M.S. in Digital Marketing Analytics

Program Overview

The Master of Science (M.S.) in Digital Marketing Analytics at Montclair State University is a 30-credit program designed to equip marketing professionals and those entering the field with the essential techniques, skills, and knowledge required for data-driven marketing. Offered through the AACSB-accredited Feliciano School of Business, this program particularly emphasizes the business value of digital marketing, leveraging business data, statistical tools, and quantitative methods to make effective marketing decisions. It offers a unique, balanced blend of analytics and digital marketing content, ensuring students gain proficiency with useful tools and techniques. The program is flexible, with both online and full-time hybrid options, and accommodates students from interdisciplinary backgrounds.

STEM Designated: The M.S. in Digital Marketing Analytics program at Montclair State University is officially a STEM-designated degree program. This designation is a significant advantage, especially for international students, as it allows for an extended Optional Practical Training (OPT) period in the United States after graduation, providing more opportunities for real-world work experience in this in-demand field. The STEM classification also reflects the program's rigorous analytical and technical content, appealing to a broad range of students interested in the quantitative aspects of marketing.

Curriculum (M.S. in Digital Marketing Analytics): The curriculum of the M.S. in Digital Marketing Analytics is meticulously structured to provide students with a deep understanding of how to analyze large and complex datasets to obtain insights, perform data modeling and visualization, and conduct web scraping. Key modules include Digital Consumer Search and Marketing, Competitive Strategy, Social Media Marketing, Data Wrangling and Analysis, Introduction to Data Mining for Business, Data Visualization, and Digital Marketing Analytics. Students also gain practical experience through courses like Practicum in E-Commerce and a Business Analytics Practicum. The program emphasizes integrating these analytical skills within the theories and technologies of the digital marketing "ecosystem," covering customer experience, programmatic advertising, campaign management, omni-channel retailing, and social network analysis. Students also have the opportunity to earn professional certifications, such as Facebook Blueprint and Google Ads certifications.

Research Focus: While primarily a professional master's degree, the M.S. in Digital Marketing Analytics program encourages students to engage in data-driven research within the marketing domain. Faculty in the Feliciano School of Business are involved in research that explores consumer behavior, market trends, effectiveness of digital campaigns, and the application of analytics to real-world business challenges. The program's focus on analyzing real-world data and intelligence to develop marketing strategies provides a foundation for students to conduct impactful research in the field, contributing to a deeper understanding of digital marketing effectiveness and consumer insights.

Industry Engagement: Montclair State University places a strong emphasis on industry engagement within the Digital Marketing Analytics program. Students work with real-world data and intelligence to develop mobile, social, and web game plans that drive profitable growth by aligning campaigns with consumer needs. The program benefits from a network of experts and employers, offering experiential learning opportunities through embedded practicum courses. Students are encouraged to pursue internships and participate in professional development workshops and executive speaker series, providing direct exposure to industry leaders and current practices. The strong connections cultivated by the Feliciano School of Business with corporate partners help bridge the gap between academic learning and professional application.

Global Perspective: The M.S. in Digital Marketing Analytics program inherently incorporates a global perspective by addressing the universal nature of digital consumer behavior and global market trends. The tools and techniques taught are applicable across international markets, preparing graduates to navigate diverse cultural and economic landscapes in digital marketing. The program's focus on omni-channel retailing and integrated digital advertising often involves understanding global platforms and consumer bases. Montclair State University's broader commitment to internationalization, its diverse student body, and emphasis on intercultural competencies further prepare graduates to work effectively in global marketing teams and address international digital marketing challenges.