Thank you for your interest in the Master of Digital Marketing and Analytics program. If you are looking for a career in digital marketing or are a working professional who 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 university consistently recognized by US News & World Report as a top-10 university in the West.

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 that allow you to earn your degree in 16 months. With small class sizes, you get individual attention from our highly skilled 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 that 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 opportunity that will further your career, preparing you to be a changemaker. If you would like to discuss the program further, do not hesitate to contact me at wpollitt@stedwards.edu.  

– Wesley Pollitte, PhD

   Director, MS in Digital Marketing and Analytics

Through our MS in Digital Marketing and Analytics program, you’ll gain the knowledge needed for business intelligence and analytics, digital and social media analytics, statistical analysis, user interface design and digital innovations. 

Experiential education is an integral part of the program. Students run multiple real-life simulations and create and develop multiple marketing plans and strategies based on real companies. When you graduate, you’ll be prepared to: 

• Demonstrate competency in the major areas of digital marketing — search, social, email and mobile marketing — and plan, implement and measure the results of a digital marketing campaign.
• Utilize descriptive and predictive statistics to solve marketing problems and achieve strategic marketing and organizational goals.
• Select, interpret and analyze 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 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 

What our graduates say about the program:

Mary Anne Thornton, MSDMA ’22

“My experience with the Digital Marketing and 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 to further my career. I have made lifelong connections that I will treasure greatly.”

Zahra Stavis, MSDMA ’23

“I searched for years for the right graduate program, and this one hit every single note. It was the only program I found that met my full criteria. The coursework included simulations, certifications, statistics, operations, strategy, blogging, and even data mining — the depth of topics covered and the hands-on learning blew my mind.”

Cristina Ramos ’17, MSDMA ’23

After completing my bachelor’s degree at St. Edward’s University, I returned to the hilltop to earn a master’s degree in Digital Marketing and Analytics. This 16-month journey for my master’s was not easy 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.

Delivered 100% online with a flexible 7-week class schedule, this 30-credit hour program can be completed in as little as 16 months.

Core Courses:

First Semester:

• Digital Marketing Fundamentals – MKTG 6320
• Marketing Data Analytics – MKTG 6322

Second Semester:

• Social Media Marketing – MKTG 6330
• Customer Experience Marketing – MKTG 6338
• Marketing Tools and Technologies – MKTG 6334
• Buyer Behavior Analysis – MKTG 6332

Third Semester:

• Marketing Metrics and Analytics – MKTG 6336
• Model Building and Analysis – MKTG 6344

Fourth Semester:

• Social Media Analytics – MKTG 6342
• Managing the Digital Marketing Organization – MKTG 6350

View and download the Graduate Bulletin PDF.

Detailed Core Course Descriptions:

Digital Marketing Fundamentals – MKTG 6320

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 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. 

Marketing Data Analytics – MKTG 6322

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 

Social Media Marketing – MKTG 6330

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 

Buyer Behavior Analysis – MKTG 6332

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 the 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 

Marketing Tools and Technologies – MKTG 6334

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 

Marketing Metrics and Analytics – MKTG 6336

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 

Customer Experience Marketing – MKTG 6338

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

Social Media Analytics – MKTG 6342

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 

Model Building and Analysis – MKTG 6344

Advanced model building covering such topics as segmentation and clustering, social sentiment analysis and logistic regression for response modeling. The 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 

Managing the Digital Marketing Organization – MKTG 6350

The course is a culminating experience that focuses on the organizational and managerial challenges in implementing an analytics-based organization. Emphasis is on how to organize for big data and data analysis, and how to 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

Throughout the Digital Marketing and Analytics program, you’ll have the option to expand your knowledge, skills and credentials by pursuing certificates and mastering technologies that make you stand out in the marketplace.

Certifications:

• 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
• Stukent: Certified Digital Marketer

Technologies:

• SPSS 
• WordPress
• Excel
• Tableau
• Node XL
• Mail Chimp/HubSpot CEM

In the MS in Digital Marketing and Analytics program, you’ll be taught by our award-winning faculty who take pride in getting to know you, helping you achieve your goals and championing your success. These outstanding scholars, thought leaders, practitioners and mentors bring energy and enthusiasm to our vibrant learning community. They deliver an impactful education that connects you with the marketplace and prepares you for today’s dynamic business environment. 

View a list of our faculty members and their contact information on the Department of Marketing, Operations and Analytics webpage.

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. 

Need more information? Please contact an Enrollment Counselor at (512) 326-7501.

