Master of Data Marketing Communications at West Virginia University

As more organizations recognize the need for data-driven marketing campaigns, marketers are working alongside data specialists who collect data at all stages of the marketing process. Marketing communications professionals then use that data to predict future behaviors, make data-driven decisions to attract and retain consumers, and measure outcomes to determine what's successful – and what isn't.

The WVU Reed College of Media's Data Marketing Communications graduate program is designed for professionals who are passionate about the marketing communications profession – we bring together those who aspire to be leaders in the field of using data to achieve marketing communications results. In this program, students earn a practical, in-demand degree focused on bridging the gap between data scientists and communicators to reach key audiences.They understand how technology and users are changing and are dedicated to learning the skills needed to make data-driven decisions in order to measure productivity and increase ROI. Many academic programs that address this emerging industry need focus on statistics professionals or computer programmers. The Data Marketing Communications program is neither; it is completely designed to support today's marketer.

The Data Marketing Communications program is completely online with no on-campus classroom attendance required. Curriculum consists of 10 courses and can be completed in 16 months. Requirements include the prerequisite course and quantitative assessment exam, followed by eight core courses, and finally a capstone course.

The program offers a specialization with an Area of Emphasis in Integrated Marketing Communications.

Data Marketing Communications instructors are recognized leaders in their fields. These scholar-practitioners provide a carefully balanced blend of academic theory and the practical skills today's marketers need. They teach our "learn-it-today, use-it-tomorrow" curriculum, which provides valuable, practical knowledge that can be immediately applied to a student's current career. Most students continue to work full-time while earning their degree.

All courses are asynchronous, allowing students to participate at any time, from anywhere in the world. While no on-campus residency is required to complete the degree, the program hosts an annual Integrate conference to provide students and faculty an opportunity to network in-person and explore the latest innovations in the ever-changing marketing communications landscape. Learn more about the program's Integrate Conference.

Graduate Assistantships

Students in the Data Marketing Communications program who secure a graduate assistant position at any academic or non-academic unit on campus will be eligible to receive a waiver equivalent to the University tuition portion of their total tuition for coursework, as well as any stipend/compensation offered by the unit hosting the position. Payment of the remaining Program Tuition and Online Learning Fee is the student's responsibility. For complete information on graduate assistant options at WVU, please visit the Graduate Education Assistantships webpage.

Program Format

The program's academic year consists of five accelerated terms: Early Fall (August–October), Late Fall (October–December), Early Spring (January–March), Late Spring (March–May) and Summer (May–July).

Data Marketing Communications

Marketing communications professionals have been relying on data in various forms since the early days of media. However, new technologies are having a dramatic effect on how marketing communications campaigns are planned and assessed. With unprecedented access to individual transaction-level data, marketing communicators can now use available information to customize a target consumer's exposure to advertisements and other promotional communications. While much of the data processing is automated, marketing communicators increasingly must be adept at managing vast amounts of information to glean key insights and give their organizations a competitive advantage.

Upon completion of this program students will be able to:

• Understand the basic principles of data marketing communications, media and web analytics.
• Understand the differences between reporting and analysis.
• Recognize how metrics and analysis inform marketing communications decision making.
• Explain how marketing communicators use current analytic methods such as segmentation, profiling, and recency, frequency and monetary (RFM) analysis to deliver return on investment (ROI) for their clients.
• Communicate key insights gleaned from data to marketing communications decision makers.
• Make marketing communications decisions informed by data.