Curriculum

The DMC program is specially designed so that students move through the program as a cohort completing 11 courses, eight of which are thematically-paired in blocks.

Data Marketing Communications Curriculum

The Master of Science in Data Marketing Communications degree is earned through the successful completion of 11 courses (each course is 3 credit hours, totaling 33 credit hours required for graduation). Students take the prerequisite course (Introduction to DMC) and the related Quantitative Assessment Exam, followed by eight core courses take in thematically-paired blocks, one elective and one capstone course, DMC Campaigns. 

The DMC graduate program is committed to remaining flexible to student scheduling needs. As such, a student may request a leave of absence from the program to attend to pressing matters in his/her business or personal life, if necessary.

The DMC curriculum currently consists of 22 online courses and is always expanding and evolving, ensuring that our students have access to the most current thinking and the most innovative methods in the field. This evolution is facilitated by the scholarship and experience of our faculty as well as continual, systematic feedback from our students.

Diagram 1 of DMC Course RequirementsDiagram 2 of DMC Course Requirements
Diagram 3 of DMC Course Requirementsacademic calendar

WVU DMC Program Academic Calendar

The program’s academic year consists of five eight-week terms:
  • Early Fall (August – October)
  • Late Fall (October – December)
  • Early Spring (January – March)
  • Late Spring (March – May)
  • Summer (May – July)

Master’s Degree Requirements

Required Prerequisite:
Course Credits
Intro Course:
DMC 660 - Introduction to DMC
3
(This course is taken by itself during in the first term and is only offered early fall.) 

The Quantitative Assessment Test must be passed with a 70 or better by the completion of DMC 660 to proceed in the program. 

    Core Courses:
    Audience Block Credits
    Quantitative Course 1:
    DMC 661 - Audience Segmentation
    3
    Applications and Strategies Course 1:
    DMC 662 - Message Customization
    3
    Data Block Credits
    Quantitative Course 2:
    DMC 663 - Brand Data Collection and Visualization
    3
    Applications and Strategies Course 2:
    DMC 664 - Social Media Optimization
    3
    Platforms Block Credits
    Quantitative Course 3:
    DMC 671 - User Experience Platforms
    3
    Applications and Strategies Course 3:
    DMC 672 - Campaign Planning & Programmatic Media Buying
    3
    Assessment Block Credits
    Quantitative Course 4:
    DMC 673 - Campaign Metrics and Assessment
    3
    Applications and Strategies Course 4:
    DMC 674 - Messaging for Customer Relationship Management
    3
    (These courses must be completed in the above order.)

    Elective (Select One): 
    • DMC 681 - B2B Programmatic Marketing Communications
    • DMC 682 - Creativity & Data
    • DMC 683 - Data Communication and Visualization for the Client
    • DMC 684 - Digital Marketing Communication Channels
    • IMC 614 - Media Analysis
    • IMC 617 - Consumer Sales Promotion
    • IMC 626 - B2B Direct Marketing
    • IMC 628 - Applied Public Relations
    • IMC 629 - Mobile Marketing
    • IMC 635 - Visual Information Design
    • IMC 641 - Social Media & Marketing
    • IMC 642 - Web Metrics & SEO

    Program Capstone Course:
    Course Credits
    Capstone Course:
    DMC 680 – Campaigns
    3

    (The capstone is taken by itself the last term and is only offered in late fall.)