Earn an Online Master of Science in Digital Marketing and Analytics degree in 16 months
Designed to position marketing professionals for success in a rapidly evolving industry, 在线数字营销和分析理学硕士课程为毕业生提供数字营销各个方面的当前和相关课程.
Take your skills to the next level to address the ever-evolving landscape of marketing! Gain the knowledge you need for business intelligence and analytics, 数字和社交媒体分析, 营销自动化系统, user interface design, and digital innovations in mobile marketing.
这个30学分的课程是为全职工作的专业人士和学生设计的，可以在短短16个月内完成. For further information, please contact an Enrollment Counselor at (512) 326-7501.
Flexible
The program is offered 100% online so you have the flexibility to move forward in your career without delay.
Adaptable Curriculum
The education you receive reflects current industry trends. 我们的教员都沉浸在这个领域, allowing them to provide the most current insight into marketing practices.
Prestigious
比尔·蒙迪商学院是 AACSB accredited, which proves our programs have met rigorous academic standards. Only 30% of business schools nationally and 5% internationally have been awarded this accreditation.
- 灵活的7周课程安排
- Exclusively Online
- Finish in 16 Months
- Learn from Professors within the Industry
- Experience
- Latest Industry Techniques
- Develop Skills Using Data to Gain Managerial Insights
来自项目主管的信息
Thank you for your interest in the Masters of Digital Marketing and Analytics program. If you are looking for a career in digital marketing or are a working professional that wants to advance your career, then this degree will be a good fit for you. What sets St. Edward’s graduates apart is our Holy Cross mission of educating not only the mind, but also the heart. Graduates from our program are prepared to make a difference and take on their world. Plus, you would be earning a degree from an AACSB accredited business school and a US News and World Report recognized best university.
Unique to our program, not only will you learn the techniques of digital marketing, but you will also develop the skills to incorporate data analysis into managerial decision making. The program is designed to meet your needs by having 7 week classes where you can earn your degree in 16 months. With small class sizes, you get individual attention from our dedicated instructors.
St. Edward’s University is a Holy Cross university with a dedicated staff supporting you in the program. In addition, you will form a network with your classmates the will last a lifetime. Being located in Austin, 创业和技术的温床, our degree is in demand by companies in Austin and nationally. Our graduates have found positions at companies such as Dell and Nike.
I encourage you to take a close look at our program. I believe you will find it to be an exciting program that will further your career, 让你成为变革者. If you would like to discuss the program further, do not hesitate to contact me at wpollitt@ykyongsheng.com.
- Dr. Wesley Pollitte
Check Out This Helpful Q&A和项目主管韦斯·波利特
The Master of Science in Digital Marketing and Analytics prepares students to make impactful and strategic business decisions in a quickly evolving field. Program director Wes Pollitte explains how St. 爱德华学院为毕业生提供了优势.
Learning Goals & Outcomes
Student Testimonials
Mary Anne Thornton
我在数字营销方面的经验 & 数据分析课程. 爱德华大学非常出色. I gained new skills, built up confidence in established talents, and was stretched and pushed further than I thought I could go by professors and my fellow cohorts. What drew me to St. Ed's was the faculty's reputation and the industry certifications as part of the curriculum. I'm glad that I chose St. 去爱德华大学深造. I have made lifelong connections that I will treasure greatly.
Zahra Stavis
I searched for YEARS for the right graduate program, 这首歌击中了每一个音符, 这是我找到的唯一一个程序. Throughout this program we got 17 digital marketing certificates, created every type of strategy for real companies, 并进行了多次真实的模拟. The simulations, the certifications, statistics, operations, strategy, blogging, even data mining, which blew my mind.
Cristina Ramos
I officially graduated from my alma mater earning my Master of Science Degree in Digital Marketing and Analytics from St. Edward's University. 回到山顶感觉很棒，但这16个月的旅程并不容易完成，因为这一切都是在网上进行的，而且我还有一份全职工作. However, I was able to persevere with the help of my family, friends, professors, 尤其是我的同学. Through this program I was able to obtain 17 digital marketing certificates, 运行多个真实生活模拟, and create and develop multiple marketing plans and strategies based on real companies.
Learning Goals:
- Demonstrate competency in the major areas of digital marketing: Search, social, email and mobile through certification examinations and by being able to plan, implement and measure the results of a digital marketing campaign.
- 运用描述性和预测性统计来解决市场问题，实现战略市场和组织目标.
