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Digital Marketing Online Master's Concentration Within the MS in Marketing Program
You're viewing a Program Concentration
Total courses 4 (of 12)
Term length 10 weeks
Concentration Overview Why focus on digital marketing?
As part of your MS in marketing program, a concentration adds focus to your degree in a particular area of study. In the online Master of Science (MS) in Marketing with a concentration in Digital Marketing program at Southern New Hampshire University, you'll learn to use online tools and technology to create targeted, measurable promotional campaigns. Choosing to focus on digital marketing can help you better connect with consumers in our increasingly digital world.
Skills you'll learn:
- Data analysis
- Content marketing techniques
- Search engine optimization (SEO)
- Email and social media marketing
- Brand management
- Pay-per-click (PPC) strategies
Courses & Curriculum Career-focused digital marketing courses
In your Master of Science (MS) in Marketing with a concentration in Digital Marketing program, you'll explore the 3 main areas of digital media — paid, owned and earned — as you learn about digital applications and how to use data for better decision-making. These concentration courses are built to focus your knowledge on specific digital marketing strategies, including branding and storytelling, search engine optimization, mobile marketing and multichannel integration.
Your 4-course digital marketing concentration explained
Your entire MS in Marketing degree consists of 12 courses (36 credits). Eight of your courses will be general master's-level marketing classes (24 credits). If you choose this concentration, the remaining 4 courses (12 credits) will focus specifically on digital marketing. If your bachelor's degree isn't in business or a related field, you may be required to take an additional business foundations course (3 credits) first.
Courses may include:
Social Media Marketing
Course ID:
MKT 555
Explore possibilities and limitations of contemporary social media platforms and tools. Construct and evaluate social media content, its impact, and practical use in marketing context. Analyze general strategic uses of social media for advertising, marketing, public relations, journalism, and civic and political participation. Gain hands-on experience with several forms of the most current social media technology.
Websites and Search Engine Marketing/ Search Engine Optimization
Course ID:
MKT 635
Differentiate between search engine marketing (SEM) and search engine optimization (SEO). Analyze the benefits and limitations of SEM and SEO strategies and explain how marketers can use these tools for effectively reaching customers. Employ SEO tactics to develop marketing initiatives and recommend SEM strategies to optimize campaign efforts.
Online Marketing Channels
Course ID:
MKT 645
This course will expose students to online marketing channels, such as, social media platform and players, and measurement and analysis. Marketing channels such as internet display advertising, remarketing, email marketing, affiliate marketing, mobile marketing, video marketing, virtual worlds, gaming, and public relations will also be examined.
Digital Story Telling and Branding
Course ID:
MKT 665
Explore marketing theories and application of digital storytelling for the purpose of engaging an organization's consumers and stakeholders. In addition, focus on digital branding through storytelling to differentiate an organization from competitors while conveying its purpose and mission. Gain hands-on experience in the strategic implementation of a brand narrative using various marketing approaches and analyses.
Visit the course catalog to view the full MS in Marketing with a concentration in Digital Marketing curriculum.
Minimum Specifications:
- CPU: Intel Core i7 12th Gen or AMD Ryzen 7 5000 series
- GPU: NVIDIA RTX 3070 (Laptop GPU) or AMD Radeon RX 6750M+
- RAM: 16GB DDR4 (32GB recommended for multitasking and creative work)
- Storage: 512GB NVMe SSD (1TB recommended for longevity)
- Display: 15.6” FHD (1920x1080), 60Hz+ (QHD optional for creative/visual work)
- OS: Windows 11 Home or Pro
- Internet/bandwidth: 5Mbps download, 1Mbps upload and less than 100ms latency
Additional Information:
- Laptop or desktop? Whichever you choose depends on your personal preference and work style, though laptops tend to offer more flexibility.
- Where to purchase: You may purchase any computer brand you wish from any location/reseller, relying on the minimum specs provided to ensure the acquisition of an appropriate machine. We recommend asking your preferred vendor if they offer a student discount, since many do.
- Mac users: You must verify your machine offers comparable specs.
- Devices that don’t meet minimum requirements: Chromebooks (Chrome OS) and iPads (iOS) do not meet the minimum requirements for coursework at SNHU. These offer limited functionality and do not work with some course technologies. They are not acceptable as the only device you use for coursework. While these devices are convenient and may be used for some course functions, they cannot be your primary device.
- Microsoft Office software: Office 365 is available to all students for free. Terms subject to change at Microsoft's discretion.
- Antivirus software: This is strongly recommended for online students. Check with your ISP as they may offer antivirus software free of charge to subscribers.
