Jan. 13, 2025
Next Start Date
10
Courses Required
$777
Cost Per Credit Hour
30
Total Credit Hours
Online Asynchronous, Cohort-Based
Learning Formats
You won’t find a program like this anywhere else. The marketing communications industry demands smarter insights and better results across a variety of media. We worked with data marketing experts to create WVU’s Master of Science in Data Marketing Communications, the nation’s first online master’s degree explicitly focused on the strategic use of data in marketing communications.
If your passion for marketing is driving you to understand the data behind it, this is the program for you. Online shopping, digital advertising, social media metrics, web analytics, customer relations management platforms, website user statistics — the data available to marketers to better understand audience habits and motivations is growing daily. Ready to be CMO? Pair your already-existing marketing creativity with sharpened analytical skills and an understanding of technology-driven mediums.
100% Online
You need 10 courses, that’s 30 credits, to earn your M.S. in Data Marketing
Communications. There are zero in-person commitments. We’ve built in a peer
community through our cohort system, which means you progress through the
entire program with the same group of people going through together. That
makes for a good support system. Students lean on each other virtually and
gather for fun if the opportunity arises.
Faculty on the Cutting Edge
WVU's Data faculty have the perfect combination of left- and right-brain
that they exercise every day for clients all over the world. They'll help
you analyze data to launch creative campaigns that reach the right people
in the right places.
Personalized Attention
We purposefully keep class sizes small (20 students or fewer), so you can
interact as much as you would like with like-minded faculty and classmates.
Moreover, our dedicated advisors will walk you through anything - enrollment,
scheduling, tuition questions, technical issues, career planning, resume
reviews, etc.
Return on Investment
A ground-breaking, industry relevant program taught by professors who are
also practitioners, and tuition that is super competitive and the same no
matter where you live. That’s a lot of bang for your buck. You can spread
courses out to pay small amounts as you go. Even though the Data program
is relatively new, we have already seen graduates earn promotions and raises
since earning their degrees. Now that’s ROI.
Attend a Virtual Information Session
Learn more about the Data, Digital and Integrated Marketing Communications Online Master's programs, or our graduate certificates, in a live Zoom session.
Embarking on a graduate degree program is a big (and exciting!) step. Meet with Brynne to get all your questions answered and to discover which program is the best option for reaching your career goals and balancing life's other responsibilities.
Admission to the Data Marketing Communications program is based on a holistic, case-by-case analysis of the applicant’s WVU Graduate Application for Admission, academic record (undergraduate transcript), years of relevant professional experience (resume), and writing ability and intent (personal statement).
Admission to the Data program occurs two times per year—in the Early Fall (August) and Early Spring (January). The Data program admits new students on a rolling schedule. Applicants are encouraged to apply before the program’s priority/early application deadline in order to receive full consideration.
Early Fall (August): Early/Priority Admission: June 15; Admission
Deadline: August 1
Early Spring (January): Early/Priority Admission: November 1; Admission
Deadline: December 15
Questions? Contact our Enrollment Specialist at wvuimc@mail.wvu.edu or (304) 293-6278.
"I wanted to make sure my degree was from a respected, accredited university."
Dan Dipiazzo is employed full-time and chose WVU Online because he was looking for a program that was not location-dependent and that would allow some flexibility to manage his school work around other commitments.
"Also, I wanted to make sure my degree was from a respected, accredited university."
"WVU offers the prestige of a degree from a top-notch university with the flexibility to manage your studies around work and other commitments."
He found that online education offered a good deal of flexibility, but it also required some self-discipline.
His future plans are to continue to serve in a marketing leadership or corporate strategy role, now that he is part of the WVU Data Marketing Communications worldwide community.
"WVU was the only university that offered a comprehensive program focused on every aspect of traditional and digital marketing and evaluation."
Marilyn Espinal was looking for a master’s program and wanted something online, flexible, competitive in cost, and focused on data marketing.
"WVU Online was the only one that offered a comprehensive program focused on every aspect of traditional and digital marketing and evaluation," she says.
"WVU's courses help marketing and communication professionals use data to predict future behaviors, make data-driven decisions to attract and retain consumers, and measure outcomes to determine what is successful and what is not."
She plans on applying these skills—part of a vast array of skills she obtained from the WVU Data Marketing Communications online program—to her current career and to continue using data-driven marketing best practices.
Marilyin says starting online classes can seem daunting at first, but students who are thinking about learning online can succeed if they keep up with everything the same way they would in an in-person class.
Full-time mom. Full-time job. And… grad school? For Kelly Greathouse, current Data Marketing Communications student, pursuing a graduate degree was not an immediate decision, but it is one she has not regretted since she started the journey. As for choosing WVU for her masters degree? A no-brainer.
"My master's degree was only possible with online options, and West Virginia University has a great reputation of providing quality of education."
"The faculty that lead each course are eager to answer any questions and will make the time to support you through any assignment."
Leo Hunt chose WVU Online because the thought of physically going to grad school, working both a full- and part-time job, working out, and also having a social life sounded very overwhelming.
"WVU Online was the solution that let me balance all my personal and professional engagements without having to compromise."
