The medium is the message, and this is especially true in modern marketing. The medium, or distribution, of messaging has always been a relevant consideration. When people received most of their news from newspapers, newspaper ads rose in value as a medium of message delivery.
For the 21st century, this means attempting to occupy digital spaces where targeted consumers regularly see (and engage with) the marketing messages being displayed.
If a marketing message falls in a forest and there’s no one there to hear it, is it a marketing message? Jokes aside, there is a very real struggle for attention in the modern world precisely due to the change in medium from tangible to digital.
Digital space is unrestrained in the sense that anyone can access almost anything at any time, and the competition becomes completely global as well. This results in the signal (i.e. the marketing message) being lost amidst an unprecedented amount of noise (i.e. the entirety of internet information flow).
Fortunately, digital marketing has matured a great deal over the years and has achieved success and cost-efficacy that can potentially exceed traditional methods.
The study of how to succeed in this complex new messaging marketplace is a core objective of digital marketing students and professionals, and the theoretical frameworks driving this success can be learned in most modern higher education institutions.
This can include a fairly wide variety of organizational roles, which all revolve around the same digital pillar. Marketers tend to be avid communicators, who excel in environments where visual cues (static images and videos) combine with copy (written words) to encapsulate the core messaging of a campaign. This means that writers, video editors, photographers, and graphic designers all fit well within the umbrella of digital marketing.
Digital marketing skills also contribute to managerial positions, as the strategic considerations are quite vast in the virtual space. Should an organization invest in video shorts on streaming platforms, or invest more heavily in search engine optimization (SEO)? Is it more effective to build a large social media following, or simply purchase ad space on social media websites?
These questions just scratch the service of the broader executive-level thinking required to manage an organization’s digital marketing tactics, and both study and experience are required to excel in these roles.
Which begs the question, how does one enter the field of digital marketing? Are there degree programs geared toward these professionals? What types of courses do they take? Let’s take a look.
Best Bachelor’s in Digital Marketing Degree Programs for 2024
Tulane School of Professional Advancement (SoPA)
New Orleans, Louisiana
Program: Digital Media & Marketing Communications, B.A.
Tuition: $74,760
Credits: 120
Cost per credit: $623
Delivery Method: Campus & online
Learn more: Program detailsBentley University
Waltham, MassachusettsProgram: Marketing Major Digital Marketing Concentration
Tuition: $232,560
Credits: 120
Cost per credit: $1,938
Delivery Method: Campus
Learn more: Program detailsTemple University
Philadelphia, PennsylvaniaProgram: Bachelor of Business Administration in Marketing with Digital Marketing specialization
Tuition: $166,160
Credits: 124
Cost per credit: $736 in state | $1,340 out of state
Delivery Method: Campus & online
Learn more: Program detailsAlvernia University
Reading, PennsylvaniaProgram: Bachelor of Arts in Digital Media Marketing
Tuition: $138,990
Credits: 123
Cost per credit: $1,130
Delivery Method: Campus
Learn more: Program detailsConcordia University, St. Paul Global
Saint Paul, MinnesotaProgram: BS Marketing – Emphasis in Digital Marketing
Tuition: $50,400
Credits: 120
Cost per credit: $420
Delivery Method: Campus & online
Learn more: Program detailsDePaul University
Chicago, IllinoisProgram: Marketing (BSB) Digital Marketing Concentration
Tuition: $145,536
Credits: 192
Cost per credit : $758
Delivery Method: Campus
Learn more: Program detailsNorth Park University
Chicago, IllinoisProgram: Digital Marketing BA
Tuition: $154,800
Credits: 120
Cost per credit : $1,290
Delivery Method: Campus
Learn more: Program detailsMiddle Tennessee State University
Murfreesboro, TennesseeProgram: Marketing, Digital Marketing Concentration, B.B.A.
Tuition: $119,760
Credits: 120
Cost per credit: $325 in state | $998 out of state
Delivery Method: Campus & hybrid
Learn more: Program detailsSiena College
Loudonville, New YorkProgram: BA Marketing Communications and Digital Marketing Track
Tuition: $170,280
Credits: 120
Cost per credit: $1,419
Delivery Method: Campus
Learn more: Program detailsLiberty University
Lynchburg, VirginiaProgram: BSBA in Digital Marketing and Advertising
Tuition: $46,800
Credits: 120
Cost per credit: $390
Delivery Method: Campus
Learn more: Program detailsWestern Michigan University
Kalamazoo, MichiganProgram: Bachelor's in Digital Marketing and eCommerce
Tuition: $72,468
Credits: 122
Cost per credit: $475 in state | $594 out of state
Delivery Method: Campus
Learn more: Program detailsUniversity of Kansas
Lawrence, KansasProgram: Digital Marketing Communications, Advertising and Public Relations concentration
Tuition: $113,232
Credits: 120
Cost per credit: $353 in state | $944 out of state
Delivery Method: Campus
Learn more: Program detailsFontbonne University
St. Louis, MissouriProgram: Digital Marketing, B.S.
