Ask about the Master of Digital Marketing and AI

It's an online master's degree from Wake Forest University's School of Professional Studies that blends the art and science of digital marketing — storytelling, brand, and leadership on one side; analytics, data, and technology on the other — with artificial intelligence built into the core of every course. The program is designed to prepare you to lead marketing in an AI-transformed field and to graduate job-ready, with a live portfolio of real work. Learn more →

It's AI-native, not AI-bolted-on. Rather than adding a single AI course to an older degree, all nine core courses were rebuilt around current AI marketing practice. Highlights include a named GEO/AEO (generative & answer-engine optimization) course, 'vibe-coding' to build live marketing assets with AI tools, the ad-tech reset and AI commerce, AI-era measurement, and brand safety and disclosure taught as everyday craft. Every course is refreshed each cohort by working industry leaders, and you finish with a public portfolio instead of a traditional thesis. Learn more →

Yes — it's 100% online, designed for working professionals. There's no required course order, so you can take courses in the sequence that fits your schedule, subject to availability. Each course runs 7.5 weeks. Learn more →

Digital marketing is part art (storytelling, brand, leadership, creative) and part science (analytics, data, technology, measurement). Most programs lean to one side; this one teaches both, because job-market demand and real marketing leadership require both. The AI rebuild extends that balance rather than replacing it — storytelling matters more in the AI era, not less.

It's built for digital marketing career-starters and experienced marketing professionals who want to strengthen their digital skills and lead in an AI-transformed field. That includes mid-career marketers and aspiring marketing leaders who need skills built around today's AI tech stack — not last year's.

Students come from many backgrounds — business, education, English, foreign language, communications, marketing, and related fields. You don't need a marketing degree to succeed; the program is designed to recognize the strengths you bring and build the missing skills you need. For specific admission requirements, check the SPS admissions page. Learn more →

Graduates are prepared to: (1) create and lead consumer-centric, AI-integrated digital marketing strategies; (2) develop and assess AI-era marketing research, analytics, and measurement; (3) create and execute brand and content plans that balance human storytelling with AI; (4) facilitate and optimize earned, owned, and AI-mediated campaigns; and (5) practice responsible, transparent AI marketing grounded in Pro Humanitate.

You'll build the ability to evaluate and apply AI-supported tools across strategy, branding, consumer research, campaign analytics, and content; to use AI responsibly with attention to ethics, privacy, accuracy, bias, and brand reputation; and to lead consumer-centered marketing in a data-driven, AI-enabled environment. You'll also graduate with a live-URL portfolio that demonstrates job-ready capability.

AI is integrated across the curriculum through hands-on, applied work — not as a single add-on course. You'll use current AI platforms to support strategy, branding, campaign development, consumer analytics, content creation, and ethical decision-making, and you'll examine how AI is reshaping how organizations build insights, personalize messaging, optimize content, and make marketing decisions. Every core course was rebuilt to be AI-native.

Responsible AI is treated as everyday craft, not a compliance checkbox. Students complete an AI Use Disclosure on every submission — explaining which tools they used, what they asked them to do, how they verified the output, and what work is their own. You'll also learn to spot AI mistakes, protect intellectual property, and defend against issues like deepfakes, all grounded in Wake Forest's Pro Humanitate ethic.

Every graduate leaves AI-literate. If you want to specialize, you can choose two approved AI-focused electives and earn the 'AI-Fluent Leaders' designation. Beyond using the tools, you learn to lead AI implementation strategies and optimize AI-supported marketing workflows at an organizational level — preparing you for emerging roles that may not yet be fully defined.

The master's is 30 credit hours — 10 courses total: 9 core courses plus 1 elective. Each course is 3 credit hours and runs 7.5 weeks, with no required order so you can sequence them to fit your schedule.

The nine core courses are: DMG 710 AI Marketing Strategy; DMG 712 The AI-Era Consumer Behavior and Research; DMG 714 AI Ethics and Marketing Responsibility; DMG 720 AI Marketing Analytics and Data Visualization; DMG 722 Storytelling and Creating Human and AI Content; DMG 724 Design Thinking and AI Tools; DMG 730 Campaign Analytics and the Ad-Tech Reset; DMG 732 AI-Powered Social Media Marketing Strategy; and DMG 799 Digital Campaign Project/Capstone. You then add one elective.

DMG 710 examines how AI transforms marketing strategy (positioning, visibility, customer experience) and tactics (LLM optimization, AI-augmented segmentation and targeting, automation workflows). You'll work with AI-integrated frameworks like the AI Marketing Canvas, Digital Twins, Customer Equity, ARD, and agentic AI systems, and cover measurement, governance, and executive communication — culminating in an integrated AI marketing strategy for a real organization.

