MS Digital Audience Strategy

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.

Attendance type

Full-time

Credit hours

Study method

Campus immersion or online

STEM-OPT option

Available

Campus

California campus

Walter Cronkite School of Journalism and Mass Communication

The Walter Cronkite School of Journalism and Mass Communication is the #1 Journalism School in Top Overall Programs and recognized for Excellence in Media by the BEA School Rankings (2024) based on student achievements. We educate and empower communicators to foster an informed and inclusive society, promoting understanding and connection across creators, audiences, industry and academia.

The Cronkite School is a global leader in communicator education, offering scalable, accessible programs that drive societal impact through experiential learning, outreach, community engagement and research. Together, as part of the inclusive and global Cronkite Nation, we unite students, faculty, staff, alumni and partners around shared goals and values, shaping a brighter future through journalism and mass communication.

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ASU degree pathways

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.

Courses at home university

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

Courses at ASU

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 courses at home institution and Arizona State University transfer requirements.

Featured courses

Search Engine Strategy for Digital Audience Acquisition

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.

Digital Audience Analytics

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.

Digital Audience Research and Behavior

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.

Career opportunities and applicable roles

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.

Marketing Associate

Marketing Manager

Market Research Analyst

SEO Specialist

2025-26 Important dates and deadlines

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