Capstone Course
Toward the end of this program, you'll be required to take a capstone course. Here, you'll have the opportunity to demonstrate your knowledge and skills, which may help you stand out from others in the competitive field of marketing.
Apply for free in minutes
Our no-commitment application can help you decide if SNHU is the right college for you and your career goals. Apply up until 2 days before the term starts!
Upcoming term starts: July 6, 2026 | September 21, 2026
Next term starts:
April 20, 2026
Online Student Experience What’s it like going to SNHU?
Attending college online at SNHU can be a life-changing experience. In fact, 93.4% of online students would recommend SNHU according to a 2025 survey with 8,718 respondents.
What to expect:
10-week terms
Learn around your schedule
24/7 online support
Learn from instructors with industry experience
Our faculty members carry with them decades of experience in marketing. By bringing real-world insights to the classroom, they can help position graduates for success in this ever-evolving field.
Featured Faculty
Heather Teague
Heather Teague has spent more than 20 years in marketing creating strategic marketing campaigns, integrated communication strategies and digital marketing strategies. Before becoming a marketing instructor and consultant, she worked as a managing director for Fresh Communications, a marketing communications agency in Florida.
Position
Adjunct Marketing Instructor
Joined SNHU
2012
Education
- MS in Marketing from Webster University
- BA in Advertising from the University of Central Florida
"In my classes at SNHU, we use practical, real-world video case studies from brands you know and recognize to teach integrated marketing strategies. I've had many students tell me they appreciate the opportunity to create a real marketing plan from start to finish."
Dr. Jolivette Wallace
Prior to joining Southern New Hampshire University in 2023, Dr. Jolivette Wallace worked at Belhaven University for over a decade and owned and operated a 6-figure business. Wallace has earned numerous accolades throughout her career, including being recognized as a top 1% business faculty member during her tenure at Belhaven University and receiving the A Woman Who Sets the Standard Award from the International Women’s Review Board.
Position
Associate Dean, Marketing
Joined SNHU
2023
Education
- BBA in Marketing from Mississippi State University
- MBA from William Carey University
- PhD in Leadership and Organizational Change from Walden University
- Professional Certificate in Digital Marketing from American Marketing Association and the Digital Marketing Institute
What does an online course look like?
You’ll take your courses within SNHU’s Brightspace platform. This is where you’ll find your:
- Schedule of weekly assignments
- Discussion boards
- Grades
- Instructor announcements
What support services are available?
- Chat with your advisors
Get hands-on help from dedicated academic and career advisors. - Drop in for tutoring
Work with a tutor, any time of the day or night – no appointment necessary. - Learn from industry professionals
Instructors lead discussions and offer guidance – and they’re just an email away. - Use the online library
Access 600,000+ resources or chat with a librarian 24/7. - Reach out for accessibility help
Receive accommodations as an eligible student with disabilities. - Focus on your well-being
Connect with professionals to improve your health and wellness.
Why SNHU?
At Southern New Hampshire University, you'll have access to a powerful network of more than 400,000 students, alumni and staff that can help support you long after graduation. Our instructors offer relevant, real-world expertise to help you understand and navigate the field. Plus, with our growing, nationwide alumni network, you'll have the potential to tap into a number of internship and career opportunities.
Recently, SNHU has been nationally recognized for leading the way toward more innovative, affordable and achievable education:
- U.S. News & World Report
Named SNHU the 2024 Most Innovative University in the North - The United States Distance Learning Association (USDLA)
Awarded SNHU the 21st Century Distance Learning Award for Excellence in Online Technology - Google.org
Gave SNHU a $1 million grant to explore soft skills assessments for high-need youth
Founded in 1932, Southern New Hampshire University is a private, nonprofit institution with over 250,000 graduates across the country. SNHU is accredited by the regional accreditor New England Commission of Higher Education (NECHE), which advocates for institutional improvement and public assurance of quality.
Admission Applying to SNHU is fast and free
No application fee. No test scores. And no college essay. Just a simple form with basic information. It’s another way SNHU helps you reach your goals sooner.
All it takes is 3 simple steps
Step 1: Complete the online application – it only takes minutes.
It's easy, fast and free.
Step 2: Submit additional forms.
Whether you're applying for an undergraduate or graduate degree, you’ll fill out a form to verify your previous education experience. As part of our admissions process, we'll help you request transcripts from your previous school(s) to see if you can transfer any credits into your SNHU program! (Also for free!)
Step 3: Make your decision.
After reviewing your official evaluation, you can decide if SNHU is right for you! If you choose to enroll, just pick your start date and get ready for classes to begin.
