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GRADUATE PROGRAM


MASTER OF DIGITAL MARKETING

30 total credits | average 2 years to complete

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CORE COURSES
ELECTIVES
FACULTY
ADVISORY BOARD
ADDITIONAL INFO
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A MASTER’S DEGREE PROGRAM IN DIGITAL MARKETING THAT SETS YOU APART

The School of Professional Studies (SPS) offers an online Master’s degree in
Digital Marketing to equip you with the in-demand skills and expertise to thrive
in this dynamic field. This program combines creativity, analytics, and
leadership, setting it apart from other institutions. Companies seek skilled
professionals to lead their strategies as digital marketing budgets grow.

What You’ll Gain: Accelerate your business career
 * Lead consumer-centric digital marketing strategies
 * Master marketing analytics and data visualization
 * Design and execute successful digital campaigns
 * Become a confident and ethical leader in the digital space




CAREER PROSPECTS AND OUTCOMES

Marketing remains a key driver of growth in companies of all sizes. As print,
broadcast, and cable TV continue to shrink, digital marketing is now the most
important part of a marketing strategy. According to Gartner, 72% of the
marketing budget goes towards Digital Marketing. More than ever, companies are
in need of digital experts with a foundational understanding of marketing
strategies.

Comprehensive Curriculum

 * Strategic Digital Marketing and AI
 * Digital Marketing Research, Journey Mapping, and Consumer Analytics
 * Marketing Analytics and Data Visualization
 * Content Marketing, Social Media, Storytelling, and Writing for the Digital
   World
 * Digital Design Thinking and the User Experience (UX)
 * Leadership, Ethics, and the Legal Landscape of Digital Marketing
 * Digital Marketing Tools and Campaign Analytics: Search Engine Optimization,
   Display, and Retargeting
 * Social Media Marketing: SEO, Content, and Influencers
 * Capstone in Digital Marketing: Campaign Consulting

You’ll also be able to choose an elective course, tailoring your education to
your interests.

Admissions Criteria e-brochure
3
DAYS
Left to Apply
6
JAN
Start Date
Format
Online
Tuition
$37,620
Courses
10 courses
Term

Spring 2025

Request Information

“I already feel more confident as a marketer and more comfortable with leading
strategies in my work today because of what I am learning in the digital
marketing program.”

Brianna Briggs, Current SPS Digital Marketing Student



CORE COURSES

There are 9 required core courses including the Digital Campaign
Project/Capstone course. Students may also choose 1 elective.

There is no prescribed order for the courses, you may take them in the order
that works for you when your selection is available.

DIGITAL MARKETING TOOLS AND CAMPAIGN ANALYTICS: SEM, DISPLAY, AND RETARGETING

Develop a deep understanding of the digital tools that can be used to track
rapidly shifting consumer interests and behaviors. This course highlights
impactful easy to communicate with consumers given the dynamic nature of the
marketplace.

SOCIAL MEDIA MARKETING: SEO, CONTENT AND INFLUENCERS

This course explores the world of Earned/Owned Digital Marketing including SEO,
Influencer, Social Media, and Public Relations and how to expertly leverage
content in order to increase the attention consumers pay to their brands.
Students will discuss the increasingly challenging task given the crowded
marketplace and information overload that consumers face and how to address this
challenge with practical and strategic skills, including organic search, social
media content, community management, posting, and user-generated content, social
listening and competitive modeling, and digital tools used in influencer
marketing.

CAPSTONE IN DIGITAL MARKETING: CAMPAIGN CONSULTING

This course will enable students to integrate the skills and knowledge that were
developed in the other courses of the program to complete a digital marketing
project for a real organization. Students will be asked to identify their own
marketing challenge (with the involved organization’s blessing, of course) and
to leverage the digital marketing insights learned in the program to address it
effectively. In addition to preparing a comprehensive plan for the client
organization, the students will create a top-notch presentation incorporating
digital marketing strategy and tactics, marketing concepts, and storytelling
techniques to address the challenge and to sell the selected
idea/product/solution.

