What Is an Online Master's in Digital Marketing Degree?
Online master's digital marketing degree programs provide an advanced and flexible learning opportunity for students interested in deepening their understanding of key marketing trends and competencies. Students in graduate-level digital marketing programs have the potential to improve their writing and editing skills, research and analytical thinking capabilities, proficiencies using design and content development tools, and interpersonal communication skills.
Students interested in pursuing a graduate degree typically must hold a bachelor's degree in digital marketing or related marketing or business field. Online digital marketing master's curriculums are typically deliverable as fully remote or in a hybrid learning environment of both online and in-person courses. Computer and internet accessibility are essential for students to be able to utilize digital learning tools; for example, email communication, classroom forums, video instruction, and assignments.
Typically, a master's degree in digital marketing culminates in a Master of Science (MS) or a Master of Arts (MA). Some schools offer a Master of Business Administration (MBA) or an MS in Marketing with a concentration in digital marketing, as well.
There are several managerial and leadership career options with a marketing master's degree, such as public relations manager, sales manager, advertising manager, or marketing executive. We will explore some of these marketing careers, as well as from a digital marketing perspective, in a later section.
| School | Tuition* | Acceptance Rate | Graduation Rate | Financial Aid % | Placement Services | Career Services | Accepts | |
|---|---|---|---|---|---|---|---|---|
| 1 | Liberty University | $16118 | 51% | 47% | 99% | Yes | Yes | AP / NCCRS Credits |
| 2 | Temple University | $16970 | 60% | 74% | 90% | Yes | Yes | AP Credits |
To get a more in-depth look at our school ranking methodology, please visit Study.com's ranking methodology page.
*Tuition information is based on published tuition and required fees, per data by the National Center for Education Statistics (NCES).
Why Should I Get an Online Digital Marketing Master's Degree?
As the digital marketing field continues to develop rapidly, students may wish to obtain an advanced graduate degree in digital marketing to enhance their field expertise and stay abreast of emerging markets and digital communication tools and strategies.
By enrolling in a online degree program versus a brick-and-mortar college, students have the opportunity to complete their coursework at their own pace. Many online programs offer 16-week courses or accelerated 8-week courses, as well as lower costs for tuition and books. Additionally, online learning enables students to attend a school from another geographical region, cutting transportation costs and allowing students to have more options in choosing their ideal curriculum and instruction without the need to relocate.
How Long Does It Take to Earn an Online Master's in Digital Marketing?
Many online master's digital marketing programs consist of around 30 to 36 credits of core requirements and electives and typically take about two years to complete; although, program durations are usually dependent on whether a student attends school full-time or part-time. Part-time students can usually complete their master's degree programs in three years.
Some online digital marketing programs offer an accelerated curriculum with eight-week courses, while other factors that may impact program durations are whether students enroll in summer course offerings or need to fulfill additional program requirements, such as internships or seminars.
Curriculum for Online Master's Degree Programs in Digital Marketing
Online graduate-level digital marketing curriculums are wide-ranging; however, students can expect to take advanced coursework that covers several specialized digital marketing topics. Depending on the program, students may have the option to concentrate on a specific area of study or choose between a thesis or non-thesis track.
For non-thesis options, students typically culminate their studies by applying their learning to a professional project in the digital marketing field. This usually results in a terminal degree. For the thesis option, students may create a scholarly work that is founded in academic research in digital marketing. Students who pursue a thesis option have the opportunity to be a candidate for a doctoral program after they receive their master's degree.
Digital Marketing Foundational Courses
Many online master's degree programs in digital marketing offer variations of the following foundational courses:
Marketing Research Methods
This course is designed to teach students how to compile, organize, analyze, and interpret qualitative and quantitative data as it pertains to market research. Students gain essential skills and expertise aimed at solving various market problems, such as segmenting target markets, forecasting market trends, and creating advertisements, pricing, and branding strategies for emerging products.
