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.
Introduction to Digital Marketing Communications introduces students to the fundamentals of the field. Students learn and apply how organizations can integrate digital communication strategies into traditional media to help meet marketing objectives. An audit of techniques, tools, and processes including practical methods for online research, development of digital strategy, and implementation of marketing communications online.
View Details: Introduction to Digital Marketing Communications
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)
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
Customer Engagement Ethics and Strategies (DMC 665) examines contemporary content strategies for engaging customers through channels and the ethical considerations and responsibilities of professional communications. With omnichannel marketing at the center, students will learn to recognize and facilitate customer journeys that provide seamless user experience and paths to action.
Digital Storytelling (IMC 634) students will design a brand for a product or service and express that brand as a video for the Web. This course will provide guidelines for how to create a movie that reaches the desired audience and can be shared via social media.
Get an introduction to the technical and conceptual skills needed to create and add videos into integrated marketing campaigns. This course covers the basics of selecting the best hardware and software for video projects. Students gain hands-on experience in shooting and producing engaging videos.
Workload: (10-15 hours per week)
The course teaches real life situations that you can use in your professional career immediately. In every lesson, your goal is to convince your boss to grant you the budget you need to construct a mobile marketing plan for your chosen business. Expect a 3 out of 5 workload rating, estimating 10-15 hours per week.
Mobile Marketing (IMC 629) examines exciting new business developments in mobility, explores fundamental forces that shape the wireless industry, discusses keys to establishing a competitive advantage and examines emerging trends that may indicate where the industry is heading.
Examine the latest strategies for monitoring and engaging consumers in social media from a marketing perspective. Explores popular platforms, such as Twitter and Facebook, that are used to connect with and analyze target audiences.
Web Metrics and SEO (IMC 642) examines how marketers strategically gather online information to measure traffic, engagement and potential impact on ROI. Explores search engine optimization (SEO) and social media optimization (SMO) strategies used to build an online presence for clients.
Digital Marketing Communications Campaigns applies the knowledge and skills acquired in previous Digital Marketing Communications courses to develop a creative, innovative and complete digital campaign for a selected organization in this capstone course.