Online Master of Science in Digital Audience Strategy

The online Master of Science in Digital Audience Strategy prepares students to design and execute large-scale digital audience strategy through a data-driven, multidisciplinary, hands-on curriculum. Students 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: 08/20/2020


Total classes: 10

Weeks per class: 7.5

Total credit hours: 30

Degree questions, answered.

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Details

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, search engine marketing, audience research, and paid and organic social media campaigns. Students 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, students learn to make ethical business decisions regarding consumer privacy, digital data security and community engagement. Through elective courses, students develop additional expertise in areas such as management and intellectual property. Students graduate from the program ready to drive innovation and business development in the digital age.

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 reach 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.

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 Knight Foundation journalism innovator Eric Newton.
  • Former Sacramento Bee executive editor Rick Rodriguez.
  • Former Washington Post executive editor Leonard Downie, Jr.
  • Pulitzer Prize-winning investigative reporter and editor Jacquee Petchel.
  • Pulitzer-Prize winning reporter Steve Doig.

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 Knight Foundation journalism innovator Eric Newton.
  • Former Sacramento Bee executive editor Rick Rodriguez.
  • Former Washington Post executive editor Leonard Downie, Jr.
  • Pulitzer Prize-winning investigative reporter and editor Jacquee Petchel.
  • Pulitzer-Prize winning reporter Steve Doig.

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.

Study at our prestigious journalism school

The Walter Cronkite School of Journalism and Mass Communication is a leading journalism school in the U.S. For over 15 years, we have earned the best record in the Society of Professional Journalists' national "Mark of Excellence" competition. We reign first in the nation for record-breaking Hearst Journalism Awards and have the best record of any journalism school for the international Robert F. Kennedy Journalism Award for reporting on social justice issues.

223


national and regional student awards.

1,000


online students. 

46


media partnerships (beyond internships). 

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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