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Master of Digital Marketing

30 total credits | average 2 years to complete

85
DAYS
Left to Apply
2
SEPT
Start Date
Format
Online
Tuition
$37,620
Courses
10 courses
Term

Fall 2024

Apply Now

Prepare to Effectively Lead with In-Demand Skills and Expertise 

In a world of rapidly evolving technology, marketing professionals must have a mix of relevant technical skills to navigate the digital landscape and an understanding of the fundamental principles of marketing strategies, as well as how these principles are applied in the digital realm. In addition, it’s critical for professionals to develop the leadership skills necessary to work with diverse teams and execute successful marketing efforts. The online Master of Digital Marketing program from Wake Forest University encompasses this powerful combination of skills and knowledge to prepare the future of digital marketing leaders. 

Career Prospects and Outcomes

Marketing remains a key driver of growth in companies of all sizes. As print, broadcast, and cable TV continue to shrink, digital marketing is now the most important part of a marketing strategy. According to Gartner, 72% of the marketing budget goes towards Digital Marketing. More than ever, companies are in need of digital experts with a foundational understanding of marketing strategies.


68%

of marketers

have had to change their digital marketing strategies due to changes in social and digital platforms in the last six months.
860,000

job openings

for digital marketers in 2022.
54%

of companies

expect to increase their marketing budget year over year.

“I already feel more confident as a marketer and more comfortable with leading strategies in my work today because of what I am learning in the digital marketing program.”

— Brianna Briggs, Digital Marketing Student

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

    Gain a deeper understanding of fundamental principles and best practices of digital marketing strategies (e.g., positioning, pricing, etc.) and tactics (e.g., market research-derived segmentation and targeting, packaging, channel management, etc.). This course emphasizes marketing frameworks and concepts, as well as examining cross-cultural awareness in digital marketing.
  • Digital Marketing Research, Journey Mapping, and Consumer Analytics

    Build a robust knowledge of research methods that are fundamental to the digital marketing discipline. This course teaches professionals how to use research techniques to deeply understand and focus on the needs and interests of the consumer in integrated campaigns.
  • Marketing Analytics and Data Visualization

    Learn best practices for gathering, interpreting, and presenting compelling digital data to inspire positive action. This course teaches professionals to use analytical techniques and growing-edge software tools to generate marketing insights and to address marketing problem.
  • 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.
  • Digital Marketing Tools and Campaign Analytics: SEM, Display, and Retargeting

    Develop a deep understanding of the digital tools that can be used to track rapidly shifting consumer interests and behaviors. This course highlights impactful easy to communicate with consumers given the dynamic nature of the marketplace.
  • Social Media Marketing: SEO, Content and Influencers

    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.
  • Digital Marketing and Analytics Certificate

    If you are looking for a shorter commitment or faster timeline to up-skilling in Digital Marketing, check out our online certificate in Digital Marketing and Analytics. You will take 4 courses from the Digital Marketing degree program and be ready to implement your new skills today!

    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.