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.<br><br>Digital marketing is expected to have annual growth, and advances in technology have brought programming and data analysis within reach for individuals who are far less technically trained. This has created a new class of hybrid jobs that combine digital skills with marketing and design (Burning Glass).<br><br>The 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.<br><br>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.