Concordia College-New York’s Master of Science in Digital Marketing is a 30 credit-hour degree program that can be completed fully online. Each course is eight weeks in length. Traditional-progression students will take one course at a time and can complete their degree program in 20 months.
Fast Track candidates have the option of doubling up courses at two specific times and can complete this program in as little as 16 months. Courses that can be taken concurrently are DMM 545 and DMM 546; and DMM 537 and DMM 641. Fast Track candidates must declare their intention at time of enrollment. Please note that the Fast Track option is subject to course availability by program and start date.
The graduate Digital Marketing curriculum is offered in the following sequence of classes, concluding with a capstone course (DMM 641) in which students develop original digital marketing projects that will be showcased for analysis and critique.
M.S. in Digital Marketing
DMM 542 (3)
Foundations of Digital Marketing
This course provides a comprehensive overview of digital marketing. Course participants develop an understanding of the digital marketing process, developing their vocabulary and conceptual knowledge of the field. The course provides the foundation for in depth focus on major areas of study in digital marketing, including SEO, Social Media, Web Analytics, Conversion, Content Marketing, Mobile Marketing, Paid Search, and Email Marketing.
DMM 535 (3)
Search Engine Optimization
This course addresses the key aspects of Search Engine Optimization (SEO). Topics include on-page best practices; keyword research; design & architecture; site optimization & best practices; link-building; SEO site audits; and SEO for local search. Course participants develop their understanding of the role of SEO in the growth and development of businesses. Projects and activities support learning outcomes.
DMM 543 (3)
This course covers key elements of content marketing. Course participants develop the skills to create content and write valuable messages that get into the media, engaging readers and creating customers. They learn to measure the results of their strategies. Content marketing channels are explored, including: blog, social media, image, video, article and press, email, event, and B2B marketing.
This course provides a comprehensive examination of social media marketing from basic planning opportunities to evaluation strategies. Course participants develop the skills to construct a well-developed social media marketing campaign. Blogging, video and YouTube, Facebook, Twitter, social news networks, viral marketing, and LinkedIn are examined. Activities and projects support learning outcomes.
DMM 545 (3)
An effective email marketing program generates new customers and keeps loyal customers returning. This course covers the key elements of email marketing through targeted phases of the buying cycle. Course participants learn proven strategies for building lists, crafting email, avoiding spam filters, and generating conversions and sales.
DMM 546 (3)
Mobile marketing is a key discipline in Internet marketing. This course provides a comprehensive examination of mobile marketing, from text messages to full mobile applications. Course participants develop strategy and tactics, expanding their understanding of mobile marketing integration across media.
DMM 547 (3)
Pay Per Click (PPC)
This course addresses the key components of paid search advertising. Course participants gain insights into strategies for the phases of Pay Per Click (PPC) and paid search including real world implementation of launching and maintaining a PPC account. Course focus includes an introduction to keywords and match types, writing effective ad copy, conversion tracking, bidding, and reporting, campaign settings, and account organization.
Conversion practices empower businesses to create digital experiences that impact buying decisions, converting website visitors into customers. This course covers key elements of conversion. Course participants expand their understanding of conversion planning, conversion design structure, analysis and measurement.
DMM 537 (3)
This course prepares digital marketing professionals with the knowledge needed to develop expertise in the area of web analytics. Topics addressed include Key Performance Indicators (KPIs), segmentation, reports and metrics, web analysis, qualitative research, testing, and competitive analysis. Also covered are multichannel analytics and dashboards. Course participants complete activities and projects that support the development of their expertise.
The capstone course provides an opportunity for course participants to identify and complete a project that aligns with their own digital marketing interests. Working closely with their instructor, course participants synthesize key learning outcomes from the program and apply their skills in the digital marketing field to address an authentic problem. An emphasis on measurement and reporting is included. Course participants draw on current research and examine current issues in digital marketing as they design and develop the project. Completed projects are showcased for analysis and critique.