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Data Courses

Up-to-Date Course Content

We're always evolving course content to meet the needs of our dynamic industry. As a Data Marketing Communications student, you will take 10 three-credit courses, totaling the 30 credit hours required for graduation. You will also progress through the program as a cohort, taking courses alongside classmates in a sequential order that pairs courses that complement one another.

Data Couse Key
DMC 660 Course Icon

Introduction to Data Marketing Communications

DMC 660

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

An introduction to the entire program with a focus on upcoming curriculum and industry trends as well as an overview of campaign management systems available in the market.

View Details: Introduction to Data Marketing Communications

DMC 661 Course Icon

Audience Research and Segmentation

DMC 661

Workload: Intensity Level 4 out of 5(15-20 hours per week)

The course is project base, building a content marketing plan for a client, with a 4 out of 5 workload ranking, estimating 15-20 hours per course per week.

Audience Segmentation (DMC 661) is an analytical exploration of how data can be used to break down mass markets into specific, reachable target markets and how that can impact addressable advertising initiatives. Potential customers demand to be seen as more than simply a face in the crowd, but reaching specific target markets can be an increasingly difficult process. Whether an organization can achieve its’ goals can hinge on how effectively it can target receptive clients in an overcrowded market. Students will closely examine what demographic data and other key indicators are essential to developing successful campaigns. Students will focus on what data best serves as lines of demarcation in the development of unique market segments to support specific marketing communications goals.

View Details: Audience Research and Segmentation

DMC 663 Course Icon

Brand Data Collection and Visualization

DMC 663

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

For students familiar with Excel, the course is a 3 out of 5 workload ranking, 10-15 hours per week. For students with little to no experience with Excel, the course is a 4 out of 5 workload ranking, 15-20 hours per week

An exploration of the benefits of mining your own brand for insights that could influence marketing communications decisions with an emphasis on how that data can be presented visually to key stakeholders for maximum impact. Students will examine the relevant merits of internal versus external data collection and the proper times, sources and processes to engage in either.

View Details: Brand Data Collection and Visualization

DMC 673 Course Icon

Campaign Metrics and Assessment

DMC 673

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

In this course, you will complete the following industry certifications:
Ribbon Icon  Google Data Studio 

Campaign Metrics and Assessment (DMC 673) explores how data can inform key performance indicators that define a campaign’s success. This course will have a specific focus on how metrics and assessment can rely on data for maximum benefit and will include a survey of available metrics and assessments platform

View Details: Campaign Metrics and Assessment

DMC 672 Course Icon

Campaign Planning and Programmatic Media Buying

DMC 672

Campaign Planning and Programmatic Media Buying (DMC 672) surveys the automated media buying landscape with a focus on the tools used, risks and rewards of automated media buys. Students will examine software platforms available for automated buying and understand the connection between how data input affects media buying output. Students will examine which data is best gathered to better inform mass media advertising decisions.

View Details: Campaign Planning and Programmatic Media Buying

DMC 671 Course Icon

Data Management Platforms

DMC 671

Data Management Platforms (DMC 671) offers an exploration of the myriad database platforms available and how data can be analyzed to develop specialized and highly targeted marketing communications. Students will examine the relative merits of various platforms based on their specific needs.

View Details: Data Management Platforms

IMC 662 Course Icon

Message Customization

DMC 662

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

This course requires active discussion and exploration of the concepts through a variety of assignments, with a 3 out of 5 workload ranking, estimating 10-15 hours per week.

Message Customization (DMC 662) offers an exploration of how data can allow marketing communicators to customize messages to target audiences as small as a single consumer. Communicating to a mass audience is a tricky proposition, as consumers demand a more personalized approach. Can you reach a mass audience while still insuring that each potential consumer feels like you’re communicating directly to them? Students will examine how different messaging strategies impact different advertising and marketing goals and which data can most influence potential messaging strategies.

View Details: Message Customization

DMC 674 Course Icon

Messaging for Customer Relationship Management

DMC 674

Workload: Intensity Level 4 out of 5 (10-15 hours per week)

Because this course explores an area with which most students are unfamiliar, the workload intensity is a 4 out of 5, estimating 10-15 hours per course per week. The course is writing intensive, and emphasis is placed on excellence in grammar, spelling and syntax.

An examination of how data is leveraged for communications intended to retain current customers and acquire new ones. This course will focus on how to accurately assess per customer lifetime value and the best data-informed communications strategies to maximize and retain that value

View Details: Messaging for Customer Relationship Management

DMC 664 Course Icon

Social Media Optimization

DMC 664

Workload: Intensity Level 4 out of 5 (15-20 hours per week)

The course is project based, you will be incrementally building a social media strategy for a brand, with a 4 out of 5 workload ranking, estimating 15-20 hours per course per week.

Social Media Optimization (DMC 664) focuses on both gathering data from social media as well as customization of messages for maximum social media reach. Students will focus on how marketing communications initiatives succeed and fail in the social media sphere and which data sets can best inform their social media campaigns. Examines the spectrum of how the emergence of data from the social media sphere can be leveraged and applied to marketing communications strategy, planning and execution to reach audiences efficiently and effectively.

View Details: Social Media Optimization

DMC 680 Course Icon

Data Marketing Communications Campaigns

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.

View Details: Data Marketing Communications Campaigns