Master of Science in Data Marketing Communications (DMC)

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.

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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.

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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.

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Examines key issues in global branding and marketing by understanding the fundamentals in segmentation, positioning and strategy, addressing the importance of culture in consumer behavior and communication and discussing emerging issues in globalization.

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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.

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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.

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Introduces students to programmatic media buying and how the marriage of automation and data has reshaped the media industry. Students learn the different parties involved in programmatic buying and how the technology can be used within campaigns to increase targeting accuracy, efficiency and scale.

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Metrics can be used to assess results of and modify all types of marketing communications campaigns. This course includes a survey of assessment platforms and explores optimal ways of tracking and communicating metrics to stakeholders.

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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.

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A rigorous and comprehensive capstone course that requires DMC students to develop a thoughtful and professional data-driven marketing communications campaign for a real-world client. Students will demonstrate mastery of the data-driven marketing communications planning process and knowledge and skills learned throughout the graduate program.

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