The age of information has led to consumers who are more aware – and more inundated with choices – than ever before. Organizations need to develop a strong digital presence if they hope to thrive in a competitive market. Full Sail's Digital Marketing master's program is aimed at working professionals looking to increase their knowledge about the most effective ways to market today.

"Our program is exclusively focused on digital marketing," says program director Rob Croll. "We're looking at consumers and trying to answer a question: How does what you do online influence what you do offline?"

Students begin with a course in mastery and goal setting before choosing a case study to follow for the duration of the program – anything from a non-profit they admire to a company they hope to work for someday. Small business owners can often even choose to study their own company or that of a competitor.

"The case study is an opportunity to learn the material by putting it into action," says Croll. "The biggest challenge grads face is how quickly the industry changes. Our curriculum is designed around agile marketers focused on continued education. We connect them to what's happening and teach them how to stay on top of the industry."

This means building foundations in things like branding, analytics, new media tools, and public relations. The goal is to develop digital marketing professionals who can develop a comprehensive strategy that maximizes the synergies of the many tactics available.

"Early in the program, students take a foundational course on branding that helps them identify how an organization can best reach its desired audience. This informs all the work that follows," says Croll.

Another standout course is advanced search engine optimization, where students develop crucial strategies for increasing brand awareness through both organic and paid methods of SEO. It also gives students a broader understanding of consumer search habits, something Croll calls "the linchpin to modern marketing."

Throughout the program, students build a case study portfolio, which they can present to future employers after graduation. Working professionals often find themselves applying what they learn in the program right away.

"We hope they can take something away from every class and immediately put it into action," says Croll. "It's one thing to learn something. It's another to do it. By doing, an action becomes meaningful. Digital marketing isn't just something they study; it's something they do."