Online M.S. in Digital Marketing (MSDM)


Marketing is about creating, communicating and delivering value to customers and society at large. As digital technologies continue to evolve, organizations are now able to identify, connect and engage with their consumers using cutting-edge online technologies. Many organizations, however, do not have a clearly defined digital marketing strategy. One reason for this is the digital skills gap. Organizations are desiring but struggling to find talent who possess these skills. Acquire your digital marketing skills by enrolling in the AACSB accredited Master of Science in Digital Marketing (MSDM) program.

Program Advantages

  • Eight and five week online courses.
  • Full- or part-time enrollment options.
  • Program admission available fall, spring and summer semesters.
  • One-on-one admission and advising guidance.
  • Technology support when needed.
  • Analyzing and visualizing data with Microsoft Excel
  • Facebook Blueprint
  • Google AdWords and Analytics
  • Hootsuite
  • HubSpot Inbound Marketing
  • HubSpot Social Media Marketing
  • Qualtrics Research Core
  • Salesforce Specialist
  • Tableau
  • Twitter Flight School
  • Allow for more engagement with faculty and peers.
  • Utilize cutting-edge technologies
  • Timothy Aurand
  • Emily Cronauer
  • Sandy Domagalski
  • Alex Eddy
  • Elisa Fredericks
  • Geoff Gordon
  • Mya Groza
  • Mike Nikolich
  • Robert Peterson
  • Denise Schoenbachler
  • Ursula Sullivan

Fully Online Program

The program is 100 percent online. Flexibility when you need it. The fully online MSDM allows you to balance work and family life while earning an advanced degree in digital marketing. Sign in to access course materials, participate in discussions with professors and fellow students, and complete and submit assignments anywhere and at any time that is convenient for you. You are able to enroll on a full- or part-time basis.

For More Information

Emily Cronauer
MSDM Program Advisor

Mya Groza
MSDM Program Director

Within the program, strategy foundation courses make connections relevant to the digital marketplace while the digital foundation electives enable students to focus on the specific skills they need to gain a competitive advantage. Program graduates will also be prepared to earn certifications in the latest digital marketing technologies. The MSDM program follows Quality Matters guidelines, ensuring quality in design and instruction.

Career Outlook

Digital spending is ever-increasing as more companies are putting their dollars toward digital marketing efforts. Forrester Research (2017) has projected that digital marketing spending will be near $120 billion and account for 46 percent of all advertising spending by 2021. Burning Glass Technologies (2017) has reported that 39 percent of all marketing job openings called for digital marketing skills and that possession of digital marketing skills carries a $7,000 salary premium over other marketing roles.

In addition, digital marketing jobs take 16 percent longer to fill. A survey of 400 marketing and advertising executives conducted by Nanji (2017) found that the most difficult creative positions to fill are web design and market research roles.

Program Structure

The Master of Science in Digital Marketing (MSDM) consists of two phases. Phase One is designed to address deficiencies in undergraduate course work considered to be prerequisite for the Phase Two (30 credits) graduate course work. Students with significant undergraduate course work in business may be waived from some, or all, of the Phase One requirements.

Phase Two consists of 12 courses, five courses are required from Marketing Strategy Foundation (15 credits) and six courses are required from Digital Marketing Foundation (12-13) credits). You can either complete a capstone application on a digital marketing topic or a capstone project completed in collaboration with an organization (three credits).

Admission to the MSDM program is competitive. To apply, you must have successfully completed a bachelor's degree from an accredited institution in the United States or have the equivalent level of education from a foreign university.

Application materials include:

  • NIU Graduate School online application.
  • $60 nonrefundable application fee.
  • Official transcripts from all undergraduate institutions attended.
  • A one-page personal statement describing your preparation for graduate study in digital marketing and your career goals and how the program at NIU can best help you meet those goals.
  • Two letters of recommendation.
  • Professional resume

Phase One

May be waived with significant undergraduate course work

  • MKTG 505 Graduate Survey of Marketing
  • OMIS 507 Business Information Systems
  • OMIS 524 Business Statistics

Plus one of the following (also may be waived with significant undergraduate course work):

  • ACCY 505 Financial Accounting Concepts
  • MGMT 505 Principles of Management
  • OMIS 505 Principles of Operations Management

Phase Two

Marketing Strategy Foundation

Required courses (eight weeks, three credits):

  • MKTG 603 Marketing Research and Analysis
  • MKTG 654 Marketing Management
  • MKTG 670 Digital Marketing Strategy

Two of the following (eight weeks, three credits):

  • MKTG 626 Brand Strategy
  • MKTG 630 Services Marketing
  • MKTG 640 Digital Selling Strategy
  • MKTG 656 Global Marketing Strategy
  • MKTG 664 New Product and Service Innovation
Digital Marketing Foundation

Six of the following (five weeks, two credits):

  • MGMT 627 Entrepreneurial Creativity and Innovation
  • MKTG 671 Digital Marketing and Search Engine Optimization
  • MKTG 672 Mobile Marketing
  • MKTG 673 Social Media Marketing and Advertising
  • MKTG 674 Digital Marketing Campaign Measurement
  • MKTG 675 Content Marketing
  • MKTG 677 Building and Managing Responsive Websites
  • MKTG 678 Marketing Data Visualization
  • MKTG 679 Database Marketing
  • MKTG 680 Digital Marketing Metrics
  • MKTG 682 Online Reputation Management

(Eight weeks, three credits):

MKTG 684 Capstone Application in Digital Marketing or MKTG 686 Capstone Digital Marketing Project

Total hours (30-39 credits)

Phase Cost
Tuition per Credit Hour $896.04
Phase Two Only Total Cost (30 credit hours) $26,881.20
Phase One and Two Total Cost (39 credit hours) $34,945.56