Application: MS in Digital Marketing (MSDM) — Cal Poly Pomona
Digital Marketing Master’s Degree: What to Know Before You Apply
1 Introduction
Cal Poly Pomona’s Master of Science in Digital Marketing (MSDM) is designed for people who want a graduate degree that blends digital marketing strategy with marketing analytics—so you can both execute marketing effectively and use data to guide decisions. The program is housed in the College of Business Administration and supported by the Center for Customer Insights and Digital Marketing.
If you’re deciding whether to apply, this page walks through the university context, program structure, admissions requirements, costs, support, real-world experiences, and the most common questions prospective students ask.
2 Video Presentation about the Program & Curriculum
2.1 Topics in the video
Introduction & University Overview:
0:17 — Welcome & Speaker Introduction (Prof. Jae Jang, Program Director)
1:14 — Cal Poly Pomona Snapshot: Location, “Learn by Doing” Philosophy, & Demographics
4:13 — Rankings & ROI: Best Value & Wall Street Journal Ranking
College & Program Administration:
5:26 — College of Business Administration Overview (AACSB Accreditation, Departments)
7:08 — Where the Program is Housed: International Business & Marketing Department
8:26 — Partnership with CPGE (College of Professional and Global Education) for Administration
Curriculum & Admissions:
11:28 — Program Learning Outcomes: 5 Key Skills Graduates Will Master
12:40 — Admission Requirements: GPA (2.5 min), Transcripts, & Statement of Purpose
16:33 — International Applicants: English Proficiency Waivers & Document Requirements
18:16 — Application Timeline: Fall Intake, Rolling Admissions, & Visa/I-20 Deadlines
Career Paths & Course Structure:
22:25 — The “Two Worlds” Approach: Digital Marketing vs. Marketing Analytics
23:40 — Job Roles & Compensation Data for Each Track
24:11 — Curriculum Breakdown: Core Courses (20 units) vs. Emphasis/Electives (14 units)
25:06 — 2-Year Roadmap Walkthrough
26:46 — Capstone Project Details: Working with Real Client Companies
28:02 — 1-Year Intensive Roadmap (Warning for working professionals)
Key Features, Faculty, & Costs:
28:48 — Faculty Expertise & The Center for Customer Insights
30:40 — STEM Designation: 3-Year OPT Benefit for International Students
32:06 — Program Format: On-Site Requirements & Hybrid Class Structure (50/50 split)
33:04 — Tuition Rates & Breakdown ($825/unit)
34:01 — Mandatory Fees & Total Estimated Cost (1-Year vs. 2-Year)
Program Comparisons & Support:
35:06 — Financial Aid & On-Campus Jobs (Handshake)
35:41 — Program Comparison: MSDM vs. MBA vs. MS Business Analytics (Perceptual Map)
40:17 — Scholarship Opportunities (Recruitment, Merit-Based, Professional Development)
42:05 — Graduate Assistantships (TA/RA Positions)
Real-World Experience & Networking:
42:41 — CPT & Micro-Internships (Immediate eligibility for specific classes)
44:01 — Case Study: Dell Micro-Internship Project
46:47 — Beyond the Classroom: Innovation Symposium & Expert Speaker Series
50:26 — Student Portfolio Showcase: Walkthrough of a Graduate’s Website & Dashboard
52:47 — Student Clubs & Leadership: The MSDM Society
54:10 — Employer Network & Hiring Companies
Conclusion:
55:32 — FAQ Resource Shared, Contact Info, & Session Wrap-Up
3 Application Requirements
To apply, you’ll typically prepare:
3.1 Required:
Transcripts (unofficial is commonly acceptable for review; official required after enrollment)
A 4-year bachelor’s degree (or equivalent)
Minimum GPA requirement: 2.5 out of 4.0
1 recommendation letter (professor or work supervisor)
Personal Statement / Statement of purpose (250–300 words): See the requirement for details.