Our program is committed to providing the highest quality of education enriched by our Holy Cross mission to prepare ethical business leaders. Getting an MBA, especially one with a technology focus, will prepare you for the post-coronavirus job market. A lot of organizations heavily recruit MBA graduates with robust knowledge in technology.

The MBA program at St. Edward’s University is unique because it provides students with a practice-based graduate education with a focus on hard and soft skills in a vibrant curriculum to maximize personal and professional growth opportunities. For example, the culminating course of our MBA program is known as the Capstone Consulting Experience. Student teams spend seven weeks researching and developing solutions to a real problem for a local, national or international organization.

Our classes are filled with students from across the globe, providing unique experiences that enrich the learning environment. You will be able to build a sustainable network of professional peers that many of our alumni attest to be personally and professionally rewarding. Our world-class faculty, who have valuable experiences in the corporate world, public sector, and academia, will prepare you for the challenges of the 21st century and beyond.

The St. Edward’s MBA is truly a powerful, transformational experience. I invite you to act now and join our outstanding program.

– Amr Swid, PhD
  Associate Professor of Management/MBA Program Director

The MBA program focuses on entrepreneurial thinking, social enterprise, innovation, global collaboration and business analytics — key competencies that industry leaders tell us they need. Students will learn to:

• Manage and lead through effective communication and collaboration.
• Use quantitative data to develop business opportunities in a dynamic world.
• Analyze the local and global environment to formulate business solutions.
• Apply critical reasoning to integrate business goals with corporate social responsibility.
• Leverage technology in all areas of business to improve outcomes.

Entrepreneurship and Small Business Management  

Prepares you to move forward in your career as a business owner, manager or consultant. Graduate jobs have included tech startup founder, director-level role at a technology company, VP of business development, product manager and business innovation consultant. 

Global Business and Supply Chain Management

Focuses on a broad, strategic view of how to manage in a global economy, and how to deal with the production, shipment, and distribution of goods and/or services. Graduate jobs may include distribution logistics, raw materials sourcing, development of production methods, cost and risk control, project management for an international company, international consultancy firms, and directors at the import and export departments.

Corporate Governance and Management

Prepares you to manage employees and lead teams within an organization. Graduate jobs may include executive leadership, compliance, risk management, regulatory changes, board members and advisory services.

Finance

Emphasizes creative solutions to business financing problems, the development of value-maximizing investment and financing strategies, and the analysis and management of fixed-income and equity investments. Graduate jobs include roles in banking, investment management, security analysis, valuation, collections, and corporate and international finance.

Digital Management

Presents theories, methods and tools used to address the challenges and opportunities presented by digital technologies on modern business practices. Graduates take on various jobs in the digital space, including digital strategy, marketing data analysis, e-commerce, and digital innovation and digital marketing management.

The flexible MBA is delivered online with options to attend sessions on campus*. It is a 36-credit hour program designed to be completed in 24 months. We also offer accelerated options for students who wish to complete the program in as few as 12 months. There are 12 total courses: 9 required core MBA courses and 3 courses from a concentration of your choice. The program culminates with a Capstone final project designed as a real-world consulting project. 

*MBA classes meet on campus once during each 7-week course, usually on Saturday in weeks 1, 4 and 7. All other coursework is delivered online. Saturday courses are offered in a hybrid format, where students may choose to attend class on campus or join synchronously online.

Core Courses: 

• Accounting for Managers – ACCT 6315
• Finance for Managers – FINC 6317
• Big Data, Business Intelligence, and Analytics – MGMT 6330
• Strategies in Operations Management – MGMT 6332
• Managing Dynamic Organizations – MGMT 6334
• Innovation and Disruption Management – MGMT 6328
• Social Responsibility of Business – MGMT 6336
• Marketing Management in a Digital Environment – MKTG 6315  
• Management Consulting/Global Project (Capstone) – MGMT 6350/GBUS 6350

View and download the Graduate Bulletin PDF.

Detailed Core Course Descriptions:

Accounting for Managers – ACCT 6315

This course is designed for current and future managers to learn the analytical tools for planning, analysis and decision-making from an accounting/financial perspective with an emphasis on an entrepreneurial viewpoint, meaning that the student learns to regard the issues, problems and decisions presented as if the enterprise were their own. The course is not designed for accountants but rather for managers in business who would apply or use these analytical tools and techniques. In addition, corporate social responsibility, ethics, and communications are brought into the course learning as applicable.

Prerequisite: accounting foundation course or equivalent; FINC 5308 [only required for students under a graduate bulletin before 2015-2016].

