Digital Marketing Specialization

This MBA specialization will help you rapidly adapt to advancing technologies that are transforming business landscapes.

Learning Objectives

Concordia University Chicago's MBA specialization in digital marketing provides you with the strategic and analytical skills to guide organizations in a digital world that is overflowing with data on customers, products, and interactions. The four courses within this specialization are designed to help you understand digital marketing strategy and planning, mobile marketing and social media strategies as well as digital marketing analytics. Your organizations are demanding that you understand important and appropriate digital metrics and how to use them to analyze and improve digital marketing initiatives and marketing ROI. Graduates will successfully champion digital marketing campaigns while achieving their organization’s growth initiatives.

Specialization Outcomes

Synthesize concepts from various business disciplines to develop effective digital marketing strategies and strategic plans.
Develop a refined management and leadership framework to evaluate ethical issues in digital marketing and social media strategies.
Understand current developments in social media, the potential impact on marketing strategies, and selection of appropriate information technologies to develop business solutions and improve performance.
Integrate a global interconnectedness perspective into a business philosophy and practice.

Career Possibilities

Digital Content Marketing Manager
Director of Digital Marketing Strategy
Digital Brand manager
Digital Marketing Consultant
VP of Global Digital Marketing Programs

Demand for MBA Graduates

According to the Graduate Management Admission Council® survey of 185 companies in 33 countries worldwide, 87-percent of employers plan to maintain (43 percent) or increase (43 percent) head-counts for new MBA hires. Forty-one respondents are affiliated with companies in the Fortune 500, and include 22 from Fortune 100 firms.

Specialization Information

Digital Marketing*
Offered Terms
Semester 1
1^st (8 weeks)	MBAD6105	Digital Strategy & Planning
2^nd (8 weeks)	MBAD6110	Digital Marketing Analytics
Semester 2
1^st (8 weeks)	MBAD6115	Social Media Marketing Communications
2^nd (8 weeks)	MBAD6120	Mobile Marketing

*Courses are offered on a rotational basis

Digital Strategy and Planning

Combines the strategic view of digital marketing with a tactical approach using exercises and projects to learn and use the tools and techniques of digital marketers. This course will develop a strategic framework for planning and analyzing digital marketing strategies. Students will leave the course with a working knowledge of the tools and processes for creating, managing, and executing digital marketing plans.

Digital Marketing Analytics – social media measurement, search and website measurement.

This course will focus on the analytical insights derived from online marketing initiatives within social media, search and website activity. This course will guide students through web analytics and other data sources to better understand important and appropriate metrics and how to use them to analyze and improve digital marketing initiatives.

Social Media Marketing Communications

This course is designed to help students understand how marketing communications has (and has not) changed due to the rise of social media. More importantly, the course will equip students with appropriate knowledge, perspectives, and practical skills for leveraging the opportunities inherent in social media and consumer-to-consumer social interactions for achieving business and marketing goals.

Mobile Marketing

Mobile Marketing focuses on utilizing the power of mobile technologies as a means to access and communicate with increasingly mobile consumers. Mobile is at the epicenter of the highly disruptive changes occurring within digital marketing. The introduction of new mobile marketing vehicles is accelerating. Marketers need to be aware of the evolving options available, evaluate which are relevant to their marketing objectives and create compelling campaigns that take advantage of the power of these new media.

Seminar in Higher Education (EDU 6015)

In addition to the base program curriculum, international students attending face-to-face classes on the CUC campus are required to take the Seminar in Higher Education, a 3-credit course. This requirement will not apply to international DBA students studying exclusively online.