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.
.All courses are asynchronous, affording students the flexibility to engage at their convenience, irrespective of geographic location. While the program does not mandate on-campus residency, it hosts an optional semi-annual Integrate conference, facilitating in-person networking opportunities for students and faculty alike while exploring the latest innovations in the dynamic marketing communications landscape. Learn more about the program's Integrate Conference.
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 2027-2028
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 565 | Customer Engagement Ethics & Strategies | 3 |
| IMC 529 | Mobile Marketing | 3 |
| IMC 541 | Social Media and Marketing | 3 |
| IMC 542 | Web Metrics and Search Engine Optimization | 3 |
| IMC 550 | Influencer Marketing | 3 |
| IMC 552 | Personal Branding and Digital Portfolio | 3 |
| IMC 553 | Content Creation for Digital Marketing | 3 |
| IMC 554 | AI in Digital Marketing Communications | 3 |
| 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 |
| IMC 440 | 3 | DMC 565 | 3 | IMC 529 | 3 |
| IMC 552 | 3 | IMC 550 | 3 | IMC 544 | 3 |
| IMC 541 | 3 | IMC 542 | 3 | ||
| IMC 553 | 3 | IMC 554 | 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.
Degree Progress
Students enrolled in the Master of Science in Digital Marketing Communications program are expected to meet the following academic milestones. In accordance with the Graduate Catalog, students will receive an annual program evaluation following the conclusion of each spring term. This requirement may be waived for students in good academic standing who are anticipated to graduate in the spring or summer term. Students who are not demonstrating satisfactory progress toward degree completion or who fail to maintain professional standards may be subject to probation, suspension, or dismissal. Additionally, academic actions may be communicated outside of the routine evaluation cycle when immediate concerns arise.
Benchmarks
- By the end of Year 1: Five of the ten required courses should be completed.
- By the end of Year 2: Completion of all remaining degree requirements is expected.
Satisfactory Progress
- Maintain the program’s minimum 2.75 GPA
- Successfully complete required coursework
- Avoid excessive grades of incomplete, withdrawal, or failure
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.