The MS in Digital Audience Strategy trains students to create and implement data-driven digital strategies for audience engagement using a hands-on, multidisciplinary approach. Analyze consumer behavior online, crafting growth tactics through SEO, SEM, and social media campaigns while working with real clients.
Electives and possible internships enhance expertise in management, audience data, and intellectual property, preparing graduates to spearhead audience growth and digital marketing in the business world.
Quick Facts
Full-time
30 credit hours
Campus Immersion or Online
California campus
STEM-OPT Option Available
Students enrolled at an ASU Cintana Alliance Network institution have the chance to start their courses at their home institution and transfer those credits* to finish their remaining years at ASU.
Models available: Graduate dual degree and accelerated masters.
MCO 561: Defining the Digital Audience
MCO 562: Search Engine Strategy for Digital Audience Acquisition
MCO 563: Social Media Campaigns and Engagement
MCO 564: Digital Audience Research and Behavior
MCO 565: Digital Audience Analytics
MCO 566: Digital Audience Management
MCO 556: Media Entrepreneurship
MCO 506: Media Law for Strategic Communication
TAM 557: Global Marketing in a Digital Age
TAM 542: Global Leadership and Personal Development
*Transfer eligibility is subject to student performance in bridge courses and Arizona State University transfer requirements.
How to attract and grow audiences through strategic use of search engine marketing. Includes user search behavior, SEO (search engine optimization), tagging and coding for on-page SEO, SEM (search engine marketing), keyword research, competitive analysis, domain authority and pay-per-click advertising.
This course teaches how to collect and interpret audience data from various digital sources, including websites, social networks, apps, and more, using analysis tools and techniques to turn metrics into insights for engagement strategies and business decisions. It includes practical experience with real audience data for hands-on analysis and reporting.
The course equips participants with the skills needed to conduct research on digital audiences such as customers and influencers, crucial for organizations to engage effectively. It covers how digital data have transformed the interpretation of audience information and surveys both classic and modern research methods for gaining audience insights.
The Master of Science in Digital Audience Strategy prepares students for careers in digital marketing, content creation, social media, and SEO by providing essential knowledge and skills. Graduates emerge ready to take on leadership roles in communications, driving digital marketing strategies and teams.
Undergraduate program diploma + official transcripts from every college or institution attended, including your current institution. Must submit original transcripts and English-translated transcripts.
Min cum GPA of 3.00 (scale is 4.00 = “A”) in the last 60 semester hours or 90 quarter hours of undergraduate coursework and min.
Proof of English proficiency: (TOEFL>100 iBT, TOEFL>600 paper-based examination, IELTS>6.5, Pearson Test of English>60, Duolingo>105), all taken within the last two years from start date. An applicant whose native language is not English must provide proof of English proficiency regardless of their current residency.
| Enrollment Path MS Digital Audience Strategy | Credit Hours Completed at Institution | Credit Hours Completed at ASU | Estimated Duration | Total Program Cost |
|---|---|---|---|---|
| Articulated Pathway (ASU Cintana Alliance | 12 | 18 | 1 year (2 semesters) | F2F: ~$34,240 Online: ~$12,643 |
| Direct ASU Enrollment | - | 30 | 1.5 - 2 years (3-4 semesters) | F2F: ~$55,841 Online: ~$20,935 |
Note 1: This is an estimate only. Based on ASU 2024-25 published tuition and fee rates. Subject to change for future years.
Note 2: Program tuition deposit of $500 required. Will be credited against tuition charges in student’s ASU student account upon enrollment.
Note 3: Tuition calculation for Articulated Pathway based on 12 credits (Fall), 12 credits (Spring).
Note 4: Additional scholarships may be available for qualifying students.
| Program Start | Application Deadline | Classes Begin | Tuition Payment Deadline |
|---|---|---|---|
| Spring start (January) | Cronkite takes applications year-round | January 13, 2025 | January 25, 2025 |
| Summer (May) | Cronkite takes applications year-round | May 16, 2025 | May 25, 2025 |
| Fall start (August) | Cronkite takes applications year-round | August 21, 2025 | August 27, 2025 |