In the Master of Science in Marketing Digital Advertising and Marketing Track, students must complete 15 semester credit hours of program core courses then 21 semester credit hours within the digital track covering topics in digital marketing strategy and tactics, marketing automation, mobile marketing, pay per click, search engine optimization (SEO), social media, usability and web analytics. Details of the courses for this track are available on the Master’s in Marketing page in the UT Dallas Graduate Catalog. Our program prepares students to enter a digital marketing profession by offering a wide range of courses to suit your individual professional needs. Many of the courses include hands-on sessions using software commonly used by industry such as Adobe and Google Analytics, Facebook, Google Adwords, MOZ and Watson Analytics. Our digital courses are often taught by faculty with industry experience working closely with our advisory board.
Digital marketing has experienced growth rates of up to 400% in many of its sub-specialty areas. This is a growing field but not one that is easily summarized given that job titles can vary widely from generic designations such as internet manager to specialty areas such as search engine marketing (SEM) mobile, social media, web analytics and others. New technology is creating new jobs every year. The job titles listed below are an example of the types of areas available to students; many jobs are to come with emerging technologies, such as the Internet of Things (IoT), with multiple touchpoints to current digital professions such as marketing automation or the marketing cloud. For additional details on how our courses map to the skills required by this profession, please read this blog post on digital marketing.
View Track in CatalogJob Titles Based on Many of Digital’s Specialty Areas
As a manager, analyst, director or vice president
- Content marketing
- Digital or internet advertising and/or marketing
- E-commerce or e-retailing
- Internet marketing
- Marketing automation
- Mobile marketing
- Online marketing
- Search engine marketing (SEM)
- Search engine optimization (SEO)
- Social media
- User experience (UX) and usability
- Web analytics
Typical Responsibilities for a Digital Marketing Professional Based on Specialty Areas
Develop social media strategy, including content creation, curation and account management across Facebook, Facebook Place Pages, Google Places, LinkedIn, Instagram, Snapchat, Twitter and more. Develop and/or maintain comprehensive digital strategy, manage appropriate content on social networks, respond to subscribers accordingly, track social growth and relevance. Supervise social media coordinator: Provide messaging and brand voice guidance for all customer responses on social media.
Create revenue growth through the strategic use of digital tools, including programmatic advertising on social media, review sites and content publishers. Day-to-day implementation and management of digital advertising campaigns, including ad copywriting and testing, display/retargeting, keyword generation, landing page optimization, mobile, SEM, social media marketing, video and more. For additional details on job size and salaries, please read this digital marketing blog post.
Professionals in this specialty job area manage one or many aspects of the e-commerce or e-retailing business, including business and content strategy, planning, visual merchandising, checkout, customer service, fulfillment, navigation, promotional campaigns (mainly email and texts/ Short Message Search, SMS), search, taxonomy, website design and usability, web analytics and web technologies. For additional details on job size and salaries, please read this e-commerce blog post.
Develop marketing automation strategies and email campaigns, which tend to have the highest on investment within the many marketing specialty areas and platforms. Design and deliver strategies to optimize marketing calls-to-action and landing pages to improve nurturing (prospecting) and drip (mainly customer-focused) campaigns so as to increase conversions and/or engagement. These professionals constantly test, measure and report all aspects of data quality, creative, business rules, set up of triggers, performance, program effectiveness and funnel generation. Used mainly in business-to-business but also in many business-to-consumer settings, too. Initiate lead nurturing and email testing to achieve optimum results. For additional details on job size and salaries, please read this blog post on marketing automation.
Conduct cross-device tracking. Develop the mobile marketing strategy for the company. Provide best practice research to channel owners (email, display, paid search, and more). Collaborate with cross-functional teams to plan, deliver and execute successful mobile marketing campaigns (ads, coupons, push notifications, QR, SMS, and more). Understanding of user experience (UX) and usability best practices, and manage mobile analytics data. For additional details on how our courses map to the skills required by this specialty area, read this blog post on mobile marketing.
Drive the campaign architecture, design, test and execution process for digital marketing campaigns. Apply, analyze and recommend using white hat SEO techniques. Create and manage email, pay-per-click search and display campaigns. Conduct split A/B and multivariate tests.
