Students who graduate with a master’s degree in digital marketing are qualified to create, navigate, interpret, and optimize marketing strategies in today’s digital world. They can pursue careers in social media and email marketing, search engine marketing, mobile marketing, data analytics, market research, marketing management, and other related fields.
According to the Bureau of Labor Statistics, the median pay for web developers and digital designers is $80,730, while advertising, promotions, and marketing managers make $138,730. And according to the National Center for Education Statistics, the average annual tuition for graduate school is $12,596 at public universities and $28,017 at private universities. It takes one to two years of full-time study to complete this degree.
We spoke with Blanca Villagomez, a program counselor and coordinator at UC-Irvine, to gain her insights on what students should consider when selecting an online master’s degree in digital marketing program.
How to Choose an Online Master’s in Digital Marketing Program
Choose your area of study
Since graduates of this master’s degree program can pursue careers in different areas of digital marketing, it is important to consider your desired career path when choosing an area of study.
Digital marketing programs may offer various concentrations that focus on areas such as marketing analytics, digital storytelling, digital branding, social media marketing, public relations, and others. Not all digital marketing programs provide the same concentrations, so it’s essential to have an idea of what you want to focus on to help guide your search.
“A college education requires an investment of time, money, and energy, so it’s important for students to reflect on their motivations for pursuing a degree,” says Villagomez. “The framework I recommend to help students explore their options and choose the right degree program includes reflection, strategy, and research.”
This degree is usually offered in a Master of Science (MS) format, though some schools allow you to earn a Master of Business Administration (MBA) with a concentration in digital marketing.
Research schools and programs
Once you’ve determined your area of study, research the different schools and their digital marketing programs. You can do much of this online. Some universities include many program details on their websites, while others do not. In the second case, you’ll need to call or write for additional information.
Search for digital marketing programs that offer courses and specializations specific to your career goals. “Graduate programs require a narrow field of study compared to undergraduate programs,” says Villagomez. “Therefore, thorough self-reflection is a great investment during this process to ensure you’re selecting a graduate program that is right for you. Gaining clarity on your strengths and interests can help you find a graduate program and career track that are a good fit.”
Also, check to see if internships are a required or optional part of the digital marketing curriculum. If you’d like to do an internship, find out if any are available locally.
Check the admissions page of the digital marketing program – there may be one specific to the program or just general admissions requirements for the university – to confirm that you’re eligible to apply. Along with academic information, here are some other important factors to consider.
- Is the school accredited? You should only attend an institution that is accredited by agencies recognized by the U.S. Department of Education. This affects not only the quality of education you receive but also what financial aid you can get and job opportunities after graduation. Additionally, if you want to transfer into another digital marketing program later, postsecondary institutions usually don’t recognize credits or degrees earned at unaccredited schools.
- What is the cost of the program? Save time by checking this early in your research process. Before you start, have a general idea of how much you can pay for your master’s degree program. This makes it easier to eliminate digital marketing programs that don’t fit your budget.
- Where is the school located? Even for students who plan to study online, the school’s location may be a factor when choosing a digital marketing program. Proximity to the school means the ability to participate directly in student clubs and organizations, in-person orientations, meet-and-greets, career days, and other on-campus events. Additionally, some universities offer a hybrid format for online master’s degree programs, which means students can attend some classes on campus if they wish.
To learn more about any schools that you’re interested in, you can follow the school on social media or attend an in-person or virtual open house.
Prepare for tests and applications
Admissions requirements vary depending on the institution, so check the school’s website or contact an admissions counselor for details.
Some schools offer rolling admissions, while others require that applications and supporting documentation be submitted by a specific date. Online programs don’t always start at the same time as on-campus courses, so admission requirements in this regard may differ.
Whatever the case, be sure to check admissions deadlines and submit all material on time. Entrance exams aren’t generally needed for graduate programs, but some universities require GRE scores. You may also need to send in transcripts, letters of recommendation, personal statements, and other materials.
Before submitting an application, always contact an admissions counselor to ensure you have the most accurate information regarding requirements and deadlines.
Select your program
Once your research is complete and you have all the necessary information, use it to select a program.
Before making your final decision, review your needs and goals again. Do you plan to attend school full-time or part-time? Are you only interested in 100% online programs, or are you fine with a hybrid program that has some in-person requirements? Some programs offer asynchronous courses, which can be completed at your own pace, while others only offer synchronous courses, which involve remotely attending lectures and completing assignments at the same time as other students.
“Online programs generally offer a combination of asynchronous and synchronous modalities, so expectations and pacing can vary greatly across courses,” says Villagomez. “The course syllabus is a great way to understand class expectations, how to access the professor’s office hours, and key assignment deadlines.”