Finance for Managers – FINC 6317

Corporate finance prepares managers to understand that business decisions are made under financial uncertainty, which forms the risk basis. The course trains managers to define and quantify risk and understand risk-based value models that are employed for corporate decisions involving investing, financing and dividend policies. Students also learn the application of the risk-return tradeoff concepts to corporate securities, stocks and bonds, and understand the impact of business decisions made by managers on the market value of the firm. In addition, corporate social responsibility, ethics, and communications are brought into the course learning as applicable. 

Prerequisite: ACCT 6315 for MBA students and ACCT 6310 for MBA students pursuing a concentration in Accounting.

Big Data, Business Intelligence, and Analytics – MGMT 6330

In this course, students will learn how “Big Data” is transforming modern business through its use in marketing, customer and competitive business analytics, predictive decision-making, and market evaluations. 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 large sets of consumer, market, and geographically based data from the perspective of corporate management and strategic decision-making. In addition, corporate social responsibility, ethics, and communications are brought into the course learning as applicable. 

Prerequisites: statistics module and economics module or equivalent.

Strategies in Operations Management – MGMT 6332

This course underscores the strategic importance of operations management to overall organization performance. In addition to presenting the evolutionary changes within the field of operations, this class provides students with comprehensive exposure to the concepts and methods used in planning, directing, controlling, and improving the process involved in transforming resources into goods and services. Topics covered include forecasting, capacity planning, process design, scheduling, inventory management, quality assurance, project management, and supply chain concepts. Considerable emphasis is put on newer and emerging concepts that facilitate operating flexibility and reduce product design and production time. Included is an awareness and understanding of the interdependencies that exist between operations and other functional areas within an organization. In addition, corporate social responsibility, ethics, and communications are brought into the course learning as applicable.

Managing Dynamic Organizations – MGMT 6334

This course focuses on an organization’s most critical resource — its people. It takes a systems approach to management and studies both macro-    and micro-level organizational issues relating to sustainable success in a global environment. Topics include: designing organizations to fit with strategic objectives, creating cultures of innovation, collaboration, and engagement, using power and influence effectively with various stakeholders, managing effective teams, and motivating, developing, and retaining employees for the future. In addition, corporate social responsibility, ethics, and communications are brought into the course learning as applicable.

Innovation and Disruption Management – MGMT 6328

This course will introduce the student to the unique problems of managing technology and innovation in a modern business environment. Starting from a theoretical perspective on disruption and the innovation curve, students will learn techniques and processes utilized to both encourage and take advantage of innovation within a company as well as the optimal corporate structures needed to shield a company from unrelated and potentially devastating technology disruption within an industry. Historical case studies and forward-looking processes will allow the future manager to spot potentially disruptive innovation, incorporate or shield against the potential impact of that disruption, and create “innovation growth engines” within standard company hierarchies. In addition, corporate social responsibility, ethics, and communications are brought into the course learning as applicable.

Social Responsibility of Business – MGMT 6336

Practicing corporate social responsibility (CSR) requires that an organization integrate business goals with societal expectations of ethical behavior toward its stakeholders, including customers, employees, suppliers, communities in which it operates, and the environment. It begins with the individual employee developing an ethical framework that can be applied to an organization’s business behaviors and practices. The course explores best practices that organizations are using that move beyond traditional philanthropy and partner with stakeholders to identify strategic opportunities for innovative products and services, technologies, and business models aimed at meeting social and environmental challenges in a dynamic, global environment. It examines third-party assessment organizations as strategies to evaluate organizations’ CSR initiatives. In addition, ethics and communications are brought into the course learning as applicable. Equivalent to MSLC 6304.

Marketing Management in a Digital Environment – MKTG 6315

This course offers a high-involvement approach to marketing management and policy decision-making. Emphasis is placed on problem-solving that synthesizes the interrelated elements of the marketing mix. Topics include analyzing marketing opportunities, developing marketing strategies for traditional and digital marketing channels, shaping the market offering, and managing and delivering integrated marketing programs. Marketing management tools and market analytics are introduced. Traditional marketing frameworks and processes are introduced along with emerging new digital marketing approaches such as methods and processes involving marketing in the earned, owned, and paid media channels. Class discussion is used to explore the social and ethical responsibility of marketers and the implications of a global marketplace. In addition, corporate social responsibility, ethics, and communications are brought into the course learning as applicable.

MBA Consulting Capstone – MGMT 6350

The locally based MBA Capstone course focuses on top management strategy formation and administration by building on and integrating the concepts taught in the core curriculum in both private and public sectors to enhance the development of a general management approach for managing and leading organizations. Students investigate the formulation, implementation and evaluation of strategies that determine the character, direction and success of the organization. Students integrate their learning of business disciplines and strategy through student consulting projects with actual companies, in addition to case studies and/or business simulations focused on the strategic objectives of the organization. 

