The need for digital marketing curriculum in our higher education system is growing to match the demand for that skill set in the job market. Companies are spending more of their ad dollars on digital marketing, including mobile and social media.
According to Forrester Research, by 2016, investment in search marketing, display advertising, email marketing, mobile marketing, and social media is expected to reach $77 billion and represent 35% of all advertising, as interactive channels gain legitimacy in the marketing mix.
The University of Missouri Saint Louis is responding to this trend by offering a digital media marketing certificate program this summer, taught by local industry experts and practitioners. Students and adult professionals looking to add digital marketing to their business skill set and knowledge can enroll in the program and take 105 hours of classroom training, including a capstone class and two other required courses and electives to be awarded a Certificate in Digital Media Marketing.
“The curriculum is designed to prepare marketers for the changing landscape where consumers areconnected to a number of devices, have an unprecedented level of information for purchase decisions,and if properly cultivated can be an ambassador for their favorite brands,” said Perry Drake, Assistant Professor and Academic Director, College of Business Administration at UMSL.
Along with the launch of this program, UMSL has also announced the creation of the UMSL Digital Media Marketing Advisory Board, boasting an incredibly talented group of local and national digital media professionals who will advise the university and the program's instructors to ensure the curriculum is valuable and keeps pace with this fast growing industry. The list includes Steve Bauer and Matthew Coble from FleishmanHillard, Kevin Murphy from Google, Todd Budin from Nielsen, Nick Gilham from Blick and Staff Communications, Raymond Gobberg from Bonfyre, Justin Lopinot from Savvis, Arni Maack from Momentum, Derek Mabie from Evolve Digital Labs, Erin Moloney from Perficient, and Mark Sanders from Lockerdome, among others.
The board will assist the school in curriculum for both the certificate in digital media marketing as well as adding to digital media curriculum for both bachelors level and masters level business degree curriculum.
The program and the board are both led by Drake.