GRADUATE PROGRAM Master of Digital Marketing 30 total credits | average 2 years to complete 100 DAYS Left to Apply 8 JAN Start Date Format Online Tuition $36,510 Courses 10 courses Term Spring 2024 Apply Now 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. Jeff Campbell aiCommerce Lakesha Holloway Atrium Health Kent Panther Wray Ward Mike Shady Lowe’s Laurin Titus Wells Fargo Christina Wells RVO Health “I recently completed my first semester in Wake Forest SPS’s Digital Marketing Master’s program. I already feel more confident as a marketer and more comfortable with leading strategies in my work today.” — Brianna Briggs, Social Media & Influencer Marketing Strategist Social Media & Influencer Marketing Strategist Shares Her Journey to SPS – and the Lessons She’s Already Putting Into Action 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 This course covers fundamental principles and best practices of digital marketing strategies including, positioning, pricing, etc. as well as tactics like market research-derived segmentation and targeting, packaging, channel management, and more. An emphasis is placed on marketing frameworks and concepts (e.g., marketing communications, brand management, marketing analytics, etc.). A special focus on cross-cultural awareness in digital marketing will also be examined. What You’ll Learn Study the innovative ways brands are utilizing to connect with customers and to identify and rectify marketing gaps. Learn approaches for devising marketing strategies that are effective, efficient, and responsive to the fast-paced, data-driven digital environment. Read and discuss case studies on competitive dynamics and digital marketing strategies. Atoms / 03.Icon / Course Detail / Book Credits 3 credits Atoms / 03.Icon / Course Detail / Calendar Terms This course is offered every semester. Subject to Change Course ID DMG 710 × 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. Learn More Atoms / 03.Icon / Plus Circle Digital Marketing Research, Journey Mapping, and Consumer Analytics Robust knowledge of research methods is 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. What You’ll Learn Design, interpret, and apply primary and secondary research techniques in campaign development, execution, and evaluation. Practices designing and executing surveys, in-depth interviews, focus groups, and observational studies and how to incorporate digital tools and emerging technologies as part of an overall research plan. Study digital and other steps consumers utilize to purchase various products and services — from the awareness stage to the adoption stage. Apply consumer behavior frameworks to glean empirical insights from research and to formulate potential impactful action plans, positioning, pricing, and tactics Learn marketing frameworks and concepts, including marketing communications, brand management, marketing analytics with important tools, including perceptual maps, brand laddering, etc.) that can be employed to effectively manage the digital marketing function. Atoms / 03.Icon / Course Detail / Book Credits 3 credits Atoms / 03.Icon / Course Detail / Calendar Terms This course is offered every semester. Subject to Change Course ID DMG 712 × 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. Learn More Atoms / 03.Icon / Plus Circle Marketing Analytics and Data Visualization This course covers best practices for gathering, interpreting, and presenting compelling digital data to inspire positive action. Additionally students will learn how to share data across functional areas to show ROI. What You’ll Learn Study marketing analytics, including the use of analysis techniques to generate marketing insights and to solve marketing problems. Discuss data mining, segmentation, customer modeling, product/feature development analysis, and the communication of data-derived insights via data visualization. Utilize cutting-edge software tools will be integrated into this course. Atoms / 03.Icon / Course Detail / Book Credits 3 credits Atoms / 03.Icon / Course Detail / Calendar Terms Spring 2024 Subject to Change Course ID DMG 720 × 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. Learn More Atoms / 03.Icon / Plus Circle 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. What You’ll Learn Learn design-thinking approaches to the process of new product development and market opportunity scanning. Practice creative idea generation and concept screening/testing with test-and-learn processes – with continuous improvement as the goal. Analyze a range of UCD approaches that include the formulation of a portfolio-ready deliverable incorporating a complete financial model. Atoms / 03.Icon / Course Detail / Book Credits 3 credits Atoms / 03.Icon / Course Detail / Calendar Terms Fall 2023 Summer 2024 Subject to Change Course ID DMG 724 × 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. Learn More Atoms / 03.Icon / Plus Circle Branding, Storytelling, and Writing for the Digital World Many campaigns never make it to the market or fall flat in execution because a compelling “story” isn’t being told in them. This course integrates brand management principles and marketing frameworks to guide digital storytelling that effectively engages consumers and other stakeholders. What You’ll Learn 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. Write compelling content that scores highly with dynamic search engine algorithms. Study how to pursue the strategic implementation of a brand narrative using various digital marketing approaches and analyses. Atoms / 03.Icon / Course Detail / Book Credits 3 credits Atoms / 03.Icon / Course Detail / Calendar Terms Fall 2023 Spring 2024 Subject to Change Course ID DMG 722 × 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. Learn More Atoms / 03.Icon / Plus Circle Leadership, Ethics, and the Legal Landscape of Digital Marketing This course covers the ethics of digital marketing and product liability and 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 consumer privacy concerns. What You’ll Learn Develop an ethical decision-making philosophy so that you are well-equipped to address challenging situations in your professional marketing roles. Empower you to design and implement ethical decision frameworks to apply to and examine digital marketing decisions. Explore