DMG 712 teaches AI-era research methods — including journey mapping and consumer analytics — to deeply understand consumers' needs, behaviors, and interests and use that insight to inform integrated campaigns. Research methods are foundational to digital marketing, and this course centers the consumer in that work.

DMG 714 examines the ethics of marketing and product liability with a focus on trust, disclosure, and AI brand responsibility. It explores emerging issues around buying and selling consumer data, using AI to predict and influence human behavior, and consumer-privacy concerns — equipping you with an ethical decision-making framework for real professional situations.

DMG 720 covers best practices for gathering, interpreting, and presenting compelling marketing data, using AI-powered measurement and visualization to inspire action. It tackles the current measurement crisis — marketing mix modeling, incrementality testing, attribution after Google Analytics 4, walled-garden data, and AI-distorted dashboards — so you can find the right KPIs and trust your numbers.

DMG 722 focuses on creative execution of compelling brand stories, integrating brand-management principles with AI-assisted content. You'll learn to use AI within marketing frameworks and brand voice to engage consumers and stakeholders — balancing human storytelling with AI-supported production.

DMG 724 covers user-centered design and methods — user research, UX, interaction design, and usability testing — applied with modern AI tools that accelerate ideation, prototyping, and iteration. It's a hands-on, project-based course where you 'vibe-code' real assets: AI-assisted interviews and focus groups, wireframes built with tools like Figma Make, v0, Bolt, Lovable, or Uizard, and a portfolio published to a live URL.

DMG 730 explores the ad-tech ecosystem and how AI is resetting it: SEM, paid AI ads, display, retail media, retargeting, AI commerce, and what happens after cookie deprecation. You'll learn to track shifting consumer behavior and reach consumers impactfully across modern advertising platforms.

DMG 732 examines how AI reshapes content and social media strategy in an attention-scarce marketplace — across audience research, competitive intelligence, content creation, distribution, and measurement. It includes a named focus on GEO/AEO (generative and answer-engine optimization): optimizing content to be discovered and cited by AI systems, the AI-era successor to SEO.

DMG 799 is the capstone: instead of a traditional thesis, you integrate everything you've learned into a real digital marketing project and assemble a professional portfolio of AI-era work published to a live URL. You can do crowning work for a real brand — often provided through the Program Advisory Board, friends of the University, or your own business — so you graduate with proof you can ship, not just a paper.

You complete one elective to customize your degree. You can choose nearly any course from the SPS catalog (excluding courses with prerequisites, capstone/799 courses, and internships). Recommended electives include AIN 724 AI Implementation Across Industries, PMP 710 Project Management Essentials, and CMS 720 Crisis & Issues Communications, along with DMG options like DMG 751 Visual Content Creation and Video Development, DMG 752 Digital Consumer Psychology and Decision Making, and DMG 753 The Customer Journey: Website and E-commerce Marketing.

Yes — there's a stackable Graduate Certificate in Digital Marketing & Analytics: 12 credit hours, 4 courses, with no prerequisites or required order. It's built for career-starters or working professionals who want a focused credential as the industry shifts, and the credits stack toward the full master's later. It includes foundational courses such as DMG 710 and DMG 712 plus additional core courses — see the certificate page for the current course set. Learn more →

Tuition for the program is listed at $40,110 on the current program page. Because tuition, fees, and financial-aid options change, please confirm the latest figures and aid options on the SPS tuition & financial aid page before deciding. Learn more →

Wake Forest SPS offers financial aid and works to make programs accessible and affordable. Details on cost of attendance, types of aid, and how to apply for aid are on the SPS financial aid pages — that's the best place to confirm what you may qualify for. Learn more →

Students complete the program in about 16 months on average, though you can go faster or slower to fit your life. Each of the courses runs 7.5 weeks, and there's no required order. Learn more →

There are three start dates per year — Fall, Spring, and Summer. The current program page lists an upcoming Fall start of August 31, 2026. Start dates change each cycle, so check the program page or request info for the next available term and application deadline. Learn more →

You can apply online through the SPS application portal, and you can request information or speak with the admissions team first if you'd like guidance. For admission requirements and deadlines, see the SPS admissions page — it has the current criteria and process. Learn more →

You can request information to have the team reach out, or contact SPS directly with questions about admissions, cost, start dates, or anything not covered here. The program page also links to an e-brochure and the academic calendar. Learn more →

