Digital Marketing Analytics, M.S.

Print Degree Planner (opens a new window) |

The Master of Science (M.S.) in Digital Marketing Analytics (DMA) at the University of Southern Maine (USM) School of Business equips professionals with the essential skills and knowledge to excel in a data-driven marketing environment. This program will prepare students to make informed, data-driven decisions that enhance business performance and competitiveness in a rapidly evolving digital landscape.

Admissions Criteria

Admissions Criteria This program is intended for domestic and international students from a variety of educational backgrounds. A marketing degree is not required to enroll in this program. However, students applying for admission will need to have:

● Earned an equivalent of a U.S. undergraduate degree from an accredited college or university with a GPA of 3.0 or higher, or be a USM student admitted into our 4+1 pathway.

● Undergraduate statistics course with a grade of B or higher (or complete one during the first term prior to enrolling in any 600 level courses). Because of the importance of data in digital marketing it is important for students to explore data analysis methods. Descriptive and inferential statistics as well as quantitative research methodologies and multivariate data analysis will be taught in the digital marketing research Methods course included in this program.

Accelerated Pathway (4+1 Program)

Accelerated Pathway (4+1 Program) USM’s Accelerated Graduate Pathway (AGP) to the Digital Marketing Analytics master’s program allows students to begin taking graduate level courses during their final year of undergraduate study. These courses will satisfy credit requirements for both the undergraduate and graduate programs, allowing undergraduate students to complete up to 12 graduate-level credits. Additionally, students who meet undergraduate progress standards will have their graduate application fee waived and gain automatic admission to the Digital Marketing Analytics program.

Students can select ‘Accelerated Graduate Pathway’ when they enroll at USM or by filling out an electronic ‘change of major’ form once enrolled at USM. To remain eligible, students must maintain a GPA of 3.0. Before beginning DMA coursework, students must successfully complete a statistics course and earn a grade of B or better. In the final year of their undergraduate study, students can complete up to 12-credits of DMA course work. A minimum of 108 undergraduate credits and 30 graduate credits are required to complete both degrees.

Students must meet all previous conditions in order to continue from their undergraduate degree into the Digital Marketing Analytics program. Students must be reflected in MaineStreet as pursuing the accelerated pathway in order to move from the undergraduate degree to the graduate program without a separate admission application process.

An Accelerated Graduate Pathway (AGP) option is available for current USM undergraduate students in any major. *Please note, current undergraduate students in the School of Business who elect the AGP option may only apply

DMA 500 - Foundations of Digital Marketing

DMA 625 - Digital Marketing Strategies

DMA 635 - Digital Marketing Advertising

, and

DMA 610 - Digital Marketing Channels

as general electives to their undergraduate degree.

Program Requirements

The DMA program requires 30 credits of specialized digital marketing analytics courses. All courses are offered in an online 8-week format. Students can begin the program in either fall, spring, or summer.

Time Requirements

Graduate level education is a time-intensive endeavor that should be undertaken after careful consideration of the prospective students’ ability to fulfill all program requirements while also managing employment and other obligations. While the program does provide a pathway for completion in one calendar year, we encourage a 2 year timeframe for those with significant outside employment or other time intensive commitments.