Master of Science in Data Marketing Communications

Degree Offered

The Data Marketing Communications (DMC) graduate program is offered exclusively online with no on-campus classroom attendance required.

In the WVU DMC program communications professionals learn how to integrate data and quantitative processes into their organizations to support key decision-making about communications initiatives.  Students will earn a practical and in-demand degree to bridge the gap between data scientists and communicators and help their organizations reach their key audiences and stakeholders to reach their goals.  Graduates of the DMC program will be able to meet the management needs of a variety of firms by being literate in the many ways data can be utilized to support marketing communications and decisions.

The program is taught by a diverse faculty who are recognized leaders in their fields.

Graduate Assistantships

Students in the DMC program who secure a graduate assistant position at any academic or non-academic unit on campus will be eligible to receive a waiver of University tuition for DMC courses, as well as any stipend/compensation offered by the unit hosting the position. For complete information on graduate assistant options at WVU, please visit the Graduate Education Assistantships webpage.

Double Majors

Students who wish to major in both Integrated Marketing Communications and Data Marketing Communications may do so.  However, in order to earn both degrees, students will need to take the majority of the all required courses in each major. Up to 12 credits of courses can be applied to both majors.

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).

Students matriculate through the Data Marketing Communications program as a cohort and students should contact the Online Programs Advisor for permission to register for courses each semester.


Like all premier academic programs, admission to the Data Marketing Communications online graduate program at West Virginia University is highly competitive and the total number of available seats for each entry term is limited. Admission to the program is based on a holistic, case-by-case analysis of the applicant’s WVU Graduate Application for Admission, academic record (undergraduate transcript), GRE or GMAT scores, years of relevant professional experience (resume), and writing ability and intent (personal statement). 

Students are admitted to the DMC program once per year, in the Early Fall (August) admission term. All applications received by the application priority deadline will be considered, and accepted students will be notified by the corresponding priority acceptance notification date. (Note that the IMC graduate program operates on a rolling admissions basis and qualified applicants may be accepted earlier than the priority acceptance notification date.)

Visit the DMC website for comprehensive information about the online graduate program, including faculty biographies, curriculum and course information, details on the application and admissions process, and to register for a free online information session.

Completion of DMC 660 and related Quantitative Assessment Exam is required before DMC students can proceed to the rest of the core courses.

Degree Requirements

Minimum cumulative GPA of 2.75 required.
Minimum grade of C- required in all courses provided that a cumulative 2.75 GPA is maintained.
Introductory Course
DMC 660Introduction to Data Marketing Communications3
Core Courses
DMC 661Audience Segmentation3
DMC 662Message Customization3
DMC 663Brand Data Collection & Visualization3
DMC 664Social Media Optimization3
DMC 671 User Experience Platforms3
DMC 672 Campaign Planning and Programmatic Media Buying3
DMC 673 Campaign Metrics and Assessment3
DMC 674 Messaging for Customer Relationship Management3
DMC Elective Courses
Select one DMC or IMC course at the 600-level or above from the list below3
DMC 681
B2B Programmatic Marketing Communications
DMC 682
Creativity and Data
DMC 683
Data Communication and Visualization for the Client
DMC 684
Digital Marketing Communication Channels
Consumer Sales Promotion
Business-to-Business Direct Marketing
Applied Public Relations
Mobile Marketing
Visual Information Design
Social Media and Marketing
Web Metrics and Search Engine Optimization
Capstone Course
DMC 680 Data Marketing Communications Campaigns3
Total Hours33

* Students complete the DMC 660 course and quantitative post-test in their first term in the program. Following successful completion of DMC 660, students will proceed through the courses in ordered blocks of DMC 661 & 662, 663 & 664, 671 & 672, and 673 & 674.  Introductory course, elective course and campaigns course are all taken as stand-alone courses in the applicable semesters.

Upon successful completion of DMC 680 in the student's final term, the student will graduate from the program.

It should be noted that the plan of study listed below relies on condensed parts of term where two parts of term can be completed within the traditional fall and spring semesters.

First Year
Early Fall Part of Term Early Spring Part of Term DMC 6713
DMC 6603DMC 6633DMC 6723
Late Fall Part of Term DMC 6643 
DMC 6613Late Spring Part of Term  
DMC 6623Elective Course3 
 9 9 6
Second Year
Early Fall Part of Term   
DMC 6733  
DMC 6743  
Late Fall Part of Term   
DMC 6803  
Total credit hours: 33


Degree Requirements

Major Learning Goals

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.