Digital Strategy and Audience Engagement, MS
Analytics, Audience Growth, Audience Research, Digital Marketing, Digital Strategy, Journalism, SEM, SEO, Social media, approved for STEM-OPT extension, marketing, media, social
This program's name has changed effective Fall 2026. The previous name was Digital Audience Strategy.
Admission to this program is limited to students who do not have an undergraduate degree in digital strategy and audience engagement or a minor in digital audiences.
Accelerate your career in marketing and communications with smart, data-driven digital strategies. Learn and harness analytics, SEO, paid and organic social media campaigns, audience research and strategy development in this master's degree program.
The Master of Science program in digital strategy and audience engagement prepares students to design and execute digital strategies through a data-driven, multidisciplinary, hands-on curriculum.
Students learn to measure and analyze how consumers interact with content online, on social media and on mobile devices. Using those measurement skills, students develop strategies and tactics to grow audiences through search engine optimization, search engine marketing, paid and organic social media campaigns, and digital content creation. They work with clients to develop, test and execute audience growth strategies in real time.
Through required coursework in media law and entrepreneurship, students learn to make sound business decisions regarding consumer privacy, digital data security and community engagement. Through elective courses, students develop additional expertise in areas such as management, audience data and intellectual property. Graduate students may also pursue an internship for elective credit.
Students graduate from the program ready to drive audience growth, lead digital marketing and further business development.
The MS in digital strategy and audience engagement is offered as an accelerated bachelor's plus master's degree with the Bachelor's of Arts in journalism and mass communication. Interested students should visit Cronkite's accelerated master's program page to learn about eligibility requirements and review how to apply.
This program may be eligible for an Optional Practical Training extension for up to 24 months. This OPT work authorization period may help international students gain skills and experience in the U.S. Those interested in an OPT extension should review ASU degrees that qualify for the STEM-OPT extension at ASU's International Students and Scholars Center website.
The OPT extension only applies to students on an F-1 visa and does not apply to students completing a degree through ASU Online.
- College/school:
Walter Cronkite School of Journalism and Mass Communication
- Location: ASU at Los Angeles or Online
- STEM-OPT extension eligible: Yes
This video provides an overview of the Digital Strategy and Audience Engagement, MS degree program at ASU.
This program allows students to obtain both a bachelor's and a master's degree in as little as five years. Accelerated bachelor's plus master's degree programs are designed for high-achieving students who want the opportunity to share undergraduate coursework with graduate coursework to accelerate completion of their master's degree. These programs feature the same high quality curriculum taught by ASU's world-renowned faculty.
This program is offered as an accelerated bachelor's plus master's degree with:
Students typically receive approval to pursue the accelerated master's during the junior year of their bachelor's degree program. Interested students can learn about eligibility requirements and how to apply.
33 credit hours including the required capstone course (MCO 566)
Required Core (21 credit hours) Electives or Internship (6 credit hours) Culminating Experience (6 credit hours) Additional Curriculum Information
MCO 503 Media Law (3)
MCO 539 Audience Lifecycle and Growth Strategies (3)
MCO 561 Defining the Digital Audience (3)
MCO 562 Search Engine Strategy for Digital Audience Acquisition (3)
MCO 563 Social Media Campaigns and Engagement (3)
MCO 564 Digital Audience Research and Behavior (3)
MCO 565 Digital Audience Analytics (3)
MCO 566 Digital Audience Management (6)
For electives or internship coursework, students should see the academic unit for the approved course list. Other coursework may be used with the approval of the academic unit.
General university admission requirements:
All students are required to meet general
university admission requirements.
U.S.
applicants | International
applicants | English
proficiency
Applicants must fulfill the requirements of both the Graduate College and the Walter Cronkite School of Journalism and Mass Communication.
Applicants are eligible to apply to the program if they have earned a bachelor's or master's degree in journalism, communications, public relations or a related field from a regionally accredited institution.
Applicants must have a minimum cumulative GPA of 3.00 (scale is 4.00 = "A") in the last 60 hours of their first bachelor's degree program or a minimum cumulative GPA of 3.00 (scale is 4.00 = "A") in an applicable master's degree program.
All applicants must submit:
- graduate admission application and application fee
- official transcripts
- personal statement of intent
- professional resume
- proof of English proficiency
Additional Application Information
An applicant whose native language is not English must provide proof of English proficiency regardless of their current residency. Applicants should have a TOEFL iBT® score of at least 5, or a score of 100 if taken before Jan. 21, 2026 in a testing center. Students with an IELTS band score of 7.50 or a Duolingo score of 135 are also considered.
In 300 to 500 words, the personal statement of intent should describe the applicant's interest in the MS in digital strategy and audience engagement, explain how previous academic or professional experience will inform the applicant's work in the program and how the program will help the applicant achieve their personal or career goals.
ASU offers this program in an online format with multiple enrollment sessions throughout the year. Applicants may view the program’s ASU Online page for program descriptions and to request more information.
Program learning outcomes identify what a student will learn or be able to do upon completion of their program. This program’s learning outcomes include the following:
- Create effective, optimized content and campaigns for search engines, and be prepared for paid and organic search engine work in media careers.
- Apply the values, principles, ethics and legal standards of digital strategy and audience engagement in media work.
- Create digital strategy and audience engagement content and campaigns using professional tools, technology, and techniques.
- Critically evaluate information, content, and research in professional contexts.
Studying abroad is possible for graduate students. There are more than 50 program opportunities, with programs on every continent. Faculty-directed programs tend to be the best fit for graduate students; taking courses with ASU professors over the summer or during academic breaks offers students close mentorship and professional network growth in many fields of study while they earn ASU credit. Exchange program participation is also possible with careful planning.
The digital field is rapidly growing and true experts are highly sought after. Graduates of the MS program in digital strategy and audience engagement are equipped with the knowledge and skills they need to launch a new career in digital marketing, content creation, social media and SEO. Graduates are empowered and ready to accelerate their current communications career, able to step into leadership positions to steer digital marketing and communications teams.
Careers in this field include:
- marketing associate
- marketing manager
- market research analyst
- SEO specialist
- social media manager
Walter Cronkite School of Journalism and Mass Comm
|
CRONK 302
cronkitegrad@asu.edu
602-496-5555
Program term definitions
Accelerated programs allow students the opportunity to expedite the completion of their degree.
Accelerated master's
These programs allow students to accelerate their studies to earn a bachelor's plus a master's degree in as few as five years (for some programs).
Each program has requirements students must meet to be eligible for consideration. Students typically receive approval to pursue the accelerated master's during the junior year of their bachelor's degree program. Interested students can learn about eligibility requirements and how to apply.
Concurrent degrees allow students to pursue their own personal or professional interests, earn two distinct degrees and receive two diplomas. To add a concurrent degree to your existing degree, work with your academic advisor.
Joint programs, or jointly conferred degrees, are offered by more than one college and provide opportunities for students to take advantage of the academic strengths of two academic units. Upon graduation, students are awarded one degree and one diploma conferred by two colleges.
ASU adds new programs to Degree Search frequently. Come back often and look for the "New Programs" option.
ASU Online offers programs in an entirely online format with multiple enrollment sessions throughout the year. See https://asuonline.asu.edu/ for more information.
The Western Regional Graduate Program (WRGP) provides a reduced tuition rate to non-resident graduate students who qualify. Visit the WRGP/WICHE webpage for more information: https://graduate.asu.edu/wiche.
