Global Management (Digital Audience Strategy), MGM
Digital Media, Global, Management, digital, global management
A new class of hybrid careers has recently emerged that combines digital media skills with marketing and design expertise. Become a global leader with both management and multimedia skill sets.
The MGM degree program with a concentration in digital audience strategy is designed for students who are interested in augmenting their digital skills in the areas of marketing, design and product development to complement a strong core of global leadership and management skills. Offered in collaboration with the Walter Cronkite School of Journalism and Mass Communication, this program enables students to combine digital expertise with the global management skills found in graduates of the traditional Master of Global Management program.
The research approaches used to identify and reach target audiences through digital audience strategy include traditional and emerging methods, such as real-time website and social media audience analysis, social network analysis, search engine optimization analysis, surveys, focus groups and competitive analysis. Graduates master a range of methods to inform strategy for specific outcomes.
About Thunderbird
Thunderbird School of Global Management has produced world-class leaders for more than 75 years. The ideal Thunderbird student is curious, globally minded, and eager to develop and advance their careers in leadership and management within the global and digital landscape of the Fourth Industrial Revolution. Upon completion of this degree, graduates join a thriving global alumni network nearly 50,000 strong, managing some of the world's largest institutions, companies, nonprofits and NGOs.
- College/school:
Thunderbird School of Global Management
- Location: Downtown Phoenix
Acceptance to the graduate program requires a separate application. 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.
49 credit hours, a foreign language exam, including the required capstone course (TGM 597)
Required Core (3 credit hours) Concentration (12 credit hours) Electives (12 credit hours) Other Requirements (21 credit hours) Culminating Experience (1 credit hour) Additional Curriculum Information Electives are approved by the academic unit. Except for TGM 596 and the foreign language requirement, other requirement courses may be substituted with approval of the academic unit. Proficiency in a second language is required for graduation from the MGM degree program. Students whose native language is not English who meet the admission requirements for the Master of Global Management program satisfy the language requirement. Students whose native language is English must satisfy the graduation requirement for language proficiency either through an oral proficiency interview administered by a third-party vendor or by successfully completing six credit hours of 400-level or higher foreign language coursework as part of the program electives.
TAM 582 Communicating and Negotiating in a Dynamic Global World (3) or
TGM 506 Communicating and Negotiating Across Cultures (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)
foreign language
TGM 515 Navigating Global and Regional Business Environments (3)
TGM 517 Global Accounting and Financial Management (3)
TGM 545 Global Leadership and Strategy (3)
TGM 557 Global Marketing and Data Analytics (3)
TGM 586 Global Entrepreneurship and Sustainable Business (3)
TGM 596 Thunderbird Experiential Practicum (6)
TGM 597 Thunderbird Personal Leadership Development (1)
For the concentration coursework, students must take MCO 561, then choose three courses from MCO 562, MCO 563, MCO 564 and MCO 565, for a total of 12 credit hours.
Applicants must fulfill the requirements of both the Graduate College and the Thunderbird School of Global Management.
Applicants are eligible to apply to the program if they have earned a bachelor's or master's degree in any subject or 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 applicants must have a minimum cumulative GPA of 3.00 (scale is 4.00 = "A") in an applicable master's degree program.
Applicants are required to submit:
- graduate admission application and application fee
- official transcripts
- resume
- essay response to application question
- one professional or academic reference
- interview
- 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.
The resume should demonstrate the applicant's professional and academic history.
An interview is required. Final applicants may be asked to attend an additional interview.
Program learning outcomes identify what a student will learn or be able to do upon completion of their program. This program has the following program outcomes:
- Develop the ability to build sustainable and trusting relationships with others from diverse parts of the world.
- Apply strategies and tactics for acquiring and engaging audiences in the digital sphere.
- Develop the ability to inspire others in a global world.
Students in Thunderbird's Master of Global Management program have unique opportunities to apply and hone their learning in international settings. Experiential learning exposes students to actual problems faced by leaders of multinational businesses and governmental or nonprofit organizations that operate on an international level.
Working with Thunderbird professors, their fellow students, alumni and corporate partners, students master and apply global management principles and concepts to meet real business challenges through special courses, labs and projects. Thunderbird offers a wide variety of experiential learning engagements, giving students the ability to solve real-world challenges by collaborating with the school's corporate partners around the world. Some options include the following:
Global Field Seminars
This one- or two-week seminar exposes students to the dynamics and nuances of doing business in a focused region of the world. Teams of students go on company site visits and attend high-level meetings and presentations with business, government and cultural leaders, as well as with Thunderbird alumni. Students gain invaluable hands-on experience while expanding their global business skills, enabling them to become major assets to any organization they join after graduating.
Thunderbird Global Challenge Laboratories
This is a client-facing, project-based course built on a six- to seven-week immersion assignment in a key emerging or advanced market. Projects take students to destinations all over the world. They are tailored to the business needs of the client and challenge students to provide sophisticated data and market analysis, strategy recommendations, and plans for sustained growth that are both practical and effective. For more information, students should visit the Thunderbird Global Challenge Lab website.
Career examples include positions as:
- instructional designers and technologists
- intelligence analysts
- management analysts
- marketing managers
- market research analysts and marketing specialists
- sales managers
Thunderbird School of Global Management
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TGHB 209
admissions.tbird@asu.edu
602-496-7100
3 year programs
These programs allow students to fast-track their studies after admission and earn a bachelor's degree in three years or fewer while participating in the same high-quality educational experience of a 4-year option. Students should talk to their academic advisor to get started.
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. Acceptance to the graduate program requires a separate application. 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.