STRATEGIC DIGITAL MARKETING AND AI

Gain a deeper understanding of fundamental principles and best practices of
digital marketing strategies (e.g., positioning, pricing, etc.) and tactics
(e.g., market research-derived segmentation and targeting, packaging, channel
management, etc.) and how using AI can make you a better marketer.

DIGITAL MARKETING RESEARCH, JOURNEY MAPPING, AND CONSUMER ANALYTICS

Build a robust knowledge of research methods that are fundamental to the digital
marketing discipline. This course teaches professionals how to use research
techniques to deeply understand and focus on the needs and interests of the
consumer in integrated campaigns.

MARKETING ANALYTICS AND DATA VISUALIZATION

Learn best practices for gathering, interpreting, and presenting compelling
digital data to inspire positive action. This course teaches professionals to
use analytical techniques and growing-edge software tools to generate marketing
insights and to address marketing problems.

DIGITAL DESIGN THINKING AND THE USER EXPERIENCE (UX)

This course focuses on user-centered design (UCD) and associated methodologies,
including user research, digitally-enabled user experience (UX), interaction
design, and usability testing. In this course, the students will learn about and
practice design-thinking approaches to the process of new product development
and market opportunity scanning. The course also teaches creative idea
generation and concept screening/testing, test-and-learn processes — with
continuous improvement as the goal, and a range of UCD approaches that include
the formulation of a portfolio-ready deliverable incorporating a complete
financial model.

BRANDING, STORYTELLING, AND WRITING FOR THE DIGITAL WORLD

This course integrates brand management principles and marketing frameworks to
guide digital storytelling that effectively engages consumers and other
stakeholders. This course will explore how to focus on digital branding through
storytelling to differentiate products and services from competitor offerings
and to effectively position them as solutions to consumer needs and pain points.
Students will learn how to write compelling content that scores highly with
dynamic search engine algorithms and how to pursue strategic implementation of a
brand narrative using various digital marketing approaches and analyses.

LEADERSHIP, ETHICS, AND THE LEGAL LANDSCAPE OF DIGITAL MARKETING

This course covers the ethics of digital marketing and product liability, and it
explores emerging issues related to the buying and selling of consumer data, the
use of artificial intelligence (AI) to predict and to influence human behavior,
and other consumer privacy concerns. This course will enable students to develop
a comprehensive ethical decision-making philosophy so that they are well
equipped to address challenging situations in their professional marketing
roles.

DIGITAL MARKETING TOOLS AND CAMPAIGN ANALYTICS: SEM, DISPLAY, AND RETARGETING

Develop a deep understanding of the digital tools that can be used to track
rapidly shifting consumer interests and behaviors. This course highlights
impactful easy to communicate with consumers given the dynamic nature of the
marketplace.

SOCIAL MEDIA MARKETING: SEO, CONTENT AND INFLUENCERS

This course explores the world of Earned/Owned Digital Marketing including SEO,
Influencer, Social Media, and Public Relations and how to expertly leverage
content in order to increase the attention consumers pay to their brands.
Students will discuss the increasingly challenging task given the crowded
marketplace and information overload that consumers face and how to address this
challenge with practical and strategic skills, including organic search, social
media content, community management, posting, and user-generated content, social
listening and competitive modeling, and digital tools used in influencer
marketing.

CAPSTONE IN DIGITAL MARKETING: CAMPAIGN CONSULTING

This course will enable students to integrate the skills and knowledge that were
developed in the other courses of the program to complete a digital marketing
project for a real organization. Students will be asked to identify their own
marketing challenge (with the involved organization’s blessing, of course) and
to leverage the digital marketing insights learned in the program to address it
effectively. In addition to preparing a comprehensive plan for the client
organization, the students will create a top-notch presentation incorporating
digital marketing strategy and tactics, marketing concepts, and storytelling
techniques to address the challenge and to sell the selected
idea/product/solution.

STRATEGIC DIGITAL MARKETING AND AI

Gain a deeper understanding of fundamental principles and best practices of
digital marketing strategies (e.g., positioning, pricing, etc.) and tactics
(e.g., market research-derived segmentation and targeting, packaging, channel
management, etc.) and how using AI can make you a better marketer.

