A recent article by Indeed.com (Indeed, 2021) provides insight into choosing a master’s degree program. There are five steps to choosing a master’s program in any area. Below I list these steps and provide my feedback and additional insights on them for those considering a master of science program in digital marketing and analytics.
Step One: Ask yourself why
The Indeed article suggests that potential students think first about why they might be wanting to achieve an advanced degree. While I agree that is an important first step, in the case of the Master of Science in Digital Marketing and Analytics St. Edward’s, I think there is more detail involved. I find that students fall into one of three following categories:
- Experienced professionals looking to get a Master’s degree for internal advancement
- Middle level professionals seeking a degree for career mobility
- Entry level professionals seeking to pivot into a career in digital marketing
All of these career goals and paths are perfectly acceptable reasons for entering the master’s program at St. Edward’s. The first few courses get everyone on the same page in terms of the fundamentals of digital marketing, search, social, web design, email, metrics and statistical analysis. The courses rapidly move to advanced topics in buyer behavior, web and social media analytics, predictive modeling and how to manage the digital marketing organization.
Five step master’s in digital marketing selection process
Step Two: Conduct thorough research
I would agree with this as a valid second step as programs vary widely. For example, in our program not only do students receive eleven digital marketing certifications and learn a variety of technology from Marketo to SPSS Modeler to Tableau, they receive a sound marketing management background. Our program is really designed for those who are interested in eventually becoming a CMO or achieving other high-ranking marketing positions. While looking at student reviews, the university reputation and the curriculum are important. I think it is also important to look at where former students are working and their career paths.
Step Three: Consider course lengths and requirements
Course lengths and requirements are definitely key in making a decision. Our program is designed to be completed in 16 to 18 months with ten courses total. We don’t have a thesis requirement. However, in the final course, managing the digital marketing organization, students follow a specific company and critique their digital marketing efforts; students also participate in a competitive digital marketing simulation and learn Tableau.
Step Four: Do a cost vs. benefit analysis
I agree that doing cost/benefit is important. With digital marketing salaries skyrocketing, most programs will pay for themselves in a few years (Glassdoor, 2022). Our program is priced competitively for the quality it provides. I would additionally look in this regard to the quality of the education provided when doing the cost benefit.
We employ full time professors from St. Edward’s on our graduate faculty and we all have not only the highest level of academic qualifications but business experience as well. We also rely on industry leaders, many of whom also have a Ph.D., to provide students with the highest experience. I would advise potential students to be wary of programs that are unwilling to share their instructor’s qualifications.
Step Five: Think about the learning environment
I agree that many programs today are offering flexible ways to learn. Our program is online/hybrid, which means that students meet once a week online via Zoom with the class and the professor. This hybrid environment has been proven most effective in learning and really provides a chance to interact and ask questions to reinforce learning. Some online programs are in an environment where the student learns on their own with little interaction. If you are looking for a more ‘high touch’ master’s program in Digital Marketing and Analytics, the program at St. Edward’s is a good fit.
Wherever potential students reading this post choose to go for higher education, I wish them good luck with both their decision and their future career. Digital marketing is an exciting field with high growth potential.
Please contact me at dlbatz@stedwards.edu with any questions
Please refer to our website for more information about our program.
References
Indeed.com (February 3, 2021). Tips for Choosing the Right Master’s Degree Program. https://www.indeed.com/career-advice/career-development/choosing-a-masters-degree-program
Glassdoor (February 9, 2022). Digital Marketing Salaries. https://www.glassdoor.com/Salaries/digital-marketing-salary-SRCH_KO0,17.htm