Earn an Online Master of Science in Digital Marketing and Analytics degree in 16 months
Designed to position marketing professionals for success in a rapidly evolving industry, the online Master of Science in Digital Marketing and Analytics empowers graduates with current and relevant coursework in all aspects of digital marketing.
Take your skills to the next level to address the ever-evolving landscape of marketing! Gain the knowledge you need for business intelligence and analytics, digital and social media analytics, marketing automation systems, user interface design, and digital innovations in mobile marketing.
This 30 credit hour program is designed for full-time working professionals and students and can be completed in as little as 16 months. For further information, please contact an Enrollment Counselor at (512) 326-7501.
Flexible
The program is offered 100% online so you have the flexibility to move forward in your career without delay.
Adaptable Curriculum
The education you receive reflects current industry trends. Our faculty are immersed in the field, allowing them to provide the most current insight into marketing practices.
Prestigious
The Bill Munday School of Business is AACSB accredited, which proves our programs have met rigorous academic standards. Only 30% of business schools nationally and 5% internationally have been awarded this accreditation.
- Flexible 7-Week Classes Schedule
- Exclusively Online
- Finish in 16 Months
- Learn from Professors within the Industry
- Experience
- Latest Industry Techniques
- Develop Skills Using Data to Gain Managerial Insights
Message from the Program Director
Thank you for your interest in the Masters of Digital Marketing and Analytics program. If you are looking for a career in digital marketing or are a working professional that wants to advance your career, then this degree will be a good fit for you. What sets St. Edward’s graduates apart is our Holy Cross mission of educating not only the mind, but also the heart. Graduates from our program are prepared to make a difference and take on their world. Plus, you would be earning a degree from an AACSB accredited business school and a US News and World Report recognized best university.
Unique to our program, not only will you learn the techniques of digital marketing, but you will also develop the skills to incorporate data analysis into managerial decision making. The program is designed to meet your needs by having 7 week classes where you can earn your degree in 16 months. With small class sizes, you get individual attention from our dedicated instructors.
St. Edward’s University is a Holy Cross university with a dedicated staff supporting you in the program. In addition, you will form a network with your classmates the will last a lifetime. Being located in Austin, an entrepreneurial and technology hotbed, our degree is in demand by companies in Austin and nationally. Our graduates have found positions at companies such as Dell and Nike.
I encourage you to take a close look at our program. I believe you will find it to be an exciting program that will further your career, preparing you to be a change maker. If you would like to discuss the program further, do not hesitate to contact me at wpollitt@stedwards.edu.
- Dr. Wesley Pollitte
Check Out This Helpful Q&A with Program Director Wes Pollitte
The Master of Science in Digital Marketing and Analytics prepares students to make impactful and strategic business decisions in a quickly evolving field. Program director Wes Pollitte explains how St. Edward’s gives its graduates an edge.
Learning Goals & Outcomes
Student Testimonials
Mary Anne Thornton
My experience with the Digital Marketing & Data Analytics program at St. Edward's University was outstanding. I gained new skills, built up confidence in established talents, and was stretched and pushed further than I thought I could go by professors and my fellow cohorts. What drew me to St. Ed's was the faculty's reputation and the industry certifications as part of the curriculum. I'm glad that I chose St. Edward's University to further my career. I have made lifelong connections that I will treasure greatly.
Zahra Stavis
I searched for YEARS for the right graduate program, and this one hit every single note, and this was the only program I found. Throughout this program we got 17 digital marketing certificates, created every type of strategy for real companies, and ran multiple real life simulations. The simulations, the certifications, statistics, operations, strategy, blogging, even data mining, which blew my mind.
Cristina Ramos
I officially graduated from my alma mater earning my Master of Science Degree in Digital Marketing and Analytics from St. Edward's University. It was great being back on the hilltop but this 16-month journey was not easy to complete as it was all online and I was also working a full-time job. However, I was able to persevere with the help of my family, friends, professors, and especially my classmates. Through this program I was able to obtain 17 digital marketing certificates, run multiple real life simulations, and create and develop multiple marketing plans and strategies based on real companies.
Learning Goals:
- Demonstrate competency in the major areas of digital marketing: Search, social, email and mobile through certification examinations and by being able to plan, implement and measure the results of a digital marketing campaign.
- Demonstrate competency in utilizing descriptive and predictive statistics to solve marketing problems and achieve strategic marketing and organizational goals.
- Demonstrate proficiency in selecting and interpreting and analyzing large sets of marketing data and key marketing metrics to improve the marketing process.
- Communicate effectively in both written and oral fashion to obtain support for plans and programs and then to implement marketing campaigns and programs.
