MS in Digital Marketing | Marketing Analytics Emphasis

MSDM | Marketing Analytics Emphasis

Marketing Analytics Emphasis

The MS in Digital Marketing offers a flexible curriculum with the required courses and electives from either the Digital Marketing Strategy Emphasis or the Marketing Analytics Emphasis to tailor the curriculum to their career goals. Go to the Digital Marketing Strategy Emphasis page to learn about its completion roadmap.

Intended Jobs for Marketing Analytics Emphasis

Companies use various titles for various digital marketing or marketing jobs. Pay varies depending on job positions and roles:

Marketing Data Analyst: $92,811 (Zip Recruiter)
Marketing Data Scientist: $122,738 nationally (Zip recruiter)
Marketing Data Scientist: $165,018 in the LA area (Zip recruiter)

Below are some of the job titles that digital marketing emphasis is intended to support the most:

Marketing Analytics Manager
Digital Marketing Analytics Manager
(Digital) Marketing Data Analyst
SEO Analyst
Marketing Data Scientist
Social Media & Web Analyst
Email Marketing Analyst
Marketing Strategy Analyst
Market Research Associate or Director

Curriculum for Marketing Analytics Emphasis

Items	Marketing Analytics Emphasis
Major Required (20 units)	IBM 5910 Strategic Data Wrangling and Visualization (3) IBM 6010 - Digital Marketing (3) IBM 6200 - Online Consumer Psychology and Behaviors (3) IBM 6400 - Current Issues in Digital Marketing (1) IBM 6500 - Customer Insights Methods and Survey Research (3) IBM 6510 - Foundations of Customer Analytics (3) IBM 6800 - Data-Driven Digital Marketing Strategy I (2) IBM 6950 - Data-Driven Digital Marketing Strategy II (2)
Major Electives: Emphasis Recommended (10 units)	IBM 6520 - Market Forecasting (2) IBM 6530 - Marketing Analytics (3) IBM 6540 - Applied Machine Learning in MKTG (3) IBM 6600 - Marketing Text Analytics with LLMs and AI (2)
Major Electives: Emphasis Other (4 units)	IBM 6700 - Marketing Data Management (2) (Choose another course below) IBM ___________________________ OR GBA 6420 – Optimization Methods (3)

Note: The following courses will not be available for a 1-year roadmap for AY 2025-2026: IBM 6250, IBM 6450, and IBM 6700; for this reason, a 1-year track’s curriculum will be “Balanced” in AY 2025-2026.

The 2-year roadmap will have those courses in AY 2026-2027. Ten units of Emphasis recommended or four units of Emphasis Other are the minimum required credits, so going over the units is fine.

Factors to Consider when you choose a 2-year roadmap vs. a 1-year roadmap

We provide a two-year roadmap as well as a one-year roadmap for students entering the program in the fall semester. Those who enter the program in the spring semester will follow a two-year completion roadmap, completing the curriculum in 1.5 years.

2-Year Completion Roadmap (AY 2025-2027)

Digital Marketing Strategy Emphasis 2 Year

Note:* You will learn R Programming and Statistics in this course.

**: These courses will be scheduled on the same day.

1-Year Completion Roadmap (AY 2025-2026)

Digital Marketing Strategy Emphasis 1 Year