Jul 20, 2019  
2019-2020 Graduate Catalog 
    
2019-2020 Graduate Catalog

Master of Science in Digital Marketing


The M.S. in digital marketing program provides advanced study in marketing and digital marketing to prepare students for the challenges of working in the digital marketing field. The program’s online format and professional orientation provide an opportunity for a large population of potential graduate students who cannot commit to either a full-time or location-based program to obtain the advanced degree. The program is designed to meet both the needs of full-time students and working professionals who desire to earn the degree while continuing to work full time. Graduates of the program will possess a set of marketable skills along with the business acumen needed to identify, engage, and continue meaningful relationships with both business customers and consumers.

The program provides opportunities to develop knowledge related to marketing and digital marketing concepts. The program also focuses on the development of communication, research, and technology skills and an understanding of ethical issues and expectations of the business community for professional conduct.

Check departmental information for additional requirements.

Master of Science in Digital Marketing Learning Goals


Graduates from the NIU Department of Marketing’s Master of Science in digital marketing program will fulfill the following learning goals:

  • Learning Goal 1: Demonstrate Appropriate Knowledge of the Impact of Digital Technologies on Marketing Strategies
  • Learning Goal 2: Demonstrate Problem Solving and Critical Thinking Skills
  • Learning Goal 3: Demonstrate Communication and Presentation Skills
  • Learning Goal 4: Demonstrate Marketing Metrics Skills
  • Learning Goal 5: Demonstrate Global Business Environment Knowledge
  • Learning Goal 6: Demonstrate Ethical Business Practice Awareness

Admission


Admission to the Master of Science in digital marketing program is competitive. At a minimum, applicants must meet the admission requirements of the NIU Graduate School and demonstrate that they possess the following minimum qualifications:

For applicants with a baccalaureate or higher degree from an accredited U.S. college or university:

  • Strong record of academic achievement demonstrated by cumulative GPA.
    Note: The GMAT is not required but may be submitted to supplement the academic record if GPA does not fully demonstrate academic ability.
  • Positive recommendations, preferably from an academic source.

For International applicants without a baccalaureate or higher degree from an accredited U.S. college or university:

  • Strong record of academic potential demonstrated by GMAT score.
  • Command of both oral and written English-those for whom English is not their first language must submit a minimum TOEFL (IBT) score of 80 or IELTS score of 6.5. Possession of a baccalaureate or higher degree from an accredited institution may serve in lieu of the TOEFL score.
  • Positive recommendations, preferably from an academic source.

For NIU University Honors/STEM baccalaureate graduates:

NIU University Honors students who graduate with a B.A. or B.S. in a STEM-related field are guaranteed admission into the Master of Science in Digital Marketing program as space permits. These students are exempt from the GMAT requirement.

Degree Requirements (30-37)


The Master of Science in digital marketing consists of two phases. Phase One is designed to address deficiencies in undergraduate course work considered to be prerequisite for the Phase Two (30-31 semester hours) graduate course work. Students with significant undergraduate course work in business may be waived from some, or all, of the Phase One requirements.

Phase Two consists of 12 courses, five courses are required from Marketing Foundation (15 semester hours  and six courses are required from Digital Marketing Foundation (12-13 semester hours). Students must either complete a capstone project or a capstone thesis (3 semester hours).

Phase Two (30-31)