Resume
(For International students only): English proficiency documentation if applicable
English proficiency requirement is waived if the medium of instruction for the degree was English. In this case, applicants should submit a letter from their institution confirming that English was the language of instruction for their degree.
If the medium of instruction was not English, applicants must submit one of the following to demonstrate English proficiency:
TipAny of the following can satisfy the English proficiency requirement for international applicants:TOEFL score of 550 (paper-based), 213 (computer-based) or 80 (internet-based)
IELTS of 6.5 or above
Duolingo Test 105 and above
Cal Poly Pomona English Language Institute (CPELI) offers English learning programs. CPELI level 6 is acceptable for satisfying CPP English proficiency requirement of SGSB graduate program admission purpose. Details can be found at https://www.cpp.edu/cpeli/.
3.2 Optional:
Portfolio,
Project samples,
Certifications,
GMAT/GRE scores (if you have them)
3.3 Application Deadlines:
Fall Admission: July 1 (May 1 for international students)
Spring Admission: November 1 (October 1 for international students)
Because visa interview appointments at U.S. embassies/consulates can be limited in some countries, we strongly recommend applying as early as possible so you have enough time to receive your I-20 and schedule a visa interview before your intended start term.
3.4 Where to Apply:
Submit all the application document at Cal State Apply. Look for the MSDM Program under Cal Poly Pomona Extended University.
3.5 What Should be in Personal Statement / Statement of Purpose?
For the Statement of Purpose (250–300 words), applicants should explain why they chose the MS in Digital Marketing program and how their educational and/or professional background has prepared them for graduate-level study. If they are pivoting from another field, they should briefly describe what motivated the change and any steps they have taken to explore digital marketing or marketing analytics (e.g., coursework, projects, certifications, internships, or work experience).
A strong statement also communicates career direction and fit: what area(s) of digital marketing or marketing analytics they are most interested in (e.g., Content/Creative roles, Techonogy/Performance roles, or Marketing Data/Analytics roles), what they hope to learn, and how the program connects to their short-term and long-term goals (Refer to Target Digital Marketing Career Roles section). Applicants are encouraged to include specific examples that demonstrate curiosity, initiative, and impact—such as solving a problem with data, creating or evaluating a campaign, or using insights to guide decisions. If you are an international student, refer to Career Strategy section of International Student Guidance page to learn about the factors you want to consider in determining your career direction.
Finally, strong statement should highlight what the applicant will contribute to the program community, such as technical skills, creative strengths, leadership, collaboration, or unique perspectives shaped by their experiences.
Overall, we look for a clear sense of purpose, strong program fit, and genuine passion for a career in digital marketing and/or marketing analytics (i.e., Content & Creative Roles, Technical & Performance Roles, Marketing Data & Analytics Roles, Strategy & Leadership Roles).
4 Admission Decision Process, Method, and Timeline
4.1 Decision Process
When you submit your application package at Cal State Apply, evaluation is done in Two-step process.
Step 1: The Office of Admission will screen your package to ensure two things.
Do you have 4-year Bachelor’s Degree?
Do you have at least 2.5 GPA?
Once you meet the basic screening criteria, they will forward it to the program office for final decision.
Step 2: The MSDM Program Office will evaluate the entire application package and make a final decision.
Only if you passed Step 1, then your package will be forwarded to the MSDM Office. The MSDM Office uses spreadsheet to summarize objective facts about each applicant – name, major, univerisity, graduation year, GPA, English test score (for international students only), courses taken for Math, Statistics, certificates, job experience, career aspiration, etc.
We do not make decisions using GPA alone. Instead, we make decisions holistically. See below “Decision Methods: How We Evaluate Applications.”
Once the decision is made, MSDM office notifies the Admissions Office will notify the Admissions Office electronically on PolyDoc system.
Step 3: The Admissions Office will post admission decisions (accepted/rejected) on Cal State Apply about one week after the MSDM Program Office notifies them of the decision via PolyDoc system.
Step 4: The MSDM Office will send you a letter of acceptance as soon as the Admissions Office post the decisions on Cal State Apply.
