Digital Marketing Technology MSM
Major: Digital Marketing Technology
Degree Awarded: Master of Science in Marketing (MSM)
Calendar Type: Quarter
Minimum Required Credits: 45.0
Classification of Instructional Programs (CIP) code: 52.1399
Standard Occupational Classification (SOC) code: 11-2021
About the Program
The STEM-designated Digital Marketing Technology major enhances the MS in Marketing degree, providing the history and theoretical framework behind new media, plus the hands-on skills to develop a strategic, integrated marketing approach. Courses within the major teach best practices in building campaigns and measuring results, as well as consumer and influencer behavior in the social realm. This major is ideal for pursuing positions such as social media analyst, media planner, manager of integrated media strategy and digital marketing strategist.
Additional Information
For more information, please contact our Graduate Student Services department at lebowgradenroll@drexel.edu.
Admission Requirements
Graduate admission is based on a holistic review process, which takes into consideration prior academic history, demonstration of professional experience and adequate preparation for graduate study. Please review the admission requirements for both domestic and international applicants on our Graduate Application Requirements web page before submitting your application.
Degree Requirements
| Required Core | ||
| BLAW 621 | Legal Issues in Business | 3.0 |
| ORGB 511 | Leading in Dynamic Environments: A Personal, Relational, and Strategic Approach | 3.0 |
| Required Marketing Core | ||
| BSAN 601 | Business Analytics for Managers | 3.0 |
| MKTG 601 | Marketing Strategy & Planning | 3.0 |
| MKTG 606 | Customer Analytics | 3.0 |
| MKTG 622 | Buyer Behavior Theory | 3.0 |
| MKTG 627 | Digital Marketing | 3.0 |
| MKTG 652 | Marketing Information Management and Research | 3.0 |
| Select three (3) from the following Major courses: | 9.0 | |
| Emerging Information Technologies in Business | ||
| Digital Platform Management | ||
| Design Thinking for Digital Innovations | ||
| Integrated Marketing Communications Management | ||
| Electives (Select three (3) from the following) | 9.0 | |
| Strategic International Communication | ||
| Theories of Communication and Persuasion | ||
| Research Methods for Digital Media | ||
| Corporate Financial Management | ||
| Foundations of Data and Information | ||
| Social Network Analytics | ||
| Global Marketing | ||
| New Product Planning, Strategy, and Development | ||
| Services Marketing | ||
| Corporate Brand & Reputation Management | ||
| Special Topics in Marketing | ||
| Experiential Learning (Select one (1) of the following) | 3.0 | |
| Graduate Internship | ||
| International Business Seminar and Residency | ||
| Leading for Innovation | ||
| Business Consulting | ||
| Negotiations for Leaders | ||
| Total Credits | 45.0 | |
Sample Plan of Study
Full-Time
| First Year | ||
|---|---|---|
| Fall | Credits | |
| BLAW 621 | Legal Issues in Business | 3.0 |
| BSAN 601 | Business Analytics for Managers | 3.0 |
| MKTG 601 | Marketing Strategy & Planning | 3.0 |
| Credits | 9 | |
| Winter | ||
| MKTG 622 | Buyer Behavior Theory | 3.0 |
| ORGB 511 | Leading in Dynamic Environments: A Personal, Relational, and Strategic Approach | 3.0 |
| Major Course | 3.0 | |
| Credits | 9 | |
| Spring | ||
| MKTG 606 | Customer Analytics | 3.0 |
| Major Course | 3.0 | |
| Elective Course | 3.0 | |
| Credits | 9 | |
| Summer | ||
| MKTG 627 | Digital Marketing | 3.0 |
| Required Experiential Course | 3.0 | |
| Elective Course | 3.0 | |
| Credits | 9 | |
| Second Year | ||
| Fall | ||
| MKTG 652 | Marketing Information Management and Research | 3.0 |
| Major Course | 3.0 | |
| Elective Course | 3.0 | |
| Credits | 9 | |
| Total Credits | 45 | |
Part-Time
| First Year | ||
|---|---|---|
| Fall | Credits | |
| BLAW 621 | Legal Issues in Business | 3.0 |
| MKTG 601 | Marketing Strategy & Planning | 3.0 |
| Credits | 6 | |
| Winter | ||
| MKTG 622 | Buyer Behavior Theory | 3.0 |
| ORGB 511 | Leading in Dynamic Environments: A Personal, Relational, and Strategic Approach | 3.0 |
| Credits | 6 | |
| Spring | ||
| BSAN 601 | Business Analytics for Managers | 3.0 |
| Major Course | 3.0 | |
| Credits | 6 | |
| Summer | ||
| MKTG 627 | Digital Marketing | 3.0 |
| Experiential Course | 3.0 | |
| Credits | 6 | |
| Second Year | ||
| Fall | ||
| MKTG 652 | Marketing Information Management and Research | 3.0 |
| Major Course | 3.0 | |
| Credits | 6 | |
| Winter | ||
| Major Course | 3.0 | |
| Elective Course | 3.0 | |
| Credits | 6 | |
| Spring | ||
| MKTG 606 | Customer Analytics | 3.0 |
| Elective Course | 3.0 | |
| Credits | 6 | |
| Summer | ||
| Elective Course * | 3.0 | |
| Credits | 3 | |
| Total Credits | 45 | |
- *
Note: Second Year Summer is less than the 4.5-credit minimum required (considered half-time status) of graduate programs to be considered financial aid eligible. As a result, aid will not be disbursed to students this term.