Consumer Behavior
Fostering research and theoretical thinking skills, this course focuses on the different influencers of consumer behavior, including the cultural, economic, societal, and psychological drivers, and how marketing analysts use this data and target market segmentation for generating effective marketing strategies. Other course topics may include customer relationship management (CRM), messaging, consumer preferences, and the application of digital content.
Marketing Strategy
This course delves into the many marketing strategies used by marketing professionals in the field, including segmentation, competitor assessment, brand awareness, and market decision-making. Students may also gain practical marketing, advertising, and design experience in creating websites, digital and print materials, applications, emblems, and storytelling/branding strategies. Assignments may include collaborative group projects, research, and presentations.
Digital Marketing Specialist and Elective Courses
Depending on the program, students may have the option to take the following specialist and elective digital marketing courses:
Web Analytics and SEO
This course is designed for students to gain an understanding of search engine marketing (SEM) and search engine optimization (SEO) tactics that industry professionals use to reach customers online. Course topics typically focus on information gathering, including measuring website traffic, online engagement (e.g., social media), and return on investments (ROI). Students may also learn how to build a social media presence, blogging strategies, and important features of Google Analytics.
Digital Storytelling
This course aims to draw a correlation between marketing and storytelling in order to drive a company or organization's mission. Students are likely to learn the elements of storytelling as a means of building greater communication and engagement between a company and its consumers and shareholders. Students enrolled in this course may be asked to create a detailed marketing communication plan using storytelling concepts and principles.
Brand Management
This course is designed for students to explore the foundations of effective brand management strategies using the principal social media channels (Twitter, Facebook, Instagram, Snapchat, etc.), video content, digital campaigns, segmentation, and click-through links. Students in this course typically examine how to develop viable brands, generate revenue, and establish customer loyalty through brand imaging.
Licensure and Certification in Digital Marketing
Although licensure and certification are not mandatory to work as a digital marketing professional, some individuals may decide to pursue credentialing to validate their marketing experience and knowledge. The American Marketing Association (AMA), in partnership with the Digital Marketing Institute (DMI), offers dual PCM Digital Marketing and Certified Digital Marketing Professional credentials. Candidates must complete 30 hours of online learning covering topics pertaining to content marketing, social media networking, advertising, SEO, Google Ads and Analytics, plus pass a comprehensive exam.
Seeing that digital marketing trends are ever-evolving as new technologies emerge, professionals may decide to obtain other types of certifications that demonstrate proficiencies in niche digital marketing tools. For example, Google offers several free Google Ads Certified certifications in many Google Ads features, including display, search, measurement, shopping ads, video, and apps. Individuals must take a series of instructive courses and pass an assessment to obtain certification.
Digital marketers who conduct their work using social media may obtain the Facebook Certified Digital Marketing Associate credential to demonstrate knowledge of the various advertising features on Facebook, Messenger, and Instagram. Candidates can register online, watch several instruction videos related to establishing an online presence, ad campaigns, metrics, and privacy law; take a practice assessment, and pass the final examination.
How to Enroll in a Digital Marketing Online Master's Program
Students interested in obtaining a master's degree in digital marketing should visit their prospective graduate school's website and fill out an online application. Each school may have its own set of admissions requirements, so students should review the digital marketing program to see if it has additional criteria that they must meet. We will go over these admissions criteria in greater detail in the next section.
Upon submission of the online application, students should contact their previous college and request that their official transcripts be sent directly to their intended school's admissions office. Students may find it helpful to create a checklist of the admissions requirements and deadlines to ensure they hand in their materials on time.
Consideration for admission into a graduate digital marketing program varies. However, students may contact a graduate admissions representative to inquire about the status of their application and/or enrollment.
