ATTRACT. CONVERT. NURTURE.

The University of Florida online Master of Mass Communication concentration in Digital Strategy is a first-of-its-kind program designed to produce graduates who are masters of digital marketing, including lead generation and management, engagement, and conversions.

What is Digital Strategy?

Digital Strategy, also called digital marketing or online marketing, includes everything from online ad buying to inbound marketing. The Digital Strategy master’s concentration is designed to challenge students to develop effective messaging to drive increased conversions and create loyal customers. Courses are designed to teach students how to:

• Create compelling copy for any digital channel from websites and email marketing to social media
• Generate leads through creative and strategic messaging
• Develop meaningful branding that resonates with consumers
• Improve business outcomes using Customer Relationship Management (CRM) tools
• Create an efficient and effective user experience for websites

University of Florida Online Master’s Concentration in Digital Strategy

The online Master of Arts in Mass Communication with a concentration in Digital Strategy includes 36 credit hours— 33 hours of coursework plus three final credits in a capstone course. The program curriculum is guided by an Advisory Board of top industry experts, with courses taught by industry professionals and University of Florida faculty. Courses are 16 weeks in length and are offered three semesters per year in Fall, Spring, and Summer. Full-time students are able to complete the master’s specialization in as few as 16 months.

Unique Learning Experience
UF CJC Online programs are designed for students who crave:

• Courses that challenge them to grow as communicators through hands-on assignments where they receive detailed constructive feedback from peers and instructors
• The flexibility of online courses where pre-recorded lectures and live online meetings allow students to engage with their courses from anywhere in the world
• Networking opportunities with peers, alumni, instructors, and guest lecturers
• Professional growth and advancement opportunities
• Creative storytelling skills
• A transformative student-centered learning experience
• Personalized attention from highly engaged faculty
• An affordable and respected graduate degree from a top-10 public university

Core Competencies of Digital Strategy
Graduates of the Digital Strategy master’s concentration will be able to:

• Write effective copy to tell a brand’s story
• Generate leads on social media platforms
• Develop strategies for positive ROI
• Utilize performance marketing techniques
• Create effective messages and measure results
• Reach new customers in targeted ways
• Enhance inbound marketing strategies
• Measure and effectively communicate marketing KPIs
• Understand and fully implement best SEO practices

Core Courses of Digital Strategy

• Copywriting for Digital Messaging
• Lead Generation and Management
• UX Theory and Research
• Inbound Strategy
• Social Media Advertising
• Search & Display Advertising
• Mass Communication Theory

Application Deadlines: 

Fall Semester: April 1

Spring Semester: October 1

Summer Semester: February 1

Careers in Digital Strategy

Specific positions you may qualify for upon graduation include:

• Chief Marketing Officer
• Digital Marketing Director
• Marketing Analyst
• Marketing Strategist
• Online Advertising Director
• Online Marketing Director
• SEO Manager
• UX Strategist

START YOUR APPLICATION