the role of culture, regulation, and laws in determining the acceptable use of digital marketing solutions. Atoms / 03.Icon / Course Detail / Book Credits 3 credits Atoms / 03.Icon / Course Detail / Calendar Terms Fall 2023 Summer 2024 Subject to Change Course ID DMG 714 × 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. Learn More Atoms / 03.Icon / Plus Circle Digital Marketing Tools and Campaign Analytics: SEM, Display, and Retargeting This course focuses on the development of practical skills related to search engine technology and paid digital approaches. What You’ll Learn Study Search Engine Marketing (SEM) including national and local search, and utilization of AI and Machine Learning applications as well as digital advertising, display, and retargeting. Discuss the future of search and potentially disruptive impacts on the media industry. Explore the possibilities and challenges of contemporary social media platforms and tools. Atoms / 03.Icon / Course Detail / Book Credits 3 credits Atoms / 03.Icon / Course Detail / Calendar Terms Spring 2024 Subject to Change Course ID DMG 730 × 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. Learn More Atoms / 03.Icon / Plus Circle Social Media Marketing: SEO, Content and Influencers Digital marketers must learn how to expertly leverage content in order to increase the attention consumers pay to their brands. This is an increasingly challenging task given the crowded marketplace and information overload that consumers face. What You’ll Learn Study organic search, social media content, community management, posting, user-generated content, social listening and competitive modeling. Monitor and improve digital marketing campaigns through various tools, including artificial intelligence and social listening. Discuss the future of search and potentially disruptive impacts on the media industry. Explore the role of traditional media and public relations in a digital world, the value of additional channels (e.g., emails, blogs, and podcasts), and the importance of customer relationship management (CRM) tools in the digital marketing landscape. Atoms / 03.Icon / Course Detail / Book Credits 3 credits Atoms / 03.Icon / Course Detail / Calendar Terms Spring 2024 Fall 2024 Subject to Change Course ID DMG 732 × 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. Learn More Atoms / 03.Icon / Plus Circle Capstone in Digital Marketing: Campaign Consulting This course will enable you to integrate the skills and knowledge developed in the other program courses to complete a digital marketing project for an organization. What You’ll Learn Identify your own marketing challenge and to leverage the digital marketing insights learned in the program to address it effectively for a client organization. Prepare a comprehensive plan for a client organization. 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. Atoms / 03.Icon / Course Detail / Book Credits 3 credits Atoms / 03.Icon / Course Detail / Calendar Terms This course is offered every semester. Subject to Change Course ID DMG 799 × 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. Learn More Atoms / 03.Icon / Plus Circle 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 (PM). 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. Project Management Essentials (PMP 710) as a prerequisite for PMP 712. What You’ll Learn Discuss projects and their core elements as a vital function for companies. Apply important project management methods and tools throughout the lifecycle of a project. Design and execute new projects based on a deeper understanding with a more structured approach. Achieve literacy in Microsoft Project software. Atoms / 03.Icon / Course Detail / Book Credits 3 credits Atoms / 03.Icon / Course Detail / Calendar Terms This course is offered every semester. Subject to Change Course ID PMP 710 × 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. Learn More Atoms / 03.Icon / Plus Circle Website, Visual Content, and Video Development Effective visual design and video production that lead to engaging user experiences require a unique set of skills and a deep understanding of consumer psychology. In this course, enhance your ability to create effective designs, websites, and videos combined with the highly creative and analytical sides (testing and measuring) of digital marketing in these domains. What You’ll Learn Atoms / 03.Icon / Course Detail / Book Credits 3 credits Atoms / 03.Icon / Course Detail / Calendar Terms Summer 2023 Subject to Change Course ID DMG 751 × 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. Learn More Atoms / 03.Icon / Plus Circle Digital Consumer Psychology and Decision Making Deep dive into online and mobile consumer behavior, using an analytics-driven approach to explain why consumers look, pause, click, engage, and buy. Understand how perceptions, attitudes, social influence, and heuristics affect consumer decisions as well as identify how motivation and emotion play a role in the success of marketing campaigns. What You’ll Learn Atoms / 03.Icon / Course Detail / Book Credits 3 credits Atoms / 03.Icon / Course Detail / Calendar Terms Summer 2023 Subject to Change Course ID DMG 752 × 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. Learn More Atoms / 03.Icon / Plus Circle The Customer Journey: Website and E-commerce Marketing The consumer journey in any industry is extremely important. This course will help students design impactful digital pathways for the journey and focus on website and e-commerce marketing strategies that increase customer demand and sales across major platforms integrating online retailers and software for greater understanding. What You’ll Learn Atoms / 03.Icon / Course Detail / Book Credits 3 credits Atoms / 03.Icon / Course Detail / Calendar Terms Summer 2023 Subject to Change Course ID DMG 753 × 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. Learn More Atoms / 03.Icon / Plus Circle Meet Digital Marketing Faculty Ged King Wake Forest University Tatia Jordan, Ph.D. Wake Forest University Craig Geiger Wake Forest University Lisa Peyton Wake Forest University Jeff Campbell aiCommerce Kyle Allison, DBA Wake Forest University Request Infomation 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. Learn More Wake to What’s Next Request Information Apply Now