DIGITAL MARKETING RESEARCH, JOURNEY MAPPING, AND CONSUMER ANALYTICS

Build a robust knowledge of research methods that are fundamental to the digital
marketing discipline. This course teaches professionals how to use research
techniques to deeply understand and focus on the needs and interests of the
consumer in integrated campaigns.

MARKETING ANALYTICS AND DATA VISUALIZATION

Learn best practices for gathering, interpreting, and presenting compelling
digital data to inspire positive action. This course teaches professionals to
use analytical techniques and growing-edge software tools to generate marketing
insights and to address marketing problems.

DIGITAL DESIGN THINKING AND THE USER EXPERIENCE (UX)

This course focuses on user-centered design (UCD) and associated methodologies,
including user research, digitally-enabled user experience (UX), interaction
design, and usability testing. In this course, the students will learn about and
practice design-thinking approaches to the process of new product development
and market opportunity scanning. The course also teaches creative idea
generation and concept screening/testing, test-and-learn processes — with
continuous improvement as the goal, and a range of UCD approaches that include
the formulation of a portfolio-ready deliverable incorporating a complete
financial model.

BRANDING, STORYTELLING, AND WRITING FOR THE DIGITAL WORLD

This course integrates brand management principles and marketing frameworks to
guide digital storytelling that effectively engages consumers and other
stakeholders. This course will explore how to focus on digital branding through
storytelling to differentiate products and services from competitor offerings
and to effectively position them as solutions to consumer needs and pain points.
Students will learn how to write compelling content that scores highly with
dynamic search engine algorithms and how to pursue strategic implementation of a
brand narrative using various digital marketing approaches and analyses.

LEADERSHIP, ETHICS, AND THE LEGAL LANDSCAPE OF DIGITAL MARKETING

This course covers the ethics of digital marketing and product liability, and it
explores emerging issues related to the buying and selling of consumer data, the
use of artificial intelligence (AI) to predict and to influence human behavior,
and other consumer privacy concerns. This course will enable students to develop
a comprehensive ethical decision-making philosophy so that they are well
equipped to address challenging situations in their professional marketing
roles.

DIGITAL MARKETING TOOLS AND CAMPAIGN ANALYTICS: SEM, DISPLAY, AND RETARGETING

Develop a deep understanding of the digital tools that can be used to track
rapidly shifting consumer interests and behaviors. This course highlights
impactful easy to communicate with consumers given the dynamic nature of the
marketplace.

SOCIAL MEDIA MARKETING: SEO, CONTENT AND INFLUENCERS

This course explores the world of Earned/Owned Digital Marketing including SEO,
Influencer, Social Media, and Public Relations and how to expertly leverage
content in order to increase the attention consumers pay to their brands.
Students will discuss the increasingly challenging task given the crowded
marketplace and information overload that consumers face and how to address this
challenge with practical and strategic skills, including organic search, social
media content, community management, posting, and user-generated content, social
listening and competitive modeling, and digital tools used in influencer
marketing.

CAPSTONE IN DIGITAL MARKETING: CAMPAIGN CONSULTING

This course will enable students to integrate the skills and knowledge that were
developed in the other courses of the program to complete a digital marketing
project for a real organization. Students will be asked to identify their own
marketing challenge (with the involved organization’s blessing, of course) and
to leverage the digital marketing insights learned in the program to address it
effectively. In addition to preparing a comprehensive plan for the client
organization, the students will create a top-notch presentation incorporating
digital marketing strategy and tactics, marketing concepts, and storytelling
techniques to address the challenge and to sell the selected
idea/product/solution.


ELECTIVES

Students in the Master’s of Digital Marketing program may choose 1 elective.

Electives can be taken at any time during the program when your selection is
available.

VISUAL CONTENT CREATION AND VIDEO DEVELOPMENT

Creating engaging visual content requires a unique set of skills including
knowledge of the latest tools, knowledge of your target audience, and the
ability to communicate your creative vision. This course will explore the visual
content formats used in digital marketing, the tools that help create them, and
how to best measure their performance.

