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eMarketing

Franklin University eMarketing degree program banner Program OverviewProgram DetailsWhy Choose Franklin

Create world-class digital marketing strategies that drive measurable results

It used to be that digital campaigns were experimental one-offs or, at best, minor subsets of larger marketing initiatives. Not so anymore. The new rules of business demand full integration of online and offline marketing strategies, often with digital leading the way.

Why? Because digital provides more immediate and measurable results, giving business what it always has its eye on: increased accountability to the return on investment. Digital accountability and the ever-growing influence of the web on consumer purchasing behavior are two key long-term trends driving job growth in this field. In fact, by 2020, jobs in eMarketing are projected to increase by 22%, a rate much faster than the average among all jobs.1

Grow your internet marketing skills and lead the future of commerce

As a result, there’s a burgeoning demand for internet-savvy marketers who possess a 360-degree skill set and perspective. Graduates with a thorough, end-to-end understanding of e-commerce and digital trends can help organizations capitalize on all the digital arena has to offer.

Our curriculum combines time-tested marketing principles with practical, hands-on internet marketing coursework; which means you’ll be ready to put your skills to work immediately in advertising agencies, digital marketing firms, corporate marketing departments, or as an independent internet marketing consultant.

Learn the latest trends and techniques for driving digital success

At Franklin, you’ll learn how to develop comprehensive, digital marketing strategies. Beginning with marketing fundamentals, including research, competitive analyses, and consumer insight mining with statistical software such as SRSS, you’ll learn how to apply a rich understanding of target audiences to improve messaging and optimize conversion rates through split and multivariate testing.

You’ll discover what drives rankings in modern search engines—and how to influence them. In addition to learning about search engine optimization (SEO), you’ll get hands-on experience with search engine marketing (SEM) by using paid search platforms such as Google Adwords to perform keyword research and execute ad buys.

Your classes also will cover social media and content marketing to build community and draw qualified traffic; Google Analytics to measure digital marketing effectiveness and user behavior; web design and development using industry-standard software, such as Adobe® Photoshop and Dreamweaver; and privacy and data protection as it relates to internet law, both internationally and domestically.

Collaborate on real-world projects in a business-like setting

And with your capstone project, you’ll collaborate with other majors in the development of a company’s complete strategy, aligning web strategy with the overall marketing and corporate strategy. This simulated business environment ensures that you’re well prepared to enter or advance in the workplace and immediately contribute to your real-world teams.

Franklin leverages the insight and experience of an Advisory Board of industry experts, which plays an integral role in the development and ongoing review of our relevant curriculum. And because experienced internet marketing practitioners teach our eMarketing courses, never grad students, you’ll be exposed to industry best practices and lessons learned from their actual successes and failures.

Earn your degree from a university built for busy adults

Earn your degree on your terms by taking classes 100% online or pursue available coursework at one of our eleven Midwest locations. Regionally accredited and nonprofit, Franklin was built from the ground-up to satisfy the needs of adult learners. Our seamless transfer process and team of academic advisors will help ease your transition to becoming a student, while our flexible course schedules help to balance your education with work, family, and life. Get started on your future today!

1Source information provided by Economic Modeling Specialists International (EMSI).

