The Brandeis GPS blog

Insights on online learning, tips for finding balance, and news and updates from Brandeis GPS

Tag: MS in Digital Marketing and Design

Student Spotlight: Charlie D’Angelo

Student spotlight on Charlie D'Angelo from Northborough, Massachusetts. He is part of the Digital Marketing and Design Program and is a digital marketing manager at Boston Scientific. He has taken seven class. Movie theater or Netflix? Netflix. Favorite ice cream flavor? Chocolate almond chip. If there were 25 hours in a day, how would you use that extra hour? Learn to play the piano. Mr D'Angelo says, "Digital marketing expertise is so important in today's business world, and my goals include being the most knowledgeable digital professional I can be to help Boston Scientific continue to grow."

Marketing skills for journalism and communications

According to a 2018 study conducted by Emsi and the Strada Institute for the Future of Work, 85 percent of the jobs that will exist in 2030 haven’t been invented yet. While technological advancements will continue to lead to the creation of brand new sectors and jobs, existing fields are also becoming increasingly reliant on technology.

Journalism and communications careers in particular are becoming more focused on IT, with job postings requiring more tech-focused skills such as SEO, social and web analytics, and web design. As these fields are evolving, it is important for job candidates to set themselves apart.

Brandeis GPS offers a part-time, fully online MS in Digital Marketing and Design to help journalism and communications professionals stay on top of the digital skills required by an increasing number of jobs. With a curriculum that explores SEO, analytics, web design/user experience, and multichannel marketing, students learn how digital content is consumed, shared and evaluated.

GPS courses include Digital Marketing StrategyMarketing and Customer Analytics, Writing for Digital Environments, and Multichannel Marketing Campaigns.

Brandeis GPS offers rolling admission to our 12 fully-online master’s degree programs, so you can apply and be accepted at any time. However, we do have recommended deadlines if you are seeking admission for a specific term. The deadline to apply to our Fall 1 session with courses beginning in July is Wednesday, June 19. You can apply here. Those interested in taking a course who do not yet wish to pursue a full master’s degree can still take up to two online courses without officially enrolling.

To learn more about our MS in Digital Marketing and Design, contact the  GPS office: 781-736-8787, gps@brandeis.edu, or submit your information.

Current trends in digital marketing

Word cloud of digital marketing termsAcross the industry, there’s been a massive shift concerning the needs and wants of organizations looking to grow their marketing programs. Many of the “old school” marketers have focused on harder-to-measure aspects of marketing such as brand advertising. While brand is still important, it stands that nearly everything in today’s marketing world is able to be tracked, measured and analyzed. Even billboards can be measured. Digital marketing, of course, lends itself to testing, iteration and improvement.

Companies are making stronger and stronger investments in digital marketing. According to Forrester, the digital marketing spend will near $120 billion by 2021 in the United States alone. With this increased digital marketing spend comes a greater need than ever for marketing professionals who can effectively build, execute against and analyze these enormous budgets.

The American Marketing Association reports that the number of marketing hires is estimated to increase by 6.4% in the next year. Companies expect to shift spend in the next year by increasing 12.3% on digital channels while reducing spend on “traditional advertising” (such as television and direct mail) 1.2% on average.

Currently, many of the undergraduate degrees in “business” or “communications” focus on the high-level principles but not the substance. Even at a graduate level, there’s a shift from the MBA to specialized master’s degrees where “digital marketing” is underrepresented.  It’s not just data analytics either, or design, or coding – but it’s putting it all together that matters. 

At Brandeis GPS, the MS in Digital Marketing and Design program differentiates itself from traditional marketing degrees in how it blends together principles of digital marketing design, overall strategy, hands-on tactics and analysis. It concentrates on the technical application of marketing theory in digital environments, giving students a rich toolkit for delivering sound, customized digital campaigns for whatever type of audience they’re working with. 

GPS has students from healthcare, non-profit, academia, consumer, enterprise software and many other fields. Students don’t need to be coders, designers, writers or analysts, but will come out of the program understanding how to work with all of these in their full-time jobs.