This means that Step 3 and Step 4 happens almost the same time about a week after Step 2.
4.2 Decision Methods: How We Evaluate Applications
Rolling review: Applications are reviewed on a rolling basis, so earlier submissions may receive decisions sooner.
Statement of purpose matters: We take the statement of purpose (personal statement) seriously. Applicants with clear career goals and a strong rationale for pursuing the MSDM are viewed favorably.
Holistic evaluation: We review each application holistically, considering academic performance, professional experience, and evidence of commitment to your career goals. A weakness in one area can be complemented by strength in another.
Program fit: We also consider how well your career goals align with the program’s strengths in digital marketing strategy and marketing analytics.
4.3 Decision Timeline
From the moment you submitted your application, it may take anywhere between 7 weeks to 13 weeks to hear about admissions decision.
Step 1: 4 weeks - 8 weeks
Step 2: 2 weeks - 4 weeks
Step 3 and Step 4: 1 week
International students must add at least one month for I-20, a document needed to apply for Visa. For further information, go to Timeline for International Students.
5 University Overview
Cal Poly Pomona is located about 30 miles east of downtown Los Angeles, in the city of Pomona. The university includes nine colleges and about 29,000 students.
CPP is known for its polytechnic, “learn by doing” approach—combining theory with practical, hands-on learning. The university is also recognized for a strong combination of quality and affordability, along with a diverse student body and accessibility across Southern California.
5.1 Overall Rankings
Cal Poly Pomona (CPP) ranks highly as a top public university in the West, often placing #2 among Top Public Schools and #3 regionally in U.S. News & World Report (2026), and is recognized by The Wall Street Journal for social mobility, ranking #22 overall and #1 polytechnic for social mobility in the U.S. (2026), while its Engineering program is nationally recognized, tied for 9th best undergraduate program where doctorates aren’t offered.
5.2 Key Rankings & Highlights (2026 Data):
U.S. News & World Report:
#2 Top Public School in the West
#3 Regional Universities West
#2 Most Innovative
#2 Best College for Veterans
#9 (tie) Undergraduate Engineering (no doctorate)
The Wall Street Journal/College Pulse:
#22 Best Colleges in the U.S.
#13 for Social Mobility (Highest ranked polytechnic)
Polytechnic Excellence:
- #1 Polytechnic University for Diversity & Economic Mobility (CollegeNET, 2024).
Other Noteworthy Rankings:
Money Magazine : Ranked #28 nationally for Best Colleges by Value (2022).
Forbes : Named one of America’s Top Colleges (2025-26).
Rankings can vary by publication and year, but CPP consistently appears as a leading polytechnic and regional university, especially strong in value, social mobility, and specific programs like engineering.
6 Colleges & Program Overview
The College of Business Administration includes 200+ faculty and 5,000+ students, and is AACSB-accredited (a distinction held by a small percentage (~6%) of business schools worldwide). The college includes six departments and Singelyn Graduate School of Business, and the MSDM program is housed in International Business & Marketing.
The MSDM program was created through the Center for Customer Insights and Digital Marketing, and the program draws support from faculty across business and related areas (including Economics, CIS, and Hospitality Management for select courses).
6.1 Why MSDM May show Under “Extended University” on Cal State Apply Website
This program is offered in partnership with the College of Professional and Global Education (CPGE), a university unit that supports enrollment and student services for self-support programs. CPGE helps deliver Cal Poly Pomona’s “learn-by-doing” approach to working professionals and adult learners while the academic program remains anchored in the College of Business Administration and aligns with AACSB standards.
With CPGE support, students benefit from:
Flexible learning options: Programs built for professionals balancing work, family, and education.
Career-focused curriculum: Courses designed with input from faculty and industry experts to ensure real-world relevance.
Streamlined support: CPGE manages registration, tuition, and student services, so you can focus on learning.
Global & lifelong learning opportunities: Connect with peers and professionals locally and abroad through CPGE’s global programs.
