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The Reed College of Media and College of Creative Arts will merge to form the new WVU College of Creative Arts and Media as of July 1, 2024. Get details.

Data Marketing Communications

In addition to the full master's degree in Data Marketing Communications, you can also pursue an area of emphasis in Data in the full IMC degree program. This specialization prepares you for careers that use data as part of a greater integrated marketing communications strategy. You will use a data-driven approach to bridge the gap between communicators and data scientists and you'll be equipped to implement and refine strategic marketing communications activities.

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 $2,250 to the total cost of the degree.

Data Marketing Communications Courses

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
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