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Data Marketing Communications M.S.

May 13, 2024

Next Start Date


Courses Required


Cost Per Credit Hour


Total Credit Hours

Online Asynchronous, Cohort-Based

Learning Formats

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.

A First-of-its-Kind Degree Developed by Industry Insiders

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.


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Cindy Hart, Your Personal Online Admissions Coach

Embarking on a graduate degree program is a big (and exciting!) step. Meet with Cindy 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.

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Data Marketing Communications M.S. Admission Requirements

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).


  • Designate your Admission Type and Intended Program as “Masters” and "Digital Marketing Communications (4938).” The primary delivery location/method is online.
  • $60.00 nonrefundable application fee.
  • Personal Statement: Please detail your interest in the Data program, making sure to describe why attending the program will support your career objectives (300-500 words).
  • Résumé
  • Official Academic Transcripts: Send via postal mail or electronic delivery directly to: Office of Graduate Admissions One Waterfront Place PO Box 6510 Morgantown, WV 26506-6510 Email: Phone: (304) 293-2121
  • TOEFL or IELTS Scores (international students only): West Virginia University requires international students to submit their TOEFL or IELTS scores directly to the central WVU Office of Admissions. Use destination code 5904 to have TOEFL scores sent. Generally, applicants whose first language is not English must submit adequate TOEFL or IELTS results before an application can be considered for admission. (TOEFL Internet-Based = 79; TOEFL Computer-Based = 213; TOEFL Paper-Based = 550; IELTS = 6.5)
  • Letters of Recommendation (optional): Letters of recommendation are preferred to be submitted as a part of the Online WVU Graduate Application for Admission. Input the name and contact information of each recommendation provider in the “Recommendations – Recommendation Providers list” section.
  • GRE or GMAT scores are NOT required. If you would like to submit those scores, the destination code for the GRE is 5904 and the code for the GMAT is C2S-FB-24. Students who have not taken the GRE should let their enrollment specialist know that they wish to waive the requirement.

Application Deadlines

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 or (304) 293-6278.

Apply Now

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Dan Dipiazzo

Data Marketing Communications M.S.
"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.

Marilyn Espinal profile image.

Marilyn Espinal

Data Marketing Communications M.S.
"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.

Leo Hunt profile image.

Leo Hunt

Data Marketing Communications M.S.
"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!"

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Cyndi Greenglass

Data Marketing Communications M.S.
"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!"

Tuition, Fees, and Financial Aid

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.

Data Marketing Communications M.S. total degree cost: $22,500 – Residents and Non-Residents

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.

Your future in Data Marketing Communications

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.

The Benefits of pursuing a Data Marketing Communications M.S. degree at WVU

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.

Career Outlook for Data Marketing Communications M.S. graduates

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

Frequently Asked Questions

What are some careers that this degree will prepare me for?

  • Marketing Analyst
  • Chief Marketing Officer
  • Marketing Strategist
  • Marketing Manager
  • Search Marketing Strategist
  • Market Research Analyst
  • Advertising and Promotions Manager

Will a Master's in Data Marketing Communications impact my earning potential?

In a recent survey of alumni, more than half said they received 25%+ raises after earning their degrees.

How important is a Master's degree in this field?

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

WVU Online

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PO Box 6800
Morgantown, WV 26506-6800

Phone: (800) 253-2762

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