Data Marketing Communications Graduate Certificate
College of Creative Arts and Media
The Data Marketing Communications Graduate Certificate, offered by the WVU College of Creative Arts and Media, will prepare you for a career in this emerging discipline that involves interpreting data and communicating key insights gleaned from data, in order to make better marketing decisions. This is a great career field for you if you enjoy working with data to improve the effectiveness of campaigns in a highly competitive marketplace.
Cost:
$816 / Cost per credit hour *
Courses and Credits:
4 Courses / 12 Credits
Duration:
One year / 8-week terms
Dates:
Next Start: August 18, 2026 Admission Term: Fall
Learning Format:
Online asynchronous
GMAT/GRE:
Optional
Program Overview
Interpret Data for Marketing Campaigns
The fully online Data Marketing Communications Graduate Certificate equips professionals with the skills to harness data for smarter, more strategic marketing. Designed for those looking to integrate data into every stage of the marketing process, this program blends analytics with actionable strategy.
- Data-Driven Curriculum: Learn audience segmentation, campaign planning, programmatic media buying, and performance assessment.
- Flexible Online Format: Complete all coursework remotely—no on-campus attendance required.
- Real-World Application: Apply data insights to build and optimize integrated marketing communications strategies.
- Learn-It-Today, Use-It-Tomorrow: Gain practical skills that can be immediately applied to your current role or future career goals.
- Expert Faculty: Study with a diverse team of industry leaders, including marketing directors, entrepreneurs, and academics
Curriculum
The Data Marketing Communications Graduate Certificate is delivered exclusively online. The graduate certificate will provide you with the practical skills they need to thrive in a marketing world that requires understanding and interoperating the data behind the marketing to make better decisions at every stage of the marketing process. The learn-it-today, use-it-tomorrow focus is built into the curriculum and teaches students the importance of applying the best strategies and tactics to reach key audiences. The program is taught by diverse faculty — from marketing directors to academics to entrepreneurs — who are recognized leaders in their fields.
Learning Outcomes
- Explain the basic principles of marketing, media and digital analytics.
- Discover how metrics and analysis inform business decision making.
- Describe how marketers use current analytic methods such as segmentation, profiling, and RFM to deliver ROI for their clients.
- Distinguish between the different types of primary and secondary data available to marketers from response data, to compiled and crowdsourced data.
- Compare B2B and B2C data requirements and available data modules for targeting, segmentation, data append ? not sure what “append” is and Account Based Marketing.
- Define the programmatic ecosystem and the resources required to execute programmatic buying.
- Evaluate and recommend various buying approaches that deliver on campaign objectives and align with brand goals.
- Identify key performance indicators from a variety of metrics to track the results of a marketing communications campaign.
- Design campaign tracking methods and dashboards to assess and improve effectiveness during the marketing communications campaign and communicate with key stakeholders.
Certificate Requirements
Minimum cumulative GPA of 2.75 required.- DMC 460: Introduction to Data Marketing Communications*, 3 credit hours
- DMC 561: Audience Segmentation, 3 credit hours
- DMC 572: Campaign Planning & Programmatic Media Buying, 3 credit hours
- DMC 573: Campaign Metrics and Assessment, 3 credit hours
Connect With Us
Victoria Bodkins College of Creative Arts and Media
(304) 293-5685 Elsa.Bodkins@mail.wvu.edu
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Admissions Process and How to Apply
- Review the requirements for the program and learn what materials are needed to apply.
- Create an account, start your application and follow the instructions.
- Pay the application fee.
- Submit your application.
Tuition, Fees and Financial Aid
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. Visit the Estimate Costs and Aid webpage to estimate and plan for other potential expenses.
Tuition per credit hour is listed on the page of your program of interest. Please note, tuition and fees are reviewed and subject to change at the start of each academic year.
Careers and Employment
Career Paths
- Marketing Research Analyst
- Marketing Specialist
- Marketing Strategist
- Public Relations Specialist
- Marketing Manager