Lead social media strategy and execution across (1) all social platforms, (2) blogs, and (3) integrated website content hub by collaborating with marketing, merchandising, design and development teams. Create, edit, publish and share daily content (text, images, video or HTML) that builds meaningful connections and encourages community members to take action. Create and manage social media content and syndication calendars in concert with a fully integrated marketing/merchandising calendar. For additional details on how our courses map to the skills required by this specialty area read this blog post on social media marketing.
Access and analyze web data from various sources such as Adobe Analytics. Google Analytics and IBM Digital Analytics. Create and setup funnels, segments and ad hoc report analysis including the tagging and best-fit attribution models. Support A/B and multivariate testing scenarios to improve usability, marketing performance, and conversion. For additional details on how our courses map to the skills required by this specialty area, please read this blog post on web analytics.
What is the size of the digital marketing job market?
A general search for “digital marketing” jobs in the United States on LinkedIn yields more than 44,000 jobs. On Glassdoor.com, we found more than 26,000 jobs. Once you get into specific functional areas, numbers vary widely, with 2,086 jobs for e-commerce marketing; and 25,800 for mobile marketing. The skill “web analytics” returns 12,867 jobs. “Marketing automation” returns 4,240 jobs. Social media marketing returns some 39,000 jobs (however, note that there is a wide pay scale in social media given that some jobs are mainly a customer service role or low-level blog creation), and “UX” yields 14,370 jobs.
Average Years of Experience and Salary Average for Digital Professionals
Job titles and salaries vary widely in the digital marketing realm. According to Glassdoor.com, the average salary with one to three years of experience is $53,280 — but that is only a general average. Qualified MS in Marketing graduates should be able to command higher salaries, especially in the tech and financial sectors. “SEO managers” average $68,464; “mobile marketing managers,” $75,728; “web analytics manager,” $110,232 with three years of work experience.
Master’s in Marketing Blogs & News
Find advice and resources you need as a current or prospective graduate student in marketing.
What Is Digital Marketing?
Marketing Career Focus: Digital Marketing
Overview of skills needed for digital marketing managers and how these map to the courses offered at the MS or Master of Science in Marketing at UT Dallas. The digital marketing track has 4 core courses covering interactive and digital marketing, digital sales strategy, marketing automation and campaign management, marketing web analytics and insights, plus 12 electives
What Does an Advertising Professional Do?
Overview of skills needed for advertising professionals and how these map to the courses offered at the MS or Master of Science in Marketing at UT Dallas.
Web Analytics as a Key Skill or Profession for Marketers
Overview of skills needed for web analytics managers and how these map to the courses offered at the MS or Master of Science in Marketing, Digital track. Our web analytics course covers all the basics of web analytics using the Adobe and Google analytics platforms.
What is Social Media Marketing?
Marketing Career Focus: Social Media Marketing
Overview of skills needed by social media marketing managers and how these map to the courses offered at the MS or Master of Science in Marketing at UT Dallas. Our program not only offers in-depth courses in social media but also in related areas.
What Is Marketing Automation?
Marketing Career Focus: Marketing Automation
Overview of needed skills for marketing automation careers and how these map to the courses offered at the MS Marketing at UT Dallas. Our program is one of the few in the nation to offer a specific course in marketing automation and campaigns.
Analysis for Consumer & Shopper Insights Jobs
Marketing Career Focus: Customer Insights
Customer insights is an emerging area for marketing professionals who are not modelers, statisticians or data scientists. They often work more on the analysis and recommendation side of the profession.
Business Development: Demand Generation
Business development is a process that helps your company establish and maintain relationships with prospects, learn about your buyer’s personas, increase brand awareness and more.
Job Analysis for Digital Marketing – Mobile Marketing
Overview of skills needed for mobile marketing managers and how these map to the courses offered at the MS or Master of Science in Marketing at UT Dallas. The mobile marketing professional must understand the web and app ecosystems.
What Does a Product Manager Do?
Overview of skills needed for product managers and how these map to the courses offered at the MS or Master of Science in Marketing at UT Dallas. The job of the product manager is to discover a product that is valuable, usable and feasible.
What Does a Marketing Analyst Do?
Marketing Career Focus: Marketing Analytics
Overview of skills needed for marketing analytics managers and how these map to the courses offered at the MS or Master of Science in Marketing at UT Dallas. The marketing analytics track has 3 core courses covering database marketing, spreadsheet modeling and business analytics with either SAS or R, plus 15 electives.
What Does a Brand Manager Do?
