Data Marketing Communications, M.S.
Enhance your creativity with data-informed strategy. WVU's online M.S. in Data Marketing Communications combines marketing, creative strategy, and audience analytics to help you create impactful campaigns and turn data into smarter decisions.
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Courses and Credits:
10 Courses / 30 Credits
Duration:
18 months
Admission Terms:
Fall, Spring
Next Start Date:
January 11, 2027
Term Length:
8-week courses
Learning Format:
Online asynchronous, cohort-based
GMAT/GRE:
Optional
Program Overview
Great marketing requires creativity, but today’s marketing is strengthened by data. The online M.S. in Data Marketing Communications from the College of Creative Arts and Media is designed for professionals who want to combine creative strategy with data-informed decision-making. You’ll develop marketing campaigns, explore audience behavior, and use digital marketing tools and performance insights to create more effective communications. Taught by industry insiders, this degree equips you with the skills to lead marketing campaigns with confidence.
Marketing Meets Data
Build the creative, strategic, and data-informed skills to develop impactful marketing campaigns, better understand your audiences, and measure marketing success.
- Data Storytelling: Turn marketing insights into compelling narratives that help you communicate findings, influence strategy, and drive better campaigns.
- Industry Professionals: Learn from experienced marketing practitioners who bring current industry trends and real-world campaign experience into the classroom.
- Hands-On Learning: Apply your skills through campaign development, creative projects, and practical marketing challenges.
- Exceptional Value: Earn an innovative graduate degree with affordable, flat-rate tuition per credit hour for all students, regardless of residency.
What You’ll Learn
The curriculum blends consumer behavior analytics, web metrics, and customer relationship management to guide high-level strategic decisions.
- Data Visualization: Master advanced data visualization software like Tableau to transform complex back-end numbers into clear, compelling visual stories for corporate stakeholders.
- Analytics Foundations: Learn the core principles of data marketing communications, identifying the distinct differences between basic reporting and deep data analysis.
- Strategic Metrics: Recognize exactly how specific performance indicators inform high-level marketing communications choices and shape corporate decision-making frameworks.
- Advanced Segmentation: Deploy sophisticated analytical methods, including customer profiling and RFM (recency, frequency, monetary) analysis, to maximize client ROI.
- Data-Informed Decisions: Apply digital advertising metrics, CRM data, and website user statistics to build, optimize, and execute successful marketing campaigns.
Featured Courses
Explore some of the options you can pursue to build your competitive edge in data marketing communications:
Alumni Spotlight
Alex McPherson
M.S. in Data Marketing Communications, 2017
Application Steps
What You Need to Apply
- Successful completion of a bachelor’s degree from a regionally accredited institution.
- A minimum GPA of 2.75.
- A Statement of Purpose
- The statement should be 500-800 words and double-spaced.
- This statement should explain to the admissions committee your motivation for applying, rather than repeating your resume.
- A resume or CV that reflects your education and experience.
- Official transcripts from all non-WVU institutions attended should be sent to:
- WVU Office of Admissions, P.O. BOX 6009, Morgantown, WV 26505-6009
- Or emailed to WVUAdmissions@mail.wvu.edu
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
How to Apply
Applications for WVU’s online programs are processed through the University’s central portal. Follow these steps to set up your account and submit your application.
- Check the prerequisites: Review ‘What You Need to Apply’ to confirm your eligibility and get your application materials ready.
- Create your account: Visit the portal, create your account and start your application.
- Pay your application fee: Complete the required payment within the portal.
- Submit: Carefully review your details and submit your application.
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Tuition, Fees, and Aid
Cost per credit hour is listed on each program page. Rates are reviewed annually and subject to change.
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 visit WVU’s Estimate Costs and Aid website for how to plan for other potential expenses.
- Complete the FAFSA
- Check Employer Benefits: Inquire about potential tuition assistance or reimbursement programs.
- Review Waivers: Understand the specific restrictions on University tuition waivers.
Learn More
Careers and Employment
The online Data Marketing Communications, M.S. program aims to equip you with the skills to interpret data in order to drive messaging, assess metrics, measure productivity, increase return on investment and develop integrated marketing strategies in many areas across the digital media landscape like social media, digital advertising, websites.
The curriculum is comprised of well-defined courses that cover all areas of marketing and communication, ranging from audience behavior to social media and campaign development and implementation. These courses are taught by faculty who work in the industry, bringing actual insight and perspective to the courses. That means the instruction has been informed by the real-life experience making you more prepared for whatever career path you choose to pursue.
What can I do with a Data Marketing Communications, M.S. degree? Explore potential careers, employment environments, and academic pathways:
- 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
Frequently Asked Questions
If you’d like to dive deeper into the program’s curriculum and student experience, connect with:
Lila Caldwell
- Email: Lila.Caldwell@mail.wvu.edu
- Phone: 304-293-6278
- Schedule chat
As a student in the program, you’ll have access to personalized career coaching and professional development resources through the College of Creative Arts and Media’s Career Development team. Danica Ryan, Program Director of Career Development, works with students and alumni to explore career paths, prepare for internships and full-time positions, and develop strategies for long-term professional success.
Support is available through the Career Center via one-on-one appointments, group sessions, and drop-in hours, and includes resume and cover letter reviews, interview preparation, job and internship search guidance, and graduate school application support.
Yes, you can. Most of our students work full-time. The program is flexible, allowing you to choose your classes and progress at your own pace, taking 1 or 2 courses at a time. This flexibility means you can finish in 18, 24, or more months.
Success, however, relies on organization and discipline. You must meet academic standards and dedicate time each week to your studies and meet your deadlines. With commitment, you will be successful in the program and well-prepared for the dynamic job market.
Applicants must have earned a bachelor’s degree with a minimum GPA of 2.75 to be admitted in good standing.
However, the review process for the M.S. in Data Marketing Communications is holistic, and considerations can be made for applicants with a lower GPA based on work experience, other graduate level course work, and letters of recommendation on a case-by-case basis.
If you have questions about the GPA requirements, please contact your admissions consultant.
As a student in the M.S. in Data Marketing Communications program, you’ll gain access to a strong network of more than 2,500 marketing communications professionals, along with resources designed to support your academic and professional growth.
Program benefits include:
- Mentorship Program: Connect with alumni mentors who can help you expand your professional network, gain industry insights, and build career-ready skills.
- Scholarship Opportunities: Current students may apply for a one-time scholarship award to help offset tuition costs.
- Alumni Lifelong Learning Program: After graduation, you can continue developing your skills through additional coursework available through the Alumni Lifelong Learning Program.
Featured Faculty