Talk to an admission counselor: 888.327.SNHU | enroll@snhu.edu
Accreditations
SNHU is accredited by the regional accreditor the New England Commission of Higher Education (NECHE). The university also carries specialized accreditations for some programs.
Tuition Cost & Savings College can be more affordable than you think
As a nonprofit university, SNHU offers some of the lowest online tuition rates in the country. And when you work with our Financial Services team, we'll explore ways to help you save even more on your education – and customize a payment plan that works for you.
Online graduate tuition
Student
Cost per credit
Cost per course
Cost for 36-credit degree*
Full- and part-time students
$659
$1,977
$23,724
Active-duty military and spouses | Full- and part-time students**
$470
$1,410
$16,920
*before previously earned credits are applied
Tuition rates are subject to change and are reviewed annually.
**Note: Students receiving this rate are not eligible for additional discounts.
Additional costs: Course materials vary by course.
Transfer credits and lower your cost by:
$1,977 $3,954 $5,931 $7,908If 3 of your prior learning credits ($659/credit) are accepted toward your master’s degree.
Your remaining tuition cost: $21,747
If 6 of your prior learning credits ($659/credit) are accepted toward your master’s degree.
Your remaining tuition cost: $19,770
If 9 of your prior learning credits ($659/credit) are accepted toward your master’s degree.
Your remaining tuition cost: $17,793
If 12 of your prior learning credits ($659/credit) are accepted toward your master’s degree.
Your remaining tuition cost: $15,816
How we estimate your tuition cost:
We look at the cost per credit multiplied by the number of credits you need to earn for a master's degree. Most master's degrees require 36 credits. SNHU allows you to transfer in up to 12 credits, requiring a minimum of 24 credits to be taken at SNHU. This is only a tuition estimator and doesn't account for other fees that may be associated with your program of choice.
Ways to save on online tuition
Transfer your credits
Transfer credits toward your master's degree program at SNHU. If you’ve taken one course or many, we’ll evaluate them for you.
Apply for financial aid
Fill out the FAFSA to see if you’re eligible for grants or work-study. (You could also be offered loans, though you’ll have to pay those back later.)
Military discounts and credit
Earn credits in leadership, technology and more – while taking advantage of an online graduate tuition discount for active-duty service members and spouses.
Explore scholarships
Getting free money for college – from SNHU or an outside organization – could help you save hundreds or even thousands of dollars.
Earn credit for exams and certificates
Bring in credits from popular options like CLEP, Sophia Learning, Google and other common credit for prior learning (CPL) experiences.
Tuition Reimbursement
Learn how you can save money with tuition reimbursement from your employer.
Benefit from your employer
Take advantage of an online tuition discount through your organization’s partnership with SNHU. Check with your employer to see if your organization partners with us and if you’re eligible for additional tuition savings and partner education benefits.
Career Outlook What can I do with my concentration in digital marketing?
As the online world continues to broaden, the need for digital marketers continues to rise. Every business (large or small) needs plans, strategies and assets that promote its products or services. A Master of Science (MS) in Marketing with a concentration in Digital Marketing can open up a variety of opportunities across industries by giving you the business, analytical and technical skills you need to succeed in this evolving field.
Industries
An MS in Marketing with a concentration in Digital Marketing can open up a range of career paths in fields like:
Advertising
Work with companies to create marketing plans, assess options and review budgets. Negotiate contracts for advertising campaigns.
Public Relations
Help clients communicate effective information about their brand through various media. Appeal to various audiences to ensure maximum results.
Self-Employment
Own a marketing agency to support brand development. Work with an array of clients to bring their digital marketing vision to life.
Organizational Leadership
Hire staff in advertising, promotions and marketing and manage their performance to ensure the output of high-quality work.
Information and Tech
Promote new technology and integrations to differentiate brands in a competitive market.
Healthcare
Provide organizations promotional and brand integrity efforts to support their expertise, reputation and patient care quality.
6%
Increase in roles for advertising, promotions and marketing managers nationally through 2032, projected by the U.S. Bureau of Labor Statistics.1
$156,580
Median annual pay nationally for advertising, promotions and marketing managers as of May 2023, according to the BLS.1 Statistic not based on wage data for SNHU graduates.
Understanding the numbers
When reviewing job growth and salary information, it’s important to remember that actual numbers can vary due to many different factors—like years of experience in the role, industry of employment, geographic location, worker skill and economic conditions. Cited projections are based on Bureau of Labor Statistics data, not on SNHU graduate outcomes, and do not guarantee actual salary or job growth.
