The purpose of the program is to equip students with knowledge in digital marketing and marketing data science/analytics to inform firms' strategic marketing planning and enhance digital marketing, whose execution is critical in the digital economy. Cal Poly Pomona’s Master of Science in Digital Marketing program is STEM-designated. Our curriculum balances the graduates' digital marketing implementation skills with modern data science skills as well as traditional marketing research methods so that our graduates are fully ready for various jobs on the social media and digital marketing side or customer analytics and data science side or both. Our distinguished faculty are innovative scholars well-connected to the industry, bringing practical, hands-on projects to the classroom. Our curriculum is responsive to changing industry developments, offering networking opportunities and bringing in industry experts to enrich student learning. Plus, the Center for Customer Insights and Digital Marketing supports the program with research seminars, expert speaker series, virtual workshops, and other student success programs. Graduates will be able to effectively analyze customer data and synthesize it into an effective data-informed digital marketing strategy. Graduates of this program will be able to gather and analyze massive customer data generated from companies' digital operations and marketing programs. By doing so, they can generate insights about consumers, create digital marketing programs (email, social media, mobile marketing, search engine marketing), and measure the effectiveness of the programs, based on their understanding of consumer psychology, behaviors, and knowledge in marketing channels (online and brick and mortar). Accordingly, the program balances the graduates' digital marketing implementation skills with modern data analytic skills beyond traditional primary data collection methods.