Tuition: $56,250
Credits: 75
Cost per credit: $750
Delivery Method: Campus
Learn more: Program detailsUniversity of Alabama In Huntsville
Huntsville, AlabamaProgram: Marketing Pathway - Digital Marketing Concentration
Tuition: $120,000
Credits: 120
Cost per credit: $430 in state | $1,000 out of state
Delivery Method: Campus
Learn more: Program detailsBethel University
Mishawaka, IndianaProgram: Bachelor of Arts Business Marketing
Tuition: $55,800
Credits: 120
Cost per credit: $465
Delivery Method: Campus & online
Learn more: Program detailsNorthern State University
Aberdeen, South DakotaProgram: Marketing Bachelor's Degree with Digital Marketing specialization
Tuition: $43,911
Credits: 120-123
Cost per credit: $254 in state | $357 out of state | $355 Online
Delivery Method: Campus
Learn more: Program detailsLouisiana State University
Baton Rouge, LouisianaProgram: Bachelor of Science in Marketing - Digital Marketing Concentration
Tuition: $198,600
Credits: 120
Cost per credit: $782 in state | $1,655 out of state
Delivery Method: Campus & online
Learn more: Program detailsUniversity of Michigan - Dearborn
Dearborn, MichiganProgram: Digital Marketing Major
Tuition: $123,840
Credits: 120
Cost per credit: $485 in state | $1,032 out of state
Delivery Method: Campus
Learn more: Program detailsJohnson and Wales University - Providence
Providence, Rhode IslandProgram: Bachelor of Science in Digital Marketing & Social Media
Tuition: $167,157
Credits: 123
Cost per credit: $1,359
Delivery Method: Campus & online
Learn more: Program detailsFairleigh Dickinson University
Teaneck, New JerseyProgram: Marketing BS with Digital Marketing concentration
Tuition: $138,360
Credits: 120
Cost per credit: $1,153
Delivery Method: Campus
Learn more: Program detailsArizona State University
Tempe, ArizonaProgram: Marketing (Digital and Integrated Marketing Communications), BS
Tuition: $189,120
Credits: 120
Cost per credit: $1,073 in state | $1,576 out of state
Delivery Method: Campus & online
Learn more: Program detailsRegis College
Weston, MassachusettsProgram: Digital Marketing (BS)
Tuition: $198,682
Credits: 121
Cost per credit: $1,642
Delivery Method: Campus
Learn more: Program detailsUniversity of Wisconsin - Stout
Menomonie, WisconsinProgram: B.S. Digital Marketing Technology
Tuition: $63,600
Credits: 120
Cost per credit: $244 in state | $530 out of state
Delivery Method: Campus
Learn more: Program detailsNewberry College - South Carolina
Newberry, South CarolinaProgram: BS degree in Digital Marketing
Tuition: $120,240
Credits: 120
Cost per credit: $1,002
Delivery Method: Campus
Learn more: Program detailsBryant & Stratton College
Buffalo, New YorkProgram: BBA Digital Marketing
Tuition: $58,950
Credits: 90
Cost per credit: $655
Delivery Method: Campus & online
Learn more: Program detailsKeuka College
Keuka Park, New YorkProgram: Digital Marketing, Bachelor of Science
Tuition: $146,040
Credits: 120
Cost per credit: $1,217
Delivery Method: Campus
Learn more: Program detailsSouthwest Baptist University
Bolivar, MissouriProgram: Digital Marketing Major
Tuition: $114,600
Credits: 120
Cost per credit: $955
Delivery Method: Campus
Learn more: Program detailsBellevue College
Bellevue, WashingtonProgram: Digital Marketing, BAS
Tuition: $28,938
Credits: 90-91
Cost per credit: $124 in state | $318 out of state
Delivery Method: Campus
Learn more: Program detailsOld Dominion University
Norfolk, VirginiaProgram: Digital Marketing (Marketing, B.S.B.A)
Tuition: $135,198
Credits: 120-126
Cost per credit: $393 in state | $1,073 out of state
Delivery Method: Campus
Learn more: Program detailsSuffolk University
Boston, MassachusettsProgram: Marketing Major Digital Marketing Concentration
Tuition: $171,244
Credits: 124
Cost per credit: $1,381
Delivery Method: Campus
Learn more: Program detailsMid-America Christian University
Oklahoma City, OklahomaProgram: Bachelor of Science, Digital Marketing
Tuition: $60,878
Credits: 122
Cost per credit: $499
Delivery Method: Campus & online
Learn more: Program detailsEnsign College
Salt Lake City, UtahProgram: Digital Marketing Bachelor of Applied Science (BAS)
Tuition: $38,880
Credits: 120
Cost per credit: $324
Delivery Method: Campus
Learn more: Program detailsUtah Valley University
Orem, UtahProgram: Digital Marketing, B.S.
