Online MBA Marketing Specialization: What You Need to Know

The world of online business is constantly evolving. New technology is being developed to improve operational efficiency and boost revenue. One area in particular that has seen a huge transformation in the past decade is online marketing. Learn more in this article about the online MBA marketing specialization.

The Role of Online Marketing in the 21st Century

Traditional marketing has always been prevalent in the marketing mix. However, in the last decade, the trend has shifted towards online marketing. In 2019, nearly all consumer interactions and business-to-consumer interactions will take place online. According to HubSpot Blogs research, 73% of consumers globally have bought a product or service online, and 89% of U.S. consumers have bought something online. These figures suggest that the internet is influencing consumer behaviour and business operations more than we ever imagined.

The role of digital marketing in the 21st century is far beyond simply marketing products online. According to HubSpot Blogs research, only 13% of marketing professionals think about digital marketing in terms of online marketing. This is certainly a mistake. In the same research, 28% of respondents thought about digital marketing in terms of social media marketing, while 11% thought about it in terms of email marketing. This represents a clear mismatch between what the subject matter experts think and what the general public consider online marketing to be. The truth is that all of these strategies and tactics can be considered forms of online marketing. In fact, Google’s chief marketing officer, Michelle Dang, recently stated that marketing automation is an “integral part of [a business’] digital strategy.”

The implication of this is that entrepreneurs and business owners who are serious about growing their businesses need to understand the principles of digital marketing and how to apply these to their own marketing efforts.

One important distinction to make is that while all of these marketing methods can be considered forms of online marketing, not all forms of online marketing are considered digital marketing. To truly understand the role of digital marketing in the 21st century, we need to make the distinction between traditional and digital marketing.

Traditional and Digital Marketing

Traditional marketing has been around for centuries and is still considered one of the most powerful and effective methods for branding and marketing an organization or a product. With the increase in the amount of information available online, entrepreneurs can gain a deeper understanding of their target audience’s needs and wants through targeted online marketing. This is also known as ‘Inbound Marketing’.

The advantage of Inbound Marketing is that it puts the customer at the centre of the business. In other words, businesses try to understand what the customer wants and needs, and then they try to provide these benefits to the customer through content, social media, and other online channels.

The disadvantage of Inbound Marketing is that it can take a lot of time to determine what your target audience wants. You also need to constantly monitor and measure the results of your online marketing efforts. Finally, in some situations, it can be very difficult to determine what your target audience wants. This is where segmentation and marketing automation can play an important role.

MBA Marketing Specialization: Key Facts & Figures

Let’s now take a closer look at the specializations for the MBA in marketing.

  • There are three concentrations available: Digital Marketing, Marketing Analytics, and Marketing Management.
  • Marketing Analytics and Marketing Management are the most popular, with 27% and 24% respectively applying to both.
  • Only 2% of MBA applicants are considering the Digital Marketing concentration.
  • As the name implies, the Digital Marketing specialization prepares students for marketing roles in digital-native companies. Students learn to drive business performance through digital marketing analytics, strategy, and measurement. Furthermore, graduates from this specialization are in high demand, with 89% of employers citing that they want qualified marketing candidates.

Overview of the Marketing Specialization

The Digital Marketing specialization provides students with the knowledge and skills needed to succeed in a role specializing in digital marketing. Students gain in-demand skills in Google Analytics, HubSpot, and other digital marketing tools. The curriculum is designed to give students the practical knowledge they need to start their careers in a highly competitive field.

The specialization is split into two distinct courses:

  • A one-year course for those who want to further their education and enter the job market immediately; and
  • A two-year full-time program for those who want to develop their skills and become a valuable member of an organization.

The marketing specialization does not prepare students for a specific role. Rather, it provides them with the knowledge and skills to become an effective member of any marketing team. This is important because it means students can enter the job market and immediately start their careers.

Popular Specializations Within The Marketing Specialization

There are several popular specializations within the marketing specialization. The following table highlights the most popular specializations.

  • Digital Marketing (27% of the graduations in the marketing specialization)

    This concentration is a clear contender for the most popular specialization. As the name implies, this specialization focuses on the role of digital marketing in the 21st century. Graduates are in high demand, with 89% of employers citing that they want qualified marketing candidates.

    This specialization is ideal for someone who wants to start their career in a role that is highly in demand and offers high earning potential.

    Furthermore, since the majority of consumer interactions and business-to-consumer interactions will be done remotely through digital channels, marketing executives will need to have a working knowledge of online marketing, social media, and email marketing. This is why so many employers are seeking out marketing graduates with this concentration.

    Digital Marketing is an exciting specialization, but it is certainly a competitive field. To stand out from the rest of the applicants, you will need to have a solid background in both digital marketing and analytics. To further your education and gain the skills you need to start your career in Digital Marketing, you can consider applying to any accredited university that offers a marketing program.

    Career Prospects & Salaries For The Marketing Specialization

    The following table provides a general overview of the career prospects and salaries associated with the specialization.

    • Overall, graduates in the marketing specialization have extremely high earning potential, with 82% reporting an average annual salary of over £50,000, according to a study conducted by Education & Research Asia.

    • The majority of employers are seeking marketing graduates with a specific interest in e-commerce, digital marketing, and social media.

    • The field of marketing is incredibly diverse, so it is important to find a role that suits your skillset. If you’re looking for a career in marketing, one of the best ways to find that perfect role is through a specialty certification. For example, the American Association of Advertising Agencies (4A’s) certifies graduates with expertise in marketing management. In other words, the 4A’s Marketing Specialization prepares you for a career in marketing management, where you will lead the marketing department of a company. If you’re looking for a role that requires specific knowledge of marketing analytics or strategy, you can consider applying for a master’s degree in marketing, with a focus on analytics or strategy. Once you have your master’s, you can apply for a job in a marketing agency or in-house at a company that manages marketing campaigns.

      Additional Resources For The Marketing Specialization

      If you’re interested in the marketing specialization, you can start your studies in March or April 2020. On average, students in the marketing specialization can expect to graduate in about two years. This is a competitive field, so to stand out from the rest of the applicants, you will need to have a solid background in both digital marketing and analytics. To gain the skills you need to start your career in Digital Marketing, you can consider applying to any accredited university that offers a marketing program.

      In addition to your studies, you will need to gain work experience by taking on unpaid internships. It is recommended that you gain three to four months of work experience prior to applying for admission to a university. During this time, you can look for job vacancies in reputable online directories, such as Indeed.

      Once you have your degree, you can look for jobs in digital marketing or marketing management. Jobs in digital marketing are in high demand, with 89% of employers citing that they want qualified marketing candidates. For a job in marketing management, you will need to have a proven track record in digital marketing. Once you have your degree, you can apply for a job in a marketing agency or in-house at a company that manages marketing campaigns.