Digital Marketing Workers

High School

If you are considering a career as a digital marketing and advertising worker, you should pursue a general high school curriculum that is college preparatory. Make sure you enroll in advertising, business, computer science, and marketing courses. You should also take courses that develop your analytical and problem-solving skills such as mathematics (including algebra and geometry), psychology, sociology, and sciences (including chemistry and physics). Take English and foreign language courses to develop the research and communication skills you’ll need for this profession.

Postsecondary Education

While a college degree may not be necessary to gain entry into this field, you will find it easier to get the best jobs and advance if you have one. Some people enter the field with computer- or e-commerce-related degrees; others have traditional liberal arts, advertising, business, or marketing backgrounds that include studies in computer and information science. No matter what your major, take plenty of computer classes, participate in at least one internship, and spend a lot of time on the Web.

Certification

Some colleges and universities offer undergraduate and graduate certificate programs in marketing, digital marketing, and emerging fields such as artificial intelligence. Programs typically last six months to a year and are available in online, in-person, and hybrid formats. For example, the University of California, Los Angeles offers a digital marketing certificate program. To earn the certificate, students must complete two courses (Digital Marketing and Digital Analytics), as well as several elective classes such as Advanced Digital and Social Media Marketing Strategies; Advertising in the Digital Age; Social Media Marketing; and Search Engine Optimization for Marketing. The university says that the program is a good match for "new marketers looking to develop digital marketing acumen to grow their careers, business professionals seeking a better understanding of the digital marketing landscape, experienced marketers wanting a refresher on digital marketing trends and skills, and entrepreneurs interested in using digital marketing methods to grow their businesses." Visit https://www.uclaextension.edu/business-management/marketing-advertising-pr/certificate/digital-marketing for more information and contact schools in your area to learn about available programs.

The American Marketing Association offers certificates in digital marketing, data analytics, and other fields. Visit https://www.ama.org/certificates for more information.

Other Education or Training

The American Association of Advertising Agencies offers the Institute of Advanced Advertising Studies, 12- to 14-week courses that teach advertising professionals about topics such as positioning and branding, team building, the media landscape, creative brief writing and creative development, and presentation skills. The association also offers executive workshops, professional development seminars, and webinars that cover topics such as account management, presentation skills, strategic planning, new technologies, and other critical skills.

The eMarketing Association offers ecourses on emarketing, social marketing, advanced search marketing, and other topics.

The Internet Marketing Association, Insights Association, and organizations at the state and local levels also offer webinars, workshops, and other continuing education opportunities. Contact these organizations for more information.