Online Master of Science in Digital Marketing (MSDM)

Enroll in our AACSB-accredited Master of Science in Digital Marketing (MSDM) program. Learn from industry-focused faculty about content creation, strategy and management, creative direction, social media management and SEO strategy.

Program Highlights

  • Admission in fall, spring and summer semesters.
  • No GRE score required.
  • 100% online with eight- and five-week courses.
  • Graduate in 12 months full-time or two years part-time.
Program Costs

Learn more about tuition and fees.

Please note: Some students may need to take one to three two-credit-hour Phase One courses to address deficiencies in their undergraduate course work.

Curriculum

Phase One Courses (6 Credit Hours)

Phase 1 may be waived with significant undergraduate coursework.

  • MKTG 505 Graduate Survey of Marketing (2 credit hours)
  • MKTG 515 Marketing Metrics and Statistical Analysis Tools (2 credit hours)
  • OMIS 507 Business Information Systems (2 credit hours)

Phase Two Courses

Marketing Strategy Foundation Courses (15 Credit Hours)

  • MKTG 603 Marketing Research and Analysis
  • MKTG 654 Marketing Management
  • MKTG 670 Digital Marketing Strategy

Plus, choose 2 of the following:

  • MKTG 626 Brand Strategy
  • MKTG 630 Services Marketing
  • MKTG 640 Digital Selling Strategy
  • MKTG 656 Global Marketing Strategy
  • MKTG 664 New Product and Service Innovation

Digital Marketing Foundation Courses (12–13 Credit Hours, Choose 6 Courses)

  • MGMT 627 Entrepreneurial Creativity and Innovation
  • MKTG 671 Digital Marketing and Search Engine Optimization
  • MKTG 672 Mobile Marketing
  • MKTG 673 Social Media Marketing and Advertising
  • MKTG 674 Digital Marketing Campaign Measurement
  • MKTG 675 Content Marketing
  • MKTG 677 Building and Managing Responsive Websites
  • MKTG 678 Marketing Data Visualization
  • MKTG 679 Database Marketing
  • MKTG 680 Digital Marketing Metrics
  • MKTG 682 Online Reputation Management

Capstone (3 Credit Hours, Choose 1)

  • MKTG 684 Capstone Applications in Digital Marketing
  • MKTG 686 Capstone Digital Marketing Project
AACSB-Accredited and Industry-Focused Faculty

Tim Aurand, Ph.D.

Tim Aurand, Ph.D. is the James E. Thompson Professor of Marketing at NIU, whose business marketing experience includes stints with General Motors, Caterpillar Tractor, Honeywell and as a speaker at the University of Wisconsin's Center for Professional and Executive Development. The recipient of multiple teaching awards, Aurand's research areas include branding, sports marketing and the marketing of higher education. He teaches at the undergraduate and graduate levels, including courses for NIU's MBA program, and is special section editor for Marketing Management Journal.

James Bossert

James Bossert is vice president of marketing solutions at Acxiom Corporation, where his focus is omnichannel marketing solutions. Bossert and his teams of digital experts enable marketers around the world to recognize, understand and deliver relevant, personalized messaging to consumers, on any channel or device. Bossert holds an MBA from DePaul University and a B.S in Applied Computer Science from NIU. Bossert also volunteers as a member of the board for the Wayne-DuPage Hunt, Wayne Area Conservancy Foundation and NIU College of Business board of executive advisors. Bossert will be teaching MKTG 679, Database Marketing for the MSDM program.

Alex Eddy

Alex Eddy has taught in the Department of Marketing in the College of Business for more than five years. As manager for strategic marketing for BMO Harris Bank, Eddy provides marketing and operational support to the firm's U.S. wealth management marketing team. In a prior role for the logistics group at RR Donnelley, he served as a marketing analyst. Eddy holds two degrees from NIU – a B.S. in Marketing and an M.S. in Management Information Systems – and has worked as a Graduate Assistant and Northern Ambassador.

Donald Forti

Donald Forti teaches MKTG 677, Building and Managing Responsive Websites. You’ll learn best practices in website content strategy, structure, accessibility, usability and performance. Forti is a senior web strategist with Web and Internal Communications at NIU. He creates and maintains university websites and trains faculty/staff on website best practices. Forti’s previous industry experience includes internet director and content manager for KTTC-TV/KXLT-TV in Rochester, Minnesota, and content producer for WKOW-TV in Madison, Wisconsin, and WAOW-TV in Wausau, Wisconsin. He has also managed websites for the Association for Black Culture Centers (ABCC). Forti holds a B.A. from Knox College and an M.S. from the University of Illinois at Urbana-Champaign, where he earned a Carnegie Fellowship with ABC News in New York.

Elisa Fredericks, Ph.D.

Elisa Fredericks, Ph.D. is a product development guru with expertise ranging from small to midsize businesses (SMBs) to Fortune 500 firms, who has served as an associate professor in Department of Marketing for NIU's College of Business for more than 17 years. Fredericks' research interests include innovation and the challenges facing teams. Her published works appear in Industrial Marketing Management; the Journal of Product Innovation Management; the Journal of Nonprofit and Public Sector Marketing; Group and Organization Management; The Journal of Qualitative Market Research; and The Journal of Small Business Strategy. She will teach MKTG 664, New Product and Service Innovation for the MSDM program.

