Digital Marketing, M.S.

General Program Information

Graduate School Contact:
Cindy Hill; hillcc@etsu.edu; (423) 439-6590

Dr. Kelly Price-Rhea, Graduate Coordinator

Business and Technology
127 Sam Wilson Hall
Box 70625
(423) 439-5854
e-mail: pricekb@etsu.edu

Program Admission Requirements

In addition to requirements of the School of Graduate Studies as found in the Graduate Catalog, the Master of Science in Digital Marketing will require:

• GMAT (Applicants with at least 2 years of relevant professional experience can request a waiver for this requirement.)
• Three letters of recommendation.
• A minimum undergraduate GPA of 3.0 on a 4.0 scale.
• A current resume
• A bachelor’s degree in marketing or communication is preferred. Applicants with other degrees will be considered; additional coursework may be required.

The graduate program coordinator and admissions committee (comprised of marketing program graduate faculty) will review all applications and accept the most qualified. Students who are admitted and/or enrolled in other graduate programs at ETSU will have the option to enroll in the MSDM courses, with approval of the MSDM graduate program coordinator. In year one, students will only be admitted in the fall semester. Starting in year two, there will be two admission groups. By year three, the program will be operating at its full capacity. A full time student could feasibly complete the degree in approximately 18 months. However, degree completion will be determined by the number of hours in which the student enrolls each semester. Retention standards are the same as used by graduate studies and are found in the graduate catalog.

Student Advisement

All students are advised by the graduate program coordinator and the Office of Graduate Studies in Business and Technology. In addition, the Online Graduate Student Liaison and the Graduate Student Success Specialist are currently in place to assist with various student services within the ETSU School of Graduate Studies.

Capstone Experience

The capstone experience, MSDM 5100 Digital Marketing Strategic Experience , is a culminating course for all students pursuing this degree. Some students design a business plan for a new interactive enterprise. Students who are currently employed complete a strategic experience project related to their current work environment. Other students develop a strategic experience appropriate to their current situation. Students completing a business plan present their plan via videoconference to the instructor and such other appropriate entities as Small Business Administration officials, ETSU Entrepreneur’s Club, ETSU’s Marketing Association and venture capital entities. Students completing a strategic experience related to their current work situation make a videoconference presentation to their supervisor, colleagues and the assessing instructor. The Adobe Connect software program is currently used for video teleconferencing at ETSU with technical support provided by the Office of Technology Support. It offers easy, real time viewing, and it’s also very easy to record the presentations for archiving and for asynchronous viewing by students and reviewers.

Requirements for Degree:

• ADVR 5101 - Topics in Advertising (1-6 credits)
• MSDM 5000 - Social Media and the Brand (3 credits)
• MSDM 5010 - Digital Marketing Research (3 credits)
• MSDM 5020 - E-Commerce Marketing/Direct Marketing (B2C)
• MSDM 5030 - Consumer Behavior in the Online Environment (3 credits)
• MSDM 5040 - B2B Digital Marketing (3 credits)
• MSDM 5050 - Web Analytics (3 credits)
• MSDM 5060 - Business Analytics, Data Visualization and Online Metrics (3 credits)
• MSDM 5080 - Search Marketing (3 credits)
• MSDM 5090 - Digital Marketing Strategy (3 credits)
• MSDM 5100 - Digital Marketing Strategic Experience (3 credits)
• PUBR 5320 - Public Relations Case Studies (3 credits)

Total required for program: 36 credit hours