Gain The Skills Employers Desire

  • Digital Marketing Strategy
    • Create and execute world-class digital marketing plans that increase bottom-line results
    • Develop innovative, interactive approaches that maximize results across web and mobile channels
    • Develop strategic vision for digital initiatives, including execution of appropriate mix of search marketing strategies and tactics
    • Manage strategic direction, implementation, and maintenance of digital assets, including websites, social media channels, and email lists
    • Advocate for all forms of digital marketing as a means to engage current and potential audiences
    • Provide leadership in emerging technologies and digital marketing, e-commerce, and mobile application trends, helping position organizations as industry leaders
    • Create go-to-market programs that appeals to the digital needs of various customer segments
  • Market Research & Consumer Behavior
    • Perform competitive analyses, applying research findings to understanding emerging technology trends, target audiences, and marketplace conditions
    • Develop and apply a deep understanding of purchasing decisions to segment audiences and deliver audience-appropriate content, features, and functionality
    • Use audience insights to improve strategic direction, tactical planning, and content development
    • Understand and translate audience engagement best practices and measurement analytics to strategic, interactive communication efforts
    • Create meaningful database segmentation, ensuring development of tailored messages and pitches across specific market segments, industries, and roles
    • Design reporting structures that lead to actionable product and marketing insights for consumer behavior
    • Oversee research initiatives, including managing primary and secondary resources, and collaborating across business units
    • Use SRSS and other analysis tools in the understanding and synthesis of data and metrics
  • SEO & SEM
    • Analyze search engine ranking positions against competitors, bid price, and site traffic data to inform optimization activities, and improve site conversion, and return on investment (ROI)
    • Research new technologies and advances in search science, recommending novel strategies to capitalize on findings
    • Increase page rankings and revenue through keyword research, link-building campaigns, and optimization best practices
    • Translate business goals into successful search engine optimization and marketing strategies
    • Analyze site structure and code to identify opportunities to increase crawlability
    • Monitor paid search performance, aligning with SEO campaigns to aggressively optimize paid-to-organic search balance
    • Optimize campaigns to maximize ROI from paid search advertising using Google AdWords, Yahoo, and Bing platforms
    • Develop a robust test-and-learn plan to improve search ad creative and landing page content
    • Set up and organize pay-per-click campaigns on Google AdWords
    • Understand the importance of and how to generate “qualified traffic” vs. “high rankings”
  • Internet Law
    • Provide insight into legal and regulatory environments surrounding online advertising business models and location-based services
    • Ensure adherence to policies and practices in collecting, storing, and using personal information
    • Collaborate with legal advisors in writing privacy disclosures for advertising platforms
    • Develop process guidelines and training programs to ensure ad privacy compliance
    • Maintain internal privacy policy documentation
    • Keep abreast of state, federal and international regulatory environments, industry guidelines, and best practices
    • Serve as in-house subject matter expert for NAI, DAA, TRUSTe, COPPA, HIPA, GLBA, and data protection rules
    • Provide insight into internet-related technologies or business methods protected by patents
    • Maintain organizational compliance with U.S. and international online regulations
  • Web Design & Development
    • Design web, mobile, and social assets, organizing layout, typography, color palettes, and imagery into a highly functional and aesthetically pleasing user experience
    • Use Dreamweaver and other web development software to create pixel-perfect web pages from static designs, incorporating a variety of interactive elements and content types
    • Create digital concepts for websites, landing pages, microsites, email marketing, digital display ads, Flash media, mobile applications, and style guides
    • Participate in the design process, from research to conception to execution of digital deliverables
    • Create and manage engaging, audience-focused digital content
    • Conceptualize, create, and optimize email, mobile, social, and landing page designs and content
    • Develop aesthetically pleasing approaches around data visualization, presenting information to facilitate user understanding
    • Work with user experience architects, client representatives, and developers to create intuitive interfaces and compelling experiences that enable effective interactions and drive return on investment (ROI)
  • Social Media & Content Marketing
    • Generate buzzworthy material for content marketing strategies
    • Develop editorial calendars to support the creation of SEO-friendly content syndicated through social channels
    • Drive follower growth and engagement on blogs, Twitter, Facebook, and other social channels
    • Lead the development of organization-wide social media management standards, policies, and rules of engagement
    • Develop and maintain a comprehensive social media strategy, defining how social media marketing techniques increase visibility and traffic
    • Oversee the development of comprehensive social media strategies that increase visibility, grow an audience, and boost engagement
    • Keep abreast of changes in the social media space in order to understand implications and guide appropriate social media integration
    • Guide organizations to a best-in-class category for social media marketing
    • Use a listening platform to monitor and analyze online conversations; understand topics, volume, and sentiment
    • Advocate for a social and engagement approach, influencing overall business strategies, and marketing plans
    • Evaluate social media monitoring tracking and measurements
    • Measure quantitative and qualitative key performance indicators (KPIs)
  • Web Analytics
    • Use Google Analytics, Omniture, Facebook Insights, and other measurement tools to report key metrics that demonstrate growth and engagement
    • Optimize conversion rates using A/B and multivariate testing on product and landing pages
    • Measure, analyze, and socialize digital efforts, implementing tools for performance measurement and analysis
    • Implement enterprise-level performance measurements, analytics, and reporting methods to gauge success
    • Define and report key digital metrics, delivering insights and recommending action based on data
    • Develop reporting that leads to actionable product and marketing insights related to consumer behavior, site performance, new feature development, testing, monetization, and campaign performance
    • Provide contextual analysis of web metrics data for non-expert audiences, presenting data in easy-to-understand formats
    • Use reporting tools, web analytics, and other data sources related to traffic, conversions, paid search activity, and other relevant factors to derive key insights with respect to lead generation
    • Collaborate with teams, strategists, and clients in understanding businesses, categories, competitive landscapes, and target audiences, establishing clear objectives, key performance indicators (KPIs), and optimization strategies
    • Develop analytics tagging and tracking specifications, ensuring appropriate data capture for measurement and optimization strategies
    • Deliver web analytics commentary, insight, and forecasts
    • Act as web analytics administrator, managing training, keeping current documentation, and overseeing improvement and maintenance initiatives
    • Leverage analytics in the creation of strategic planning to enhance customer relationships
    • Design online marketing campaigns, using analytics to measure success and inform recommendations for improvement

Career Opportunities

  • Director of Internet Marketing

    A Director of Internet Marketing leads and manages online marketing programs and activities, devising strategies to build brand or organizational awareness, and increase customer engagement, acquisition, and conversion.

