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Data Marketing Communications 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.
The Master of Science in Data Marketing Communications degree is earned through the successful completion of 11 three-credit courses, totaling 33 credit hours required for graduation.

One unique feature of this program is the design of the curriculum. DMC students complete the program in a cohort, taking classes sequentially. Students will first complete an introductory course, followed by eight core courses taken in thematically-paired blocks of two. The pairing of core courses allows students to study the relationship between quantitative data and the decisions informed by that data. After completing their core courses, students will take an elective course and a capstone course. The program’s capstone course synthesizes all students have learned into one comprehensive campaign project.

The DMC curriculum continues to evolve, ensuring that our students have access to current thinking and the latest 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 Term Start Dates

The program’s academic year consists of five eight-week terms. New cohorts begin in January and August:
    Early Spring 2019: January 7
    Early Fall 2019: August 14

    Master’s Degree Requirements

    Required Prerequisite:
    Course Credits
    Intro Course:
    DMC 660 - Introduction to DMC
    This course is taken by itself during the first term. During this course, students complete a quantitative assessment and must achieve a score of 70 or better to proceed in the program. 

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

      Elective (Select One):

      Students will select an elective in Integrated Marketing Communications offered during their designated elective term.

        Program Capstone Course:
        Course Credits
        Capstone Course:
        DMC 680 – Campaigns
        The capstone is taken by itself in a student's final term.