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Masters / MBA in Digital Marketing

Masters/MBA in Digital Marketing


What is Digital Marketing?

If there ever was any doubt whether our lives needed an online support, the state of global pandemic has certainly put that to rest.

Online or digital communication, education, employment and even conducting businesses online have become even more integrated to our modern culture in the recent past.

But this evolution began way back in 1990s and became increasingly popular as businesses began realizing the potential of tapping into vast consumer databases for better reach and more revenue.

An interesting corollary to this evolution is the way products or services are advertised. Print advertising, though still effective, has become part of a bygone era. Digital Marketing is all but ruling marketing in both B2B and B2C platforms.

Consumers are researching products online using search engines, known brand websites or other digital platforms. Consequently, the reach of advertisers and marketing professionals through these online platforms has increased manifold in the past years. That explains the growing popularity of Digital Marketing.

What does a Digital Marketer do?

The main advertising weapon that a digital marketer uses is a bankable brand awareness. Over 80% of such marketers work on improving brand recognition that can rely on building and sustaining healthy customer relationships.

In combination with user based data driven marketing, they have a distinct advantage over traditional marketing approaches. Digital marketing now provides ample tools to businesses and customers alike to understand and research their ends before committing on transactions.

In fact, a study conducted by the eCommerce Foundation showed that 88% consumers pre-research their buys online before making a purchase in-store.

So, how does a digital marketer achieve the holy grail of brand fame? Through means that rely on either paid efforts or organic spread of the good word about the product or service. The typical methods are:

– Search Engine Optimization (SEO) which is tedious but at the same time a highly effective way to reach the target audience. Marketers use special keywords and phrases in their website or ad content to get a good match to customer queries on search engines, thus improving their visibility.

– Search Engine Marketing (SEM) is the analogous response to paid billboards. Except that they are the paid results on the top of your search engine query, thus making them not only highly visible on searches but also extremely relevant to customer queries. Result? Automatic generation of customer interest and thus sales.

– Social Media Marketing is the digital version of your good ol’ word of mouth propaganda. The more your content gets promoted through peer shares, likes and chit-chat, on the various social media outlets – Facebook, Instagram, LinkedIn, Twitter, etc. – the more organic recognition it garners. You see, people generally go by a friend’s friendly review.

– Content Marketing is whereby you provide useful content, regularly, that can establish you as a reliable subject matter expert. It makes the difference between marketing efforts by a brand known to be a trusting figure, owing to its blogs, landing pages, social postings, etc. vs another that walks in off-the-street without any background content.

– Email Marketing is as it sounds. Advertising campaigns are led through communication over emails. The trick is to spread the word and not be cast aside as spam or irrelevant noise. Email campaigns should thus have the same element of authenticity and reliability to engage its target audience, the reader.

Also read, Introduction to Marketing Concepts and Marketing Strategy.

How can you become a Digital Marketer?

Digital Marketing is a combination of creativity and analytical thinking that help marketing campaigns reach their targets most effectively. Being a rather new and ever evolving field, the training usually happens on the job for people who hold the pre-requisite knack for business, digital and technical professions, content creation and data analytics.

Numerous online courses or certifications help interested individuals in specializing on certain aspects such as SEO, SEM, Content Marketing and so on (Best online courses in Marketing). Udemy and Coursera are among some of the reputed ones. However, there are also a growing number of dedicated Specialized Master’s programs, both Master of Arts (MA) and Master of Science (MSc), that provide an all-inclusive training. Plus, it has also become a part of the Marketing specialization in MBA programs.

Typically, in MA programs, students learn about marketing and communication and how they transform with digital technologies. They learn about consumer behavior, advertising strategies, design and production, content strategy and creation, social media marketing and market research.

In MSc programs, there is a lot of similar emphasis with additional training in web analytics and design, data mining and analytical techniques for marketing, and campaign evaluation metrics.

MBAs focus on some of the above and the business corporate aspect of digital marketing – developing strong operational and strategic knowledge in digital marketing, advertising and sales. Students also learn about the digital transformation of traditional business practices – ecommerce. They learn about opportunities in the omnichannel digital world of mobiles, tablets, etc. And finally, they learn about building and sustaining a business brand in the digital world.

Best masters programs in Digital Marketing (MS/ MBA / MA)

Most Digital Marketing specializations are included in the broader one for Marketing. Here’s a list of a few programs that handle the Master’s almost exclusively for training in Digital Marketing. These are in no particular order or ranking and are by no means exhaustive.

University/Institute Country Program Name Duration/Mode of Learning
Trinity College Dublin Ireland MSc. in Digital Marketing Strategy 12 months (On Campus)
Rutgers Business School, University of Rutgers USA Master of Science in Digital Marketing 12 months – 4.5 years (Online)
Ludwig-Maximilians-University Munich Germany MSc. Media, Management and Digital Technologies 24 months (On Campus)
Northumbria University UK MSc. Digital Marketing 12 months (On Campus)
WU (Vienna University of Economics and Business) Austria Masters in Digital Economy 24 months (On Campus)
Bologna Business School Italy Master in Digital Marketing and Communication 12 months (On Campus)
Emlyon Business School France, China and USA MSc. in Digital Marketing & Data Science 18 months (On Campus)
University of Strathclyde, Glasgow UK MSc. Digital Marketing Management 12 months (On Campus)
HMKW Berlin Germany M.A. Public Relations and Digital Marketing 24 months (On Campus)
NYU Stern USA MBA in Digital Marketing 24 months (On Campus)
Simon Business School, Rochester University USA Professional MBA in Electronic Commerce 2.5 – 3.3 years (On Campus)


What are the job prospects in Digital Marketing?

According to a Marketing Trends report published by McKinley in 2018, the hiring trends for marketing specialists is always on the rise. And Digital Marketing takes up the largest of that chunk at nearly 60%.

Although, there is also a steady demand for traditional marketers. This, as the study speculates, may stem from the need to replace the previous traditional marketing workforce with similar experts to keep such advertising channels open.

Whereas, the growth for digital marketers may be slow as some businesses may take their time to catch up with the newer digital mode of marketing. However, this catch up is rather inevitable and digital marketing will remain in demand in the future.

Within Digital Marketing, the areas of expertise most in demand are Digital Advertising (45%), Content Creation (42%), email marketing (40%), content strategy (39%), social media marketing (39%), followed by a rather gradually decreasing margin for web development, display marketing, analytics, SEO/SEM, and others.

Average salaries in Digital Marketing

Here are the indicative average salaries for digital marketing jobs.

Digital Marketing Analysts typically make around $60,000, SEO specialists about $70,000, content specialist about $45,000, and so on (

More experience adds more stars on the badge and helps such specialists in the field get a stronger foothold in management positions. Better salaries too.

For instance, Digital Marketing Manager salary can be over $110,000 with a Master’s or an MBA degree.
Digital Marketing offers a contemporary career option with many flavors to choose from.

If you are keen on establishing yourself along with the current marketing needs of businesses and have the knack to create content, sell said content, spread the good word and use the immense amount of data and technical resources to promote businesses, we suggest you explore these options.

Once you’ve made up your mind, if you need any professional help to super-charge your applications, get in touch with us at: info [at] mbacrystalball [dot] com
Here are some related links for the interested.

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Sources: 1, 2, 3, 4