7 Target Digital Marketing Career Roles
Digital marketing is a vast field where roles are typically categorized by the channel they manage (like social media or email) or the level of strategy involved. Here is a breakdown of typical jobs in digital marketing categorized by specialization and seniority.
7.1 Content & Creative Roles
These roles focus on the “what”—the actual assets users see and interact with.
Content Writer / SEO Writer: Writes blog posts, articles, and website copy designed to rank on Google.
Copywriter: Focuses on “conversion” text—ads, landing pages, and email subject lines that get people to take action.
Social Media Manager: Handles a brand’s presence on platforms like TikTok, Instagram, and LinkedIn. This includes posting, engagement, and community building.
Graphic / Visual Designer: Creates the visual identity for ads, social posts, and email templates.
These roles can be great careers, but H-1B sponsorship is often less common because many positions don’t consistently require a highly specialized degree and are more frequently offered by smaller teams or agencies.
7.2 Technical & Performance Roles
These roles focus on the “how”—the data, algorithms, and paid spend that get the content in front of the right people.
SEO Specialist: Optimizes the technical aspects and keywords of a website to improve organic (unpaid) search rankings.
PPC (Pay-Per-Click) Specialist: Manages paid advertising budgets on Google Ads or Meta. They focus on ROI (Return on Investment).
Email Marketing Specialist: Designs and automates email campaigns, segments customer lists, and tracks open rates.
Sponsorship likelihood varies a lot here. Roles that emphasize analytics implementation, marketing technology, automation, and data (e.g., SQL, tagging, dashboards, experimentation) tend to align better with H-1B patterns than roles that are primarily creative or campaign coordination.
7.3 Marketing Data & Analytics Roles
These roles focus on measurement and decision-making—turning marketing data into insights, forecasts, and recommendations.
Marketing Analyst / Digital Marketing Analyst: Analyzes performance across channels (web, paid media, email, social) to identify what’s working and where to improve. Uses Excel, Google Analytics, and Tableau. They are great at storytelling and explaining “what happened” to the marketing team
Marketing Data Scientist: Builds statistical or machine learning models for marketing (e.g., attribution, forecasting, customer segmentation, experimentation). Uses Python, R, and SQL. They build machine learning models to automate marketing decisions, such as “dynamic pricing” (like how Uber prices change during rain).
These roles are often the most H-1B-friendly in digital marketing because they more clearly map to specialized, degree-linked skill sets (statistics, analytics, data science, computing), and because larger employers who sponsor are more likely to hire for these positions.
7.4 Strategy & Leadership Roles (often mid-career+)
As you move up the ladder, the focus shifts from “doing” to “planning.” These are the jobs that are not likely to be within the reach right after you graduate unless you have already sufficient experience in other specialty jobs in Content & Creative Roles or Technology and Performance Roles.
Digital Marketing Manager: Oversees the entire digital strategy and manages a team of specialists.
Growth Marketer: A data-heavy role focused on the entire customer lifecycle—not just getting new customers, but keeping them.
Product Marketing Manager: Focuses specifically on how a single product is positioned and launched in the market.
Chief Marketing Officer (CMO): The highest executive level, responsible for the brand’s total marketing vision and budget.
For detailed information about Job Outlook, visit Career Outlook and Salary page.
8 Curriculum & Completion Roadmap Options
8.1 Expeced Student Learning Outcomes
By graduation, you’ll be able to:
Translate marketing problems into research questions or hypotheses
Apply consumer psychology and behavior concepts to real marketing problems
Build models and make data-informed marketing recommendations
Develop an effective digital marketing plan
Communicate clearly in writing and presentations
8.2 Curriculum Options (34 units)
While a detailed description of the curriculum can be found on a section of Onboarding Guide, here is a concise overview of the curriculum structure.
Core required courses: 20 units
Electives: 14 units (3 Options):
You can choose electives from one of the following three options below to support your desired Digital Marketing Career Role:
(1) Digital Marketing Strategy emphasis or
(2) Marketing Analytics emphasis or
(3) Balanced/Customized option (by taking a mix of courses from both emphases to tailor one’s needs for target career roles and get the best of both worlds.)
