The Data Marketing Communications Specialization consists of four courses; three of these fulfill the elective requirements and the final course is additional to your degree requirements. So, an IMC degree with a specialization requires 11 courses, 33 credits, and adds $2,460 to the total cost of the degree.
Data Marketing Communications Courses
Introduction to Data Marketing Communications
This course will give 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. Students learn how to combine multichannel metrics, baselines, and benchmarks with thoughtful and actionable analysis.
This course 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. Students will closely examine what demographic data and other key indicators are essential to developing successful campaigns.
Campaign Planning and Programmatic Media Buying
With this course, you'll survey the automated media buying landscape with a focus on the tools used, risks and rewards of automated media buys. Students will examine which data is best gathered to better inform mass media advertising decisions and understand the connection between how data input affects media buying outlets.
Campaign Metrics and Assessment
This course explores how data can be used to assess the success, failure or need for modification in advertising and marketing communications campaigns. This course focuses specifically on how metrics and assessment can rely on data for maximum benefit. This course also includes a survey of available metrics and assessment platforms.
The Data Marketing Communications courses prepare you to:
- Explain the basic principles of marketing, media, and digital analytics
- Describe how marketers use current analytic methods such as segmentation, profiling, and RFM to deliver ROI for their clients
- Define the programmatic ecosystem and the resources required to execute programmatic buying
- Distinguish between the different types of primary and secondary data available to marketers from response data, to compiled and crowdsourced data
- Design campaign tracking methods and dashboards to assess and improve effectiveness during the marketing communications campaign and communicate with key stakeholders
- Compare B2B and B2C data requirements and available data modules for targeting, segmentation, and account based marketing
- Discover how metrics and analysis inform business decision making
- Identify key performance indicators from a variety of metrics to track the results of a marketing communications campaign
You should pursue Data Marketing Communications if...
You're interested in:
- Marketing from a data-driven perspective
- Learning the basic principles of media and digital analytics
- Understanding customer analysis, profiling and targeting
- Segmenting audience strategies
Your dream job title is:
- Chief Experience Manager
- Digital Advertising Manager
- Digital or SEO Strategist
- Digital Production Manager
- New Technology Specialist
- Innovation Manager
- Marketing Technologist