Master of Science in Data Marketing Communications (DMC)

Overview

The Master of Science in Data Marketing Communications (DMC) program offered by the WVU Reed College of Media is exclusively online. Students have the flexibility to opt for full-time or part-time course scheduling each term.* With a full-time course load, students can complete the program in 1.5 years. This enables a student to earn a master’s degree in this fast-growing field from anywhere in the world at their own pace. DMC gives students the practical skills they need to gather, sort and process data that their organization can rely on to make key marketing communications decisions. Data Marketing Communications bridges the gap between communicators and data scientists to help develop the data-driven marketing campaigns that are rapidly becoming the industry standard. The DMC program seeks to produce boundary-spanning graduates who are literate in both data analysis and marketing communications to enable them to help steer their organizations to success. DMC students study under a diverse faculty of academics, entrepreneurs and professionals who are all recognized leaders in their fields.

Visit program website for more information.

*This program is cohorted and functions best at a full-time pace. Part-time is feasible, but may extend graduation based on course availability.

Admissions 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).

Accreditation

West Virginia University is accredited by the Higher Learning Commission.

Courses Required

Total Credit Hours

Course Formats

Online Courses

Tuition and Financial Aid

Estimated Tuition and Fees

The Master of Science in Data Marketing Communications (DMC) requires 30 credit hours to complete. Cost per credit hour is $820.

$24,600

Residents and Non-Residents

Estimated Tuition Based on Credit Hours
Credit Hours	Cost
1	$820
3	$2,460
6	$4,920
9	$7,380

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.

Admissions Process

Admissions

Apply with the online Graduate Application
Designate your Admission Type and Intended Program as “Masters” and “Data Marketing Communications (4935).” The primary delivery/method is ONLINE. You may declare an Area of Emphasis (optional) in Integrated Marketing Communications if you would like to specialize.
Pay $60 nonrefundable graduate application fee. May be waived by attending an information session.
Submit 300-500 word personal statement about your interest in the DMC program and how it will meet your career objectives
Submit resume that illustrates relevant and professional experience. Please convert your resume to PDF to ensure that no formatting is altered.
Letters of Recommendation (optional). Input the name and contact information of each recommendation provider in the “Recommendations – Recommendation Providers list” section.
GRE or GMAT scores (optional). The destination code for the GRE is 5904 and the GMAT is C2S-FB-24.
TOEFL or IELTS Scores for International Students. WVU requires international students to submit their TOEFL or IELTS scores directly to the central WVU Office of Admissions. Use the 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
Request official transcripts from all institutions attended (other than WVU) and
1. Mail to:
  WVU Office of Graduate Admissions
  One Waterfront Place
  PO Box 6510
  Morgantown, WV 26506-6510
2. or Email to
  GraduateAdmissions@mail.wvu.edu

NOTE: For the most up-to-date admissions requirements, please visit https://dmc.wvu.edu/admissions.

Application Deadlines

For student convenience, the program operates on a rolling admissions basis and qualified applicants may be accepted throughout the year as soon as they complete the application process. Applicants are strongly encouraged to apply before the program’s application deadline.

Fall (August) Deadline: August 1
Spring (January) Deadline: December 17

Questions? Contact our Enrollment Specialist at wvuimc@mail.wvu.edu or 304-293-6278.

Apply Now

Curriculum

Introductory Course

An overview of the program with a focus on upcoming curriculum and industry trends at large and an overview of campaign management systems available in the market. Course will include specific units on privacy, law, and ethics and will focus on the many uses of data and the ramifications of misuse. The course will include a quantitative “boot camp” to ensure students are ready to progress on to other courses within the sequence. This “boot camp” will consist of a series of modules students must complete concurrently with their other coursework to ensure that students have a solid understanding of the quantitative terms and concepts they will need to succeed in future Data Marketing Communications courses.

Learn More About DMC 660

Core Courses

The pairing of core courses into thematic blocks allows students to examine the relationship between quantitative data, Data Marketing Communications, and the decisions informed by that data. The four blocks of core courses represent the fundamental characteristics of the program: Audience, Data, Platforms, and Assessment.

Audience Block

Potential customers demand to be seen as more than simply a face in the crowd, but reaching specific target markets can be an increasingly difficult process. Whether an organization can achieve its’ goals can hinge on how effectively it can target receptive clients in an overcrowded market. This course is an analytical exploration of how data can be used to break down mass markets into specific, reachable target markets and how that can impact addressable advertising initiatives. Students will closely examine what demographic data and other key indicators are essential to developing successful campaigns. Students will focus on what data best serves as lines of demarcation in the development of unique market segments to support specific marketing communications goals.

Learn More About DMC 661

Communicating to a mass audience is a tricky proposition, as consumers demand a more personalized approach. Can you reach a mass audience while still insuring that each potential consumer feels like you’re communicating directly to them? This course offers an exploration of how data can allow marketing communicators to customize messages to target audiences as small as a single consumer. Students will examine how different messaging strategies impact different advertising and marketing goals and which data can most influence potential messaging strategies.

Learn More About DMC 662

Data Block

This course will focus on both gathering data from social media as well as customization of messages for maximum social media reach. Students will focus on how marketing communications initiatives succeed and fail in the social media sphere and which data sets can best inform their social media campaigns. Examines the spectrum of how the emergence of data from the social media sphere can be leveraged and applied to marketing communications strategy, planning and execution to reach audiences efficiently and effectively.

Learn More About DMC 664

Platforms Block

This course introduces the student to the technology and purpose of UX platforms. Students will gain an understanding of the user centered design methodologies and business goals that have fueled the rapid growth of these platforms. Hands-on exercises will provide the students with an understanding of user research and data analytics that enable marketers to personalize communication with customers and gain insights into customer behaviors. A framework for choosing UX platforms and components will be presented during the course.

Learn More About DMC 671

Assessment Block

This course examines customer relationship management (CRM) as a key strategic process for organizations. This class considers ways to assess the value provided by customers and optimize decisions designed to increase this value over time. We will explore the promise and perils of customer relationship management (CRM) with an eye toward understanding the optimal manner to incorporate CRM into everyday corporate practice. In this class, we will focus principally on developing the conceptual insight and understanding necessary for the successful use of CRM. Real world examples and cases will be presented to illustrate how CRM can and has been used to change and build business, strategically and managerially.

Learn More About DMC 674

Capstone Course

Next Start Date: January 13, 2020 Apply Now

Careers

What can you do with a Master of Science in Data Marketing Communications (DMC) ?

Students who graduate from WVU Online with the Data Marketing Communications M.S. degree may be prepared for the following careers. These are only a few examples of some of the many opportunities that will be open to you with this degree. Advanced degrees or certifications may be required for some positions.

Information about careers on this list comes from the Occupational Information Network (O*NET) of the U.S. Department of Labor/Employment and Training Administration (USDOL/ETA).

Marketing Strategist

Projected Growth: 15% or higher *Bright Outlook

Market Research Analyst

Projected Growth: 15% or higher *Bright Outlook

Marketing Manager

Projected Growth: 10-14% *Bright Outlook

Business Intelligence Analyst

Projected Growth: 5-9%

Director of Strategic Communications

Projected Growth: 10% or higher

Public Relations Specialist

Projected Growth: 5-9%

Digital Advertising Manager

Projected Growth: 8-10%

Public Relations and Fundraising Manager

Projected Growth: 10-14% *Bright Outlook

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