Tuition: $156,120
Credits: 120
Cost per credit: $482 in state | $1301 out of state
Delivery Method: Campus
Learn more: Program details
Getting a Digital Marketing Degree
Both established marketing professionals and new entrants into the field can find success in the broader execution of digital marketing strategies.
For professionals who already have degrees in marketing, there are plenty of online courses and bootcamps that could be considered to build off of the traditional marketing competencies you already have. Much of the core methodology remains the same, with the distribution, analytics, and technical integrations being something that can be added on to contend with modern opportunities and challenges.
Another option for bachelor’s degree holders is the pursuit of a graduate program, where digital marketing is an explicit concentration in a broader MBA program. A graduate degree will assume some experience and expertise in marketing, management, and broader business strategy, building on that to implement marketing knowledge via modern technology. For professionals pursuing a promotion, an MBA in digital marketing is a great option.
For undergraduates interested in the field, there are plenty of options available. Digital marketing is so integral to the modern marketing profession that virtually all marketing programs will include substantial theory and practice in strategizing and managing the use of digital channels.
There are also undergraduate degrees specifically catering to digital marketing, though this is more common at the graduate level (undergraduate curricula typically include a broader scope within business management).
With the rise of online education, many of these programs can also be completed online. Let’s take a look at the key topics covered in these digital marketing degree programs:
- Social media marketing – Social media is very lucrative from a marketing perspective, both via paid tactics and organic ones. Learning how to manage an organization’s social media account is a very involved process, and well worth a few courses.
- Digital marketing strategy – More common in MBA-level programs, digital marketing strategy will seek ways to enunciate, measure, and prioritize different digital channels on a case-by-case basis. Lots of case studies and big-picture thinking in these courses.
- Content marketing – This is the bread and butter of many a digital marketing team, where graphic designers produce imagery and copywriters craft prose to generate digital assets that lead to preferable customer behaviors. This can branch into many fields, spanning from web design to filming multi-million dollar YouTube videos.
- Marketing automation – Machine learning is increasingly capable of making tactical decisions based on a well-designed campaign architecture, and automating many tasks (like composing and sending emails to email lists) is increasingly popular.
- SEO/SEM – Optimizing search engineer tactics, including both paid (SEM) and organic (SEO), begins with understanding the algorithms that determine what results make their way to the top of a query. This field is important for writers in particular.
- Analytics – Last but certainly not least is analytics. One of the primary advantages of digital marketing is the ability to measure every form of imaginable engagement accurately. Using this information to inform future decisions requires analytics.
While coursework is the core of any university program, it’s important to convert this knowledge into action via hands-on projects and internships.
Internship programs can be found in the university’s career services department and are a great consideration when deciding which program to pursue. Programs with a rich professional network will have opportunities to begin your career before you even finish your education. This is the ideal situation and is well worth investing time and energy in researching before enrollment.
At this point, you may be wondering what these internships would entail. What do digital marketers do? Let’s walk through it.
A Day in a Digital Marketer’s Shoes
Once you have the theory under your belt, it’s time to put those skills into action. This means identifying organizational needs from a digital communications perspective and identifying the ideal way to execute social media campaigns, website development, email lists, promotional materials (i.e. content), and search engine optimization.
A digital marketer will likely begin an internship occupying one of these roles, while professionals in the field will manage multiple roles from both a strategic (i.e. core messaging) and functional level (i.e. execution).
For creative types, a day in the life of a digital marketer will likely include meetings to discuss organizational vision, customer needs, past examples of successful content, and multidisciplinary collaboration across artists, writers, developers, and administrators. As a creative on one of these teams, you’ll need to translate the organization’s vision into interactive content that may (or may not) ‘go viral’.
Content creators have a difficult job, as they must take calculated strategic risks and iterate on previous assets to optimize customer engagement.
This process involves conducting A/B tests, actively seeking feedback, and experimenting with different platforms.
Additionally, collaborating with technically inclined teammates significantly contributes to their workload.
Content creators encounter a variety of challenges in their work. They must strategically assess risks, iterate on existing assets, and optimize customer engagement.
This process involves conducting A/B tests, actively seeking feedback, and experimenting with different platforms.
Additionally, collaborating with technically inclined teammates significantly contributes to their workload.
