For full-time students, students are able to finish the program by following either the one-year or two-year completion road-map. Typically, the one-year roadmap requires students to take 12 semester credit units for 12 months (i.e., Fall, Spring, and Summer), while the two-year roadmap entails taking about 6 credit units each term for two years. Students who are working full-time or have part-time internship jobs (20 hrs or less) are strongly advised to follow the two-year completion roadmap.
| Semester | No | Courses | Credits | Sum |
|---|---|---|---|---|
|
Fall |
1 |
IBM 6010 (Digital Marketing) |
3 |
12 |
|
2 |
IBM 6500 (Customer Insights Methods and Survey Research) |
3 |
||
|
3 |
IBM 6510 (Foundations of Customer Analytics) |
3 |
||
|
4 |
IBM 6200 (Online Consumer Psychology and Behaviors) |
3 |
||
|
Spring |
5 |
IBM 6100 (Search Engine Marketing)** |
2 |
12 |
|
6 |
IBM 6150 (Database Marketing)** |
2 |
||
|
7 |
IBM 6520 (Market Forecasting) |
2 |
||
|
8 |
IBM 6530 (Marketing Analytics) |
3 |
||
|
9 |
IBM 6400 (Current Issues in Digital Marketing)** |
1 |
||
|
10 |
IBM 6800 (Data-Driven Digital Marketing Strategy I)** |
2 |
||
|
Summer |
11 |
IBM 6540 (Marketing Data Science) |
3 |
10 |
|
12 |
IBM 6300 (Retailing in Digital Economy) |
3 |
||
|
13 |
IBM 6600 (Text Analysis for Digital Marketing) |
2 |
||
|
14 |
IBM 6950 (Data-Driven Digital Marketing Strategy II) |
2 |
||
|
|
|
Total |
|
34 |
*All admitted students should register and complete DWV 100 (Data Wrangling and Visualization certificate) prior to the first semester.
** These courses will be scheduled on the same day.
| Semester | No | Courses | Credits | Sum |
|---|---|---|---|---|
|
Fall |
1 |
IBM 6010 (Digital Marketing) |
3 |
6 |
|
2 |
IBM 6510 (Foundations of Customer Analytics) |
3 |
||
|
Spring |
3 |
IBM 6100 (Search Engine Marketing)** |
2 |
6 |
|
4 |
IBM 6150 (Database Marketing)** |
2 |
||
|
5 |
IBM 6520 (Market Forecasting) |
2 |
||
|
Summer |
6 |
IBM 6540 (Marketing Data Science) |
3 |
5 |
|
7 |
IBM 6300 (Retailing in Digital Economy) |
2 |
||
|
|
|
Total |
|
17 |
*All admitted students should register and complete DWV 100 (Data Wrangling and Visualization certificate) prior to the first semester.
** These courses will be scheduled on the same day.
| Semester | No | Courses | Credits | Sum |
|---|---|---|---|---|
|
Fall |
8 |
IBM 6500 (Customer Insights Methods and Survey Research) |
3 |
6 |
|
9 |
IBM 6200 (Online Consumer Psychology and Behaviors) |
3 |
||
|
Spring |
10 |
IBM 6530 (Marketing Analytics) |
3 |
6 |
|
11 |
IBM 6400 (Current Issues in Digital Marketing)** |
1 |
||
|
12 |
IBM 6800 (Data-Driven Digital Marketing Strategy l)** |
2 |
||
|
Summer |
13 |
IBM 6300 (Text Analysis for Digital Marketing) |
3 |
5 |
|
14 |
IBM 6950 (Data-Driven Digital Marketing Strategy ll) |
2 |
||
|
|
|
Total |
|
17 |
** These courses will be scheduled on the same day.
The program offers a 1 or 2 year cohort program with 34 units. Graduates from this program will demonstrate in-depth knowledge in both digital marketing execution and data science tailored to marketing decision-making. Specific skills and topics include R/Python, Salesforce/Hubspot, search engine optimization, social media marketing, online consumer psychology and behavior, e-retailing, database marketing, market forecasting, choice modeling, social media listening, and machine learning.
The program will focus on concepts and applications of data-informed marketing strategy and execution in the digitized economy.
The table below shows how the 14 courses offered under one-year completion plan will help students obtain program learning outcomes (core skills).