    View Salary Trends
  • eCommerce Manager

    eCommerce Managers oversee the development of ideas and implementation of strategies designed to sell products or services online.

    View Salary Trends
  • New Media Manager

    New Media Managers lead the creation and implementation of digital marketing initiatives, such as mobile advertising and social networking, in order to build and increase audience engagement.

    View Salary Trends
  • Social Media Coordinator

    Social Media Coordinators help advance the goals of social media initiatives by providing content and timely response to fans and followers, and by implementing and monitoring campaigns across a variety of platforms.

    View Salary Trends
  • Web Marketing Manager

    Web Marketing Managers define and implement web, social, and email strategies, aligning them with business objectives, and integrating them with other online and offline channels to maximize outcomes.

    View Salary Trends
  • SEO Manager

    SEO Managers establish effective search strategies and programs, such as keyword research, on-page optimization, and link building, to optimize organic and paid results.

    View Salary Trends
  • Director of Web Analytics

    Directors of Web Analytics oversee web testing standards, methodologies, and key performance indicators, providing evidence-based measurements and reporting in order to inform optimization strategies.

    View Salary Trends
  • Digital Media Director

    Digital Media Directors lead the activities of online marketing programs, including branding, direct response, e-commerce, and customer engagement and retention strategies.

    View Salary Trends
  • Online Marketing Manager

    Online marketing managers lead the execution of digital campaigns, including advertising, creative and landing page development, optimization, lead conversion, and performance reporting.

    View Salary Trends
  • Paid Search Specialist

    Paid Search Specialists develop, implement, analyze, and optimize paid search marketing campaigns.

    View Salary Trends
  • Digital Optimization Analyst

    Digital Optimization Analysts assess web analytics against business objectives and key performance indicators (KPIs), report findings, and make strategic optimization recommendations.

    View Salary Trends
  • Online Marketing Analyst

    Online Marketing Analysts conduct competitive and marketplace research, assess analytics, evaluate data, and provide insight for the purpose of informing marketing and sales strategies.

    View Salary Trends

Employment Outlook

From 2010-2020 jobs in eMarketing are expected to increase by 22%.

In 2010 there were 39,814 job openings related to eMarketing. That same year, 1,290 students completed programs in eMarketing. 

In 2010 there were 39,814 job openings related to eMarketing. That same year, 1,290 students completed programs in eMarketing.

Source information provided by Economic Modeling Specialists International (EMSI)

Our Recipe For Your Success

Academic & Industry Experts

Classes are taught and designed by credentialed professionals with real-world experience.
 

  • Programs are designed by combining the insight of industry leaders with the academic expertise of our faculty, ensuring what you learn translates into on-the-job success.

  • Academic concepts and theories are brought to life through our teaching faculty’s professional expertise, and can be immediately applied in your career.

  • Faculty with industry experience teach our courses, not graduate students or life-time academics, so you learn not only the theories behind the practice but also how to apply them in real-world situations.

Relevant & Consistent Curriculum

What you learn is a reflection of the program you choose, not the format in which it’s applied.
 

  • All programs are designed for learning outcomes to flow from the program level into actual coursework.

  • This top-down approach allows credentialed professionals to customize assignments based on trending industry topics without deviating from a program’s core outcomes.

  • Regardless of your professor or the format of your class, you receive the same quality education.

Hands-On Learning Experience

Franklin's coursework teaches not only theories and concepts, but also how they apply to practical situations.

 

  • Professional course designers ensure that class activities such as learning simulations, case studies, interactive videos, and group exercises are relevant and appropriate.

  • A curriculum development team is dedicated to making sure all courses are intuitively designed so content is taught in a logical manner that facilitates your success in the classroom and beyond.

Continuously Evolving Programs

Consistent program reviews ensure our programs stay at the forefront of industry trends.
 

  • Survey results and feedback from student and faculty assessments are reviewed regularly so that our programs are always improving and up-to-date.

  • A structured review process helps identify industry gaps that guide curriculum enhancements allowing our academic and industry experts to regularly implement new industry trends.

  • Regular assessment provides hard data that is used to improve student learning and teaching methods.

Get the details

Read course descriptions, learn about degree options, and meet program faculty.

View Program Details