Online Master of Science in Digital Audience Strategy

The online Master of Science in digital audience strategy prepares you to design and execute large-scale digital audience growth and engagement strategies through a data-driven, multidisciplinary, hands-on curriculum. You’ll learn to measure and analyze how consumers interact with content online, on social media and on mobile devices.

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Quick facts

Next start date: 01/11/2021


Total classes: 10

Weeks per class: 7.5

Total credit hours: 30

Degree questions, answered.

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Learn digital audience strategy

Students in the online MS in digital audience strategy learn strategies and tactics to grow audiences through audience-first digital content that leverages search engine optimization (SEO), search engine marketing (SEM), audience research, and paid and organic social media campaigns. You’ll work with real-world clients to analyze content performance and develop, test and execute audience growth strategies in real time.

Through required coursework in ethics, media law and entrepreneurship, you’ll learn to make ethical business decisions regarding consumer privacy, digital data security and community engagement. Through elective courses, you’ll develop additional expertise in areas such as data science, leadership and management, and intellectual property. Students graduate from the program ready to drive digital innovation and business development.

Organizations in both the public and private sectors have a critical and growing need to connect with audiences on digital and social media. Corporations, advocacy groups, entrepreneurs, government agencies, community groups, news organizations and nonprofits all need professionals who understand how to cultivate large online audiences with content in order to increase sales, advertising, donations, political support and community cohesion. The expertise required to leverage online audiences includes training in multimedia content creation, social science research, real-time data analysis, digital audience behavior, ethics, law, entrepreneurship, leadership, project management, writing and public speaking.

The Cronkite School's online Master of Science in digital audience strategy blends all of these disciplines to prepare students to be leaders in digital audience growth and innovation.

Digital audience strategy job outlook

 

Economic data suggest there is high demand for graduates with these skills. There were approximately 173,000 average monthly postings for related jobs in the past year, according to ASU's Emsi economic modeling tool. For every three unique job postings, there was only one hire, indicating unsatisfied market demand.

Companies posting these jobs ranged from Oracle Corporation and Accenture to Facebook and Google. The need for these skills is especially acute in the media industry.

The rapid development of the digital strategy field means that there are few veteran digital audience specialists prepared to lead teams and manage sophisticated digital audience strategies, underscoring the need for professionals with graduate-level skills.

Featured courses


MCO 561 - Defining the Digital Audience


MCO 562 – Search Engine Strategy for Digital Audience Acquisition


MCO 563 - Social Media Campaigns and Engagement


MCO 564 - Digital Audience Research and Behavior


MCO 565 - Digital Audience Analytics


MCO 566 - Digital Audience Management


MCO 556 - Media Entrepreneurship


MCO 503 - Media Law


Related careers

Marketing director

Production manager

Public relations supervisor

Communications manager

Prestigious faculty

The Walter Cronkite School of Journalism and Mass Communication attracts award-winning professional journalists and world-class media scholars from across the country.

  • Digital media leader Dan Gillmor.
  • Former BET vice president Retha Hill. 
  • Former Washington Post executive editor Leonard Downie, Jr.
  • Pulitzer Prize-winning investigative reporter and editor Jacquee Petchel.
  • Pulitzer-Prize winning reporter Steve Doig.
  • Sue Clark-Johnson Professor in Media Innovation and Leadership Mi-Ai Parrish, media executive.

Prestigious faculty

The Walter Cronkite School of Journalism and Mass Communication attracts award-winning professional journalists and world-class media scholars from across the country.

  • Digital media leader Dan Gillmor.
  • Former BET vice president Retha Hill. 
  • Former Washington Post executive editor Leonard Downie, Jr.
  • Pulitzer Prize-winning investigative reporter and editor Jacquee Petchel.
  • Pulitzer-Prize winning reporter Steve Doig.
  • Sue Clark-Johnson Professor in Media Innovation and Leadership Mi-Ai Parrish, media executive.

Admission requirements

Applicants are eligible to apply to the program if they have earned a bachelor's degree or higher from a regionally accredited in the U.S. or the equivalent of a U.S. bachelor’s degree from an international institution that is officially recognized by that country.

Application requirements

Additional Application Information

Study at our award-winning journalism school

The Walter Cronkite School of Journalism and Mass Communication is a leading journalism school in the U.S. For more than 15 years, its students have won more awards in the Society of Professional Journalists national “Mark of Excellence” competition than any other university. Student reporting projects on social justice issues have won five Robert F. Kennedy Journalism Awards – the most of any journalism school in the country. The Cronkite School regularly ranks in the top five journalism schools in the country for broadcasting, photojournalism and strategic communications awards.

223


national and regional student awards.

1,260


online students. 

46


media partnerships. 

16


student organizations.

Tuition calculator

Our tuition calculator can help you estimate full-time tuition fees for this program without financial aid. Keep in mind: More than 80% of our students receive financial aid.

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