The World Economic Forum reports that empathy and collaboration are two critical abilities for a global manager's success. These abilities rely on the development of social capital, and they are equally critical for those seeking careers in digital audience strategy. This program is designed to develop social capital through field-based action learning, team-based projects and stretch assignments. Students have the ability to build sustainable trusting relationships --- the basis of social capital --- with others from diverse parts of the world by developing intercultural empathy, the ability to have an interpersonal impact and the ability to lead with diplomacy.

Digital marketing is expected to have an 11% compound annual growth through 2021 (Forbes). Similarly, advances in technology have brought programming and data analysis within reach for far less technically trained individuals. This has created a new class of hybrid jobs that combine digital skills with marketing and design (Burning Glass). In response to this trend, Thunderbird School of Global Management has designed the digital audience strategy concentration within the MGM degree program in collaboration with the Walter Cronkite School of Journalism and Mass Communication: https://cronkite.asu.edu/.

Digital Reach. Global Impact

The MGM concentration in digital audience strategy is designed for students interested in augmenting their digital skills in the areas of marketing, design and product development. Through a collaborative sequence of courses offered in partnership with other ASU colleges, students can combine the global management skills found in graduates of the traditional Master of Global Management with digital expertise.

Strong quantitative and qualitative research methods provide the foundation of effective digital audience strategy, and graduates of the program master the ability to conduct research to identify and reach target audiences and to demonstrate returns on investments.

The research used to identify and reach target audiences through digital audience strategy includes 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.

This concentration is perfect for students who are interested in expanding and refining their digital skills in the areas of marketing, design and product development to complement a strong core of global leadership and management skills. A Master of Global Management from Thunderbird with a concentration in digital audience strategy prepares graduates to take on leadership roles around the world in industries such as entertainment, journalism, public relations, marketing and many others.