Admissions Requirements for Online Digital Marketing Master's Programs
The admissions requirements for master-level digital marketing programs differ. However, all prospective graduate students should have obtained a bachelor's degree in digital marketing or a related subject area. In addition to submitting the online application and official transcripts, other admissions criteria may include the following:
- Meeting a minimum grade point average in their undergraduate studies, typically a 3.0
- Letters of recommendation
- Personal statement about the student's career aspirations and intent of study in the digital marketing degree program
- A portfolio of a student's digital marketing work
- An updated resume detailing professional experience, education, and volunteer work
Most accredited online master's degree programs do not require students to take a Graduate Record Exam (GRE). However, students should inquire with an admissions representative for clarification. For additional information on the graduate application requirements, documentation, or application deadlines, students can contact their prospective school's admissions office.
What Can I Do with a Digital Marketing Master's Degree?
Although many individuals can pursue digital marketing careers and other marketing-related fields with a bachelor's degree, such as public relations managers, content creators, and marketing managers or marketing executives; graduates with a master's degree can typically gain a competitive edge over their peers. Digital marketing majors with a higher degree usually acquire strong research, writing, creativity, analytical thinking, organizational, and communication skills that may also make them eligible for higher pay.
According to the U.S. Bureau of Labor Statistics (BLS) in 2019, individuals who worked in digital marketing and related careers had an annual median salary of:
- Market Research Analyst: $63,790
- Marketing Manager: $135,900
- Social Media Coordinator (or Public Relations Specialist): $61,150
- Content Creator (or Graphic Designer): $52,110
- Public Relations Manager: $116,180
Job Outlook for a Master's in Digital Marketing
According to the BLS, as more companies utilize social media and other web-publishing tools to better communicate with customers and amplify their products and services, the job outlook for digital marketing careers is projected to increase in the coming years. Digital marketing analysts or search marketing strategists fall under the 'market research analysts' category in the BLS. Between 2019 to 2029, the projected job growth for market research analysts is expected to increase by 18 percent.
Marketing managers, as well as other directorial promotions and advertising professionals, are expected to see a 6 percent employment growth between 2019 and 2029. This is due to marketing managers' valued expertise when it comes to strategizing customer outreach and pricing. A marketing manager who is able to navigate the digital world, such as targeting audiences and running effective social media campaigns, is usually a desirable candidate.
Some digital marketing professionals work as content creators, utilizing the tools and practices of content writers and graphic designers. While the job outlook for graphic designers and writers in print mediums is expected to decrease by 4 and 2 percent, respectively, creators who are adept in website creation, copy blogging, and design technologies have a much greater chance of finding employment. The BLS does note that competition for these types of positions is expected to increase as the industry progresses.
How to Become a Digital Marketing Analyst
Digital marketing analysts, or market research analysts, are typically responsible for analyzing their company's online presence, including social media engagement and website traffic; and strategizing ways to enhance consumer outreach through digital channels and communication.
At a minimum, a digital marketing analyst should hold a bachelor's degree; however, higher degrees tend to offer a greater competitive edge particularly for research positions. Digital marketing analysts are usually detail-oriented with analytical and critical thinking skills, in addition to advanced computer and social media skills.
How to Become a Marketing Manager
Marketing managers tend to work with various departments to create marketing plans and campaigns that reach broader target audiences. Utilizing managerial, communication, creativity, organizational, and analytical thinking skills, marketing managers may oversee internet marketing research to determine new business prospects, manage a marketing staff, and analyze current website design and outreach initiatives in search of areas of improvement.
Marketing managers may also work closely with business development managers to manage the long-term achievement of a company. Whereas business development managers will strategize ways to create and implement successful business practices and drive product profitability, marketing managers (including digital marketing managers focused on online marketing), usually work to develop various promotional materials and advertisements for clientele.
Common Undergraduate Degrees for Digital Marketing
Undergraduate degrees in digital marketing and related subjects are available at the associate, bachelor's, and certificate level and can be completed online or in-person. Associate degrees in digital marketing usually comprise 60 credits of general education requirements in mathematics, reading, writing, and science as well as several electives in digital marketing topics. Courses are designed to provide students with foundational knowledge about social media communication, branding, and marketing campaigns and typically culminate in an Associate of Science (AS) or Associate of Applied Science (AAS).