Culminating Experience Project (Capstone / CEP)
The program includes a multi-semester client project. Student teams work with a faculty lead across three semesters:Fall: proposal and project plan
Spring: data analysis and recommendations
Summer: digital marketing plan implementation, results observation, and reflection
Based on the immediate target career roles right after graduation, my recommendation for Degree Emphasis would be different as follows:
If you prefer to take Content & Creative Roles, such as content writer/SEO writer, copy writer, social media manager, and graphics/visual designer → choose Digital Marketing Strategy Emphasis.
If you prefer to take Technical & Performance Roles, such as SEO Specialist, PPC Specialist, and Email Marketing Specialist → choose Balanced/Mixed Option.
If you prefer to take Analytics (Marketing Data Specialist) Roles, such as Marketing Data Analyst, Marketing Data Scientist, and Marketing Data Engineer → choose Marketing Analytics Emphasis.
8.3 Completion Roadmaps
8.3.1 Fall Admission:
2-Year Roadmap
Typically about 6 units per semester and is designed to be manageable for many working professionals.1-Year Roadmap
A compressed, very intensive option that combines the first- and second-year load. This is best for students without a full-time job.
8.3.2 Spring Admission:
2-Year Roadmap
Typically about 6 units per semester and is designed to be manageable for many working professionals.1.5-Year Roadmap
A compressed, very intensive course work only for the fall semester. This is best for students without a full-time job.
9 Key Features & Tuition/Fee
9.1 Three Curriculum Options:
(1) Digital Marketing Strategy emphasis or
(2) Marketing Analytics emphasis or
(3) Balanced/Customized option
9.2 STEM designation (important for international students)
The program is STEM-designated, which can be especially valuable for international students because it may extend post-graduation OPT eligibility (from 1 year to up to 3 years total).Program Type (onsite program, not online)
9.3 Comletion Time
Fall admission: 1-year or 2-year
Spring admission: 1.5 years or 2-year
9.4 Program Type: Onsite (not online)
This is an onsite program, not an online program; thus, you must be able to commute to be in the program.
9.5 Class Modality/Time
Class Modality: We uses a hybrid class modality where up to 50% of class time may be virtual. For example, in a 15-week semester, a course could meet 8 weeks in person and 7 weeks on Zoom. Most professors tend to alternate between in-person and online meetings every other week.
Class time: Classes are scheduled weekday evenings and/or Saturday mornings
9.6 Tuition & fees (as explained in the info session)
Tuition: $825 per unit
Total units: 34
Estimated tuition total: $28,050
Mandatory fees (flat rate): approx. $850 in fall/spring and $400 in summer
Estimated total tuition + fees:
$30,150 for one-year completion
$32,250 for two-year completion due to additional term fees
Students outside California, including international students, pay the same per-unit tuition in this program structure as California residents.
10 Program Support Environment
Students are supported through:
10.1 Program Guidance on Curriculum and Planning
10.2 Scholarships
Followed are the scholarships that I am currently aware of:
Cal Poly Pomona Scholarships: 400+ scholarships available.
- Check it out as you may be eligible to apply for it.
Recruitment Scholarship: no separate application (evaluated based on your admission materials)
Professional Development Scholarship: typically after at least one semester; may support certifications
Merit-Based Scholarship: typically after at least one semester; the graduate school sends application calls
LOGRAR/PPOHA Grant
LOGRAR Travel Request for Funding
Healthcare Communications & Marketing Scholarships
10.3 Assistantships
TA: Contact professors who teach IBM 3012 (Principles of Marketing Management).
RA: limited availability. Look at opportunities on Handshake or Cal Poly Pomona Enterprises website.