Decide which factors are most important to you. You may find a program that ticks all the boxes, but since there’s no guarantee you’ll be accepted to that one, look at other options as well. Make a list, in order of preference, of all the digital marketing programs you’d want to enroll in, and then apply to all the schools on the list. If you receive more than one acceptance letter, choose the school that’s highest on your list.
Determine how you’ll pay for your degree
The U.S. government offers financial aid through loans, grants, and work-study programs, so it’s important to complete the Free Application for Federal Student Aid (FAFSA).
Also, check to see what scholarships you’re eligible for through the university or other organizations. Previously earned graduate-level college credits may be transferable, which will save money on courses you don’t have to take. And discounted tuition rates are often available to veterans or those currently serving in the military.
If your schedule allows, you can get a part-time job to help pay for the program. Those who already work in the field should see if their employer offers tuition assistance benefits as well.
Be sure to speak to financial aid counselors at the schools you’re interested in for the most accurate and specific information about program cost.
Best 10 Accredited Online Master’s in Digital Marketing Programs
Institution Type
Status
- Intelligent Score
- Alphabetically By University Name
- Acceptance Rate
- Enrollment
- In-state Graduate Tuition
- Out-of-state Graduate Tuition
- In-state Undergraduate Tuition
- Out-of-state Undergraduate Tuition
Southern New Hampshire University
Intelligent Score: 99.03In-state: $9,600
Out-of-state: $9,600
In-state: $18,810
Out-of-state: $18,810
SAT: N/A
ACT: N/A
$637
Online
New England Commission of Higher Education
36
Fairleigh Dickinson University
Intelligent Score: 98.67In-state: $41,154
Out-of-state: $41,154
In-state: $9,732
Out-of-state: $9,732
SAT: N/A
ACT: N/A
$999
Online
Association to Advance Collegiate Schools of Business
30
Temple University
Intelligent Score: 98.34In-state: $16,080
Out-of-state: $28,992
In-state: $16,956
Out-of-state: $16,956
SAT: N/A
ACT: N/A
$1,165
Online
Middle States Commission on Higher Education
30
Brandeis University
Intelligent Score: 96.57In-state: $55,340
Out-of-state: $55,340
In-state: $51,940
Out-of-state: $51,940
SAT: 1320-1510
ACT: 31-33
$1,220
Online
New England Commission of Higher Education
30
Liberty University
Intelligent Score: 95.7In-state: $14,791
Out-of-state: $14,791
In-state: $7,935
Out-of-state: $7,935
SAT: 1040-1250
ACT: 21-29
$565
Online
Southern Association of Colleges and Schools, Commission on Colleges
36
East Tennessee State University
Intelligent Score: 94.26In-state: $7,340
Out-of-state: $25,487
In-state: $8,640
Out-of-state: $8,640
SAT: 940-1170
ACT: 20-27
$765
Online
Association to Advance Collegiate Schools of Business
36
Northern Illinois University
Intelligent Score: 93.42In-state: $9,466
Out-of-state: $9,466
In-state: $8,858
Out-of-state: $8,858
SAT: N/A
ACT: N/A
$905
Online
Higher Learning Commission
30
Rutgers University - New Brunswick
Intelligent Score: 91.78In-state: $12,230
Out-of-state: $29,012
In-state: $17,736
Out-of-state: $17,736
SAT: 1180-1410
ACT: 25-32
In-State: $826
Out-of-State: $1,405
Online
Association to Advance Collegiate Schools of Business
30
Montclair State University
Intelligent Score: 91.43In-state: $12,082
Out-of-state: $20,042
In-state: $12,600
Out-of-state: $12,600
SAT: N/A
ACT: N/A
$809
Online
Association to Advance Collegiate Schools of Business
30
Santa Clara University
Intelligent Score: 91.22In-state: $52,998
Out-of-state: $52,998
In-state: $23,507
Out-of-state: $23,507
SAT: 1270-1450
ACT: 28-32
$1,186
Online
Association to Advance Collegiate Schools of Business
36
How we rank schools
We concentrated our research on master’s-level programs in digital marketing. The two most common degrees in this field are a Master of Science (MS) or a Master of Business Administration (MBA) with a concentration in digital marketing.
We sought digital marketing programs that are primarily or entirely delivered online to guarantee accessibility for the greatest number of students. Some programs are also available on campus, and students may be able to complete the program with a mixture of in-person and online classes.
All of the schools on our list are regionally accredited. We evaluated each digital marketing program based on cost, outcomes, flexibility, faculty, and reputation. Then, we calculated the Intelligent Score of each program on a scale from 0 to 100. For a more extensive explanation, check out our ranking methodology.
What Can You Expect from an Online Master’s in Digital Marketing Program?
For this degree, students learn how to make data-driven decisions and leverage websites, social media platforms, mobile phones, and other areas of the digital landscape to target specific audiences and promote services and products.