These more technical digital marketers will occupy roles in analytics, software development (UX/UI design), and SEO. Technical professionals rely on automating the process of collecting and querying data, including how customers interact with all of the company’s internet-facing assets (i.e. websites, storefronts, etc.). There are a remarkable number of ways to collect and interpret this data, all of which must be translated into meaningful and actionable learnings.
At the higher levels, professionals (often with MBAs) will bridge the gap between these two groups as leaders of the digital marketing team. These individuals translate technical capabilities and analytical learnings into content development requests and pipelines (i.e. organized production and distribution of new assets).
They must understand both the technical and the creative, capturing symmetries between what the organization has learned so far and their creative capacity to iterate in a better direction.
At the very highest level, the organization will use these learnings and content experiments to refine and even redefine broader organizational messaging and brand image maintenance.
There is a top-down element of adhering to an organization’s core brand image, but also a bottom-up transfer of knowledge and learnings which highlight potential opportunities for refining this executive-level strategy.
This iterative engine, seen from the C-Suite, is the most comprehensive view of digital marketing as a field of work. Employees are hired based on their unique capacities within this cycle (creatives, technical specialists, and strategists), and understanding where you might fit into this process is the final step in our digital marketing investigation.
Let’s give some concrete examples of real-life jobs that fit within this context.
Getting Hired as a Digital Marketer
Of course, all investments into learning new skills should eventually be translated into job responsibilities and potential career prospects. Let’s list some of the more common positions in the broader field of digital marketing:
- Social Media Manager: Social media managers do just what one might assume, spending their time building organic (and occasionally paid) reach within media platforms like Facebook, Twitter, YouTube, LinkedIn, and many others. This is a great entry-level role with great upward mobility (as success is easily demonstrated numerically). Salary clocks in around $57k/year.
- Marketing Analyst: For the more technically inclined, marketing analysts link together technical tools to monitor digital interactions with statistics to produce useful learnings for an organization’s marketing team. This is another good entry-level choice, with a salary of $65,376/year.
- UX Designer: Now what if you happen to have the ability to link technical skills with creative ones? In that case, UX/UI design is a great choice. This combines technical skills in programming (website development) with the marketing consideration of maximizing successful visitor interactions. UX designers are mid-level and offer particularly good upward mobility due to the combination of creative and technical ability. Salary averages out to around $106k/year.
- Content Strategist: For professionals interested in the big picture, content strategists will produce, evolve, and maintain successful brand imagery and content development guidelines for the team. This role is also mid-level and leans more on the creative and managerial side of the process. Salary is around $68k/year, though highly successful strategists can make nearly $94k/year. This is a strategic role and is well-suited to advancement.
- Digital Marketing Manager: Managerial roles vary quite widely, and in digital marketing, this could be anywhere from managing a small content team to becoming an executive such as a VP for Digital Marketing. An executive-level digital marketer will be accountable for all spending (which can be extremely high), and the efficiency of that spending across all digital media channels. Salary comes in around $93k/year for a managerial role and $176,047/year for an executive role.
Whether you are just starting as a budding digital marketing expert, or steering an established career towards virtual waters, there are a wide range of opportunities available.
This field of work will likely continue to grow as consumer behavior continues further and further towards online marketplaces.
The key considerations are going to be striking a balance between what skills you excel in (technical, creative, or strategic), as well as what types of distribution channels lend themselves to your particular style of digital communication.
Specialization is almost always the best starting point in the job hunt, as it allows you to master a skill organization will see as valuable as early in your career as possible. From there, you can slowly expand the tools in your digital tool belt to broaden your competencies and opportunities.
Managing digital marketing teams means understanding at least a little bit about a huge variety of skills, and the best way to do that is to jump in and get your hands dirty!
Frequently Asked Questions
A Bachelor’s degree in Digital Marketing provides a comprehensive understanding of the field, covering strategy, analytics, and emerging trends. It equips students with the skills needed for diverse roles in the dynamic digital landscape.
Graduates can pursue roles such as Digital Marketing Manager, SEO Specialist, Social Media Strategist, and more. The degree opens doors to opportunities in various industries, given the increasing importance of online presence.
Common subjects include Marketing Fundamentals, Consumer Behavior, SEO, Social Media Marketing, Analytics, and Content Strategy. Programs often blend theory with practical skills to prepare students for real-world challenges.
Programs often include hands-on experience with industry-standard tools such as Google Analytics, SEO platforms, and social media management tools. Proficiency with these tools enhances practical skills valued by employers.
A Digital Marketing degree offers specialized and updated knowledge tailored to the rapidly evolving online landscape. It focuses on digital strategies, tools, and technologies, providing a deeper understanding of the digital realm compared to a general marketing degree.