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                                 MASTER’S IN DIGITAL MARKETING



In this ever-evolving world, businesses are doing everything they can do to expand their business, like even brick and mortar businesses are changing their business models to an online one and increasing the use of digital marketing in an attempt to capture a growing and very lucrative online marketplace.

Digital Marketing refers to utilising digital technologies such as desktop computers, cell phones and other platforms to promote products and services.

There is a growing demand for digital marketers having fine-tuned skills. There are ample job opportunities in digital marketing like digital marketing managers, SEO managers, Social media managers etc. If you have a passion for digital trends and techniques and want to take your career to the next level, then opting for a Masters in Digital Marketing would be a great option for you. 


Types of Digital Marketing courses

You can increase your audience reach by leveraging different types of digital marketing courses. Like,in a business of every category, multiple digital marketing channels can help you create a well-rounded strategy that will yield the best results. One can go for an MSc in Digital Marketing Management or an MBA in Digital Marketing. In any course you enrol in, you will learn different nuances of digital marketing, having a wide coverage depending upon your focus area. 

Following are the six of the most effective types of digital marketing, which may work best for your business needs.

1. Content Marketing

Content marketing refers to the marketing approach focused on creating informational, valuable content like blog posts, videos, and other instructional materials and distributing them to a clearly defined audience. Also, it helps you connect with your audience along with helping to generate new leads.

Content should be published regularly on the website or any platform you desire to publish it, with the target audience in mind. And, you should try to build your brand with a trusted voice within the industry by publishing quality content.

2. Search Engine Optimisation

Search engine optimisation refers to the strategy of creating content in such a way that search engines like Google will rank the page you are working on high on the search engine results page (SERP). 

Algorithms are used by Google to decide how relevant your page is to the keywords that the user is searching for and these algorithms update frequently, and your SEO strategies must be adjusted accordingly to remain relevant. 

If you want to bring in more organic traffic, SEO can help you with it. For instance, when done properly, your SEO efforts will put your page at the top of the SERP and bring in more organic traffic.

3. Search Engine Marketing/Pay-per-Click

Search engine marketing, or SEM, refers to the promotion of websites by increasing their visibility through paid advertisements so that they appear at the top of the SERP. The cost of these advertisements depends on the number of clicks the link receives.

When you get your SERP slots paid, the “Ad” label will appear next to your URL. It proves to be an effective digital marketing strategy, as, despite the knowledge that these are ads, many people still click on these links and increase the page visit.

4. Social Media Marketing

Social media platforms are mostly used as a digital marketing channel using social media marketing. You can create a profile for your business on any social media platform and create creative posts to advertise new products or fresh content. 

5. Email Marketing

You might have received various emails from websites which you visited while browsing for a certain service or product and joined their email subscriber list. You can use the same technique to grow your digital world, too and hence your business. With the person’s permission, you can send emails about sales, special events, or new product releases. 

Also, providing value to the audience is the most important part of digital marketing channels. If you offer your audience unique offers that they would not receive anywhere else, and you can build a mutually trustful relationship that will increase brand loyalty and brand positioning.

Top Universities for Masters in Digital Marketing

There are various universities in India that offer masters in digital marketing. Many MBA colleges offer MBA in Digital Marketing, which will help with the development of various brands or products through different platforms of digital media.

The following list of top universities is based on NIRF rankings 2021.

  • IIDE – Indian Institute of Digital Education

It is located in Mumbai and is an 11- month MBA level Post Graduation Programme. At the end of your course, you will be awarded an IIDE certificate which will certify you as a master in Digital Marketing. It will show your industry readiness and will help you secure a good job in an esteemed company. The average annual fee is Rs. 3,90,000, and the average placement salary is Rs. 5,00,000

  • K L University 

It is located in Vijayawada, Andhra Pradesh and has a record of providing 100% placements to its students. The average annual fee is Rs. 2,65,000, and the average placement salary is Rs. 4,44,000. 

  • Graphic Era University

It has been ranked 104th by the NIRF in 2019 rankings and it offers MBA in Digital Marketing, which is a two-year degree course. The admission is through the required score of CAT, MAT or XAT exams. The average annual fee is Rs. 2,51,000, and the average placement salary is Rs. 3,50,000. 

  • Shoolini University

This university is located in Himachal Pradesh and the placement rate is 100% here. The top companies are Hindustan Unilever, Genpact, Bharti Airtel, ICICI Bank, Sundaram Finance, etc. and the average annual fee is Rs. 2,21,614, and the average placement salary is Rs. 6,20,000. 

  • Manav Rachna International Institute of Research and Studies

It is located in Faridabad and the average annual fee is Rs. 2,64,500, and the average placement salary is Rs. 6,60,000.

  • Vel Tech Dr. RR and Dr. SR University 

It is situated in Chennai and the average annual fee is Rs. 93,000, and the average placement salary is Rs. 3,00,000.


