Blending the art and science of marketing communications is the focus of a new online master’s degree in Data Marketing Communications offered by the West Virginia University Reed College of Media.

The 33-credit graduate program, approved Jan. 21 by WVU Graduate Council, is the nation’s first master’s degree focused specifically on the impact data has on marketing communications. The DMC program addresses a critical industry need for communicators who understand how to use data to drive strategic messaging and marketing communications campaigns that engage and influence audiences.

The DMC program will begin accepting applications on March 1 and enroll its first cohort in fall 2016. The program is designed to be completed in 16 months.

“What clearly differentiates the DMC program is the focus on how increased data analysis can positively impact marketing communications initiatives,” said Chad Mezera, director of online programs for the College of Media. “This innovative program will graduate communicators who are adept at leveraging the vast amounts of information, gleaning key insights from that data and giving their organizations a competitive advantage.”

Students enrolled in the DMC program will complete an introductory course and then advance into four course blocks: audience, data, platforms and assessment. Each block features a quantitative course focused on the science behind marketing communications and an applications and strategies course addressing the art of marketing communications.

Core courses consist of Audience Segmentation, Message Customization, Brand Data Collection and Visualization, Social Media Optimization, User Experience Platforms, Campaign Planning and Programmatic Media Buying, Campaign Metrics and Assessment and Messaging for CRM. The program concludes with an elective course and a campaigns-based capstone experience.

“The Reed College of Media is proud to offer this one-of-a-kind graduate program,” said Acting Dean Diana Martinelli. “DMC not only meets the needs of our industry but is also closely aligned to the University’s commitment to educating students about the impact ‘big data’ has on all facets of industry and society.”

The DMC program builds on the award-winning online model adopted by the College’s Integrated Marketing Communications program, named the top online program in 2015 by the Online Learning Consortium and a finalist for PRWeek’s 2016 Education Program of the Year.

Lean more about the DMC program at


CONTACT: Christa Currey; WVU Reed College of Media

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