- 熟练地选择、解释和分析大量的市场数据和关键的市场指标，以改善市场流程.
- 以书面和口头的方式进行有效的沟通，以获得计划和项目的支持，然后实施市场活动和项目.
- Create and manage, utilizing quality control processes and feedback, an effective digital marketing organization.
Career paths for graduates are varied and may include:
- Digital Marketing Analyst
- 数字营销和分析经理
- Director of Digital Marketing and Analytics
- 数字营销指标分析师
- 网络分析/转换专家
- Marketing Researcher
- UX Specialist
- SEO and PPC Specialists
Degree Plan
Core Courses:
First Semester:
MKTG 6320数字营销基础
MKTG 6322营销数据分析
Second Semester:
社会化媒体营销
客户体验营销
MKTG 6334 Marketing Tools and Technologies
MKTG 6332买家行为分析
Third Semester:
MKTG 6336 Marketing Metrics and Analytics
MKTG 6344模型构建与分析
Fourth Semester:
MKTG 6342社交媒体分析
MKTG 6350 Managing the Digital Marketing Organization
课程详细说明:
MKTG 6320数字营销基础
The course provides a strategic marketing foundation for understanding the principles of digital marketing and analytics, including the process of aligning digital marketing techniques to marketing strategy and to overall organizational strategy, and assessing the ROI of marketing initiatives on the overall strategy and financial outlook of an organization. The course includes managing the processes for search, social media, email and content marketing. Throughout, metrics and analytics for driving marketing success will be emphasized. Students will practice digital marketing skills through assignments such as a simulation and a class project.
MKTG 6322营销数据分析
学生将学习管理营销数据库的原则，以及“大数据”与“小数据”或“大数据”的优势.” Using case studies and materials from pioneers in the field of data analytics, 学生将学习如何评估, distill, manage, 并以描述性统计和线性回归为重点，从企业管理和战略决策的角度来呈现客户数据集的信息. Prerequisite: MKTG 6320
社会化媒体营销
This course focuses on brand management with social media. In this course, 学生将学习如何在社交媒体上管理一个品牌，以及如何创建一个以分析为重点的社交媒体战略和活动. The theoretical framework proposed for social media will guide students through tactical implications. 学生将学习利用社交媒体框架来利用特定行业的社交媒体营销策略和内容. Topics discussed include: the importance of influencers, the benefits of listening, customer personas, privacy, determining which analytics are important, how to track them, 定义和衡量成功. Prerequisite: MKTG 6320
MKTG 6332买家行为分析
This course is designed to develop the student’s knowledge and understanding of buyer behavior in consumer and business markets. Course material will focus on current application of buyer behavior and marketing strategy within the marketing discipline. 学生将被要求完全理解如何使用当前的数字营销分析工具来深入了解消费者行为. 前提条件:MKTG 6320, MKTG 6322
MKTG 6334 Marketing Tools and Technologies
本课程将介绍使用数字营销技术(如Tableau和HTML)和信息系统(如CRM和需求生成系统)的业务功能. 主题包括数字技术的不同功能和应用，以及这些技术如何改变商业和消费者实践，并影响商业管理过程. Emphasis is on the use of digital technology, the impact of artificial intelligence in a company’s existing market mix, and current and potential uses of these technologies for marketing tactics and strategies. Prerequisite: MKTG 6320
MKTG 6336 Marketing Metrics and Analytics
营销分析是一个广泛而多维的领域，它使用许多技术来发现数据中有意义的模式，并促进将其转换为可操作的信息. 本课程将探讨管理和利用市场信息系统的概念和工具，并对各种数字营销分析工具提供的信息进行在线分析. Certification in web analytics tools will be covered as applicable. Prerequisite: MKTG 6320
客户体验营销
本课程侧重于在消费者和商业营销环境中管理客户体验的各个方面，使用投资组合和生命周期分析作为其组织框架. Topics covered include: B2B demand generation, content marketing, CRM, and multi-channel marketing. Software related to the management of the customer life cycle will be utilized. Appropriate tools will be integrated into the course material. Prerequisite: MKTG 6320
MKTG 6342社交媒体分析
社交媒体分析侧重于社交网络工具和方法在数字媒体企业营销中的应用，以及相关的分析工具，以衡量基于网络的计划的有效性和成本效益. The main emphasis will be on the use of social networks and the use of web analytics tools. 本课程的目标是让学生深入了解社交网络和基于网络的分析作为数字化企业的商业工具的应用. 前提条件:MKTG 6320, MKTG 6330
MKTG 6344模型构建与分析
