Online Master of Science in Digital Audience Strategy

Arizona State University’s Master of Science in digital audience strategy program is designed to support careers in marketing and communications. Through coursework and firsthand experience, you’ll have the opportunity to create powerful strategies that draw from techniques related to analytics, search engine optimization, social media campaigns and insightful audience research.

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Quick facts

Next start date:

Next start date: 01/09/2023


Total classes:

Total classes: 10

Weeks per class:

Weeks per class: 7.5

Total credit hours:

Total credit hours: 30

Degree questions, answered.

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What is a digital audience strategy master’s degree?

This digital marketing degree is structured to provide you with the knowledge and experience needed to design and execute large-scale initiatives for attracting, growing and engaging an online following. The multidisciplinary nature of the program incorporates insights from the worlds of search engine optimization (SEO), search engine marketing (SEM), audience research and social media campaigns. You can learn how to measure and analyze consumer trends and behavior to grow audiences through tailored digital content.

What will I learn in the digital audience master’s program?

 

This digital marketing degree combines a diverse array of perspectives — from ethics, law and social science research to multimedia content creation and real-time data analysis. You’ll also build abilities in writing, public speaking, entrepreneurship, leadership, project management and more. The central focus of this program is to learn how to apply these various disciplines as you plan strategies for driving digital audience growth and further innovation.

In addition to your core courses, you’ll also have the opportunity to delve deeper into your passion area when you choose a specialization. Areas of specialty include:

  • Audience data.
  • Content creation.
  • Inclusive leadership.
  • Media entrepreneurship.
  • Media literacy.

Is a master’s in digital marketing worth it?

 

The digital audience strategy master’s degree curriculum emphasizes in-demand skills and abilities. With an expansive, practical knowledge of how to connect with audiences through digital channels and social media, you can pursue opportunities with organizations in the public and private sectors. The need for trained individuals who know how to reach large online audiences is extensive. Institutions that seek this kind of expertise include:

  • Advocacy groups.
  • Corporations.
  • Government agencies.
  • News organizations.
  • Nonprofits.

With your ability to build an audience, you can support efforts to drive a wide range of important outcomes for these groups. Your efforts can help grow sales, solicit donations, attract political support and more.

In addition, as you work toward the completion of this degree, you can earn professional certifications in:

  • Google Ads.
  • Google Analytics.
  • Hootsuite.
  • Inbound marketing.

Does my master's in digital marketing say 'online'?

No, Arizona State University’s diplomas don’t specify whether you earn your degree online or in person. All diplomas and transcripts simply say “Arizona State University.” That’s because ASU Online students learn from the same faculty and receive the same course content as in-person students receive.

Featured digital audience strategy master’s courses

In this digital marketing degree, you’ll complete coursework on the fundamentals of measuring, analyzing and engaging with digital audiences. Additionally, you’ll complete a capstone course, allowing you to work with real clients to develop, test and execute audience growth strategies. As an added option, you may also complete an internship for credit and to gain practical experience in the field. Courses may include:


Core

Defining the Digital Audience


Core

Digital Audience Analytics


Core

Digital Audience Research and Behavior


Core

Media Entrepreneurship


Core

Media Law


Core

Search Engine Strategy for Digital Audience Acquisition


Core

Social Media Campaigns and Engagement


Capstone

Digital Audience Management


What can I do with a master’s in digital marketing?

After earning your Master of Science in digital audience strategy, you’ll have the knowledge and skills needed to compete for advanced roles related to social media, digital content, journalism, communications and more. This degree can support professional growth for those already in a related field or serve as a stepping stone to a new career path. Positions you may consider include:

App developer

Communications manager

Content strategist

Digital content creator

Journalist

Marketing director

Production manager

Public relations supervisor

Social media strategist

Renowned leaders in communications and the media

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.

Renowned leaders in communications and the media

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.

Digital audience strategy master’s degree admission requirements

Applicants to the Master of Science in digital audience strategy program must fulfill the requirements of both the Graduate College and the Walter Cronkite School of Journalism and Mass Communication.

Application requirements

Additional admission information

A community of excellence for emerging communications leaders

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.

Financial aid can reduce out-of-pocket costs, resulting in less financial stress and increased academic confidence. Learn more.

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.

Financial aid can reduce out-of-pocket costs, resulting in less financial stress and increased academic confidence. Learn more.

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