- Create and manage, utilizing quality control processes and feedback, an effective digital marketing organization.
Career paths for graduates are varied and may include:
- Digital Marketing Analyst
- Digital Marketing and Analytics Manager
- Director of Digital Marketing and Analytics
- Metrics Analyst, Digital Marketing
- Web Analytics/Conversion Specialist
- Marketing Researcher
- UX Specialist
- SEO and PPC Specialists
Degree Plan
Core Courses:
First Semester:
MKTG 6320 Digital Marketing Fundamentals
MKTG 6322 Marketing Data Analytics
Second Semester:
MKTG 6330 Social Media Marketing
MKTG 6338 Customer Experience Marketing
MKTG 6334 Marketing Tools and Technologies
MKTG 6332 Buyer Behavior Analysis
Third Semester:
MKTG 6336 Marketing Metrics and Analytics
MKTG 6344 Model Building and Analysis
Fourth Semester:
MKTG 6342 Social Media Analytics
MKTG 6350 Managing the Digital Marketing Organization
Detailed Course Description:
MKTG 6320 Digital Marketing Fundamentals
The course provides a strategic marketing foundation for understanding the principles of digital marketing and analytics, including the process of aligning digital marketing techniques to marketing strategy and to overall organizational strategy, and assessing the ROI of marketing initiatives on the overall strategy and financial outlook of an organization. The course includes managing the processes for search, social media, email and content marketing. Throughout, metrics and analytics for driving marketing success will be emphasized. Students will practice digital marketing skills through assignments such as a simulation and a class project.
MKTG 6322 Marketing Data Analytics
Students will learn the principles of managing a marketing database and the benefits of “big data” versus “small data” or “broad data.” Using case studies and materials from pioneers in the field of data analytics, students will learn how to evaluate, distill, manage, and present information from customer data sets from the perspective of corporate management and strategic decision-making focusing on descriptive statistics and linear regression. Prerequisite: MKTG 6320
MKTG 6330 Social Media Marketing
This course focuses on brand management with social media. In this course, students will learn how to manage a brand on social media and how to create a social media strategy and campaign with a focus on analytics. The theoretical framework proposed for social media will guide students through tactical implications. Students will learn to utilize social media frameworks to leverage tactics and content for social media marketing in a specific industry. Topics discussed include: the importance of influencers, the benefits of listening, customer personas, privacy, determining which analytics are important, how to track them, and defining and measuring success. Prerequisite: MKTG 6320
MKTG 6332 Buyer Behavior Analysis
This course is designed to develop the student’s knowledge and understanding of buyer behavior in consumer and business markets. Course material will focus on current application of buyer behavior and marketing strategy within the marketing discipline. Students will be expected to completely understand how to use current digital marketing analysis tools to develop insights into consumer behavior. Prerequisite: MKTG 6320, MKTG 6322
MKTG 6334 Marketing Tools and Technologies
The course is an introduction to business functions using digital marketing technology such as Tableau and HTML and information systems such as CRM and Demand Generation Systems. Topics include the different functions and applications of digital technologies and how these technologies have changed business and consumer practice and impacted the process of business management. Emphasis is on the use of digital technology, the impact of artificial intelligence in a company’s existing market mix, and current and potential uses of these technologies for marketing tactics and strategies. Prerequisite: MKTG 6320
MKTG 6336 Marketing Metrics and Analytics
Marketing analytics is a broad and multidimensional field that employs many techniques to find meaningful patterns within data and facilitate its transformation into actionable information. This course will explore the concepts and tools to manage and utilize a market information system in the context of the online analysis of the information available from various digital marketing analysis tools. Certification in web analytics tools will be covered as applicable. Prerequisite: MKTG 6320
MKTG 6338 Customer Experience Marketing
This course focuses on managing all aspects of the customer experience in both the consumer and business marketing contexts using portfolio and life cycle analysis as its organizing frameworks. Topics covered include: B2B demand generation, content marketing, CRM, and multi-channel marketing. Software related to the management of the customer life cycle will be utilized. Appropriate tools will be integrated into the course material. Prerequisite: MKTG 6320
MKTG 6342 Social Media Analytics
Social media analytics focuses on the application of social networking tools and methods in the marketing of digital media enterprises and the related analytical tools available to measure the efficacy and cost-effectiveness of web-based programs. The main emphasis will be on the use of social networks and the use of web analytics tools. The goal of this course is to provide the student with an in-depth understanding of the application of social networks and web-based analytics as business tools for the digital enterprise. Prerequisites: MKTG 6320, MKTG 6330