What SNHU students are saying
I really enjoyed the freedom of the online master’s program. It allowed me to focus on the work when it was most convenient for me. This program taught me digital marketing programs that I was not familiar with and that I now use regularly for work.
Kathryn Gladis '16 '20G
Frequently Asked Questions
Is an MS in Marketing with a concentration in Digital Marketing worth it?
Digital marketers are in high demand across many industries, as companies large and small aim to cash in on the power of online marketing. This demand for employees with a digital marketing skill set can make a Master of Science (MS) in Marketing with a concentration in Digital Marketing worth it.
In fact, according to the 2023 CMO survey, companies spend an average of 53.8% of their marketing budget on digital marketing.2
And as new marketing technology continues to emerge, opportunities for savvy digital marketers will also grow.
According to the U.S. Bureau of Labor Statistics (BLS), jobs for advertising, promotions and marketing managers are projected to grow 6% by 2032.1 Employment growth will vary by occupation, and the BLS predicts that workers who can navigate the digital world will have the best job prospects.1
Salaries for digital marketing professionals are also strong. According to the U.S. Bureau of Labor Statistics, the median annual salary for advertising, marketing and promotions managers was $156,580 in 2023.1 Pay can vary based on your industry and specific job description, as well as your level of education.
Kathryn Gladis '16 '20G believed her MS in Marketing with a concentration in Digital Marketing was worth it.
"Education is so important," she said. "In my experience especially, this degree allowed me to fall into a role that I was more interested in and directly related to the digital marketing concentration."
Jennifer Monzón '21 agreed that it was the right move to advance her education.
"It makes you a better marketing professional and gives you the research and strategy tools you need to plan and execute a campaign or launch a product," she said.
What can you do with a concentration in digital marketing?
A Master of Science (MS) in Marketing with a concentration in Digital Marketing can open up a wide variety of opportunities across virtually any industry. It can give you the business, analytical and technical skills you need to succeed in this evolving field.
Danielle Upham '19 '21G earned her MS in Marketing with a concentration in Digital Marketing after getting a bachelor's in social media.
"I walked into a brand-new career that I didn’t have any work experience in and now am extremely competent in digital marketing because I also studied social media marketing," she said.
With a concentration in digital marketing, you could find work in:
- Content marketing: Write or produce informative content that offers value to your audience, such as articles, podcasts or videos. Increase exposure for a company or brand and generate leads.
- Email marketing: Entice your audience to open promotional emails and click their call-to-action links. Market products or services with automated and targeted email campaigns.
- Marketing analytics: Use data to inform your marketing campaigns and improve them. Research consumer trends, customer behavior and more.
- Mobile marketing: Reach people through text messages or phone apps to market a product or service and boost brand awareness.
- Pay-per-click (PPC): Invest in search engine marketing to promote your business, product or service and get to the top of search engine results pages.
- Search engine optimization (SEO): Build your webpage around keywords and phrases, and design your site with a user-friendly structure. Use SEO strategies to attract your ideal clients or customers through search engines.
- Social media marketing: Target and create social media ads and marketing campaigns. Get offers in front of your ideal audience to sell a product or service and build brand awareness.
Will AI replace digital marketers?
In digital marketing, AI can act as a crucial tool to support work associated with digital marketing functions, such as workflow automation, testing, content curation, audience segmentation and other routine tasks.
While AI is useful in digital marketing, human intervention is critical to ensure digital marketing decisions are influenced and supported by human insight and judgment. Maintaining brand voice and creative direction, and the nuances of audience appeals, is important.
In this day, the issue is not AI taking on the function of digital marketing, but on the importance of digital marketers using AI to support their work. Those with an AI-relevant skill set will begin to outpace digital marketers who are not fully leveraging the technology.
What is a concentration?
At colleges and universities, a concentration is a focused area of study within a larger degree program. A concentration generally replaces elective coursework in the major or discipline, allowing students to focus their studies on an area of interest.
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Sources & Citations
1Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, on the internet, at:
- https://www.bls.gov/OOH/management/advertising-promotions-and-marketing-managers.htm (viewed Apr. 19, 2024)
- https://www.bls.gov/emp/chart-unemployment-earnings-education.htm (viewed Mar. 11, 2024)
Cited projections may not reflect local and/or short-term economic or job conditions and do not guarantee actual job growth.
2Interactive Advertising Bureau and PwC, Outlook 2022: The U.S. Digital Advertising Ecosystem [PDF], on the internet, at https://www.iab.com/wp-content/uploads/2021/10/IAB-PWC-Outlook-2022-The-Digital-Advg-Ecosystem-Oct-2021.pdf (viewed Mar. 11, 2024)