Overview of skills needed by brand managers and how these map to the courses offered at the MS or Master of Science in Marketing at UT Dallas. The advertising and branding track has 4 core courses covering interactive and digital marketing, branding, and more.
What Exactly Is E-Commerce?
Marketing Career Focus: E-Commerce
Overview of skills needed for e-commerce managers and how these map to the courses offered at the MS or Master of Science in Marketing at UT Dallas. The digital marketing track has 4 core courses covering interactive and digital marketing, digital sales strategy, campaign management lab, and marketing web analytics and insights, plus 9 electives.
What Does a Marketing Manager Do?
Overview of skills needed for marketing managers and how these map to the courses offered at the MS or Master of Science in Marketing at UT Dallas. The marketing manager occupies a generalist’s role.
Student Testimonials
Mao Li, MS’14
Senior Manager of Competitive Intelligence, Health System, Marketing Insights and Analytics, Philips
The MS in Marketing program is a well-organized program with agile setup. It has different tracks to choose to fit your career direction. I highly recommend the program for further development in the marketing industry.
Mike Hart, MS’14
Vice President of Sales, Lennox Industries
The UTD Marketing master’s program was a great experience. The networking opportunities were excellent, and the quality of the students added to the overall value of the program. I would recommend this program to anyone who wants to gain a deeper knowledge of marketing principles as they apply to the real world of business.
Mahesh Jajoo
This program has helped me grow in different domains of marketing. It is one of the only programs worldwide that allows you to choose multiple courses between tracks. The amount of research that goes into preparing the material for the course is amazing, keeping the teaching material up to date with the changes in the marketing field. It also has taught me the best marketing principles and lessons through its core courses, which I will use throughout my marketing career. Overall, a program that has taken care of all the ever-changing dynamics of marketing that I was looking for and helped me grow as a marketer.
Holly Lynn
UT Dallas has helped me immensely by giving me the tools and knowledge to start a career path in the world of marketing right here in my hometown. I have grown with confidence to become a leader thanks to the many ways of communicating that have opened up to me, meaning things that were learned will not be forgotten!
Rahul Rai
My trajectory will always be changed by my time at UTD Naveen Jindal School of Management MS Marketing program. It surpassed all expectations and provided me with unique insight. I’m aware that investing in myself by enrolling in this program has been and will continue to be among the best choices I’ve ever made.
Liquin Luo, MS’17
Data Scientist, Apple
The MS in Marketing program gave me sophisticated marketing analytic knowledge and the ability to think as a thoughtful marketer. The career center at JSOM accelerated my career potential, helping me land a job at Apple.
Andrew Franco, BS’12, MS’12
Andrew Franco, JSOM graduate with BS’12 and MS’12, shares how completing his MS in Marketing enabled him to move his career forward.
Ada (Zhu) Choi, BS’14, MS’15
Retail Strategy Manager, Samsung Electronics America
The MS in Marketing prepared me to face real-world challenges through very applicable courses and ample networking opportunities. The professors and courses gave me deeper knowledge. If you crave intellectual stimulation and growth, I’d highly recommend the master’s program at UTD.
Michelle Bassil, MS ’22
The MBA & Master of Science in Marketing programs have provided me with the opportunity to gain a vast amount of relevant knowledge that is applicable to real-world business problems. I am grateful to have had the opportunity to further my education in a way that allowed me to pursue multiple interests simultaneously!
Allison Lutz Waldon
The MBA/M.S. Marketing program has allowed me to build and develop skills that I’ve been able to apply to projects in my current role. The flexible degree plan allows me to take classes while working full-time in marketing.
Hema Shesha Sai Ganta, MS ’22
MS in Marketing at UTD is an incredible program. I thoroughly enjoyed pursuing the Marketing Analytics and Customer Insights track. The courses and unparalleled knowledge of professors helped me gain a better understanding of analytical applications in a real-world business setting. I highly recommend this program to anyone who is passionate about marketing.
Jerry Hao, MS’14
Data Scientist, Amazon
The MS in Marketing director and faculty changed my career trajectory to that of a data scientist. Thanks to the high level analytics courses and career-placement opportunities, I was able to get my foot in the door at a prestigious marketing agency, Brierley + Partners, followed quickly by opportunities at Hewlett-Packard, AT&T and Amazon.
Ready to start your graduate application?
Before you apply, get familiar with the application process for Jindal School graduate programs at UT Dallas.
How to Apply