West Virginia University's Reed College of Media - Online Master of Science in Marketing Communications Programs

West Virginia University (WVU) offers three online programs through the Reed College of Media: Master of Science in Integrated Marketing Communications, Master of Science in Data Marketing Communications and Master of Science in Digital Marketing Communications. All three programs are designed to be completed entirely online, without any visits to campus. WVU uses the eCampus course management system to deliver online coursework and facilitate interaction between students and instructors. The Reed College of Media also hosts an optional in-person conference called Integrate, which gives marketing communications professionals and graduate students the opportunity to network, learn and share what is happening in the industry. The conference has been held in cities such as Chicago, Washington, D.C., New York, and Houston. The conference also offers a free, online version, Integrate Online, with monthly panels.

Online Master of Science in Integrated Marketing Communications

The Master of Science in Integrated Marketing Communication (IMC) program at WVU teaches students how to reach consumers with effective, well-timed messages in appropriate media channels and platforms. Along with an introduction to IMC, the curriculum provides students with hands-on learning experiences in strategic practice areas, including social media, digital marketing, advertising, creative strategy and public relations.

The program is designed to be flexible, allowing students to choose how many courses they take each semester. Students attending full time can complete the program in 18 months, while students taking a part-time course load can finish in two to three years. However, it is possible to complete the program in just one year, and students have up to eight years to finish their degree, if necessary. Students can also take semesters off, as long as they do not go more than two years without taking a course.

The degree requires 30 credits, with a total of 10 courses (three credits each) divided between an introductory course, core courses, specialty courses, electives and a capstone course. Students can also choose to complete an optional area of emphasis in the following areas:

• Creative Strategy
• Data Marketing Communications
• Digital and Social Media
• Healthcare Communications
• Higher Education Marketing
• Public Relations Leadership

Each area of emphasis requires the completion of four elective courses and students may apply three of these electives to their degree requirements.

The program begins with an Introduction to IMC course, which examines the foundational concepts of integrated marketing communications and serves as an orientation to the graduate program at WVU. The remaining core classes may be taken in any order and are offered each term. These courses serve as the fundamental building blocks to professional development in IMC, and include Marketing Research and Analysis, Audience Insights and Brand Equity Management.

Students also must complete two specialty courses, with the program suggesting they select areas of study they are least familiar with instead of taking classes in their area of professional interest. Specialty classes are offered each term and include Creative Strategy Execution, Direct Marketing, PR Concepts and Strategy and Emerging Media and the Market. In addition to specialty courses, students must also take three electives. There are nearly 30 elective options, covering broad areas within IMC, such as Digital Storytelling, Content Marketing, Healthcare Marketing, Mobile Marketing, Higher Education Marketing, Disruptive Innovation and Visual Information Design.

The program ends with a capstone course that includes two options: a “Provided-Client” option and a “Selected-Client” option. In the Provided-Client capstone, a national client is selected at the start of the course, and students then research the client’s marketing communications and industry and develop an IMC campaign proposal. The best campaigns are chosen by the instructor and students have an opportunity to pitch their campaign ideas to the client.

In the “Selected-Client” capstone, students choose their own clients for the course. These clients are usually the student’s current or former employer and must be approved by the instructor. Like the Provided-Client option, students then conduct industry research and create a professional IMC campaign proposal for their client, incorporating concepts and best practices they learned throughout their studies.

Online Master of Science in Data Marketing Communications

WVU’s Master of Science in Data Marketing Communications program teaches students how to leverage and interpret data for strategic decision-making. Coursework incorporates hands-on, applied learning experiences, giving students the opportunity to work with data analysis tools to complete advanced work in data-driven analysis and campaigns. The program uses a cohort model, which means students start and complete the program together as a group, taking courses in a sequential order. As a result, the program’s curriculum may not be as flexible as the online IMC program.

The degree requires 30 credits, with a total of 10 courses (three credits each) split between an introductory course, eight classes in thematic blocks (core classes) and a capstone course. The program begins with an Introduction to Data Marketing Communications course, which provides an overview of the Data program, curriculum, campaign management, fundamentals of marketing measurement and data visualization. It also includes a “quantitative boot camp” to ensure students are prepared for the remainder of the Data coursework. After the introductory course, students progress into their core courses.

The curriculum culminates in a capstone course entitled Data Marketing Communications Campaigns. This course requires students to synthesize what they have learned during the program into a data-driven communications campaign for a real-world client.

Online Master of Science in Digital Marketing Communications

The Master of Science in Digital Marketing Communications is a 30-credit, 10-course program that prepares students to leverage the latest media technologies in order to develop compelling campaigns and other media for organizations across the public and private sectors. There is an accelerated option that is designed to enable students to earn their master’s in one year, or you can opt into a full time or part time schedule. Students take an introductory course in Digital Marketing Communications before embarking on courses that are grouped into three complementary categories:

• Application and Technology Courses: Mobile Marketing; Social Media and Marketing; and Web Metrics and SEO
• Content and Production Courses: Digital Storytelling; and Digital Video Production
• Strategy and Campaign Planning Courses: Audience Research and Segmentation; Campaign Metrics and Assessment; Customer Engagement Strategies

The above courses give students a thorough background in digital communication and audience analytics technologies and how they can be paired with storytelling principles to compel diverse audiences. The program culminates in a capstone course entitled Digital Marketing Communications Campaigns. Through this course, students apply the knowledge and skills they have honed in their previous coursework to a comprehensive digital media campaign for a selected industry partner. Upon successfully completing their capstone project, students also earn certifications in platforms such as Facebook and Google.

West Virginia University is accredited by The Higher Learning Commission (HLC).

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*Estimated tuition is calculated by multiplying the cost per credit hour by the number of credits required to graduate. It does not include fees or other expenses.