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 digital marketing strategies using social media campaigns, data analytics and audience research.

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Quick facts

Next start date:

Next start date: 08/22/2024


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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Elevate your digital marketing career with an online master’s degree

Emphasizing in-demand skills and abilities, this online master’s program provides you with the knowledge and experience needed to design and execute large-scale initiatives for attracting, growing and engaging customers. The multidisciplinary program incorporates audience data, search engine optimization (SEO), search engine marketing (SEM), market research and social media campaigns.

In addition to your coursework, you’ll earn professional digital marketing certifications that’ll help you stand out from the competition when applying for roles. These certifications include:

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

Upon graduation, you’ll be prepared to elevate your digital marketing career and pursue opportunities with organizations in the public and private sectors. With your ability to build an audience, you’ll be equipped with the knowledge and skills needed to drive a wide range of impactful outcomes for these organizations. Your efforts can help grow sales, solicit donations, attract political support and more.

What you’ll learn in this digital audience strategy master’s program

Throughout this master’s program, you’ll learn how to measure and analyze consumer trends and behavior to grow audiences through tailored digital content. Coursework combines a diverse array of perspectives — from ethics, law and social science research to multimedia content creation and real-time data analysis — in a holistic digital marketing curriculum. 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 advancing innovation.

In addition to your core courses, you’ll also have the opportunity to delve deeper into your passion area by choosing a specialized elective track. Areas of specialty include:

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

Want to know more? We debunk six common myths about pursuing a digital audience strategy master’s program.

Who’s a good candidate for this program?

This program is ideal for professionals looking to advance their marketing or audience engagement careers. It also benefits those looking to develop the skills needed to break into a digital marketing career.

Trained individuals who know how to reach large online audiences are in high-demand. Upon graduation, you’ll be prepared to work for institutions that seek this kind of expertise, including:

  • Advocacy groups and nonprofits.
  • Communication agencies.
  • Corporations.
  • Government agencies.
  • News organizations.

Will my diploma 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.”

Courses in digital marketing and specialized elective tracks

In this digital audience strategy master’s, you’ll complete coursework on the fundamentals of measuring, analyzing and engaging digital audiences. You’ll also have the opportunity to choose from five specialized elective tracks based on your passions and interests. You’ll gain practical experience in a a hands-on capstone course where you’ll work with real clients to develop, test and execute audience growth strategies. You may also complete an internship for credit.


Prepare for leadership roles in digital marketing and more

Upon completing this master’s program, you’ll be equipped with 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. Potential career paths include, but aren’t limited to:

Renowned leaders in communications and the media

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

  • Award-winning podcast hosts Roddy Nikpour and Abby Zufelt.
  • Entrepreneur Eli Chmouni.
  • Media literacy expert Dr. Kristy Roschke.
  • Pulitzer Prize winner Julia Thompson.

Renowned leaders in communications and the media

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

  • Award-winning podcast hosts Roddy Nikpour and Abby Zufelt.
  • Entrepreneur Eli Chmouni.
  • Media literacy expert Dr. Kristy Roschke.
  • Pulitzer Prize winner Julia Thompson.

How to apply

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.

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

Use our calculator to estimate your full-time or part-time tuition fees for this program prior to any financial aid. Keep in mind that most of our students receive financial aid, which can reduce out-of-pocket costs. Learn more.

Tuition calculator

Use our calculator to estimate your full-time or part-time tuition fees for this program prior to any financial aid. Keep in mind that most of our students receive financial aid, which can reduce out-of-pocket costs. Learn more.

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