Course Structure

If you are enrolling yourself in the digital marketing courses, then you need to keep in mind that different courses will provide you with knowledge slightly differently. It depends on you if you want to go for a Master’s from a university or you want to do these courses from various websites and start-ups like Simplilearn, Google, etc.

The core structure for pursuing any course in Digital Marketing will include the following: 

  • Analytics and Data insights 
  • Business strategy
  • Landing page strategy
  • Link building/earning 
  • Content marketing 
  • Display advertising 
  • E-commerce
  • Email marketing 
  • Local marketing 
  • Mobile
  • SEM
  • SEO
  • Social Media advertising
  • Infographic design
  • Video production 
  • Web optimisation

In any Master’s in Digital Marketing, you will learn about the methods, the metrics, the lingo and the roles which will help you strategise, process, measure, communicate and finally run your digital marketing tactic. 



Digital Marketing offers you myriad options to choose from when you are thinking about specialising in a particular field within it. Here are five different specialisations you would want to pursue when going for digital marketing in your masters. 

  • Search Engine Optimisation

The key to any marketing campaign is optimising a web page to be ranked highly in search engines. When someone performs a search online, you want your web page to be on the first page of results, which would attract more customers to see your product or service and eventually to buy it. Knowing to drive organic traffic to a site and how to conduct competitor analysis are the necessary skills to succeed. The average salary for a SEO Marketing Specialist is around 45K. 

  • Content/Copywriter

Websites are filled with very engaging visualisations to keep visitors interested, and these graphics play a big part in marketing. Writing engaging content that enhances relationships with customers is an in-demand skill that pays an average salary of 46K.

  • Social Media Marketing

Social media sites such as Instagram have become important platforms to market a business as most people spend time on these sites regularly. A Marketing Specialist needs to be creative, with stupendous writing and analytical skills and knowledge of search engine optimisation along with customer service is a must, as social media marketing experts need to work on different fronts. The salary for a Social Media Marketing Specialist is 41K.

  • Search Engine Marketing

This is very similar to a Search Engine Optimisation Specialist with only a slight difference that Search Engine Marketing is a broader concept that includes SEO. We can say, in other words, SEO is a subset of SEM. Along with optimising a website’s content, a Search Engine Marketer also works in website development and with in-depth data analytics. The average salary for this position is 45K. 

  • Email Marketing

To succeed in this position, knowledge of different metrics such as open rates, click-through, and bounce rates are a must. Unlike other marketing strategies, Email is direct marketing at it’s finest and adept Email Marketing Managers can expect to have a salary of 71K. 



Difference in Masters in Digital Marketing and MBA in Digital Marketing

To know the difference between Masters in digital marketing and MBA in digital marketing, first, we need to focus on the objective of these two degrees.

In MBA Digital Marketing, focus on learning the basic business concepts with specific digital marketing courses, while the focus in masters in digital marketing or certification in digital marketing is acquiring professional skills. In MBA, professional digital marketing skills are ignored, and the pure focus is on how digital marketing plays a role in a business. A person who wants to gain professional skills used in digital marketing must go for a masters in Digital Marketing, which will help him/her to be industry-ready. If you have more inclination towards business management and understanding the administration and how digital marketing can help increase the profits of a business, or the reach of the business, you must go for an MBA in Digital Marketing.

Masters in Digital Marketing is better as it requires no pre-requisite qualifications and has similar lucrative career opportunities as is available for MBA students. 

You should choose the degree which suits you best according to your long-term career goals. 


Career Opportunities

The career opportunities that lie ahead of your MBA or masters in Digital Marketing will be in the following domains.


As a manager, you’ll have the responsibility of leading the digital marketing team, reporting to the head of the marketing department, integrating different components of digital marketing etc. 


An SEO specialist knows the tactics of increasing website visits and improving the websites google ranking using SEO techniques. 


Social media marketing is related to spreading content via social media platforms. The requirement for a social media marketer is increasing day by day as the influence of social media platforms like Facebook are on a tremendous rise. 


For being a PPC specialist, you need to have practical knowledge as to how the website runs and how to increase the traffic on the traffic and decrease the bounce rate. The person must be an expert in Keyword research, ad copywriting, and targeting the leads. 


An Inbound Marketing Manager creates strategies on how to attract customers. He manages funnel and conversion at each stage, drip marketing, and conversion rate optimisation. 


This is the king of the Digital Marketing domain. The work here is not of much hustle, and you can work from the comforts of your home. It includes content management and managing blogs and other publications, video marketing, guest blogging etc.



Digital Marketing is the future of marketing, with a myriad career path to follow. Creating valuable relationships with customers in order to grow a business is the ultimate aim of all digital marketing strategies. Masters in Digital Marketing will provide you with ample opportunities. To succeed in digital marketing, you need to be practical in your approach and must know the implementation of it.

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