MSDM Curriculum
An innovative curriculum designed to evolve with the dynamic needs of the digital marketing industry.
You will experience four seven-week modules, each building on the last as you explore marketing fundamentals, digital frameworks, marketing analytics and optimization, and digital careers. This structured approach ensures a thorough understanding of each aspect of digital marketing. Through hands-on projects, case studies, and collaborative assignments, you’ll gain practical knowledge to apply in real-world scenarios. By the end of the program, you will be well-equipped with the skills and insights needed to excel in the dynamic field of digital marketing.
Fall – Modules 1 & 2 Courses
17 Credit Hours
3 Credit Hours
This course introduces the core principles of modern marketing, equipping students with foundational knowledge in market segmentation, targeting, positioning, customer value, and go-to-market strategy across digital and physical channels.
3 Credit Hours
Explores the dynamics of social media marketing and the strategic use of influencers to amplify brand messages and engage audiences through online video and brand sponsorships.
3 Credit Hours
Teaches analytical techniques to measure, analyze, and improve the effectiveness of digital marketing activities and investments.
3 Credit Hours
This course focuses on the fundamentals of modern advertising, teaching students how to develop strategic creative briefs, manage campaign execution, and navigate advertising challenges across today’s digital landscape.
3 Credit Hours
Examines the creation and implementation of brand strategies in the digital space to build and sustain brand equity and consumer engagement.
1 Credit Hour
This course is designed to help students discover and enhance these things through a series of four 2-hour workshops that include interactive lessons and exploratory exercises. Students will build their knowledge of the hiring marketplace, learn how to develop and execute a career strategy through effective personal branding, and prepare for success in interviewing and the negotiation process.
1 Credit Hour
This one-week intensive workshop is designed to complement “Bridge To Success” and equip students with the essential skills and knowledge to effectively plan, organize, and execute a successful job search. Students will explore personal and professional development in the marketing field, learn to navigate the job market, and build the foundation for a fulfilling career.
Spring – Module 3 Courses
9 Credit Hours
2 Credit Hours
Explores strategies for designing and managing digital interactions to enhance customer satisfaction, loyalty, and overall experience across digital touchpoints.
2 Credit Hours
Focuses on optimizing websites for search engines and effectively utilizing search engine marketing to increase visibility and drive traffic.
2 Credit Hours
Examines the use of artificial intelligence and automation to enhance marketing efficiency, personalization, and decision-making.
2 Credit Hours
Students work in teams to design, launch, and manage a live digital marketing campaign for a real business client, gaining hands-on experience with campaign planning, creative development, and performance measurement.
1 Credit Hour
Experience hands-on learning of digital marketing strategies and techniques during the immersive one-week “Global Digital Marketing” program in Chicago. Students will learn to evaluate new markets by conducting external situational analysis and internal assessments of available resources and capabilities. The course places a strong emphasis on experiencing digital marketing in action, giving students a practical understanding of its importance.
Spring – Module 4 Courses
8 Credit Hours
2 Credit Hours
Explores methods for assessing the value of digital customers and strategies for managing relationships and enhancing customer lifetime value.
2 Credit Hours
Addresses the legal frameworks and ethical considerations essential for responsible marketing in the digital landscape.
2 Credit Hours
Teaches how to translate complex data insights into compelling narratives that inform decision-making and drive strategic actions.
2 Credit Hours
Students continue their live campaign work by analyzing results, optimizing performance, and maintaining campaign momentum, while preparing a final client deliverable with strategic insights and recommendations.