Prerequisites: Completion of all core courses.

MBA Global Consulting Business Capstone – GBUS 6350

This globally based Management Consulting course focuses on top management strategy formation and administration by integrating and building upon the concepts taught in the core MBA curriculum. The client consulting engagement in this course is designed to allow students the opportunity to apply what has been learned to enhance organization performance in nonprofit, for-profit or public sectors. Students investigate the formulation, implementation and evaluation of organizational strategies that determine the character, direction, growth and success of the client organization, and design implementable changes to improve organizational performance. The project ends with a formal presentation to the client organization. Students must be in good academic standing to enroll in this course. This course requires mandatory travel to a foreign country for approximately 7–10 days. Specific travel documentation will be required in advance. 

Prerequisites: Completion of all core courses.

Concentrations:

Students will take three of the four courses in one of the below concentrations.

Entrepreneurship and Small Business Management  

COURSES:

• MGMT 6345 Entrepreneurship for 21 Century
• MGMT 6343 Managing Technology change
• MKTG 6325 Managing Social Media
• FINC 6316 Financial Statement Analysis Or Valuation

Global Business and Supply Chain Management

COURSES:

• GBUS 6301 Global Business Management
• MGMT 6252 Global Logistics and Supply Chain
• MGMT 6354 Global Purchasing and Sourcing
• MGMT 6356 Decision Support Model

Corporate Governance and Management

COURSES:

• MGMT 6348 Strategic Leadership Development
• FINC 6322 Corporate Governance
• MGMT 6323 Business Negotiation
• MGMT 6341 Digital Law Policy

Finance

COURSES:

• FINC 6304 Global Finance
• FINC 6316 Financial Statements Analysis
• FINC 6322 Corporate Governance, or Valuation.

Digital Management

COURSES:

• MGMT 6341 Digital Law and Policy
• MGMT 6343 Managing Technology Change
• MGMT 6345 Entrepreneurship for the 21st Century
• MGMT 6348 Strategic Leadership Development

In addition to the MBA program and our seven program concentrations, you’ll have the option to expand your knowledge, skills and credentials by pursuing certificates in Management, Business Finance and Operations Logistics.

Management

• Managing Dynamic Organizations
• Social Responsibility of Business
• Business Negotiations
• Marketing Management in a Digital Environment

Business Finance

• Accounting for Managers
• Finance for Managers
• Financial Statement Analysis
• Global Finance

Operations Logistics

• Big Data, Business Intelligence, and Analytics
• Global Logistics and Supply Chain Management
• Strategies in Operations Management
• Innovation and Disruption Management

Our MBA candidates gain real-life consulting experience under expert faculty supervision in their Capstone course. They are prepared to collaborate and deliver creative solutions to current relevant business challenges! 

MBA student teams at St. Edward’s have conducted projects for hundreds of local and international businesses, offering industry and market research insights, fresh ideas and actionable recommendations. Whether you are a student in the program or an external partner, this is your opportunity to access strong talent and a potential hiring pool for your organization!

Working with our students on projects has three main benefits:

• We tackle projects or explore ideas you aren’t able to resource.
• You get to see our students in action, which helps you find proven talent to join your organization.
• In almost all cases, projects are overseen by experienced professionals with a track record of success.

How it works:

Student teams are ready to take on seven weeks-long projects for small, local businesses and national, international and publicly traded companies — as well as everything in between. The nature of your project drives who in the MBA program can help you move forward. Our students provide consulting in the areas of marketing, startup businesses, strategy, operation, supply chain, entrepreneurship, human resources and international business.

Interested? Please complete the MBA Consulting Project Application for US/Canadian companies and for International companies. Please download and submit to aswid@stedwards.edu.

In the Master of Business Administration program, you’ll be taught by our award-winning faculty who take pride in getting to know you and helping you achieve your goals. These outstanding scholars, thought leaders, practitioners and mentors bring energy and enthusiasm to our vibrant learning community. They deliver an impactful education that connects you with the marketplace and prepares you for today’s dynamic business environment. 

Faculty in the Department of Management focus their curriculum and programs on five pillars of the Austin business scene identified by The Bill Munday School of Business: entrepreneurial thinking, social enterprise, innovation management, global collaboration and business analytics.  

View a list of our faculty members and their contact information on the Department of Management webpage.

Tuition

At $44,712, St. Edward’s flexible MBA is a smart investment. The skills learned in this program prepare you for career advancement across a variety of industries. 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

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 MBA 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, go to the Graduate Application Page. 

Need more information? Please contact an Enrollment Counselor at (512) 326-7501.