Master of Business Administration: Digital Marketing Specialization

Stonehill's Master of Business Administration with a focus in digital marketing ensures business professionals strengthen in-demand practical and strategic skills in key digital marketing areas.

Fully online and hybrid options available.

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An MBA With a Focus in Digital Marketing

Stonehill's Master of Business Administration (MBA) program allows aspiring business leaders to broaden their business knowledge and hone their skillset and apply them in ways beneficial to their organizations and society.

Through the digital marketing specialization, students will strengthen in-demand practical and strategic skills in key digital marketing areas, including data analysis and metrics, social media, digital storytelling, ethics and privacy issues, email marketing, online advertising, search engine optimization (SEO), and strategic uses of internet technologies, among others. They will also learn learn to use analytics and the latest digital and online technologies to guide their strategy in an evolving business landscape.

Through this specialization, students will:

  • Understand and evaluate technologies that strengthen the marketing function within an organization.
  • Develop skills in social media, email marketing, online advertising, website strategy and SEO.
  • Use data and metrics to determine and drive the effectiveness of digital marketing initiatives.
  • Understand the target customer in developing digital marketing plans and strategies.

All MBA students are required to take a set of core courses as well as the elective courses to complete their program. For the digital marketing specialization, courses such as Visualization & Digital Storytelling and Digital Marketing broaden their understanding and strengthen their skills in key areas such as social media, digital storytelling, data analysis and emerging technologies. The 36–39-credit program includes a combination of thought leadership and hands-on simulations.

Sample Courses

Visualization & Digital Storytelling

DAN 605
A hands-on course emphasizing the importance of data visualization in understanding data. Designed for those who have never used data visualization software before, this course will utilize Microsoft Power BI to prepare students to create reports and dashboards at all levels of an organization. Students will learn exploratory and explanatory data analysis and learn how to ask the right questions about what is needed in a visualization. Students will assess how data and design work together and learn which visualization to use in various situations.

E-Commerce

MKT 612
This course focuses on several important areas impacting the dynamic nature of internet marketing by addressing the role of mobile marketing, social marketing and local marketing in today’s environment, the integration of e-commerce into the marketing activities, and the major problems and opportunities that e-commerce activities pose for the marketing manager.

Digital Marketing

MKT 613
The digital marketing course explores several aspects of the new digital marketing environment, including topics such as digital marketing analytics, search engine optimization, and 3D Printing. It will provide a richer understanding of the foundations of the new digital marketing landscape and a new set of stories, concepts, and tools to help the students digitally create, distribute, promote, and price goods and services.

Strong Demand for Professionals with Skills in Digital Marketing

As more companies grow their digital strategy to stay ahead in an ever-evolving digital marketing landscape, employers are looking for employees with skills in social media, digital marketing, data analytics and project management, among others.

19%
JOB GROWTH RATE

According to Zippia, the projected digital marketing specialist job growth rate is 19% from 2018 to 2028.

#6
TOP EMERGING JOB

College Forum ranked digital advertising specialist as its 6th top emerging job in 2024 due to its versatility and increased demand as more businesses focus on enhancing their digital marketing strategy.

$122,413
AVERAGE SALARY

According to Salary.com, the average salary for a digital marketing manager is $122,413.

Earn an M.S. or Certificate in Digital Marketing

For professionals looking to expand their knowledge in digital marketing, Stonehill also offers a Master of Science in Marketing and a five-course professional certificate in digital marketing. These programs build on a base of marketing knowledge and experience to strengthen a student's strategic and practical skills in key digital marketing areas, including data analysis and metrics, social media, digital storytelling, ethics and privacy issues, email marketing, online advertising, SEO, and strategic uses of internet technologies, among others.

If a student completes the Digital Marketing Graduate Certificate and wishes to pursue their master's degree in marketing or business administration, these courses can be applied toward the master's degree.

Upcoming Events

Contact Information

Graduate & Professional Studies Admission

gpsadmission@stonehill.edu
508-565-1600
Meehan – 101

Graduate & Professional Studies Admission assists students as they explore graduate and professional opportunities offered at Stonehill College. 

Kristin M. McGillicuddy

Kristin M. McGillicuddy

Professor of Practice in Graduate Marketing and Director, Graduate Business Administration Program Director
kmcgillicuddy@stonehill.edu
508-565-1147
Duffy 285
Graduate Studies

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