Samantha C. Gibson, DBA

Samantha C Gibson, DBA is the director of the digital marketing programs, including the Master of Science in Digital Marketing. Gibson’s previous experience includes over 20 years of industry experience with BP Oil, PepsiCo and 7-Eleven. Gibson’s oversight of the MSDM program includes new course development, state of the art curriculums and oversight of the AACSB accreditation standing, ensuring the NIU’s program is competitive, marketable and addresses the needs of students seeking a career in digital marketing. Gibson’s research encompasses omnichannel marketing, digital marketing strategies and convenience store business research. Gibson teaches the capstone course in digital marketing for the undergraduate programs and digital marketing strategy for the MSDM program.

Mya Pronschinske Groza, Ph.D.

Mya Pronschinske Groza, Ph.D. is a Dean's Distinguished Junior Professor of Digital Marketing and director of the Master of Science in Digital Marketing (MSDM) program. As an academician, Groza applies quantitative and qualitative methods to study topics such as marketing strategy, branding and social media engagement. Her research has appeared in peer-reviewed publications such as the Journal of Business Research, the Journal of Business Ethics, Sport Marketing Quarterly and Marketing Management Journal. Groza teaches marketing research to undergraduate and graduate students. She will teach Marketing Research and Analysis and oversee the Capstone Application in Digital Marketing course for the MSDM program.

Andy Jeon

Andy Jeon is an assistant professor in the Department of Marketing. Generally, he teaches and researches digital marketing. Specifically, his research and teaching focus on how marketers can best utilize digital technologies such as artificial intelligence (AI), virtual reality (VR), and social media for their digital marketing campaigns. Currently, he has been actively researching the roles of social artificial intelligence (AI) such as smart speakers or chatbots in various contexts including branding, retailing, health, and social marketing. His research has appeared in various journals including Journal of Interactive Marketing. Before coming to the academic profession, he worked as a market researcher working with the government policymakers, the industry and the consumer groups.  

Will Johnson

Will Johnson is a data solution architect at Microsoft working with customers on analytics in the cloud. At Microsoft, Johnson has helped implement marketing technology and analytics stacks for fortune 500 companies and trained data science models for customer churn and marketing offer effectiveness. In previous roles, Johnson managed a team of marketing analysts focusing on shaping marketing strategies. Johnson holds an M.S. in Predictive Analytics from DePaul University and a BS in Marketing from NIU, with a certificate in Interactive Marketing. He teaches MKTG 674, Digital Marketing Campaign Measurement for the MSDM program.

Reza Rajabi, Ph.D.

Reza joined the College of Business as an assistant professor of marketing in August 2019 after completing his Doctor of Philosophy degree in marketing at the University of Massachusetts, Amherst. He received his B.S. in industrial engineering and M.S. in socio-economic system engineering. Reza’s academic research interests lie at the intersection of marketing/sales and analytics. Applying various data analytics methods, Reza’s primary research focuses on sales analytics, salesforce analytics, and marketing/sales capabilities at early stages of startups. Since joining the College of Business, Reza has taught personal selling at the undergraduate level, data visualization and database marketing at the graduate level, and sales analytics for the sales executive program at NIU Marketing Department.

Denise Schoenbachler, Ph.D.

Denise Schoenbachler, Ph.D. is the Douglas and Cynthia Crocker Endowed Professor in Business at NIU's College of Business and has served on the marketing faculty for more than 25 years, at one time holding the dean of the College of Business position for 10 years. An award-winning teacher and scholar, Schoenbachler's research interests include women's leadership issues, marketing strategy and privacy issues in marketing. She developed the interactive marketing area of study for NIU, the precursor to the current digital marketing area of study. Schoenbachler is the director of the Women's Leadership Institute in NIU's College of Business. Schoenbachler will be teaching MKTG 654, Marketing Management, for the MSDM program.

Ursula Sullivan, Ph.D.

Ursula Sullivan, Ph.D. is an associate professor in the Department of Marketing in the College of Business at NIU. Sullivan's research focuses on global marketing strategy with published works covering global distribution and supply chain alliances, sales channel strategy, and branding. Her corporate and consulting experience is in the consumer-packaged goods, grocery wholesaling and foodservice industries. She sits on the board of the Marketing Management Association (MMA) and currently serves as the program chair for MMA's Fall Educators' Conference (through 2020). Sullivan teaches Global Marketing Strategy at the undergraduate and graduate levels and the marketing core course to Executive students. Sullivan will be teaching MKTG 656, Global Marketing Strategy, for the MSDM program.

Elina Tang

Elina Tang, Ph.D., is an assistant professor in the Department of Marketing. With a diverse educational background and a strong interest in transdisciplinary research, she has published in peer-reviewed journals in disciplines such as marketing, public health, statistics and journalism. Her work has been featured by Adweek, CBS, Marketing Science Institute, Missourian and Reynolds Journalism Institute. Tang serves on the editorial review board of the Journal of the Academy of Marketing Science and is a founding member of the Adweek Academic Council. An award-winning teacher, Tang has taught undergraduate and graduate levels courses. She will teach MKTG 673, social media marketing and advertising.

Apply

Admission to the MSDM program is competitive. To apply, you must have successfully completed a bachelor's degree from an accredited institution in the U.S. or have the equivalent level of education from a university outside the U.S.

Application materials include:

  • NIU Graduate School online application.
  • $60 nonrefundable application fee.
  • Official transcripts from all undergraduate institutions attended.
  • A one-page personal statement describing your preparation for graduate study in digital marketing, your career goals and how our program can best help you meet those goals.
  • Two letters of recommendation.
  • Professional resume.

Contact Us

Department of Marketing
Barsema Hall
740 Garden Road
DeKalb, IL 60115
833-358-1715
niuonline@niu.edu

NIU College of Business AACSB Accredited

P&Q Best Undergraduate Business Schools logo

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