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Course content

Marketing has gone Digital. Have You?
The future of marketing is increasingly focused on the digital realm, spanning virtually all of the same elements as traditional marketing — product development, advertising, distribution, research and client relationship management. In fact, by 2016, digital marketing spending is expected to climb to $77 billion and will represent 35 percent of all advertising spending.* It’s clear that organizations see an urgent need to get their message out in a way that resonates with today’s global, plugged-in audience.
The Master of Science (M.S.) in Digital Marketing prepares students to meet this exponentially growing demand. The interdisciplinary program covers digital marketing strategies, tactics and tools based on a dual foundation of marketing strategy plus web development and design. Students may also complete the 12-credit digital marketing certificate program which can be applied to the master's degree.

Digital Marketing Graduate Program & Certificate Format
The 36-credit M.S. in Digital Marketing can be completed in 15 months by attending class two nights a week. Or, for added flexibility, students may opt to attend one class per week over a longer period of time. Courses are offered weekday evenings at SHU's new, state-of-the art Stamford Graduate Center in Landmark Square.
Students are instructed by dedicated SHU faculty — leaders in their field who provide cutting-edge research to conferences and global publications — as well senior-level practitioners who bring their real-time experience into the classroom. Backed by this team of experts, students become proficient in the latest digital marketing techniques and apply these skills through high-profile, hands-on projects for real companies. For instance, a team of students recently assumed the role of PepsiCo’s brand management team to develop and execute new digital media campaigns.

Key Marketing Coursework
The M.S. in digital marketing consists of three core modules — encompassing web development, marketing strategies, research and analytics and consumer behavior — followed by a capstone experience. Working closely with a faculty adviser, students pursue the capstone approach that best fits their goals, whether that’s an original thesis, a digital marketing project with their employer or an internship at one of the program’s partner companies.
The unique structure of this program sets you up for success. While in most positions you may not be coding programs or building websites, you will need to work with developers, designers and other web specialists. Having basic coding skills as well as a background in marketing strategies, research and analytics will set you apart in this rapidly-growing industry.

An M.S. in Digital Marketing can Provide you with the Skills and Expertise Necessary to:
- Develop marketing plans that harness with power of digital media
- Use the wealth of data available to digital marketers to segment markets and position brands
‌- Use social media effectively to promote brands and engage customers
- Optimize web sites to maximize search-engine rankings
- Interpret click-through data to evaluate online advertising efforts
- Develop and analyze testing techniques such as A/B or split testing to improve online marketing programs
- Calculate and report the return on investment (ROI) for digital marketing programs
- Understand, write and edit basic web development programming code, such as Java

About the Program
The future of marketing is increasingly focused on the digital realm. Digital marketing encompasses all aspects of marketing – product development, advertising, distribution, research managing customer relationships and more. In fact, digital marketing spending is expected to reach nearly $77 billion by 2016, which will account for 35 percent of all advertising spending (Source: Forrester Research).
To manage all of these activities, businesses need qualified professionals with the training and expertise necessary to navigate the digital world. Successful digital marketing isn't just creating Facebook posts and “tweets” – it requires a solid foundation in marketing strategy, along with specialized training in search engine marketing/optimization, data analysis, and emerging digital technologies. The masters degree in digital marketing will not only provide you with in-depth knowledge of these areas, but also provide you with the credentials that tell employers you are a digital professional.
When you earn an M.S. in digital marketing, you will be in demand with employers. For example, job postings for digital marketing professionals with social media skills reached an all-time high during the summer of 2013, a 21 percent increase in the number of postings over the previous year (Source: WantedAnalytics.com). And some are foreseeing a talent shortage in mobile marketing talent, with 1.4 million mobile marketing jobs predicted by 2015 (Source: Hound.com).
When you enroll in the M.S. in digital marketing program at the Welch College of Business, you will learn digital marketing strategies, tactics and tools taught on a double foundation of marketing strategy and web development and design. You will learn from full-time faculty experts in digital marketing who are cited in some of the world’s leading publications. In addition, you will also be taught by practitioners who bring real-world/real-time business experience into the classroom. This combination of cutting-edge theory with state-of-the-art business experience makes the learning environment at Sacred Heart University truly unique.





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