Brandeis GPS offers rolling admission to our 12 fully-online master’s degree programs, so you can apply and be accepted at any time. However, we do have recommended deadlines if you are seeking admission for a specific term. The deadline to apply to our Fall 1 session with courses beginning in July is Wednesday, June 19. You can apply here. Those interested in taking a course who do not yet wish to pursue a full master’s degree can still take up to two online courses without officially enrolling.

To learn more about our part-time, fully online MS in Digital Marketing and Design, contact the  GPS office: 781-736-8787, gps@brandeis.edu, or submit your information.

Avoiding black hat marketing

From healthcare to insurance to local boutiques, most companies today use digital marketing to drive business. As organizations find new ways to target users online and face increased access to customer data, digital marketers often find themselves at an ethical crossroads.

Black hat marketing techniques

“Black hat marketing” most often refers to certain SEO techniques. According to Omnicore, search engines drive 93% of all website traffic. To get ahead, companies will sometimes use black hat marketing to trick search engines into awarding their website a higher ranking, and getting it on the front page of search results. Other types of black hat marketing really fall into more of a grey area, and today’s digital marketers should have a plan for mitigating the risk of inadvertently executing unethical marketing strategies.

Ethics in Digital Marketing and Design

Brandeis GPS will be offering Ethics in Digital Design and Marketing as a part-time, fully online course during our Spring 2 session beginning in April. During the 10-week course, students will be presented with ethical dilemmas in digital marketing and work through the implications of various actions, including tricking search engines, posing as customers in social media, making false or exaggerated claims and using questionable or sneaky channels. Throughout the course, students will develop a set of principles and values through dialogue examining multiple perspectives.

At Brandeis GPS, you can take up to two courses before enrolling in one of our 12 online master’s degrees. If you’re interested in exploring the MS in Digital Marketing and Design, or would like to learn more about ethics in digital marketing for professional development, contact the  GPS office for more information or to request a syllabus: 781-736-8787, gps@brandeis.edu, or submit your information.

The Best Jobs for Life-Work Balance

Glassdoor, a popular jobs and recruitment website, recently released a crowd-sourced list of best jobs for achieving work-life balance. Many of the positions in the Glassdoor list directly correspond to the industry-driven master’s degrees offered at GPS. Among the 29 positions profiled include:

1. Lab Assistant
2. Creative Manager
3. Computer Programmer
4. Marketing Coordinator
5. Data Analyst
6. Content Manager
7. Web Designer
8. Social Media Manager
9. Scrum Master
10. Marketing Analyst
11. Devops Engineer
12. Mobile Developer
13. User Interface Designer
14. Data Scientist
15. User Experience Designer

Whether you currently hold one of the positions above or are interested in advancing into a similar job, you’re probably looking to achieve balance in all areas of your life. For those seeking to pursue a graduate degree, Brandeis GPS fosters a community that is mindful of the multiple demands facing adult learners and while offering the rigorous standards of excellence that makes Brandeis one of the top universities in the country.

Recap: Maintaining and Defining Your Voice on Social Media

On Sept. 15, GPS hosted a webinar called “Defining and Maintaining an Authentic Voice on Digital Media.” The session was hosted by Lauren Hindman,  GPS faculty and a marketing and communications professional with more than 12 years experience.

Capture

Hindman discussed brand authenticity, audience considerations and other ways marketers can find and showcase their brand’s voice. She also talked about tone and style differences that can impact a brand’s social media presence, as well as the importance of being consistent. In her final key takeaway, Hindman addressed the importance of regularly evaluating the relevancy of a brand’s voice and allowing it to evolve with the times.

 

This webinar was part of the GPS thought leadership webinar series and held in conjunction with our MS in Digital Marketing and Design.  The program gives students a thorough education on the tools and approaches necessary for designing marketing campaigns across a variety of digital platforms, optimizing campaigns for digital audiences, and capturing and using advertising analytics to inform marketing decisions.

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