The Graduate Digital Marketing Certificate and MBA concentration at the Feliciano School of Business, Montclair State University focuses on honing effective digital marketing skills through exposure to current research in digital technology, analytics, and business cases. Students gain from an innovative, market-tested curriculum and practical experience in leveraging real-world digital marketing tools and information in developing marketing strategies for organizations.
Why Study Digital Marketing?
Career Growth
Proficiency in digital marketing skills is critical to career growth of marketing professionals.
Opportunities
The digital marketing industry provides a growing number of opportunities for employment and entrepreneurial initiatives.
Innovation
Digital technologies are constantly innovating, leading to growing demand, and salaries for professionally trained talent is rising each year.
Curriculum Overview
Curriculum comprises of eight 1.5-credit graduate courses for a total of 12 credits that cover topics like:
MKTG 561 Applied Marketing Management
The purpose of this course is to introduce students to customer value management, marketing strategy design, including segmentation, targeting, positioning, branding, and implementing product, price, distribution, advertising, and promotion strategy.
MKTG 562 Market Analysis and Customer Insight
This course focuses on data analytics techniques and the application of results for decisions including advertising response modeling, digital analytics, conjoint analysis, product forecasting, customer lifetime value analysis, experimental design, and modeling.
INFO 573 Practicum in E Commerce
This course provides hands-on understanding of how to establish and run an online business. The focus is on using the Web as a channel for marketing and sales. Students learn how to conduct keyword research, build a modern Website, rank the site in Google, drive traffic to the site via online ads, and analyze their results.
MKTG 573 Social & Mobile Media: Fundamentals & Analytics
This course covers social and mobile media concepts and analytics. Students learn how to leverage synergies of social and mobile technologies, functionalities of social and audio media platforms, POE social media strategy, influencer marketing, social media analysis and account management, resource allocation, the dark side of social media.
MKTG 580 Digital Customer Experience Management
The course provides a comprehensive overview of digital customer experience management. Students learn how to enhance customer experiences in the digital world. Students complete Google Ads Shopping certification. Students also collect and analyze data to build customer persons and decision journeys. As well as build CX focused wireframes with Adobe XD, and conduct usability testing for digital assets to generate insights CX improvements.
MKTG 582 Integrated Digital Advertising
This course provides an overview of digital advertising including targeted digital advertising across devices and media, native advertising, content marketing, dynamic creative optimization and personalization. Students plan and execute targeted Google ad campaigns for nonprofits. As well as track and analyze KPIs/dashboards and develop insights for lead generation. Students also complete a range of Google Ad certifications including display, search, and video.
MKTG 583 Omni-Channel Retailing
This course promotes understanding of digital retailing and provides insights on achieving success in an omni-channel environment. Areas of focus include retailing, pricing, distribution and merchandising strategies..
MKTG 585 Digital Marketing Strategy and RODMI
This course covers digital marketing strategy development and analytics, attribution analysis, digital privacy, using email, social, mobile, web, AI, personalization, and AR/VR to enhance customer equity, brand value, and return on digital marketing investment (RODMI).
Digital Marketing Analytics(MS) – STEM Designated Degree Program
Our 30-credit, STEM-designated Master’s degree program is intended for marketing professionals or individuals entering the sector who want to get a foundation in applied business analytics abilities as well as hands-on understanding of contemporary digital marketing methods. Participants will use real-world data and insight to create mobile, social, and web game plans that generate profitable development through campaign alignment with customer demands.
The program’s unique, balanced combination of analytics and digital marketing curriculum guarantees that students gain competency with important tools and techniques like as data analysis and visualization, data modeling and visualization, and web scraping. They may combine and use such abilities inside the ideas and technology of the digital marketing’ecosystem,’ including customer experience, programmatic advertising, campaign management, omni channel commerce, and social network analysis.
Digital Marketing Analytics(MS) – Curriculum
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FAQ
How long has this program been in existence?
Many of the courses in the program have been offered since 2012 as electives in our regular and weekend campus-based MBA program.
The marketplace demand for trained digital marketing professionals and student feedback made us recognize that many potential students want training to apply for digital marketing positions but do not necessarily want to invest the time and money to get a full-fledged MBA degree – hence the launch of this program.
What makes the MSU Digital Marketing certificate stand out against similar programs?
Conceptual and practical training – students will be well-prepared to launch their own consulting business, apply for positions, and appear for the industry’s leading “preferred professional” program exams, if potential employers require them to do so.
Programming experience or training is not a requirement but students will get trained to use many industry-level resources to achieve results.
Convenience of asynchronous (flexible) online program with the support of cohort-based program and ability to meet faculty on-campus and online.
Ability to apply credits accrued in the certificate program towards an MBA degree in the future.
How much does the program cost?
The cost for the Online Digital Marketing Graduate Certificate Program is calculated based on your Residency Status (In or Out of State) per credit enrolled. Please click here to view the tuition and fees for Graduate Business Certificate Courses. Most certificate programs are not covered by federal loans.
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