Advanced model building covering such topics as segmentation and clustering, social sentiment analysis and logistic regression for response modeling. Focus will be on using current technology to build and compare models. Topics such as lifts, gains and other marketing outcomes will be emphasized. The impact of artificial intelligence and other relevant technologies on model development will be explored. 前提条件:MKTG 6320, MKTG 6322
MKTG 6350 Managing the Digital Marketing Organization
本课程是一个最终的经验，重点是在实施基于分析的组织的组织和管理的挑战. Emphasis is on how to organize for big data and data analysis, use customer lifecycle analysis for resource allocation and KPI analysis in the marketing context. As a test case, 学生将学习如何计划, implement and measure the results of an integrated digital marketing campaign using commercially available software. 先决条件:MKTG 6330, MKTG 6320
认证与技术
| Certifications: | Technologies: |
|---|---|
| Hootsuite: Social Media Hootsuite: Platform Google: Search Ads Google: Analytics HubSpot:入站营销 HubSpot: Content Marketing IBM Big Data Badge SEMRUSH: SEO Fundamentals SEMRUSH: Keyword Research 推特:飞行学校视频徽章 Stukent:认证数字营销人员 |
SPSS and SPSS Modeler Facebook蓝图培训 主要社交媒体平台 Marketo Training WordPress Excel Tableau Node XL Mail Chimp/HubSpot CEM LinkedIn Learning |
Meet the Faculty
Dr. Kyle Allison
Adjunct Professor
Kyle earned his Doctorate of Business Administration from California Intercontinental University. He also has a MBA from Amberton University and has a Bachelor of Arts from the University of North Texas. Kyle is a senior executive in the ecommerce, digital marketing and retail industry. With over 15 years of digital marketing experience, he has worked for major retail corporations from Best Buy, 迪克体育用品和交易所. He leads digital marketing teams over analytics, creative, strategy, web development, copywriting and more. He drives digital marketing strategies focused on consumer-centric marketing and Omnichannel execution.
Kyle enjoys teaching in the MSDgMA program, because he truly understands the value of this degree needed to educate and train future professionals in this field. 成为一名行政实践者, he sees first hand gaps in the market for qualified digital marketers and digital marketing analysts. 他很高兴也很荣幸能成为这个项目的教授，指导和指导学生在数字营销和分析方面为他们的行业创造价值. Kyle spends his personal time with family. He enjoys going to the movies, concerts, and even playing the drums as a hobby. He believes in a good work-life balance and is also a life-long learner at heart.
Dr. Alan Christopher
Adjunct Professor
Alan received his Ph.D. 来自中央大学. In addition, 他在贝勒大学(Baylor University)获得MBA学位，在南新罕布什尔大学(south New Hampshire University)获得营销硕士学位，并获得社交媒体研究生证书. He received undergraduate degrees in Geology and Psychology from Rice University. Currently, Alan is an Adjunct Professor of Marketing in the Munday School of Business teaching undergraduate and graduate classes. He likes St. Ed是因为优秀的学生, and the very welcoming DEIJ policy that is part of the fabric of the University. In his spare time, he likes to travel, and he likes to ride his Harley around the Texas Hill Country.
Dr. Wesley Pollitte
Associate Professor
Wes has a Ph.D. in Marketing from Michigan State University. 他还获得了韦恩州立大学的国际商务硕士学位和凯特林大学的汽车工程硕士学位. He received his BS in Mechanical Engineering from The University of Michigan. Wes is currently the Program Director for the MSDgMA program and is the Marketing, 运营和分析部门主席. Prior to entering academia, he worked for twenty years in the aerospace and automotive industries. He enjoys teaching at St. Edward’s because of the small class sizes and the ability to get to know the students. St. Edward’s focus on teaching allows him to have an impact with students. When not teaching at St. Edward’s, 他喜欢在密歇根州的农场工作, 他还是密歇根州立大学的狂热球迷, Michigan, 以及底特律的职业球队.
