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.

 

It is important that you order your textbook(s) for DMC courses as soon as they are updated and communicated, approximately one calendar month prior to the beginning of each term.

Important Note: Do not order your textbooks for future DMC courses you plan to take in subsequent terms as they are subject to change until confirmed for each term. Students should not order textbooks more than one month before the start of a course.


DMC 660 - Introduction to DMC

Jeffery, M. (2010).  Data-driven marketing: The 15 metrics everyone in marketing should know. Hoboken, NJ: John Wiley. ISBN: 9780470504543


*This textbook will be used as a reference and guide throughout a student’s time in the DMC program. 

Data-Driven Marketing 
American Psychological Association. (2009).  Publication manual of the American Psychological Association (6th ed.). Washington, DC: American Psychological Association. ISBN: 9781433805615
Publication Manual 
Management by the Numbers Simulation Labs
DMC 660 students will also be required to purchase simulation labs from Management by the Numbers (MBTN). Academic price per semester is approximately $10. Registration information and instructions will be communicated by the course instructor and MBTN. 


DMC 661 - Audience Segmentation

Fader, P. S. (2012).  Customer centricity: Focus on the right customers for strategic advantage. Philadelphia: Wharton Digital Press. ISBN: 9781613630167
Customer Centricity 

Zoratti, S., & Gallagher, L. (2012).  Precision marketing: Maximizing revenue through relevance. London: Kogan Page.  I SBN: 9780749465353

Precision Marketing


DMC 662 - Message Customization

Hughes, A. M. (2012).  Strategic database marketing (4th ed.). New York: McGraw-Hill. ISBN: 9780071773485
Strategic Database Marketing 

DMC 663 - Brand Data Collection and Visualization 

Jeffery, M. (2010). Data-driven marketing: The 15 metrics everyone in marketing should know (1st ed.). Hoboken, NJ: John Wiley & Sons. ISBN: 978-0470504543. 

*This is the same text from DMC: 660.  
Data driven marketing 

Nussbaumer Knaflic, C. (2015). Storytelling with data: A data visualization guide for business professionals (1st ed.). Hoboken, NJ: John Wiley & Sons. ISBN: 978-1119002253.

Storytelling with data 


DMC 664 - Social Media Optimization 

Boudreaux, C., & Emerick, S. F. (2013). The most powerful brand on earth: How to transform teams, empower employees, integrate partners, and mobilize customers to beat the competition in digital and social media. Upper Saddle River, NJ: Prentice Hall. ISBN: 978-0133115390
The Most Powerful Brand on Earth 
Brown, D., & Fiorella, S. (2013). Influence marketing: How to create, manage, and measure brand influencers in social media marketing. Indianapolis, IN: Que Publishing. ISBN: 978-0789751041
Influence Marketing 
Odden, L. (2012). Optimize how to attract and engage more customers by integrating SEO, social media, and content marketing. Hoboken, NJ: John Wiley & Sons. ISBN: 978-1501263903
Optimize 

DMC 671 – User Experience Platforms

Birkholm Petersen, L., Person, R., Nash, C. (2014). Connect. Hoboken, New Jersey: John Wiley & Sons Inc. ISBN: 9781118963616 
Connect 

Kalbach, J. (2016). Mapping Experiences. Sebastopol, California: O’Reilly Media, Inc. ISBN: 9781491923535

Mapping Experiences


DMC 672 - Programmatic Media Buying

Busch, O. (2016). Programmatic advertising: the successful transformation to automated, data-driven marketing in real-time. Cham: Springer.ISBN: 9783319250212  
Programmatic advertising: the successful transformation to automated, data-driven marketing in real-time