High Demand for the Data-Savvy Digital Marketer
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Connect the art and science of marketing through digital storytelling and analytics and be the stand-out, innovative marketer companies and organizations need.
Data and digital marketing skills have never been more vital. Our diverse student community and forward-thinking worldview helped us strategically design the DMDA program to meet this changing marketing job landscape. With marketing-centric course content focused on powerful data analytics tools through a marketing-specific lens, our creative and progressive approach will help prepare you for the future of marketing.
With courses in digital campaigns, web and predictive analytics, customer segmentation and more, you can develop the digital and analytics skills needed to compete in today’s insight-driven market.
I looked at different programs at well-known schools and noticed they were all missing something. And after seeing the ad for Emerson, I realized what that was: it was the focus on digital marketing and data.”
Julie, DMDA Graduate Student
Engage in digital-centric thinking, planning and implementation of a comprehensive marketing campaign. Learn how different roles on a digital marketing team work in unison to develop online content and programs that result in exceptional user experiences.
Focused on research and data collection, story conceptualization and reporting methods within a primarily digital communication strategy. Understand how to set message goals, evaluate various storytelling techniques and produce stories relevant to different digital devices, audiences and brand strategies.
Identify processes and trends in online consumer behavior and influence that behavior. Understand how to bridge the connection between online and offline consumer behavior. Examine consumers' goals and fears to find psychological, emotional, logical and sociological explanations of behavior. Additionally, consumers' online search intentions and search engine optimization (SEO) will be examined and applied.
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Learn how to determine which new media selections best fulfill a marketing strategy. Analyze the unique advantages and challenges of the major social networks. Develop expertise in marketing through mobile devices with an emphasis on engaging specific target groups.
Introduction to a variety of customer segmentation techniques that provide the framework to design and deploy highly targeted, insight-driven marketing campaigns. Use cutting-edge analytics software to develop segmentation solutions that support many facets of today's marketing and sales operations. Learn how to perform and interpret the results of other commonly used descriptive analytic approaches, such as exploratory data analysis and market basket analysis.
Introduction to predictive analytics and the broad set of business applications these predictive tools support. Use data mining platforms to build predictive models that address a variety of sales and marketing needs, such as identifying the best targets for campaigns, highlighting customers most at risk of churning, and optimizing the allocation of marketing spend across media and channels. Several different modeling techniques will be covered in the course including linear regression, logistic regression and decision tree analysis.
Introduction to a broad array of website analytic techniques. Use the Google Analytics platform to identify visitor profiles and segments, study website usage patterns and content viewing behaviors, and pinpoint channels that drive the greatest desktop and mobile visitor traffic to company's websites. The insights obtained through web analytics have become an essential input in the development of digital marketing strategies that incorporate highly targeted paid (advertising), owned (web properties) and earned (social sharing) media components.
An in-depth understanding of how social media analytics and voice of the customer (VOC) analytics are used by today's modern marketer. Utilize a leading social media listening and analytics platform to develop a 'hands-on' understanding of how social media data are captured, analyzed and ultimately turned into actionable information. Learn how companies are transforming their outdated customer feedback data collection practices into enterprise-wide VOC programs that generate timely insights and help companies create better customer experiences and greater brand loyalty.
Faculty, students and alumni describe how the Digital Marketing and Data Analytics online program can make your resume and skills stand out from the rest of the competition.