MKTG 6344 Model Building and Analysis
Advanced model building covering such topics as segmentation and clustering, social sentiment analysis and logistic regression for response modeling. Focus will be on using current technology to build and compare models. Topics such as lifts, gains and other marketing outcomes will be emphasized. The impact of artificial intelligence and other relevant technologies on model development will be explored. Prerequisite: MKTG 6320, MKTG 6322
MKTG 6350 Managing the Digital Marketing Organization
The course is a culminating experience that focuses on the organizational and managerial challenges in implementing the analytics-based organization. Emphasis is on how to organize for big data and data analysis, use customer lifecycle analysis for resource allocation and KPI analysis in the marketing context. As a test case, students will learn how to plan, implement and measure the results of an integrated digital marketing campaign using commercially available software. Prerequisites: MKTG 6330, MKTG 6320
Certifications and Technologies
| Certifications: | Technologies: |
|---|---|
| Hootsuite: Social Media Hootsuite: Platform Google: Search Ads Google: Analytics HubSpot: Inbound Marketing HubSpot: Content Marketing IBM Big Data Badge SEMRUSH: SEO Fundamentals SEMRUSH: Keyword Research Twitter: Flight School Video Badge Stukent: Certified Digital Marketer |
SPSS and SPSS Modeler Facebook Blueprint training Major Social Media Platforms Marketo Training WordPress Excel Tableau Node XL Mail Chimp/HubSpot CEM LinkedIn Learning |
Meet the Faculty
Dr. Kyle Allison
Adjunct Professor
Kyle earned his Doctorate of Business Administration from California Intercontinental University. He also has a MBA from Amberton University and has a Bachelor of Arts from the University of North Texas. Kyle is a senior executive in the ecommerce, digital marketing and retail industry. With over 15 years of digital marketing experience, he has worked for major retail corporations from Best Buy, Dick’s Sporting Goods and The Exchange. He leads digital marketing teams over analytics, creative, strategy, web development, copywriting and more. He drives digital marketing strategies focused on consumer-centric marketing and Omnichannel execution.
Kyle enjoys teaching in the MSDgMA program, because he truly understands the value of this degree needed to educate and train future professionals in this field. Being an executive practitioner, he sees first hand gaps in the market for qualified digital marketers and digital marketing analysts. He is thrilled and humbled to be a professor in this program to guide and mentor students to drive value in their industries in digital marketing and analytics. Kyle spends his personal time with family. He enjoys going to the movies, concerts, and even playing the drums as a hobby. He believes in a good work-life balance and is also a life-long learner at heart.
Dr. Alan Christopher
Adjunct Professor
Alan received his Ph.D. from North Central University. In addition, he earned a MBA from Baylor University and a MS in Marketing with a graduate certificate in Social Media from Southern New Hampshire University. He received undergraduate degrees in Geology and Psychology from Rice University. Currently, Alan is a Visiting Assistant Professor of Marketing in the Munday School of Business teaching undergraduate and graduate classes. He likes St. Ed's because of the great students, and the very welcoming DEIJ policy that is part of the fabric of the University. In his spare time, he likes to travel, and he likes to ride his Harley around the Texas Hill Country.
Dr. Monica Hernandez
Adjunct Professor
Monica obtained a PhD in Business Administration from The University of Texas-Rio Grande Valley. She has worked in St. Edward’s since 2018. In addition to teaching in the Munday School of Business, she currently serves as Interim Chair of Computer Science. One reason Monica enjoys teaching in the program is the small student-to-faculty ratio because it provides a unique opportunity for networking and engaging with students. Another reason is that she has published several articles addressing topics where marketing and technology converge. Monica has found a good fit between the programs that St. Ed’s offers and her research interests. When not teaching at St. Ed’s, she enjoys traveling with my family.
Dr. Wesley Pollitte
Associate Professor
Wes has a Ph.D. in Marketing from Michigan State University. He also has earned Masters degrees in International Business from Wayne State University and Automotive Engineering from Kettering University. He received his BS in Mechanical Engineering from The University of Michigan. Wes is currently the Program Director for the MSDgMA program and is the Marketing, Operations and Analytics Department Chair. Prior to entering academia, he worked for twenty years in the aerospace and automotive industries. He enjoys teaching at St. Edward’s because of the small class sizes and the ability to get to know the students. St. Edward’s focus on teaching allows him to have an impact with students. When not teaching at Std. Edward’s, he likes to work on his farm in Michigan, and he is an avid fan of Michigan State, Michigan, and Detroit’s professional teams.
