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Master of Digital Marketing

30 total credits | average 2 years to complete

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Start Date
10 courses

Spring 2023

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Lead the Future of Marketing

Grow your career with invaluable digital marketing expertise. Experience an integrated course curriculum of leadership skills, technical acumen, and marketing strategy as well as high-level campaign management, storytelling, and traditional marketing approaches. Gain the understanding to apply foundational marketing concepts through the latest software, apps, and solutions for more customer-centered interactions. Complete this Master’s degree program in just two years, online. You can adjust your pace to graduate faster or take more time if needed. Our courses are designed to work around your schedule.

Admission Criteria

To enroll in the Master of Digital Marketing program a candidate must complete an online application, in which they will submit:  

  • A resume 
  • A bachelor’s degree transcript from an accredited college or university* 

Also, candidates must complete a virtual interview with a Student Success Manager. 

*An unofficial transcript is acceptable for admission; an official transcript is due by the start of the first course. 

Career Prospects and Outcomes

Digital marketers do the heavy lifting to showcase a brand’s core competencies and most valuable product or service in creative ways online. Our Master of Digital Marketing program equips you with a deep, foundational understanding of how brands connect with customers through design, data, video, social media, and more. Be prepared to develop and execute marketing plans and tell compelling stories that drive revenue and relationships. Create overall industry perspective with expertise across the digital marketing skill set, while also learning to lead the diverse talent base that is modern marketing teams.

The People Behind the Program

To accelerate your career growth, reach your professional goals, and expand your network, we created a Programmatic Advisory Board (PAB) to bring knowledge from experts in the field into the classroom. These board members are committed to your academic excellence and keeping Wake Forest University School of Professional Studies graduates industry-competitive and globally impactful.

Core Courses

There are 9 required core courses including the Digital Campaign Project/Capstone course. Students may also choose 1 elective.

There is no prescribed order for the courses, you may take them in the order that works for you when your selection is available.

  • Strategic Digital Marketing Today

    This course covers fundamental principles and best practices of digital marketing strategies and tactics. An emphasis is placed on marketing frameworks and concepts like brand management, marketing analytics, and more. A special focus on cross-cultural awareness in digital marketing will also be examined.
  • Digital Marketing Research Methods, Journey Mapping, and Consumer Behavior

    This course covers fundamental principles and best practices of digital marketing strategies, including robust knowledge of research methods fundamental to Digital Marketing. This course teaches students how to use research techniques to deeply understand and focus on the needs and interests of the consumer in integrated campaigns. An emphasis is placed on marketing frameworks and concepts, including marketing communications, brand management, and marketing analytics and important tools (such as perceptual maps, brand laddering, etc.) that can be employed to effectively manage the digital marketing function.
  • Marketing Analytics and Data Visualization

    This course covers best practices for gathering, interpreting, and presenting compelling digital data to inspire positive action. This course will explore the following topics: marketing analytics (including the use of analysis techniques to generate marketing insights and to solve marketing problems), data mining, segmentation, customer modeling, product/feature development analysis, and the communication of data-derived insights via data visualization. Cutting-edge software tools (e.g., JMP, Tableau, Google Analytics, JungleScout) will be integrated into this course, and opportunities will be provided for the students to gain hands-on experience.
  • Digital Design Thinking and the User Experience (UX)

    This course focuses on user-centered design (UCD) and associated methodologies, including user research, digitally-enabled user experience (UX), interaction design, and usability testing. In this course, the students will learn about and practice design-thinking approaches to the process of new product development and market opportunity scanning. The course also teaches creative idea generation and concept screening/testing, test-and-learn processes — with continuous improvement as the goal, and a range of UCD approaches that include the formulation of a portfolio-ready deliverable incorporating a complete financial model.
  • Branding, Storytelling, and Writing for the Digital World

    This course integrates brand management principles and marketing frameworks to guide digital storytelling that effectively engages consumers and other stakeholders. This course will explore how to focus on digital branding through storytelling to differentiate products and services from competitor offerings and to effectively position them as solutions to consumer needs and pain points. Students will learn how to write compelling content that scores highly with dynamic search engine algorithms and how to pursue strategic implementation of a brand narrative using various digital marketing approaches and analyses.
  • Leadership, Ethics, and the Legal Landscape of Digital Marketing

    This course covers the ethics of digital marketing and product liability, and it explores emerging issues related to the buying and selling of consumer data, the use of artificial intelligence (AI) to predict and to influence human behavior, and other consumer privacy concerns. This course will enable students to develop a comprehensive ethical decision-making philosophy so that they are well equipped to address challenging situations in their professional marketing roles.
  • Paid Digital Marketing: Tools and Trends including SEM, Display & Retargeting

    This course focuses on the development of practical skills related to search engine technology and paid digital approaches. It addresses the dynamic nature of the marketplace and rapidly shifting consumer interests and behaviors as well as the deep understanding for the digital tools that can be employed to track such shifts and to communicate with consumers in impactful ways. Explore topics such as Search Engine Marketing (SEM), including national and local search, and utilization of AI and Machine Learning applications, digital advertising, display, as well as retargeting, the future of search and potentially disruptive impacts on the media industry; and the possibilities and challenges of contemporary social media platforms and tools.
  • Earned/Owned Digital Marketing: Tools and Trends including SEO, Influencer, Social Media & Public Relations

    This course explores the world of Earned/Owned Digital Marketing including SEO, Influencer, Social Media, and Public Relations and how to expertly leverage content in order to increase the attention consumers pay to their brands. Students will discuss the increasingly challenging task given the crowded marketplace and information overload that consumers face and how to address this challenge with practical and strategic skills, including organic search, social media content, community management, posting, and user-generated content, social listening and competitive modeling, and digital tools used in influencer marketing.
  • Capstone in Digital Marketing: Campaign Consulting

    This course will enable students to integrate the skills and knowledge that were developed in the other courses of the program to complete a digital marketing project for a real organization. Students will be asked to identify their own marketing challenge (with the involved organization’s blessing, of course) and to leverage the digital marketing insights learned in the program to address it effectively. In addition to preparing a comprehensive plan for the client organization, the students will create a top-notch presentation incorporating digital marketing strategy and tactics, marketing concepts, and storytelling techniques to address the challenge and to sell the selected idea/product/solution.
  • Electives

    Students in the Master’s of Digital Marketing program may choose 1 elective.

    Electives can be taken at any time during the program when your selection is available.

  • Project Management Essentials

    This course introduces the foundational concepts of project management. It provides an overview of the PM lifecycle as defined in the Project Management Body of Knowledge. Several PM knowledge areas such as risk, scope, schedule, quality, monitoring, and communication, among others, will be introduced. Distinctions between project, program, and portfolio management are explored.
  • Website, Visual Content, and Video Development

    Effective visual design and video production that leads to engaging user experiences require a unique set of skills and a deep understanding of consumer psychology. To help students enhance their ability to create effective designs and videos, this course will combine the highly creative and analytical sides of digital marketing in these domains.
  • Digital Consumer Psychology and Decision Making

    This course will provide a deep dive into online and mobile consumer behavior and use an analytics-driven approach to explain why consumers look, pause, click, engage, and buy.
  • The Customer Journey: Website and E-commerce Marketing

    In digital marketing, understanding the consumer journey is extremely important. To help students understand that journey and to design impactful digital pathways for it, this course will focus on website and eCommerce marketing strategies that increase customer demand and sales.
  • Paying for School

    There are several financial assistance options available for you to start this journey and see your career take off.

    Speak with one of our financial aid officers for help navigating scholarships, veteran’s assistance, FAFSA, and more.