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Data Marketing Communications Campaigns

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DMC 680

Workload:    Intensity Level 3 out of 5 (10-15 hours per week)

Data Marketing Communications Campaigns is a rigorous and comprehensive capstone course that requires Data students to develop a thoughtful and professional data-driven marketing communications campaign for a real-world client. Students will demonstrate mastery of the data-driven marketing communications planning process and knowledge and skills learned throughout the graduate program.

Course Learning Outcomes

Upon successful completion of DMC 680, students will be able to:

  • Identify the elements of a data driven marketing communications campaign.
  • Select data sources that will maximize the effectiveness and efficiency of lead generation, customer acquisition and customer retention activities.
  • Use data to produce strategies and tactics to precisely target messaging, offers and content.
  • Interpret predictive analytics to leverage insights and identify marketing communications opportunities to drive growth.
  • Design a data driven marketing communications campaign that supports a brand’s sales and communications objectives.
  • Evaluate analytics and measurement tools that can be used to determine campaign effectiveness.

Course Topics

  • Getting to Know Your Client – Planning Your Research
  • Establishing the Landscape, Market, Industry and Company Overview
  • Targeting, Segmentation and Audiences
  • Primary Research and the Online Survey
  • SMART Objectives, Establishing Budgets, KPI's and Measurement
  • GANTT Charts and Budget Pro Formas
  • Survey Results, Social Proof and Bias
  • Pulling it All Together

Top 3 Takeaways from the Course

  1. This course allows you to peak and show all the skills you learned and tie everything together.
  2. A portfolio worthy piece to show what you have learned in your time in the M.S. Data Marketing Communications program.
  3. Gain the confidence of knowing how to build a real-world campaign.

Instructor Insights


DMC 680 Faculty

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Cyndi Greenglass
Profile: Greenglass