M.S. in Digital Marketing

Earn a Digital Marketing master’s degree created by industry leaders.

Digital marketing is the future of the marketing profession. By 2019, American companies will spend over $100 billion a year on digital marketing – search, display, social media, and email – more than their budgets for broadcast and cable television advertising combined, according to Forrester Research, Inc. If you want a successful marketing career for the 21st century, you need to be an expert in search engine optimization (SEO), social media and mobile marketing, conversion, and many other skills and strategies.

The fully online M.S. in Digital Marketing from Concordia College-New York is a 30-credit program designed and delivered by the brightest minds in the industry: Avinash Kaushik, digital marketing evangelist for Google, created the lesson plan for our Web Analytics course, and our SEO Optimization and Mobile Marketing lesson plans were likewise created by experts who “wrote the book” on their subjects.

Learn proven digital marketing strategies from the top practitioners in the field, as you benefit from our proximity to New York City’s Silicon Alley. Intuitive, web-based learning tools deliver updated course content through video lessons, quizzes, assignments, homework feedback, and faculty interaction — all to help you complete your degree fully online and fully supported. Build a rewarding career with Concordia College-New York’s innovative M.S. in Digital Marketing!

This master’s program also prepares you for the premier certifications in the field: OMCP (Online Marketing Certified Professional) or OMCA (Online Marketing Certified Associate).* Every course is OMCP approved, meaning you can check off one of the requirements for OMCP or OMCA certification by earning this degree.

The Digital Marketing traditional degree progression can be completed in 20 months. Our Fast Track option means qualified students can earn this master’s degree in as little as 16 months. Both progressions are 100% online.

*Coursework completed in the M.S. in Digital Marketing program meets the academic requirements needed to sit for initial OMCP and OMCA certification. Certification is not granted by Concordia College-New York. Students will need to pursue additional steps with OMCP and OMCA directly, including meeting practical experience requirements, to become certified. Students will be responsible for maintaining their OMCP or OMCA certifications beyond the initial one-year certification. Additional requirements for each certification, including renewal requirements, can be found on the OMCP website.

Digital Marketing Program Goals

In addition to meeting all the requirements for the M.S. in Digital Marketing degree program, successful candidates will have the skills and knowledge to:

  • Apply digital marketing concepts across digital channels that drive business outcomes
  • Adapt digital marketing concepts to new and evolving technologies
  • Develop digital marketing expertise for application in a broad base of industries, including small nonprofits, private consulting firms, and major corporations
  • Fulfill academic requirements to sit for Online Marketing Certified Professional (OMCP) and Online Marketing Certified Associate (OMCA) certification

Course Descriptions

Digital Marketing Program Course Descriptions

Concordia College-New York’s Master of Science in Digital Marketing is a 30 credit-hour degree program that can be completed fully online. Each course is eight weeks in length. Traditional-progression students will take one course at a time and can complete their degree program in 20 months.

Fast Track candidates have the option of doubling up courses at two specific times and can complete this program in as little as 16 months. Courses that can be taken concurrently are DMM 545 and DMM 546; and DMM 537 and DMM 641. Fast Track candidates must declare their intention at time of enrollment. Please note that the Fast Track option is subject to course availability by program and start date.

The graduate Digital Marketing curriculum is offered in the following sequence of classes, concluding with a capstone course (DMM 641) in which students develop original digital marketing projects that will be showcased for analysis and critique.

M.S. in Digital Marketing
30 credits
DMM 542 (3)
Foundations of Digital Marketing
This course provides a comprehensive overview of digital marketing. Course participants develop an understanding of the digital marketing process, developing their vocabulary and conceptual knowledge of the field. The course provides the foundation for in depth focus on major areas of study in digital marketing, including SEO, Social Media, Web Analytics, Conversion, Content Marketing, Mobile Marketing, Paid Search, and Email Marketing.
DMM 535 (3)
Search Engine Optimization
This course addresses the key aspects of Search Engine Optimization (SEO). Topics include on-page best practices; keyword research; design & architecture; site optimization & best practices; link-building; SEO site audits; and SEO for local search. Course participants develop their understanding of the role of SEO in the growth and development of businesses. Projects and activities support learning outcomes.
DMM 543 (3)
Content Marketing
This course covers key elements of content marketing. Course participants develop the skills to create content and write valuable messages that get into the media, engaging readers and creating customers. They learn to measure the results of their strategies. Content marketing channels are explored, including: blog, social media, image, video, article and press, email, event, and B2B marketing.
DMM 544 (3)
Social Media
This course provides a comprehensive examination of social media marketing from basic planning opportunities to evaluation strategies. Course participants develop the skills to construct a well-developed social media marketing campaign. Blogging, video and YouTube, Facebook, Twitter, social news networks, viral marketing, and LinkedIn are examined. Activities and projects support learning outcomes.
DMM 545 (3)
Email Marketing
An effective email marketing program generates new customers and keeps loyal customers returning. This course covers the key elements of email marketing through targeted phases of the buying cycle. Course participants learn proven strategies for building lists, crafting email, avoiding spam filters, and generating conversions and sales.
DMM 546 (3)
Mobile Marketing
Mobile marketing is a key discipline in Internet marketing. This course provides a comprehensive examination of mobile marketing, from text messages to full mobile applications. Course participants develop strategy and tactics, expanding their understanding of mobile marketing integration across media.
DMM 547 (3)
Pay Per Click (PPC)
This course addresses the key components of paid search advertising. Course participants gain insights into strategies for the phases of Pay Per Click (PPC) and paid search including real world implementation of launching and maintaining a PPC account. Course focus includes an introduction to keywords and match types, writing effective ad copy, conversion tracking, bidding, and reporting, campaign settings, and account organization.
DMM 548 (3)
Conversion practices empower businesses to create digital experiences that impact buying decisions, converting website visitors into customers. This course covers key elements of conversion. Course participants expand their understanding of conversion planning, conversion design structure, analysis and measurement.
DMM 537 (3)
Web Analytics
This course prepares digital marketing professionals with the knowledge needed to develop expertise in the area of web analytics. Topics addressed include Key Performance Indicators (KPIs), segmentation, reports and metrics, web analysis, qualitative research, testing, and competitive analysis. Also covered are multichannel analytics and dashboards. Course participants complete activities and projects that support the development of their expertise.
DMM 641 (3)
The capstone course provides an opportunity for course participants to identify and complete a project that aligns with their own digital marketing interests. Working closely with their instructor, course participants synthesize key learning outcomes from the program and apply their skills in the digital marketing field to address an authentic problem. An emphasis on measurement and reporting is included. Course participants draw on current research and examine current issues in digital marketing as they design and develop the project. Completed projects are showcased for analysis and critique.

Career Opportunities

The following are just a few of the unique career opportunities possible with an M.S. in Digital Marketing degree available online through Concordia College–New York:

  • Marketing Managers
  • Search Marketing Strategists
  • Market Research Analysts and Marketing Specialists
  • Green Marketers
  • Online Merchants
  • Business Intelligence Analysts
  • Advertising and Promotions Managers
  • Public Relations Specialists
  • Fundraisers
  • Agents and Business Managers of Artists, Performers, and Athletes
  • First-Line Supervisors of Non-Retail Sales Workers

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