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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.
Workload: (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.
Workload:
(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.
Workload: (10-15 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.
Workload:
(10-15 hours per week)
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
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
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.
Workload: (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.
Workload: (10-15 hours per week)
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
Workload: (15-20 hours 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.
Workload:
(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.