The certificate consists of topics such as introduction to R, R data structure, data input and output, data manipulation with Tidyverse, R programming, and data visualization. Students without programming experience are strongly recommended to take the course offered as a professional certificate program through the College of Professional and Global Education. No academic credit is granted for this professional certificate.
Developing and executing strategies to support various digital marketing programs, using CRM as a backbone of ecommerce and direct marketing efforts; building and maintaining databases with the use of popular user-friendly CRM tools (e.g., hubSpots/zoho) for database marketing. 2 units.
Study of latest trends, practices, and issues in digital marketing with the goal of anticipating and preparing for future disruptions in the digital economy and exploring adoption of the technology to companies in relation with existing portfolios of digital marketing programs. 1 unit.
Forecasting of marketing variables such as customer equity, sales, marketing budget, and individual consumer demand for marketing mix decisions, with an emphasis on quantitative methods with time series and panel data and relevant techniques such as time series regression, exponential smoothing, and ARIMA models. 2 units. Prerequisite: IBM 6510.
Gathering, processing, and analyzing of small- and large-scale qualitative data from various sources such as customer emails, social media sites, product and services review sites, and blogs, regarding customers’ interactions with peers and firms; generating insights and making recommendations for strategic digital marketing plan. 2 units. Prerequisites: IBM 6500 and IBM 6510.
The certificate consists of topics such as introduction to R, R data structure, data input and output, data manipulation with Tidyverse, R programming, and data visualization. Students without programming experience are strongly recommended to take the course offered as a professional certificate program through the College of Professional and Global Education. No academic credit is granted for this professional certificate.
Developing and executing strategies to support various digital marketing programs, using CRM as a backbone of ecommerce and direct marketing efforts; building and maintaining databases with the use of popular user-friendly CRM tools (e.g., hubSpots/zoho) for database marketing. 2 units.
Study of latest trends, practices, and issues in digital marketing with the goal of anticipating and preparing for future disruptions in the digital economy and exploring adoption of the technology to companies in relation with existing portfolios of digital marketing programs. 1 unit.
Forecasting of marketing variables such as customer equity, sales, marketing budget, and individual consumer demand for marketing mix decisions, with an emphasis on quantitative methods with time series and panel data and relevant techniques such as time series regression, exponential smoothing, and ARIMA models. 2 units. Prerequisite: IBM 6510.
Gathering, processing, and analyzing of small- and large-scale qualitative data from various sources such as customer emails, social media sites, product and services review sites, and blogs, regarding customers’ interactions with peers and firms; generating insights and making recommendations for strategic digital marketing plan. 2 units. Prerequisites: IBM 6500 and IBM 6510.
Study of the Internet, its culture, and procedures from a marketing perspective. Using the Internet for customer contact, customer service, order-taking, and marketing research. Promotion and distribution considerations. Issues in the creation of successful www sites. On-line experience and projects with real organizations. Technology-mediated instruction. 3 units.
Seminar of theory and research methods of consumer psychology and behavioral economics; reading and discussion of papers in consumer psychology, judgment, decision-making, and behaviors with an emphasis on nurturing behavioral change of customers. 3 units.
Survey of customer insights methods — both traditional and emerging techniques from big data, data science, machine learning, and AI — and primary data collection method with an emphasis on survey methods, including such topics as construct and measurement, reliability and validity, questionnaire design, sampling, data preparation, exploratory factor analysis, frequency distribution, test of hypothesis, ANOVA, ANCOVA, MANOVA, correlation, regression, and Structural equation modeling. 3 units.
Advanced data analytics for marketing professionals for segmentation, targeting, and marketing mix decisions; multivariate analysis methods such as discriminant and logit analysis, conjoint analysis, factor analysis, and SEM. 3 units. Prerequisites: IBM 6500 and IBM 6510. 2 units. Prerequisite: IBM 6510.
The first of the two capstone courses that focus on generating insights from data and planning and execution of digital marketing strategy; emphasis on synthesizing all the knowledge about digital marketing for optimal marketing mix, and critical evaluation of the client firms’ marketing and business environment as a backdrop of research. 2 units. Prerequisites: IBM 6010, IBM 6200, IBM 6500 and IBM 6510. and IBM 6510.