Dr. Carol Portillo
Adjunct Professor
Carol earned her Bachelor of Arts in Psychology and Master of Business Administration (MBA) from New Mexico State University. In 2017, she completed her Doctorate in Business Technology Management (PhD) from Northcentral University. Her dissertation topic was “The Online Consumer: An Examination of Gender, Age, Income, and Education as Determinants of Online Repurchasing” and she continues to research consumer behavior and online and offline retailing. She have over 20 years of experience in the high-tech industry and is currently the Marketing Program Manager for the International Public Sector Center of Excellence at Dell Technologies. She is responsible for gathering and disseminating the thought leadership to drive public sector revenue for the Asia, Europe, and Latin America regions.
She began her teaching career at St. Edward’s in 2006 and left in 2009 after being relocated and returned in 2021after completing her doctorate. Carol fell in love with St. Edward’s from the first time she set foot on campus. She loves the tradition, the architecture, but most of all the students, faculty, and staff. She has never been as excited and passionate about marketing as we continue to see how the Internet impacts our abilities as marketers to collect, analyze and use data to make fast and intelligent decisions. Marketing has become paramount to the success of companies.
In her personal time she likes to work on her hobby farm, workout, watch movies with her kids and read. Stay tuned as a book is in her near future!
Dr. Chandra Srivastava
Assistant Professor
Chandra is an Assistant Professor in the Marketing, Operations, and Analytics department at St. Edward's University. She earned her Ph.D. in Marketing at the McCombs School of Business and received BA degrees in Economics and History from the University of Texas at Austin. As a researcher, Chandra likes to focus on leadership dynamics and what factors influence the top management team's (TMT) approach to marketing strategy, and her articles have been published in top journals such as the Journal of Marketing and the International Journal of Research in Marketing.
When asked why she likes teaching at St. Edward's, Chandra says highlights, "we have an incredibly diverse body of students that come from all walks of life and bring rich perspectives and insights into the classroom discussions." In her free time, Chandra likes riding horses, exploring life with her daughter and husband, and serving as a marketing advisor to start-ups.
Andrea Townson
Adjunct Professor
Andrea holds a Masters Degree in Integrated Marketing Communications from St.Bonaventure University as well as an Honors Bachelor of Arts in Journalism and Mass Communication from the same university. Since 2010, Andrea has worked at both internal marketing roles and externally as a consultant for a wide variety of organizations including non-profits, small businesses, higher education orgs and large brands such as Logitech and PwC.
She has been teaching undergraduate and graduate students at St.Edward's for over 12 years in both the Mundy School of Business and the School of Communication. She enjoys St. Edward's because the small class sizes and welcoming faculty and staff create a very special community that can't be found at many other higher education institutions. Prior to working at St. Edward's, Andrea ran the Semester in Washington Journalism Program at the George Washington University's School of Media and Public Affairs in Washington, DC. She was the head of new media curriculum for that program and it was here that she began her teaching career as an adjunct.
Currently, Andrea runs her own boutique marketing agency tailored to help creatives, makers, dreamers and doers best tell their story. A lover of breakfast tacos and the Texas sunshine, she enjoys exploring local trails and creeks with her husband and three children. When she's not teaching, you'll find her plotting the next road trip or family travel adventure.
Dr. Debra Zahay-Blatz
Professor
Debra received her Ph.D. from the University of Illinois at Urbana-Champaign. She also holds a Juris Doctor from Loyola University and a MBA from Northwestern University, and she received her Bachelor’s degree from Washing University in St. Louis. She is an accomplished author, having co-authored the fourth edition of Internet Marketing: Integrating Online and Offline Strategies in a Digital Environment, and authored Digital Marketing Management: A Handbook for the Current (or Future) CEO, including a number of articles in academic journals. She owns a consulting firm and is active in the industry. She has been teaching at St. Edward’s University since 2015 in the undergraduate program and MSDgMA program. When she is not teaching, she likes to travel and go dancing.
Tuition & Financing
At $36,000*, a Master of Science in Digital Marketing and Analytics degree is a smart investment. The skills acquired in this program will position you for a career in digital marketing, Tuition includes all course fees but does not include books, comprehensive fees, or other course materials. Once accepted to the program, you are required to submit a $500 non-refundable tuition deposit. Deposits are applied toward tuition and secure your place in the upcoming class.
*Tuition is subject to change at the discretion of the St. Edward’s University Board of Trustees.
Financial Aid
The St. Edward’s University Financial Aid office provides information about financial aid opportunities available to graduate students.
Please visit our Financial Aid page or call us at (512) 387-3110 if you are interested in additional details.
To apply for the program, students are required to have a bachelor’s degree from an accredited university and complete the application process. For application dates and to submit an application, please go to the Graduate Application Page.