DIGITAL CONSUMER PSYCHOLOGY AND DECISION MAKING

This course will provide a deep dive into online and mobile consumer behavior
and use an analytics-driven approach to explain why consumers look, pause,
click, engage, and buy.

THE CUSTOMER JOURNEY: WEBSITE AND E-COMMERCE MARKETING

In digital marketing, understanding the consumer journey is extremely important.
To help students understand that journey and to design impactful digital
pathways for it, this course will focus on website and eCommerce marketing
strategies that increase customer demand and sales.

PROJECT MANAGEMENT ESSENTIALS

This course introduces the foundational concepts of project management. It
provides an overview of the PM lifecycle as defined in the Project Management
Body of Knowledge. Several PM knowledge areas such as risk, scope, schedule,
quality, monitoring, and communication, among others, will be introduced.
Distinctions between project, program, and portfolio management are explored.

VISUAL CONTENT CREATION AND VIDEO DEVELOPMENT

Creating engaging visual content requires a unique set of skills including
knowledge of the latest tools, knowledge of your target audience, and the
ability to communicate your creative vision. This course will explore the visual
content formats used in digital marketing, the tools that help create them, and
how to best measure their performance.

DIGITAL CONSUMER PSYCHOLOGY AND DECISION MAKING

This course will provide a deep dive into online and mobile consumer behavior
and use an analytics-driven approach to explain why consumers look, pause,
click, engage, and buy.

THE CUSTOMER JOURNEY: WEBSITE AND E-COMMERCE MARKETING

In digital marketing, understanding the consumer journey is extremely important.
To help students understand that journey and to design impactful digital
pathways for it, this course will focus on website and eCommerce marketing
strategies that increase customer demand and sales.

PROJECT MANAGEMENT ESSENTIALS

This course introduces the foundational concepts of project management. It
provides an overview of the PM lifecycle as defined in the Project Management
Body of Knowledge. Several PM knowledge areas such as risk, scope, schedule,
quality, monitoring, and communication, among others, will be introduced.
Distinctions between project, program, and portfolio management are explored.

VISUAL CONTENT CREATION AND VIDEO DEVELOPMENT

Creating engaging visual content requires a unique set of skills including
knowledge of the latest tools, knowledge of your target audience, and the
ability to communicate your creative vision. This course will explore the visual
content formats used in digital marketing, the tools that help create them, and
how to best measure their performance.

DIGITAL CONSUMER PSYCHOLOGY AND DECISION MAKING

This course will provide a deep dive into online and mobile consumer behavior
and use an analytics-driven approach to explain why consumers look, pause,
click, engage, and buy.

THE CUSTOMER JOURNEY: WEBSITE AND E-COMMERCE MARKETING

In digital marketing, understanding the consumer journey is extremely important.
To help students understand that journey and to design impactful digital
pathways for it, this course will focus on website and eCommerce marketing
strategies that increase customer demand and sales.


GET TO KNOW SPS DIGITAL MARKETING STUDENTS




THE PEOPLE BEHIND THE PROGRAM

To accelerate your career growth, reach your professional goals, and expand your
network, we created a Programmatic Advisory Board (PAB) to bring knowledge from
experts in the field into the classroom. These board members are committed to
your academic excellence and keeping Wake Forest University School of
Professional Studies graduates industry-competitive and globally impactful.

Lakesha Holloway

Atrium Health

Kent Panther

Wray Ward

Mike Shady

Staples

Laurin Titus

Wells Fargo

Christina Wells

RVO Health

Carol Oliff

Wake Forest University

Ged King

Wake Forest University

Jeff Campbell

West Marine

Lakesha Holloway

Atrium Health

Kent Panther

Wray Ward

Mike Shady

Staples

Laurin Titus

Wells Fargo

Christina Wells

RVO Health

Carol Oliff

Wake Forest University

Ged King

Wake Forest University

Jeff Campbell

West Marine

Lakesha Holloway

Atrium Health

Kent Panther

Wray Ward

Mike Shady

Staples

Laurin Titus

Wells Fargo

Christina Wells

RVO Health

Carol Oliff

Wake Forest University


WHY CHOOSE THIS PROGRAM?

