Data Marketing Communications, M.S.
College of Creative Arts and Media
If your passion for marketing drives you to understand the data behind it, the WVU College of Creative Arts and Media has the perfect program for you. The Data Marketing Communications M.S. explores online shopping, digital advertising, social media metrics, web analytics, CRM platforms, and website user statistics. Enhance your marketing creativity with analytical skills and a deep understanding of technology-driven mediums.
Cost:
$816 / Cost per credit hour *
Courses and Credits:
10 Courses / 30 Credits
Duration:
18-months / 8-week terms
Dates:
Next Start: August 20, 2025 Admission Terms: Fall, Spring
Learning Format:
Online asynchronous, cohort-based
Program Overview
A First-of-its-Kind Degree Developed by Industry Insiders
The M.S. in Data Marketing Communications is a pioneering, fully online program designed for marketers eager to master the data behind digital strategies. Whether you're analyzing web traffic, social media metrics, or customer behavior, this degree equips you with the analytical and tech skills needed to lead in a data-driven world. With a flexible, 10-course structure and a supportive cohort model, students gain both expertise and community as they progress together.
Taught by faculty who are also industry practitioners, the program emphasizes real-world application, small class sizes for personalized learning, and a competitive tuition rate. Graduates are already seeing tangible career benefits, including promotions and salary increases.
- Flexible and 100% Online: Complete 10 courses (30 credits) with no in-person requirements, at your own pace.
- Industry-Driven Curriculum: Learn from faculty who actively work in the field and bring real-world insights into the classroom.
- Supportive Cohort Model: Progress with a consistent group of peers, building a strong professional network.
- Personalized Experience: Small class sizes and dedicated advisors ensure you get individual attention and guidance.
- High ROI: This industry-relevant program taught by practitioner faculty, offers competitive, flat-rate tuition for all students.
"The Data Marketing Communications program really helped me expand my worldview and feel more confident in representing the whole spectrum of digital marketing."
Alex McPherson
Data Marketing Communications M.S.
Curriculum
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.
Learning Outcomes
Upon completion of this program students will be able to:
- Understand the basic principles of data marketing communications, media and web analytics.
- Understand the differences between reporting and analysis.
- Recognize how metrics and analysis inform marketing communications decision making.
- Explain how marketing communicators use current analytic methods such as segmentation, profiling, and recency, frequency and monetary (RFM) analysis to deliver return on investment (ROI) for their clients.
- Communicate key insights gleaned from data to marketing communications decision makers.
- Make marketing communications decisions informed by data.
Meet the Faculty
- DMC 460: Introduction to Data Marketing Communications, 3 credit hours
- DMC 561: Audience Research and Segmentation, 3 credit hours
- DMC 562: Message Customization, 3 credit hours
- DMC 563: Brand Data Collection and Visualization, 3 credit hours
- DMC 564: Social Media Optimization, 3 credit hours
- DMC 571: Data Management Platforms, 3 credit hours
- DMC 572: Campaign Planning and Programmatic Media Buying, 3 credit hours
- DMC 573: Campaign Metrics and Assessment, 3 credit hours
- DMC 574: Messaging for Customer Relationship Management, 3 credit hours
- DMC 580: Data Marketing Communications Campaigns, 3 credit hours
It should be noted that the plan of study listed below relies on condensed parts of term where two parts of term can be completed within the traditional fall and spring semesters.
Year One, Fall Semester
Early Fall Part of Term- DMC 460, 3 credit hours
- DMC 561, 3 credit hours
- DMC 562, 3 credit hours
Total: 9 credit hours
Year One, Spring Semester
Early Fall Part of Term
- DMC 563, 3 credit hours
- DMC 564, 3 credit hours
Total: 6 credit hours
Year One, Summer Semester
- DMC 571, 3 credit hours
- DMC 572, 3 credit hours
Total: 6 credit hours
Year Two, Fall Semester
Early Fall Part of Term
- DMC 573, 3 credit hours
- DMC 574, 3 credit hours
Late Fall Part of Term
- DMC 580, 3 credit hours
Total: 9 credit hours
Grand Total: 30 credit hours
Video: Student Experience
Admissions Events
Admissions Requirements and Eligibility
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).Admissions Process and How to Apply
- Designate your Admission Type and Intended Program as "Masters" and "Data Marketing Communications (3744)." 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
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Official Academic Transcripts: Send via postal mail or electronic
delivery directly to: WVU Hub, P.O. Box 6004, Morgantown, WV 26506.
- Email: GraduateAdmissions@mail.wvu.edu
- 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
Tuition, Fees and Financial Aid
- File the application for Federal Student Aid (FAFSA) by the June deadline to determine eligibility for funding and scholarships.
- Inquire with your employer about potential financial support for continuing your education.
Connect with Our Team
Victoria Bodkins Admissions Consultant
(304) 293-5685 Elsa.Bodkins@mail.wvu.edu
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Careers and Employment
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.
Career Paths
- Marketing Data Analyst
- Director of Measurement
- Customer Insights Specialist
- Chief Marketing Officer
- Marketing Automation Strategist
- Performance Marketing Manager
- Search Marketing Strategist
- Marketing Research Analyst
- Brand Strategist