<aside> 🆕 This documentation reflects program updates made in July 2024. This updated version is expected to begin rolling out during the 2025-2026 academic year. Courses from the prior version will run until they are no longer needed to ensure graduation timelines.
The documentation for the prior version can be found here:
A summary of the changes made in this update can be found here:
Digital Marketing 2024 Program Update Summary of Changes
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According to the Bureau of Labor Statistics, Marketing managers are among the most highly paid professionals in the modern workforce, with a median salary of $156,580. Furthermore, the number of Marketing manager roles is expected to grow 6% in the next 10 years, which is faster than the average for all occupations. In fact, digital marketing is continuously growing in importance, enabling further reach and higher engagement than traditional marketing. As such, digital marketing is the most crucial marketing space, valued at just over $363 billion in 2023 (Expert Market Research).
Despite the strong career prospects of people with digital marketing skills, very few colleges offer robust programs in the subject area. The primary reason for this is the significant challenge of keeping curricula current with the continuously evolving trends and technological innovations within digital marketing. As a result, most colleges instead offer traditional marketing curricula. While this is an excellent base for graduates, these curricula generally overlook the knowledge and skills required to deliver new digital marketing strategies, which are highly in demand by employers, especially for a student to differentiate at the entry level.
Our major in Digital Marketing is intended to integrate with existing college marketing curricula and provide students with the most vital and in-demand skills in the field. In our courses, students learn about essential digital platforms for marketing including social media platforms, email, SMS, and search engines. Through hands-on projects designed with feedback from industry experts, students practice using the backend tools used for each platform, develop data analytics skills to interpret results for informed decision-making, and gain experience presenting their findings clearly and effectively. This program is also reviewed and revised every year to ensure that graduates achieve the most valuable skills possible and that the curriculum incorporates the most cutting-edge technologies and tools, such as Large Language Models and Generative AI tools.
| Target Outcome | Type | Salary Range (USD) | Availability | Requirements |
|---|---|---|---|---|
| Marketing Coordinator | Role | 40K - 75K | Very High | BA in Marketing |
| Marketing Associate | Role | 45K - 90K | High | BA in Marketing |
| Digital Marketing Specialist | Role | 50K - 90K | High | BA in Marketing |
| Digital Marketing Coordinator | Role | 40K - 80K | Medium | BA in Marketing |
| Digital Marketing Analyst | Role | 60K - 110K | Medium | BA in Marketing |
| MS in Digital Marketing | Graduate Ed. | N/A | N/A | BA in Marketing |
| MBA in Digital Marketing | Graduate Ed. | N/A | N/A | BA in Marketing |
While the table above lists a few samples of general job titles, there is a much more extensive range of opportunities for Digital Marketing graduates. Within marketing-specific roles, there are Associate / Coordinator / Specialist / Lead / Strategist job titles for every niche of marketing (ie. Social Media, Paid Search, SEO, Email, Content, Brand, Copywriting, Product Marketing, Growth Marketing) that have salaries generally in the range of $45K - $70K. There are also all the internal roles within a Marketing / Ad Agency, such as sales, customer success, and business development.
Note on Job Titles and Requirements: Although “Digital” is not explicitly labeled in some of these job titles, nor in the name of the required degree, the vast majority of marketing roles now require knowledge of the digital marketing context and tools. This Digital Marketing major provides this specialized in-depth knowledge, putting students at an advantage in the job market.
Graduate education is a viable path, particularly for students who wish to extend their knowledge of integrated, omnichannel marketing, as well as for those who wish to pursue an MBA.
Moreover, there are additional opportunities for jobs and careers that are not solely marketing-specific. The skills taught in this Digital Marketing program can also apply to general business roles, such as public relations, business development, sales, and project management.
In order to support the above target outcomes, the following Program Learning Outcomes (PLOs) have been defined by the program Curriculum Committee.