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.
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.
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 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.
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.
The Walter Cronkite School of Journalism and Mass Communication is the leading mass communication school in the U.S. The school, its faculty and its students are regularly recognized for their work.
journalism school.
Pulitzer Prize-winning faculty.
prestigious student media awards.
online students.
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.
Applicants must have a minimum of a 3.00 cumulative GPA in the last 60 hours of their bachelor's program. Alternatively, applicants must have a minimum of a 3.00 cumulative GPA in the last 12 units of their post-baccalaureate transcript.
All applicants must submit:
- Graduate admission application and application fee.
- Official transcripts.
- Personal statement.
- Up-to-date curriculum vitae or resume.
An applicant whose native language is not English (regardless of current residency) must provide proof of English proficiency. A TOEFL score of at least 100 on the internet-based test is required. Applicants can have these scores automatically submitted to ASU and the Cronkite School by using institution code 4007.
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.”