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College of Media launches Data Marketing Communications master's program

Your digital footprint follows you everywhere — from online, to the grocery store, even to the gym. Companies are constantly collecting valuable data about our spending and lifestyle choices, and they’re using that data to customize and target their marketing messages to consumers.

In response to the critical industry need for data-savvy communicators, the West Virginia University Reed College of Media is now offering the nation’s first online master’s degree in Data Marketing Communications (DMC).

This fall semester, the program enrolled its first cohort of students. Among them is alumnus Alex McPherson, director of analytics and insights at FleishmanHillard, a global communications firm located in Dallas, Texas. McPherson, a 2011 public relations graduate, says the new DMC program will greatly expand his skillset.

“In looking for a graduate program, I wanted something grounded in the convergence of data analysis and the marketing/journalism industry, but I needed the flexibility of an online program,” McPherson said. “I never thought I’d be going back to WVU so it’s a thrill to once again be a student Mountaineer.”

Students in the DMC program will learn how to “read” and use audience data to drive marketing communications messaging and campaigns for clients in the public and private sectors. DMC Instructor Cyndi Greenglass, founding partner of Diamond Marketing Solutions, says graduates of the program will be in high demand”

“Graduates of this degree will stand out in the marketing field not only being able to understand the data and what it means, but they will also know how to use it effectively for better decision-making,” said Greenglass.

The 33-credit hour DMC program is designed to be completed in 16 months. Enrollment for the next cohort begins in fall 2017 and will continue on a rolling basis. For more information about DMC, visit http://dmc.wvu.edu.