mixed reality marketing going? Instagram and Snapchat have embraced AR and VR more than other platforms, people are virtually viewing houses, trying on lipstick, glasses and more and the outlook for mixed reality is bright. Join David Smith, Teaching Assistant Professor with West Virginia University's Reed College of Media as he discusses "Where's the Beef with Mixed Reality Marketing" on the sub-series, Marketing Horizons.

Online M.S. in Digital Marketing Communications