Brand Storytelling — Conceptualize and craft compelling messages that engage audiences, facilitate positive brand interactions, and understand how storytelling in the digital environment differs from traditional marketing.
Digital Campaign Creation — Leverage digital best practices to develop customer-centric marketing campaigns and understand how a digital marketing team works in unison to develop content and programs that result in exceptional user experiences.
Web and Social Analytics — Employ analytics concepts and tools, such as Google Analytics and Brandwatch, to identify visitor profiles and segments to effectively target and measure performance across various digital channels.
Customer Behavior and Insights — Understand and anticipate your audience's motivations and learn how today’s modern marketer uses the voice of the customer (VOC) analytics to facilitate positive brand interactions.
and Flexible Format
and Engaged Community
Digital Marketing Curriculum
- Official transcripts from all colleges and universities previously attended
- Degree evaluations are required for all applicants who completed their degree outside of the U.S.
- Essay (2 pages, double spaced, 500 words)
- Discuss your short- and long-term professional goals in the areas of digital marketing, data analytics and/or brand storytelling. Elaborate on how a specialization area in the program and an Emerson education will help achieve your goals. Discuss any relevant work and educational experiences and how you would contribute to the program and the profession.
In addition to an essay and resume, international applicants must also furnish:
- Course-by-course evaluation, GPA equivalency performed by
- World Education Services
- Educational Credential Evaluators
- National Association of Credential Evaluation Services
- English language proficiency test results are required for applicants whose native language is not English.
- TOEFL: 95-115
- IELTS: 6.5-7.5
- Duolingo: 115-135
- Pearson: 65-80
Digital Marketing and Campaigns
Students take four courses from the Digital Marketing core curriculum.
Digital Storytelling and Branding
This course equips students to engage in digital-centric thinking, planning, and implementation of a comprehensive marketing campaign. Students learn how different roles on a digital marketing team work in unison to develop online content and programs that result in exceptional user experiences. The goal of the course is to introduce digital best practices and leverage these approaches in developing a customer-centric digital marketing campaign that targets specific customer segments through one or more digital interfaces. (4 credits)
Storytelling in the digital environment differs from how it is approached and executed in traditional marketing. Research and data collection, story conceptualization, and reporting methods are studied within a primarily digital communication strategy. Students understand how to set message goals, evaluate various storytelling techniques, and produce stories relevant to different digital devices, audiences, and brand strategies.(4 credits)
Customers behave and make purchase decisions online in a process unique from traditional marketing. The emphasis of this course is to learn how to identify processes and trends in online customer behavior and influence that behavior. Students understand how to bridge the connection between online and offline customer behavior. Consumers’ goals and fears are examined to find psychological, emotional, logical, and sociological explanations of behavior. Additionally, customers’ online search intentions and search engine optimization (SEO) are examined and applied. (4 credits)
Social Media and VOC Analytics
This course introduces students to a broad array of website analytic techniques. Students will use the Google Analytics platform to identify visitor profiles and segments, study website usage patterns and content viewing behaviors, and pinpoint channels that drive the greatest desktop and mobile visitor traffic to companies’ websites. The insights obtained through web analytics have become an essential input in the development of digital marketing strategies that incorporate highly targeted paid (advertising), owned (web properties), and earned (social sharing) media components.(4 credits)
This course provides an in-depth understanding of how social media analytics and voice of the customer (VOC) analytics are used by today’s modern marketers. Students utilize a leading social media listening and analytics platform to develop a “hands-on” understanding of how social media data is captured, analyzed, and ultimately turned into actionable information. Students also learn how companies are transforming their outdated customer feedback data collection practices into enterprise-wide VOC programs that generate timely insights and help companies create better customer experiences and greater brand loyalty.(4 credits)
High Demand for the Modern Marketer
By 2024, digital advertising revenue in the U.S. will amount to $460 billion.* Skilled marketers who can connect the art of storytelling with the science of analytics using innovative strategies and new technologies will be well-positioned to lead this accelerated growth.
The career outlook for the modern marketer is trending positively. There were more than 850,000 open marketing positions last year. Those with a master’s degree can expect to earn 27% more than their colleagues who only hold a bachelor’s degree.**
**Burning Glass Labor Insight
What Our Students Say About Emerson
We believe in the power of storytelling. These students share their stories about Emerson College—including ease of enrollment, career impact, and newly found confidence to thrive in their roles. What will be your story?
The enrollment was all completely online, I definitely had some questions; One was: “How do I make sure financing is in order?” Emerson was able to guide me through that process. Everything went so smoothly and that was really great.
Now over a year and a half later, I've received an incredible opportunity as the digital operations manager for an e-commerce skincare company. The knowledge I have gained and the connections I have made in the program are truly priceless.
When I looked at Emerson's classes, each one showed me that I would learn something new that I could use in my career.
I’m learning things that I use in my career daily. The way that I've thought about marketing has evolved through this program.
I truly believe that what I learned in this program will help me make a very large impact at the company, I work for and beyond and in my future endeavors as a small business owner.
It has also given me a newly found confidence, inspiration and excitement... It has allowed me to expand the way that I think and contribute to my teams.
Thanks to my admissions counselor and student success advisor, the enrollment experience was simple and informative. I was really nervous to begin because I haven't been in school in a really long time.