The Rise of Digital Marketing Studies at U.S. Colleges

Written by: 
Carrie Stewart

As technology, social media, and the internet continue to become an integral part of people's lives and businesses objectives, more organizations are incorporating digital marketing into their efforts. Of course, for this to happen we need specialists or at least people who are educated on the topic. As a result, more colleges have integrated digital marketing majors and classes.

University Marketing

Colleges themselves have spent millions of dollars on marketing to attract students. After the pandemic, an increasing amount of online education options, and increasing levels of public skepticism about the need to go to college, many universities are seeing declining enrollment. Marketing is part of what it takes to stay competitive. A SimpsonScarborough survey found that institutions spend between $429 and $623 per enrolled student, per year, on marketing. As for advertising, colleges collectively spent $2 billion on it in 2018 and $2.2 billion in 2019.  

As the need for advertising continues to increase and digital marketing tools continue to develop, colleges and universities are working on implementing more video marketing, content marketing, personalization in marketing materials for prospective students, social media, email marketing, SEO, contextual-based audience targeting, user-generated content, influencer marketing and more!

Majors and Classes 

Due to this growing demand, digital marketing professionals are well-paid, enjoy job security, and have excellent career prospects. So now, many colleges offer a digital marketing bachelor’s degree. These may include 

  • Bachelor of Arts in Social Media Marketing
  • Bachelor of Commerce (Digital Marketing)
  • Bachelor of Business Administration (Marketing)

Course content typically includes concepts like marketing management, promotions, fundraising, public relations, market research, SEO, online advertising, and social media management. 

There are also Masters Degrees where course content can include sales research, consumer psychology, digital marketing strategy, writing for digital media, brand strategy, paid ads, content marketing, UX design, search engine optimization, search engine marketing, sponsored content, web analytics, data visualization, integrated marketing communications, Google Analytics, Google Ads, and influencer marketing.  

Some of the master's degree programs that colleges may offer are:

  • Master of Business Administration in Digital Marketing
  • Master of Science in Integrated Marketing Communication
  • Master of Science in Digital Marketing and Design
  • Master of Science in Social Media Marketing
  • Master of Arts in Marketing and Digital Media

If you are interested in cheaper options, there are also several certifications and boot camps you can find online!


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