 * Gain a competitive edge in a rapidly growing industry
 * Increase your earning potential
 * Transform your career and become a sought-after digital marketing leader


A DEEPER DIVE INTO DIGITAL MARKETING

This Master’s program distinguishes itself from other digital marketing
certificates in several key ways:

 * Depth and breadth of curriculum: A complete Master’s degree covers a broader
   range of topics and provides greater depth of knowledge than a certificate
   program.
 * Focus on leadership: Leadership development is a core component, equipping
   you with the skills to lead teams and initiatives.
 * Integration of AI: Recognizing the growing importance of artificial
   intelligence in digital marketing, AI is actively integrated into the
   courses.
 * Practical, hands-on experience: Prioritizes providing students with practical
   experience using current tools and techniques, preparing them for real-world
   challenges.
 * Engagement with industry leaders: Strong PAB engagement ensures the
   curriculum stays relevant and offers students valuable connections.

Our Master of Digital Marketing program offers a more comprehensive and
career-focused education, positioning you for tremendous success in this dynamic
field. Apply now and join a community of ambitious professionals shaping the
future of digital marketing.


MEET DIGITAL MARKETING FACULTY


Get to Know Ged King, Academic Director for Digital Marketing

Lisa Peyton

Wake Forest University

Susan Wallace

Wake Forest University

Jeff Campbell

West Marine

Elizabeth Ricks

Visiting Associate Professor, Analytics, Wake Forest School of Business

Kile Allison, DBA

Wake Forest University

Patrice Nealon

Wake Forest University

Ged King

Wake Forest University

Tatia Jordan, Ph.D.

Wake Forest University

Craig Geigger

Wake Forest University

Lisa Peyton

Wake Forest University

Susan Wallace

Wake Forest University

Jeff Campbell

West Marine

Elizabeth Ricks

Visiting Associate Professor, Analytics, Wake Forest School of Business

Kile Allison, DBA

Wake Forest University

Patrice Nealon

Wake Forest University

Ged King

Wake Forest University

Tatia Jordan, Ph.D.

Wake Forest University

Craig Geigger

Wake Forest University

Lisa Peyton

Wake Forest University

Susan Wallace

Wake Forest University

Jeff Campbell

West Marine

Elizabeth Ricks

Visiting Associate Professor, Analytics, Wake Forest School of Business

Kile Allison, DBA

Wake Forest University

Patrice Nealon

Wake Forest University


WHY WAKE FOREST?

Consider Wake Forest University because of its strong commitment to flexibility,
accessibility, and academic excellence. The university’s mission focuses on
accelerating professional growth through cutting-edge educational experiences
tailored to the needs of adult learners. With flexible delivery options and
stackable certificates, students can complete programs at their own pace.
Additionally, the programs are market-oriented and designed with input from
industry practitioners, ensuring relevance in the evolving job market. Wake
Forest’s commitment to character-based leadership and diversity further
strengthens its appeal.


APPLYING TO WFU SPS MASTERS IN DIGITAL MARKETING IS QUICK AND EASY.

HOW TO APPLY

At the School of Professional Studies, the application process is streamlined
for busy working professionals like you.

To apply to a Master’s or certificate program, you must submit:

 * Completed online application
 * Updated resume
 * Bachelor’s degree transcript*
 * Interview with Student Success Manager: Virtual or Self Completed
 * Non-refundable $50 application fee

*AN UNOFFICIAL TRANSCRIPT IS ACCEPTABLE FOR ADMISSION; AN OFFICIAL TRANSCRIPT IS
DUE BY THE START OF THE FIRST COURSE. 

After we have received all your application materials and completed your
interview, we work to issue a decision within 2 business days unless additional
information is needed.


TAKE THE NEXT STEP

Request Information Apply Now
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