Dr. Carol Portillo
Adjunct Professor
Carol earned her Bachelor of Arts in Psychology and 工商管理硕士 (MBA) from New Mexico State University. In 2017, she completed her Doctorate in Business Technology Management (PhD) 来自中央大学. 她的论文题目是"The Online Consumer: An Examination of Gender, Age, Income, and Education as Determinants of Online Repurchasing” and she continues to research consumer behavior and online and offline retailing. 她在Dell Technologies担任营销项目经理，在高科技行业拥有超过20年的经验，目前在AMD负责全球品牌营销.
她的教学生涯始于圣. Edward’s in 2006 and left in 2009 after being relocated and returned in 2021after completing her doctorate. Carol fell in love with St. Edward’s from the first time she set foot on campus. She loves the tradition, the architecture, but most of all the students, faculty, and staff. 她从来没有像现在这样对营销如此兴奋和热情，因为我们不断看到互联网如何影响我们作为营销人员的收集能力, analyze and use data to make fast and intelligent decisions. Marketing has become paramount to the success of companies.
In her personal time she likes to work on her hobby farm, workout, 和她的孩子们一起看电影，读书. Stay tuned as a book is in her near future!
Dr. Debra Zahay-Blatz
Professor
Debra received her Ph.D. from the University of Illinois at Urbana-Champaign. She also holds a Juris Doctor from Loyola University and a MBA from Northwestern University, and she received her Bachelor’s degree from Washing University in St. Louis. 她是一位颇有造诣的作家, having co-authored the fourth edition of Internet Marketing: Integrating Online and Offline Strategies in a Digital Environment, and authored Digital Marketing Management: A Handbook for the Current (or Future) CEO, including a number of articles in academic journals. She owns a consulting firm and is active in the industry. 她一直在圣. Edward’s University since 2015 in the undergraduate program and MSDgMA program. When she is not teaching, she likes to travel and go dancing.
Chandra Srivastava
Assistant Professor
Chandra is an Assistant Professor in the Marketing, Operations, and Analytics department at St. Edward's University. She earned her Ph.D. 他在麦库姆斯商学院获得市场营销学士学位，并在德克萨斯大学奥斯汀分校获得经济和历史学士学位. As a researcher, 钱德拉喜欢关注领导动态以及影响高层管理团队(TMT)营销策略的因素, 她的文章曾发表在《365比分网电竞》和《365比分网电竞》等顶级期刊上.
当被问及为什么喜欢在圣. Edward's, Chandra says highlights, “我们的学生非常多样化，他们来自各行各业，为课堂讨论带来了丰富的观点和见解." In her free time, 钱德拉喜欢骑马, exploring life with her daughter and husband, and serving as a marketing advisor to start-ups.
Juli James
Adjunct Professor
Juli received her PhD in December 2015 from the University of South Wales, UK. Her research focuses on how high tech companies go to market successfully, looking at how Marketing Technologies can help facilitate these strategies. She is a passionate MOPs practitioner and thought leader. Her passion for research, data, and understanding customer journeys led her to pursue a Ph.D. Her multi-year experience ranges from Marketing Automation to Digital Marketing to Training and Process Documentation. Julz brings a unique perspective and skillset to dynamic companies and teams who require experienced, data-driven guidance. She loves to teach at St. Edwards as it means that she is able have students learn practical, hands-on skills that are relevant to today’s Marketing practitioners, and the MSDGMA is one of the few courses around that teaches these skills (CRM, Marketing Automation, Vendor Management).
Juli currently works as a Senior Marketing Operations Manager at 6sense, 人工智能收入技术组织. 6sense Revenue AI helps B2B organizations achieve predictable revenue growth by putting the power of AI, big data, and machine learning behind every member of the revenue team. In her spare time she runs 2 small businesses and enjoys watching movies and eating out.
Tuition & Financing
At $36,000*, a Master of Science in Digital Marketing and Analytics degree is a smart investment. The skills acquired in this program will position you for a career in digital marketing, Tuition includes all course fees but does not include books, comprehensive fees, or other course materials. Once accepted to the program, you are required to submit a $500 non-refundable tuition deposit. Deposits are applied toward tuition and secure your place in the upcoming class.
*Tuition is subject to change at the discretion of the St. 爱德华大学董事会.
Financial Aid
The St. Edward’s University Financial Aid office provides information about financial aid opportunities available to graduate students.
Please visit our Financial Aid page or call us at (512) 387-3110 if you are interested in additional details.
To apply for the program, students are required to have a bachelor’s degree from an accredited university and complete the application process. For application dates and to submit an application, please go to the Graduate Application Page.