Program Level Outcomes
Upon completion of the program, graduates will be prepared to:
- Plan and execute a digital marketing strategy through the effective use of digital platforms and design thinking.
- Explain the role of marketing technologies and apply the marketing technology assessment process to solving complex marketing problems and strategic challenges.
- Build solutions that would strategically address digital marketing problems.
- Communicate effectively to strengthen customer relationship management and marketing efforts.
Marketing Faculty
Rolph E. Anderson, PhD (University of Florida) Royal H. Gibson Sr. Professor of Marketing. Professor. Personal selling and sales management; multivariate data analysis; customer relationship management (CRM); customer satisfaction and customer loyalty.
Trina larsen Andras, PhD (University of Texas at Austin) Head of the Department of Marketing; Academic Director, Center for Corporate Research Management. Professor. International marketing, marketing channels management, cross-cultural communication.
Boryana Dimitrova, PhD (Drexel University). Assistant Clinical Professor. Global marketing, inter-organizational, marketing channels, retailing and retail management.
Michaela Draganska, PhD (Kellogg School of Management, Northwestern University) Department of Marketing. Associate Professor. Advertising strategy, product assortment decisions, new product positioning, distribution channels. Marketing analytics and big data, marketing communications, marketing research, marketing strategy, technology and innovation.
Lawrence Duke, MBA (Harvard Business School). Associate Clinical Professor. International marketing and strategy, new product development, business-to-business marketing, marketing of financial services.
Elea Feit, PhD (University of Michigan) Department of Marketing. Assistant Professor. Bayesian hierarchical models, interactive (eCommerce), marketing research, missing data.
Michael Howley, PhD (Arizona State University). Associate Clinical Professor. Investments in dissatisfied customers, service recovery, health-care marketing, marketing of service organizations, financial consequences of marketing actions.
Yanliu Huang, PhD (The Wharton School, University of Pennsylvania). Assistant Professor. Consumer n-store decision making, consumer planning, health marketing, memory and learning.
Daniel Korschun, PhD (Boston University). Assistant Professor. Brand and corporate reputation management, corporate social responsibility, internal marketing, marketing strategy, relationship marketing.
Hyokjin Kwak, PhD (University of Georgia) Department of Marketing. Associate Professor. Advertising effects, consumer behaviors and e-commerce.
Bert Rosenbloom, PhD (Temple University) Rauth Chair of Electronic Commerce. Professor. Marketing channels and distribution systems, electronic commerce, inter-organizational marketing management, wholesale and retail distribution, marketing strategy and planning.
Prashant Srivastava, PhD (Oklahoma State University) Department of Marketing. Associate Clinical Professor. New product development, supply chain management, B2B marketing, sales, strategic alliances, organizational learning, market orientation, healthcare marketing, and database marketing.
Rajneesh Suri, PhD (University of Illinois at Urbana-Champaign) Associate Dean for Research, Marketing Department. Professor. Pricing, promotions and branding.
Srinivasan Swaminathan, PhD (University of Texas-Austin). Professor. Marketing research and strategy, pricing and promotions, loyalty and satisfaction.
Chen Wang, PhD (University of British Columbia). Assistant Professor. Consumer curiosity, self-regulation and goals, sensory perception.
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