Topics such as digital marketing strategies, digital marketing campaigns, marketing analytics, social media marketing, mobile marketing, and customer relationship management are covered in detail. Coursework includes both business and marketing subjects, along with classes that deal with IT. Students can expect their program to require 30-45 credits.
Coursework is usually delivered to students via an online learning platform such as Moodle, Canvas, or Blackboard. Some universities have their own proprietary platform.
Students log on to these platforms to receive course materials such as the program syllabus, schedules, assignments, reading and audio-video material, recorded lectures, announcements, grades, and more. The student portal also provides access to chats and message boards so students can communicate with instructors and one another. Many programs are available fully online, while others are available in a hybrid format.
Potential courses you’ll take in an online master’s in digital marketing degree program
- Social media marketing. This course teaches social media from a business perspective, and students learn how to use it to build brand awareness, forge relationships with both current and potential customers, and increase a company’s client base. Students also learn how to create strategies that can be used across various social media platforms to target specific audiences and generate leads.
- User experience design. More and more, user interfaces for digital platforms are a determining factor in whether potential customers interact with a business or not. People want something that is simple and eye-catching. This course teaches students both design principles and technical aspects so they can create interfaces that maximize the user experience.
- Marketing communications and storytelling. Students learn how to create narratives that evoke emotions and tie those feelings to a brand or product. Media channels, messages, timelines, campaign types, and market development considerations are among the topics considered.
- Product management. In this course, students learn what tools and concepts are used by market, product, brand, and advertising and promotions managers in today’s business environment. It covers policy formulation as well as how to choose market strategies, formulate new product development, and various organizational models.
What Can You Do With an Online Master’s in Digital Marketing Degree?
Career outlook
With the rise of social media marketing and online shopping, digital marketing has become more and more important to all types of businesses. Indeed, many of the occupations in this field are growing at a fast rate, and some offer particularly high salaries.
Every industry relies on marketing to some degree, which means graduates with a master’s in digital marketing have many career options. They can work directly in marketing as managers or focus more on brand design and development. Most digital marketing professionals work at advertising agencies, but many choose entrepreneurship.
Here are some of the specific career options open for graduates with a master’s in digital marketing degree:
- Advertising, promotions, or marketing manager — Conduct market research, plan advertising and promotional campaigns, and supervise marketing staff.
- Median annual salary: $138,730
- Projected employment growth (through 2032): 6%
- New job openings projected: 34,000 annually
- Web developer or digital designer — Create and test websites, web applications, and user interfaces.
- Median annual salary: $80,730
- Projected employment growth (through 2032): 16%
- New job openings projected: 19,000 annually
- Graphic designer — Create visual elements such as logos, charts, and illustrations, often using digital illustration tools and photo editing software.
- Median annual salary: $57,990
- Projected employment growth (through 2032): 3%
- New job openings projected: 22,800 annually
Online Master’s in Digital Marketing Degree Frequently Asked Questions
How do I apply to an online master’s in digital marketing degree program?
Applications can usually be filled out and submitted through the university’s website. Students must have a bachelor’s degree from an accredited institution, although it may or may not have to be in a related field. Transcripts should be submitted, and there is usually a minimum GPA requirement, but this varies by institution. You’ll likely be required to submit, along with the application and transcripts, your resume, a personal statement or writing sample, and one or more letters of recommendation.
Many universities also require proof of U.S. citizenship or residency, and if English is not the applicant’s first language, they should submit test scores proving English proficiency.
Each university has its own admissions requirements, so applicants should always speak with an admissions counselor before applying.
How much does an online master’s in digital marketing degree cost?
The average annual tuition for graduate school is $12,596 at public institutions and $28,017 at private institutions. There will likely be additional fees involving technology and software resources. University services and books may add additional expenses. The tuition for out-of-state students is often higher than it is for in-state residents at public universities, but this doesn’t always apply to online students.
How long does it take to earn an online master’s in digital marketing degree?
Since the program requires 30-36 credits, a traditional on-campus master’s in digital marketing for a full-time student can take up to two years to complete, and online programs can take that long as well. However, accelerated programs are offered that can be completed in as little as 12-15 months. If a part-time study option is offered, this can increase the time required, but there is usually a limit to the time allowed to complete the program.
Is an online master's in digital marketing degree worth it?
If you’re interested in management-level positions, an online master’s degree in digital marketing can give you the skills and training you need. These programs are designed for those who want to advance in their field, and students can choose from concentrations such as online advertising, analytics, or social media marketing, depending on their interests.
Choosing an online master’s in digital marketing degree program also provides greater flexibility in instruction, with many classes happening asynchronously. This makes it easier to advance your education and invest in your career while continuing to work full-time. These programs also give you the opportunity to interact and network with other students and instructors from all over the globe.
Digital marketing professionals often have the option of choosing to work remotely. Having an online master’s degree in digital marketing shows a potential employer that you’re already comfortable with a digital work environment.