Below is a full list of online courses offered by the Data Marketing Communications
(DMC) program at West Virginia University.
Introductory Course – 3 Credits
DMC 660 - Introduction to Data Marketing Communications
An overview of the program with a focus on upcoming curriculum and industry trends at large and an overview of campaign management systems available in the market. Students learn how to combine multi-channel metrics, baselines, and benchmarks with thoughtful and actionable analysis. They will review the fundamentals of business and marketing measurement, and also learn best practices in data visualization.
The course also includes a quantitative “boot camp” to ensure students are ready to progress on to other courses within the sequence. This “boot camp” will consist of a series of modules students must complete concurrently with their other coursework to ensure that students have a solid understanding of the quantitative terms and concepts they will need to succeed in future Data Marketing Communications courses.
Core Courses – 24 Credits
DMC 661 - Audience Segmentation – (Quantitative Course 1)
Potential customers demand to be seen as more than simply a face in the crowd, but
reaching specific target markets can be an increasingly difficult process. Whether
an organization can achieve its’ goals can hinge on how effectively it can target
receptive clients in an over-crowded market. This course is an analytical
exploration of how data can be used to break down mass markets into specific, reachable
target markets and how that can impact addressable advertising initiatives. Students
will closely examine what demographic data and other key indicators are essential
to developing successful campaigns. Students will focus on what data best
serves as lines of demarcation in the development of unique market segments to
support specific marketing communications goals.
DMC 662 - Message Customization – (Applications and Strategies Course 1)
Communicating to a mass audience is a tricky proposition as consumers demand a more
personalized approach. Can you reach a mass audience while still insuring
that each potential consumer feels like you’re communicating directly to them?
This course offers an exploration of how data can allow marketing communicators
to customize messages to target audiences as small as a single consumer. Students
will examine how different messaging strategies impact different advertising and
marketing goals and which data can most influence potential messaging strategies.
This course will focus on which data can be most effective in developing unique
DMC 663 - Brand Data Collection and Visualization – (Quantitative Course 2)
With more being created every day, the world is drowning in data it doesn’t know
what to do with. What we know is no longer as important as how that information
can be presented in a succinct and impactful way to key-stakeholders. This course
offers an exploration of the benefits of mining your own brand for insights that
could influence marketing communications decisions with an emphasis on how that
data can be presented visually to key stakeholders for maximum impact. Students
will examine the relevant merits of internal versus external data collection and
the proper times, sources and processes to engage in either.
DMC 664 - Social Media Optimization – (Applications and Strategies Course 2)
A successful organization doesn’t wait for their audience to come to them, but instead
takes their message to where their audience can already be found. More and more,
that means navigating a rapidly expanding and every shifting social media landscape.
This course is an examination of how data from the social media sphere can
be leveraged to ensure marketing communications reach their intended audiences
efficiently and effectively. This course will focus on both gathering data from
social media as well as customization of messages for maximum social media reach.
Students will focus on how marketing communications initiatives succeed and
fail in the social media sphere and which data sets can best inform their social
DMC 671 - User Experience Platforms - (Quantitative Course 3)
A carpenter couldn’t build a house if they didn’t know what their tools could do,
and the same goes for marketing communicators. Knowing what tools are available
and what their strengths and weaknesses are is a key component of leveraging big
data for any organization. This course offers an exploration of the myriad
database platforms available and how data can be analyzed to develop specialized
and highly targeted marketing communications. Students will examine the relative
merits of various platforms based on their specific needs. Platforms such
‘R’, ‘Hadoop’, ‘Orange’, ‘Tableau’, ‘MongoDB’ and ‘Apache Cassandra’ will be
DMC 672 - Campaign Planning & Programmatic Media Buying – (Applications and
Strategies Course 3)
Automation can make life easier – or much more difficult. As advertising agencies
rely more and more on automated programs to place media buys it becomes increasingly
important to understand how those tools operate and what costs and benefits are
associated with their use. Students will focus on the development of a media plan
that relies on automated buying tools. This course is a survey of the automated
media buying landscape with a focus on the tools used, risks and rewards of automated
media buys. Students will examine software platforms available for automated buying
and understand the connection between how data input affects media buying output.
Students will examine which data is best gathered to better inform mass media advertising
DMC 673 - Campaign Metrics and Assessment – (Quantitative Course 4)
At the end of the day, your client only wants to know one thing: was your campaign
a winner or a loser? Success can be measured and planned for and this course
offers an exploration of how data can be used to assess that success, failure or
need for modification in advertising and marketing communications campaigns. This
course will have a specific focus on how metrics and assessment can rely on data
for maximum benefit. The course will include a survey of available metrics and
DMC 674 - Messaging for Customer Relationship Management – (Applications and Strategies
The only thing more important that gaining new customers is keeping them. Sometimes
that can be a much more difficult task than attracting them ever was. ‘How
can I message current customers to ensure they’re retained for the long run?’ is
an essential question many firms are asking themselves daily. This course
is an examination of how data is leveraged for communications intended to retain
current customers and acquire new ones. Will focus on how to accurately assess
per customer lifetime value and the best data-informed communications strategies
to maximize and retain that value.
Elective Courses – 3 Credits Data Marketing
Communications Elective Courses
DMC 681 - B2B Programmatic Marketing Communications
Communications from one business to another can be daunting. How do you know
that your message made it through, let alone was received by the person who needs
it most? This course examines how data can be used to craft automated B2B
marketing communications. Students will examine which data can best inform programmatic
DMC 682 - Creativity & Data
Quants and creatives are often kept far from each other but the walls have become
increasingly blurred as data is used to inform creative decisions. This course
explores how creative projects can be influenced and propelled by using customer
data with a focus on which data is best leveraged to inform creative decisions.
Students will make the connection between creative output and measureable
client goals and how the creative process can be influenced by data.
DMC 683 - Data Communication and Visualization for the Client
What you know is much less important than being able to demonstrate that knowledge.
Breaking down complex ideas for the client in a way that doesn’t overwhelm
them is a crucial skill for twenty-first century success. This course offers
an examination of how complex data can be communicated to clients and presented
in a visual manner that allows them to easily understand the implications and to
get the maximum value out of their campaigns. Students will examine which
data can best tell the story they want to tell without bogging the client down
with extraneous information which might cloud their message.
DMC 684 - Digital Marketing Communications Channels
You’ve got a great message, you just don’t know where to take
it! That problem has vexed firms for decades and this course offers an exploration
of the various channels available to marketing communicators with an emphasis
on recognizing, leveraging and identifying the most effective channels available.
Students will examine which characteristics make various channels, such
as mass media, social media, B2B communications more or less effective for various
Current Applicable IMC Elective Courses
Emergent Issues in Media Law & Ethics
Consumer Sales Promotion
B2B Direct Marketing
Applied Public Relations
Visual Information Design
Social Media and Marketing
Web Metrics & SEO
Capstone Course – 3 Credits
DMC 680 - Data Marketing Communications Campaigns
The capstone course that brings everything together into one real-world project
that will give DMC graduates a leg up on their competitors. No longer will students
have to convince potential new employers to give them the opportunity to develop
their first campaign: they’ll already have one in the bag by their graduation
date! In this course students will develop a cohesive marketing communications
campaign that demonstrates a conceptual mastery of data driven marketing communications
for a real world client.