Degree Offered
- Master of Science
Nature of the Program
The Digital Marketing Communications master’s program equips students with the expertise necessary to effectively engage contemporary audiences. Core topics include establishing trust, employing effective selling techniques, and optimizing customer value to cultivate enduring loyalty and advocacy. At its core, Digital Marketing Communications fosters a dialogue that builds communities around brands or organizations, emphasizing trust-building and long-term customer value. A comprehensive understanding of various digital marketing platforms, such as search engine optimization, organic and paid search, display marketing, social media marketing, and marketing automation, is essential for crafting impactful campaigns. The program emphasizes leveraging consumer insights provided by these platforms to develop strategies for success.
The Digital Marketing Communications graduate program is tailored for remote study, offering a comprehensive curriculum accessible entirely online. Students have the option to choose between an intensive one-year completion track or a more flexible schedule spanning 18 months to two years, accommodating personal and professional commitments.
Renowned for their expertise, the instructors in the Digital Marketing Communications program are esteemed leaders in their respective fields. These scholar-practitioners deliver a blend of academic theory and practical skills, ensuring students gain immediately applicable knowledge crucial for contemporary marketers. Recognizing the professional commitments of its participants, the program is designed to accommodate full-time employment alongside academic pursuits.
The curriculum is entirely asynchronous, allowing participation from any location worldwide. While residency on campus is not required, the School of Media and Communications hosts an annual conference, the Integrate Conference, providing opportunities for in-person networking and exploration of cutting-edge developments in marketing communications.
Program Format
The academic calendar comprises five accelerated terms, aligned with the University's established parts of term: Early Fall (August–October), Late Fall (October–December), Early Spring (January–March), Late Spring (March–May), and Summer (May–July).
Admissions for 2025-2026
Admission to the Digital Marketing Communications online graduate program at West Virginia University is competitive and the total number of available seats for each entry term is limited. Admission to the program is based on a holistic review of each applicant’s academic history, years of relevant professional experience, and writing ability and intent (personal statement).
Students are admitted to the Digital Marketing Communications program three times per year, in the Early Fall (August), Early Spring (January) and Summer (May) admission terms. The Digital Marketing Communications program utilizes a rolling admissions process and qualified applicants will be reviewed and admitted as their applications are received.
The Digital Marketing Communications program utilizes university GPA admission requirements.
Visit the Digital Marketing Communications website for comprehensive information, including faculty biographies, curriculum and course information, details on the application and admissions process, and to register for a free online information session.
Major Code: 3745
Degree Requirements
| Code | Title | Hours |
|---|---|---|
| A minimum cumulative GPA of 2.75 is required. | ||
| A minimum grade of C- is required in all courses provided that a cumulative GPA of 2.75 is maintained. | ||
| Prerequisite Coursework | ||
| IMC 440 | Introduction to Digital Marketing Communication | 3 |
| Core Coursework | ||
| DMC 561 | Audience Segmentation | 3 |
| DMC 565 | Customer Engagement Ethics & Strategies | 3 |
| DMC 573 | Campaign Metrics and Assessment | 3 |
| IMC 534 | Digital Storytelling | 3 |
| Elective Coursework | 9 | |
Select three of the following: | ||
| Emerging Media and the Market | ||
| Mobile Marketing | ||
| Social Media and Marketing | ||
| Web Metrics and Search Engine Optimization | ||
| Augmented Reality & Virtual Reality in IMC | ||
| Production Coursework | 3 | |
Select one of the following: | ||
| Digital Video Production | ||
| Special Topics | ||
| Capstone Requirement | ||
| IMC 544 | Digital Marketing Communication Campaigns | 3 |
| Total Hours | 30 | |
- *
Completion of IMC 440 students can proceed to the rest of the curriculum.
- **
Upon successful completion of IMC 544 in the student's final term, the student will graduate from the program.
Suggested Plan of Study
| First Year | |||||
|---|---|---|---|---|---|
| Fall | Hours | Spring | Hours | Summer | Hours |
| DMC 561 | 3 | DMC 565 | 3 | Production Course | 3 |
| IMC 440 | 3 | DMC 573 | 3 | IMC 544 | 3 |
| Elective | 3 | IMC 534 | 3 | ||
| Elective | 3 | Elective | 3 | ||
| 12 | 12 | 6 | |||
| Total credit hours: 30 | |||||
Note: Spring Admits will take the same courses in the same order but will start in a Spring semester and graduate at the conclusion of the following Fall semester.
It should be noted the plan of study above relies on accelerated semesters where two accelerated semesters can be completed within the "traditional" fall and spring semesters.
Major Learning Outcomes
Digital Marketing Communications
Graduate of the Digital Marketing Communications program will:
1. Evaluate the importance of digital media, how they are reshaping the world in which we communicate, and how marketing communications practitioners can reach and cultivate an audience through digital channels.
2. Define and segment target markets based on Establish marketing communications objectives and define target markets that can be reached through digital media and brand storytelling.
3. Utilize key performance indicators that define a digital campaign’s goals and determine ROI.
4. Recognize the roles and implications of law and ethics in digital media and marketing communications through digital channels.
5. Design and organize digital marketing communications plans in a professional manner consistent with contemporary industry-specific standards.