"I'm a huge data visualization nerd. I love learning new ways to envision and convey a story through a chart. Learning the methodologies and reasoning behind telling data stories was something that I will continue to use in my future endeavors."
Today, Leo says he recommends WVU Online to other students "one thousand percent." His advice is to take time to read and digest all the exciting information you are about to absorb.
"It really does inspire you to do great work!"
For Julia Lienhard and Serafina Maerten, fall 2022 graduates from the Data Marketing Communications program, embracing the online learning environment didn’t mean going through the program alone.
"I think Serafina and I will always be friends. I also foresee our relationship continuing to evolve as we go our own, separate ways and start our own career paths." — Julia Lienhard, Class of 2022
"What really helped me get through this program was having a friend. It’s why I messaged her in the first place." — Serafina Maerten, Class of 2022
Patrick Long, M.S. Data Marketing Communications 2023, was drawn to the program’s unique blend of data analysis and marketing expertise — a combination he believes is the future of the industry.
"I chose the data portion of the program because I find it interesting to use information to make strategic marketing decisions and create a unique, personalized experience for people. I think there's a lot of future in data, and I think that is where the marketing industry is headed towards."
Alex McPherson (BSJ ’11, M.S. Data ’17) and his father, John (BSJ ’79, M.S. IMC ’13), both share a common interest in the marketing and communications landscape. While Alex was in his undergraduate studies, his dad was also in school at WVU for his master’s degree.
Alex uses his analytical knowledge and curiosity to continue to grow in his career with Methods+Masters. Last fall, Alex was promoted to Senior Vice President, Director of Measurement, and Insights & Analytics Practice Co-Lead at Methods+Mastery.
The Data Marketing Communications program helped him feel more confident in representing the full range of digital marketing services to his clients.
"The Data Marketing Communications program really helped me expand my worldview and feel more confident in representing the whole spectrum of digital marketing."
Mary Padilla, Data Marketing Communications ‘22, came into the program with a wealth of knowledge and professional experiences already under her belt, but she knew she had more to learn and to share.
"I incorporate data and storytelling into my everyday business life. It is something that is critical to bringing insights to the team that I work with and to making decisions based on data. Data-driven decision-making is critical in what we’re doing."
"My goal is to have the students learn as much from each other as they do from me."
Cyndi Greenglass is passionate about using data to make good business decisions and to help marketers understand their audiences.
"At the time I entered the field, there were few professionals focused on data-informed marketing communications and I really wanted to make an impact in the field."
In her classes, she doesn’t want students to be intimidated by the data or the math, but instead, to understand and respect it.
"My goal is to have the students learn as much from each other as they do from me," she says. "Our online discussions allow me to help them explore a topic in detail with humor and curiosity, while they share their personal experiences and question assumptions."
She is happy to find that her students are super engaged online, share their personal journeys, and really get to know each other through active engagement.
"Everyone is vested in each other's success," she says. "So, I encourage students to be active in the discussions and make connections with their peers and fellow classmates. I also make myself available anytime to offer insights or encouragement."
"I love the WVU Online experience!"
Financial aid is available. Students are encouraged to file the Free Application for Federal Student Aid (FAFSA) form to determine their eligibility for federal and state funds as well as scholarships. WVU’s FAFSA Code is 003827.
The tuition rate per credit hour listed above is for the 2024-2025 academic year. Tuition and fees increase beginning in the fall term of each academic year.
Tuition and fees are usually not the only educational expenses you may have while pursuing a degree. You may have other costs such as books, supplies and living expenses. Please see the Estimate Costs and Aid webpage for how to estimate and plan for other potential expenses.
Data Marketing is an emerging discipline that analyzes data — from social media, websites, digital advertising and other sources — to provide professional communicators with key insights to develop and refine marketing communications activities. In other words, the Data program equips marketing communication professionals with the skills to interpret data in order to drive messaging, assess metrics, measure productivity, increase return on investment and develop integrated marketing strategies.
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.
According to the U.S. Bureau of Labor Statistics, overall employment in the media and communication occupations is projected to grow 6% from 2021-2031. On average, those working in Data Marketing Communications have an annual salary of $73,960. Several professions in this industry have the opportunity to earn more than $100,000 annually.
| Course | Title | Credit Hours |
|---|---|---|
| DMC 460 | Introduction to Data Marketing Communications | 3 |
| DMC 561 | Audience Research and Segmentation | 3 |
| DMC 562 | Message Customization | 3 |
| DMC 563 | Brand Data Collection and Visualization | 3 |
| DMC 564 | Social Media Optimization | 3 |
| DMC 571 | Data Management Platforms | 3 |
| DMC 572 | Campaign Planning and Programmatic Media Buying | 3 |
| DMC 573 | Campaign Metrics and Assessment | 3 |
| DMC 574 | Messaging for Customer Relationship Management | 3 |
| DMC 580 | Data Marketing Communications Campaigns | 3 |
Total Hours: 30
In a recent survey of alumni, more than half said they received 25%+ raises after earning their degrees.
Because this is such a competitive industry with highly sought-after roles, 77% of those working in Data Marketing Communications have a master's degree.
Source: Stepping Blocks