The WVU Reed School of Media and Communications recently redesigned and relaunched its online Master of Science in Digital Marketing Communications program with a streamlined curriculum that addresses the latest shifts in the industry, including the pervasiveness of artificial intelligence.
The Digital program is part of a trio of online graduate degree offerings in the Reed School, along with the nationally renowned Integrated Marketing Communications (IMC) M.S. and an M.S. in Data Marketing Communications. All of these programs are fully online, asynchronous and follow a “learn-it-today, apply-it-tomorrow" education model. All three programs are designed for, and enriched by, learners at every stage—from those fresh out of a bachelor’s degree program to experienced professionals seeking to sharpen their skills.
The 10-course Digital Marketing Communications program can be completed in as little as one year. Students learn how to interpret data, develop strategy, make creative content and optimize for search and social media platforms. Most importantly, students learn analytical and critical thinking that prepares them to adapt in an ever-evolving field.
Joe Gura, Director of Global Partner Enablement and Customer Events at Microsoft, teaches Crisis Communication for IMC and AI in the Digital Marketing Communications program. He spent 10 years in broadcasting before switching to the technology field, where he’s spent the last 20 years. Gura graduated from the IMC program in 2015, and now he’s part of the team adapting the online marketing communications curriculum to stay ahead of the ever-changing field.
“This program means a great deal to me personally,” said Gura. “It was where my professional development really began to kindle and come together. I'm proud to be part of this group and proud we can work with such great people to hopefully drive a new generation of marketers.”
Amy Teller, a marketing strategist and online instructor, teaches Introduction to Digital Marketing Communications, Introduction to Data Marketing Communications and Digital Marketing Communications Campaigns for WVU and also teaches online courses for the College of William and Mary.
Teller loves being part of a student’s first foray into the graduate school experience.
“I love seeing their evolution,” she said. “It’s amazing how much they grow as students and critical thinkers.”
The Digital Marketing Communications program rests on four foundational pillars, according to Teller:
Relevance: The curriculum reflects the tools, platforms and strategic issues that are shaping the industry right now.
Flexibility: The online, asynchronous coursework makes the program ideal for working adults.
Return on investment: The tuition is almost half the cost of comparable institutions (under $25,000 versus the average $46,000). Plus, graduates leave with seven certifications.
Faculty expertise: The program is taught by marketing communications experts—people who are leading teams with national clients and who have their fingers on the pulse of the industry. Graduates can leverage that professional and alumni network to springboard their careers.
An art and a science
“Marketing,” said Gura, “is the art and the science of delivering the right message to the right person at the right time to drive the right business result.”
Digital Marketing Communications teaches students how to use the ever-expanding universe of digital technology in pursuit of their mission. The coursework includes seven certifications, including Google Analytics, Canva Design and HubSpot, so students graduate with in-demand skills and a resumé builder that sets them apart.
The Digital program culminates in a capstone where students apply everything they’ve learned to design and develop their own digital campaigns.
“It’s not just about teaching students digital marketing tools in isolation. It’s about helping students understand how digital marketing works as an integrated discipline, then applying that knowledge and skills in ways that create value for organizations and offer students career momentum,” said Teller.
“In this relaunch process, we’ve done a lot of the smart things that keep brands relevant for so long,” Gura said. “We looked inward and challenged ourselves to produce greater experts in marketing. We focused on creating more in-depth courses that remain nimble and responsive to the realities of the industry.”
AI as a tool, not a replacement
One reality of the marketing and communications industry is the increasing ubiquitousness of artificial intelligence, including generative AI.
“I speak with business leaders regularly, across PC manufacturers and large companies here in the U.S. and abroad, and everyone asks, ‘How should I think of AI? What do you do with AI? What can we do with AI?’” said Gura. “My answer is almost always the same—talk to your marketing team.”
“If today’s marketers can embrace that life is not about becoming the best prompter, but about knowing how to push the limits of this tool, then they can be incredible business leaders in this era,” Gura added.
Marketing and communications professionals are the ideal people to experiment with AI in a business setting. They understand how to push the limits of what the technology can do and have the training to know how far is too far.
The Digital Marketing Communications program teaches students the processes behind artificial intelligence and how to use AI ethically. AI is not their replacement; it is another tool in their kit that they can leverage.
“AI is ubiquitous. It impacts everything we do all day, every day. However, it’s important to keep the human in the loop, and we teach our students that using AI is not just about asking the right questions, but using higher-order thinking to decipher how accurate and valuable the output is,” said Teller. “AI requires real analytical skill and critical thought to use it and use it well.”
A student’s perspective
Stephanie Vannetti is a first-year graduate student in the Digital Marketing Communications program who also works full-time for the United States Postal Service.
She chose the Digital program because of its balance of strategy, creativity and analytics.
“Compared to Integrated Marketing Communications, which is broader, and Data Marketing Communications, which is more heavily focused on analytics, Digital Marketing Communications felt like the most well-rounded option for my goals,” said Vannetti. “I wanted a program that would help me develop both the creative side of storytelling and the technical side of data-driven decision-making, especially as I pursue a career in sports marketing.”
As a Digital student, she has gained experience with digital strategy, web metrics and campaign development, which has helped her understand how to turn data into actionable insights and think about how brands connect with audiences in meaningful ways.
“One of the most important lessons I’ve learned is that data alone isn’t enough – you must be able to tell a story with it. Metrics and analytics are powerful, but they only create impact when they are translated into meaningful strategies that connect with people. That balance between data and storytelling has shaped how I approach every assignment,” she said.
Vannetti loves that the coursework is relevant and applicable to the industry outside of the classroom.
“Everything feels connected to real-world marketing challenges rather than just theory,” she said. “It prepares you for the modern marketing landscape in a very practical way. It equips you with both creative and analytical skills that are highly valued across industries. Whether you want to work in social media, branding, analytics or content strategy, the program helps you build a versatile skill set that translates directly into the workforce.”
Vannetti’s classes have included peers from different professional and academic backgrounds. She appreciates the way their diverse perspectives enhance discussions and make the learning experience even more dynamic.
“As someone who took a nontraditional path to graduate school, I would encourage others not to underestimate the value of their own experiences. Whether coming from the military, workforce or another field, those perspectives add depth to your learning and career growth. The Digital Marketing Communications program gives you the tools to turn that experience into something meaningful and impactful,” Vannetti said.
Who do you want to be?
This latest iteration of the Digital program is just another example of the ways in which WVU’s online Marketing Communications graduate degree programs have been continuously adapted to provide students with the knowledge and skills they need in a format that they want.
“WVU is looking at the marketing career landscape and saying to students, ‘No matter who you are or what you're into, we've got something for you. We've got something that can benefit your career,’” said Gura. “It's not one-size-fits-all like so many other programs in higher education can be. It is about the person you want to be.”
The Reed School’s administration, faculty and staff have a deep understanding of the complexities of marketing communications and have created the IMC, Data and Digital programs to offer customized options for each individual learner.
“All of the Marketing Communications programs fall under the same philosophical umbrella,” said Teller. “But they highlight different areas, and that variety is what makes marketing so exciting.”
“As a student, it’s wonderful to look at this collection of offerings and say, ‘Who do I want to be? What do I want to do every day? What is my passion?’” said Gura. “WVU sees the world as it is—a big place full of opportunity. Let’s make sure people are trained the right way to go out and succeed.”
Learn more at https://marketingcommunications.wvu.edu/degrees-and-certificates/ms-digital-marketing-communications.
Digital Marketing Communications is accepting applications for the fall 2026 semester until August 1. Apply at https://marketingcommunications.wvu.edu/admission/masters/how-to-apply