Master’s in Digital Marketing Program Guide of 2021

June 1, 2021

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Earning a master's in digital marketing offers the opportunity to get ahead in a rapidly growing and evolving field.

A McKinley Marketing Partners study found that, on average, digital marketing professionals who hold a master's degree make about $23,000 more than their counterparts who possess a bachelor's degree alone. According to the Content Marketing Institute, 73% of businesses and organizations employ an individual to oversee their content marketing strategies.

Digital marketing master's degree-holders often get opportunities to take on supervisory and management roles. They serve as marketing managers, directors, and executives, leading teams that spearhead organizations' branding, marketing, and public relations efforts.

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Should I Get a Master's in Digital Marketing?

The Bureau of Labor Statistics (BLS) projects 6% job growth for advertising, promotions, and marketing managers between 2019 and 2029.

A master's in digital marketing can lead to a variety of jobs. The Bureau of Labor Statistics (BLS) projects 6% job growth for advertising, promotions, and marketing managers between 2019 and 2029.

The typical master's degree in digital marketing takes about two years to complete when attending full time. However, students may find accelerated programs that allow them to graduate in 12-18 months. Part-time students may take 3-4 years to finish a digital marketing master's degree.

In planning their careers, marketing professionals should take into account the time it will take them to complete their degree and how that could affect their ability to focus on their current job.

Few employers in the industry expect or require their employees to continue their education beyond a master's in digital marketing. However, marketers may choose to keep their skills and knowledge constantly updated through continuing education and professional development. The Digital Marketing Association, for example, offers a certified digital marketer program.

What Will I Learn in a Digital Marketing Master's Program?

A master's in digital marketing provides students with skills and knowledge in branding, market research, product management, marketing strategy, and buyer behaviors. Students learn how to create a digital campaign that leverages best practices in marketing and communication to reach customers and target audiences.

Many digital marketing master's programs emphasize data analytics to develop campaigns and continually evaluate their success. This may involve the use of tools, such as SAS Studio, Enterprise Miner, databases, and SEO analytics platforms.

By the end of a digital marketing master's program, students should know how to identify and segment target markets, engage customers, and curate brand loyalty among those customers. They understand how to use SEO, mobile, social media, content, and video marketing to create and execute dynamic marketing strategies for businesses and organizations across a variety of industries.


Marketing Analytics

This specialization focuses on using data to conduct market research, create a comprehensive marketing strategy, and constantly evaluate the effectiveness of marketing efforts. Students learn about database management, data visualization, and project management.

Brand Management

Students explore best practices in product development while creating a brand around products that builds familiarity and customer loyalty over time. This specialization also emphasizes buyer behavior concepts, promotional management, and ensuring a brand remains fresh in consumers' minds.

Product Management

In this specialization, students learn how digital marketers often serve as liaisons between the professionals in charge of engineering products and those who market, promote, and sell those products. These marketers must effectively communicate the benefits of products to both sales team members and potential customers.


Students in this specialization learn how concepts in digital marketing apply to the broader field of advertising. This track prepares students for careers as media directors, account executives, and advertising directors. Courses explore how to develop advertising campaigns that reach target audiences, generate customer interest, and build brand awareness.

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How to Get Into a Digital Marketing Master's Program

To apply to a master's in digital marketing program, students must hold a bachelor's degree from a regionally accredited college or university. Most programs require applicants to provide a resume, official transcripts, a personal statement, and two or more letters of recommendation.

Additionally, applicants may need to submit GMAT or GRE scores. Some digital marketing master's programs also require incoming students to possess a few years of professional marketing experience.

What Can I Do With a Master's in Digital Marketing?

With a digital marketing master's degree, professionals learn the skills necessary to take on numerous management roles in the marketing field. Many graduates go on to serve as marketing, public relations, and advertising managers, which often come with salaries exceeding $100,000 per year.

A master's in digital marketing also gives individuals the opportunity to fast-track their careers. With this degree and the right experience and skill, professionals can eventually move into roles as chief marketing officers or other executives within businesses and organizations.

Many students who graduate from a digital marketing master's program pursue a doctoral degree in marketing or a related field. This path works well for individuals who wish to enter academia and teach marketing and communications at the college level.

Popular Career Paths

Popular Continued Education Paths

How Much Money Can I Make With a Master's in Digital Marketing?

Earning a master's in digital marketing opens up opportunities to earn a competitive salary that increases with experience and responsibility. For example, according to the BLS, advertising, promotions, and marketing managers make a median annual salary of $141,490. In many cases, a digital marketing master's degree allows individuals to take on roles that regularly net six-figure salaries.

Frequently Asked Questions About Master's in Digital Marketing Programs

What is digital marketing?

Digital marketing focuses on the promotion or advertising of a business or organization's brand through the internet. Digital marketers use websites, blogs, social media, email, and video to reach target audiences, engage consumers, and share a brand's key messages.

How much does it cost to get a master's in digital marketing?

The cost of getting a digital marketing master's degree depends on the institution and whether the student lives in state or out of state. Students attending an in-state public college or university can expect to pay about $10,560 per year in tuition. Those attending a private school may pay up to $40,000 per year.

How long does it take to get a master's in digital marketing?

In most cases, a master's in digital marketing takes about two years to complete. Some programs offer accelerated options, reducing this time to 12-18 months. Part-time students, on the other hand, may take three years or more to graduate.

Is a master's in digital marketing worth it?

A digital marketing master's degree represents a sound investment for many professionals. Securing an advanced degree helps individuals move into management roles that often come with six-figure salaries. The knowledge and experience gained through a master's program give professionals advantages in marketing and promoting brands online.

Is digital marketing a good career?

Best practices and methods in digital marketing constantly evolve, making it an exciting career field for those who enjoy learning and leveraging the latest tools and technologies. Demand remains high for digital marketers. According to the BLS, managers in this field earn a median annual salary of $141,490.

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