10.4 Financial Aid Resources
10.5 Jobs and Internships
On-campus job opportunities (many students find campus jobs and work across departments; jobs are typically posted through Handshake)
Jobs for International Students
CPT (after 2 semesters or earlier if CPT is required for micro-internship offered by a course)
OPT (up to 3 years)
Micro-internships (small-scale, course-embedded, paid internship )
Some courses include micro-internship experiences that involve working with a real client. In examples shared, students completed client-facing work, met weekly with the client, and received compensation while completing class projects.
When a micro-internship is required as part of a course, exceptions to CPT apply regarding timing for work authorization processes. This means that international students may be able to participate in micro-internships earlier than the standard 2-semester requirement for CPT eligibility, but they should consult with the program director and the international student office to understand the specific requirements and timelines for work authorization.
10.6 Extra-Curricular Opportunities
Student Club:
- OptiMark Digital Marketing & Analytics Society, an MSDM student club.
10.7 Tutoring Services
The Learning Resource Center (LRC):
It offers free services for graduate students in various subjects, including business and marketing.Subject Tutoring: Provides one-on-one tutoring sessions in subjects like business, marketing, and data analysis.
Writing Center: Provides support for writing assignments across the curriculum.
Academic Skills Workshops: Offers workshops on study skills, time management, and other academic success strategies.
10.8 Mentoring
MSDM Mentor/Ambassador
The MSDM program has a dedicated Community Engagement Specialist, who serves as a mentor and ambassador for the program. For the current students, they can provide guidance on academic planning, career development, and connecting with resources both within the program and across the university. For the prospective student, a student mentor/Ambassador is available to share student perspectives.
If you are current students, drop by the office. No appointment is needed.
If you are prospective students, you may request an appointment by contacting the MSDM ambassador.
CPP Bronco Mentoring Network:
We are deeply committed to educational experiences and supportive services that engage our students, enhance personal well-being and growth, provide career opportunities, and foster ethical citizenship.
11 More Information & Contacts
11.1 Official MSDM Website:
The official MSDM website at CPP domain has official information about the program.
Frequently Asked Questions on the official site: This site has a lot of FAQ items that are not provided on this page.
11.2 MSDM Mailing List:
Consider adding your email to the MSDM mailing list for periodic timely information for events.
11.3 MSDM Information Sessions:
We offer a virtual information session periodically via Zoom.
Contact Dr. Jae Jung if you don’t see it at Singelyn Graduate School Information Sessions.
I also made video recording of a informational session available at On-demand Info Session Video section.
11.4 Contacts:
Program & curriculum questions:
Registration/tuition/services:
12 Frequently Asked Questions
12.1 What is the MSDM program designed to prepare students for?
It prepares students to solve marketing problems using both digital marketing strategy and marketing analytics, including research design, modeling, data-informed recommendations, and digital marketing plan development.
12.2 What makes the CPP MSDM program different?
A key differentiator is the deliberate balance of digital marketing execution and analytics—supporting both career directions and a balanced option.
12.3 Can I focus only on strategy or only on analytics?
Yes. You can choose electives to focus fully on Digital Marketing Strategy, fully on Marketing Analytics, or mix both for a balanced path.
12.4 How long does the program take to finish?
There are one-year and two-year completion options (with spring start typically taking 1.5 or 2 years).
12.5 Is the program online?
It is onsite (you need to be in Southern California), but it uses a hybrid model that may allow up to 50% of class time to be virtual.
12.6 How many units is the program?
The program is 34 units total: 20 units required plus 14 units electives.
12.7 What are the admission requirements?
A bachelor’s degree, minimum GPA of 2.5, transcripts (unofficial acceptable for admission review), one recommendation letter, a statement of purpose, and a resume. English proficiency is required for international applicants unless English was the medium of instruction.
12.8 How much does the program cost?
Tuition is $825 per unit and the program is 34 units (~$28,050 tuition total), plus mandatory fees per term.
12.9 Is this program STEM-designated?
Yes, and this may allow eligible international students to extend OPT beyond the standard one year.
12.10 Do you offer scholarships?
Yes—there are recruitment scholarships and additional scholarships typically available after at least one semester, plus limited assistantships.