Students with associate degrees in digital marketing usually choose to enroll in four-year bachelor's degree programs. Bachelor's degrees tend to offer core instruction in key digital marketing concepts with an emphasis on digital communication and real-world marketing strategies. Most bachelor's degree programs include 120 credits and students may be required to develop a final portfolio of work that demonstrates their learning. Although most digital marketing bachelor's degrees result in a Bachelor of Science (BS) in Digital Marketing, some schools offer a bachelor-level degree in business administration or marketing with a concentration in digital marketing, as well.
There are several certificate options available for students interested in gaining new skill sets, enhancing their field expertise, or seeking career advancement in the digital marketing industry. Like degrees, certificates are obtainable online or in-person and program durations tend to vary (typically a matter of weeks, six months, or a year). Generally, certificates consist of 12-18 credits; common programs may include graphic design, web development, strategic brand communication, or storytelling and content strategy.
Post-Graduate Options After Completing a Master's in Digital Marketing
Because digital marketing is an emerging field, there are not as many online doctoral programs in digital marketing specifically. However, students with a master's degree in digital marketing may pursue a doctorate in marketing or business administration with a concentration in digital marketing. A doctorate is the highest level of scholarship students can obtain to become experts in their fields, preparing them for executive, research, or post-secondary teaching positions.
Candidates for doctoral degree programs may need to meet a minimum grade point average, such as a 3.0 to be admitted. Many doctoral programs include 45 to 60 credits of rigorous coursework, taking approximately three to five years to complete. Depending on the school, doctorates may require students to partake in teaching apprenticeships, seminars, practical workplace training, and a thesis/dissertation and defense of original, scholarly research.
A doctorate in digital marketing or marketing is usually a Doctor of Philosophy (Ph.D.) or a Doctor of Business Administration (DBA).
Financial Aid, Scholarships and Grants for Online Master's in Digital Marketing Programs
Tuition and other academic expenses vary by school. However, there are several options for students who need assistance in paying for their graduate education, such as scholarships, grants, and federal financial aid.
Students can determine how much federal aid they qualify for by filling out the Free Application for Federal Student Aid (FAFSA). Similar to undergraduate students, graduate students must attend an accredited higher education institution, demonstrate evidence of financial need, and provide proof of U.S. citizenship or eligible non-citizen status. Graduate students do not need to provide their parents' information on the application.
Scholarships and grants are also available at the graduate level and students may search for and apply to those opportunities online. Additionally, students can inquire if their employer offers a tuition reimbursement plan for graduate-level education, as well as find out if they are eligible for military or veteran academic benefits, internships, or state aid. For more information, students can contact their college or university's financial aid offices to speak with a representative.
Sixth City Marketing College Scholarship
The Sixth City Marketing College Scholarship is available to high school seniors or current undergraduate and graduate-level students at an accredited U.S. college or university. Applicants must submit an online application and 500-word essay about how the internet has impacted their decision to pursue a career in digital marketing and design.
The selected winner will receive a one-time award of $1,500 that will be paid directly to the student's college or university for tuition, textbooks, or campus living expenses.
AfterCollege Business Student Scholarship
The AfterCollege Business Student Scholarship is available to graduate students pursuing a business-related degree, including but not limited to business administration, management, public relations, etc. To apply, students should fill out the online application that includes the following components:
- A 200-word personal statement that details the applicant's professional goals and value on education
- Academic details (school name, degree program, GPA, and intended graduation date
- Professional experience, volunteer work, and internships that highlights the applicant's work ethic and skillsets
- Achievements (honors, award, etc.)
- A list of the applicant's hard and soft skills
One winner will be selected for a $500 award to help pay for the costs of their education.
