Digital Marketing Specialization

The internet and advances in digitization and social networking are transforming how companies and governments interact with customers and partners. Virtually every company in every industry is committed to establishing a “digital presence” that enables it to interact with customers and suppliers in new ways.  As a result, today’s marketing managers need a deep understanding of how digital tools can be used to develop insights about customers and competitors and make key decisions about price, communications, channels, and products.  These tools include the latest developments in areas such as social media, crowdsourcing, data analytics, mobile, and e-commerce.  This specialization provides students with the strategic and analytical skills to obtain positions in organizations that are using these digital marketing tools and resources to add value to those organizations.  The organizations include the “suppliers” of these new digital tools (e.g., Google, Facebook), consulting firms and advertising agencies, and traditional companies that are routinely using these tools and resources to aid in making everyday decisions.

Academic Advisors:

Professor Vasant Dhar, 212-998-0816
Professor Russell Winer, 212-998-0540

Course List

Complete a combination of 9 credits from the two lists below, taking at least 3 credits from each one.


Complete at least 3 credits (and up to 6 credits) from the list below:

Course Number Course Title
MKTG-GB.2344 Data Driven Decision Making: Managerial
TECH-GB.2336* Data Science for Business Analytics - Technical
TECH-GB.3109 Digital Marketing Analytics
TECH-GB.3310   Digital Marketing Analytics
TECH-GB.3336* Data Science for Business Analytics - Managerial
TECH-GB.3383  Networks, Crowds, and Markets: Reasoning about a Highly Connected World

* Not eligible to count towards this specialization if this course was taken as part of your core requirements (Full-Time students only).


Complete at least 3 credits (and up to 6 credits) from the list below:

Course Number     Course Title
INTA-GB.2140 Narrative & Numbers
MKTG-GB.2124 Digital Disruption: Creating and Capturing Value
MKTG-GB.2125 Digital Media Innovation
MKTG-GB.2133 Digitalization and Society
MKTG-GB.2150  Social Media & Mobile Technologies
MKTG-GB.2173  New Media in Marketing                                                                                    
MKTG-GB.2325 Digital Media Innovation
MKTG-GB.3340 Digitial Marketing Fundementals
TECH-GB.2318 Digital Strategy
TECH-GB.3335  Electronic Communities
LAW-LW.11019.001  Information Privacy Law