Is a Master’s in Digital Marketing Worth It?

Students using tablet

By Alexa Gustavsen
Southern New Hampshire University

Technology has changed the way companies communicate with consumers and the marketing industry overall. Digital marketing has begun to replace traditional marketing strategies by introducing new platforms to reach customers – and its trajectory is only continuing to rise.

“Digital marketing’s outlook… is very bright,” said Tami Brouillette, a digital marketing adjunct at Southern New Hampshire University (SNHU). “We may see technology and platforms disappear, but others will take their place. The internet has become part of our daily lives, and brands will continue to find ways to monetize that.”

Digital marketing certainly isn’t going anywhere, making a master’s in digital marketing a beneficial, if not essential, degree whether you aspire to work in the industry or already do and hope to advance in the field.

Which Master’s Degree is Best for Digital Marketing?

A master’s degree can give you a leg up in a competitive job market and position you for a successful career. So, which master’s program is worth your time and investment to take you where you want to go?

A Master of Science in Marketing is the most common route to take. It can provide you with the essential tools to pursue a digital marketing role.

During your master’s program, you’ll have an opportunity to acquire essential tools and soft skills to apply to your professional and personal goals, no matter where they may take you. You will:

  • Create marketing plans through data and analytics
  • Develop international marketing strategies
  • Focus on marketing theories and practices
  • Use diverse forms of media

While a master’s in marketing can offer the general knowledge necessary to succeed in your career, you may opt for a more specialized program. In that case, a master’s in digital marketing or adding a concentration in digital marketing to your master’s in marketing may be the way to go.

“For the folks who want to work in digital marketing and get their hands dirty, a master’s degree in marketing with a specialization in digital marketing would be a great choice,” said Dr. Jessica Rogers, senior associate dean of business at SNHU.

Brouillette says she teaches her students the valuable skills they need in her master-level digital marketing classes, such as:

  • Analytics
  • Mobile Marketing
  • Search Engine Optimization (SEO)
  • Search Engine Marketing (SEM)
  • Social Media Marketing
  • Strategy

Rogers said that the content and knowledge gained in a digital marketing concentration would be of great value if you want to be an expert and lead digital teams. 

But, if you’re looking for a degree focused more on business and marketing opportunities across broad industries, an MBA in Marketing could be the right degree for you.

“An MBA is a good choice for those seeking a level understanding of business as a whole and how the various areas of a business interact.”, said Rogers. “An MBA allows for flexibility in transitioning across departments as well as industries due to the diverse topics of study.”

It’s up to you to determine which path best aligns with your goals and career plans. 

What Can I Do With a Master’s in Digital Marketing?

With your master’s in digital marketing, you’ll find more opportunities than you would with just your bachelor’s.

“As digital marketing has grown and new methods and technologies have emerged, specialization has grown,” Brouillette said. “That means there are many areas of digital marketing that those with a master’s in digital marketing can pursue.” 

Some roles you might consider:

  • Advertising, Promotions, Marketing Manager: As an advertising, promotions, or marketing manager, you’d develop strategies, plan campaigns, and lead your team in projects to attract consumers to your products or services. In 2021, advertising, promotions, and marketing managers earned a median salary of $133,380, according to the Bureau of Labor Statistics (BLS). This role is projected to grow 10% through 2031, which is much faster on average than other occupations.
  • Digital Marketing Manager: When working as a digital marketing manager, you’d lead your team in the development, curation, and execution of marketing campaigns. You’d typically be responsible for social, email, and mobile marketing teams. According to salary.com, in 2022, digital marketing managers earned a median salary of $182,992.
  • Search Engine Optimization (SEO) Manager: As an SEO manager, you’d be responsible for helping your company target the right keywords to attract consumers through web searches to your organization’s website. As a manager, you’d lead strategies for successful optimization and results. In 2022, an SEO manager earned a median salary of $92,797, according to salary.com.
  • Social Media Manager: As a social media manager, you’d oversee the company’s social media channels and the team who runs them. In this role, you’d create content strategies for social media, analyze engagement data, identify trends, and plan campaigns. As of 2022, the median salary for a social media manager is $111,845, according to salary.com.

With the evolution of technology and the continual creation of new platforms for companies to market on, digital marketing has become a critical area for companies to focus on. With a master’s in digital marketing, you’ll be well-positioned for new opportunities across all industries. 

“With digital marketing, marketers can narrowly target their messaging to a precise audience, and everything can be measured, whether it’s sales, awareness, or progress toward a goal,” said Brouillette.

Why not focus on a master’s in digital marketing as one of your career goals, too?

Alexa Gustavsen ’21 is a writer at Southern New Hampshire University. Connect with her on LinkedIn.

SNHU does not endorse or sponsor any commercial product, service, or activity offered on this website.