In limited cases, yes. Courses from other institutions may count toward graduation with advance approval from the Academic Director: the grade must be a B (3.0) or better (no Pass/Fail), the credit can't be older than five years, and at most three courses can transfer into a master's (one into a certificate). Capstone (799) courses and undergraduate credit can't be transferred. You'd submit a Transfer Credit Request Form, and approval isn't guaranteed. Questions: spsreg@wfu.edu. Learn more →

Several options can help: federal aid through the FAFSA, federal loans (the Direct Unsubsidized Loan and Graduate PLUS Loan), private loans, employer tuition reimbursement (via Sponsored Billing), VA/veteran education benefits, an interest-free monthly payment plan, the Deac-to-Deac discount for WFU faculty and staff, and SPS scholarships. The SPS financial aid pages have the full details. Learn more →

Complete the Free Application for Federal Student Aid (FAFSA) at studentaid.gov — Wake Forest's school code is E40512 (Wake Forest University Charlotte Center). You don't have to be admitted yet to apply, and doing the FAFSA alongside your application keeps the process smooth. Graduate students may qualify for the Federal Direct Unsubsidized Loan (up to $20,500/year) and the Graduate PLUS Loan (up to the cost of attendance, with a credit check). Learn more →

Yes. Students taking two mini-terms in a semester can use an interest-free monthly payment plan through Nelnet — no interest and no credit check, just a one-time $125 enrollment fee. It's not a loan; it simply spreads your payments across the semester. Learn more →

Yes. Many employers offer tuition reimbursement — it's worth asking your HR department. Wake Forest offers a Sponsored Billing option so an employer or agency can pay part or all of your tuition smoothly; to set it up, contact spfinaid@wfu.edu. Learn more →

Wake Forest SPS is an approved institution with the U.S. Department of Veterans Affairs, and eligible students can use VA Education Benefits. To start, send your Certificate of Eligibility to the SPS Office of Financial Aid at spfinaid@wfu.edu. You'll need to stay enrolled in a degree program and maintain Satisfactory Academic Progress, and cover any gap between what the VA pays and your balance within 10 days of the term start. Learn more →

Yes. SPS offers a number of scholarships — and there's no separate scholarship application; awards are based on information gathered during admissions (academic merit, financial need, and individual criteria). WFU and School of Medicine faculty and staff also qualify for the Deac-to-Deac discount, and external scholarships (for example through Sallie Mae) can help too. Learn more →

Graduates pursue roles across leadership, management, and emerging AI-specific titles — from Digital Marketing Manager, Performance Marketing Manager, and Social Media Manager to Director of Marketing, and newer AI roles like AI Marketing Manager, GEO/AEO Specialist, Generative AI Content Strategist, Marketing Prompt Engineer, and Director of AI Marketing. Digital marketing roles are projected to grow about 16.7% from 2022–2032 (BLS).

Yes. Digital marketing is changing fast and demand for AI-era skills is rising. Marketing roles are projected to grow roughly 16.7% between 2022 and 2032 (U.S. Bureau of Labor Statistics), and new AI-specific marketing roles are emerging on org charts right now — which is exactly what this program is built to prepare you for.

Graduates point to real career movement — promotions, stepping into their first marketing roles, moving from sales into marketing leadership, and joining agencies — and several landed new roles while still in the program. A common theme is confidence: alumni say they apply what they learned directly to their work and still return to the frameworks and course materials afterward. In a recent alumni survey, graduates reported an average salary increase of around 20%. Individual results vary, but the throughline is practical skills that translate quickly into advancement.

Courses are taught by working practitioners and academic leaders, and alumni speak highly of them — describing the classes as practical, rigorous in the best way, and led by people who genuinely invest in students. There's a strong sense that instructors are approachable and supportive throughout the program, and the mix balances real challenge with hands-on, job-ready application.

Coursework engages directly with leading industry tools and certification frameworks — for example Google Analytics 4, HubSpot AI for Marketing, and Google AI Essentials — so you build hands-on, job-ready fluency with them. Note that the program's current overview does not list a professional certification that's formally awarded as part of completing the degree, so whether you earn a specific external certification can depend on the course and the provider. For the latest on this, check with the program team. Learn more →

Yes. As a Wake Forest University program, the degree falls under the University's institutional accreditation by the Southern Association of Colleges and Schools Commission on Colleges (SACSCOC). That accreditation affirms academic quality and means the degree is widely recognized by employers, graduate schools, and other universities.

Plan for real commitment: SPS expects about 45 hours of course-related work per credit hour, so a 3-credit course is roughly 135 hours across its 7.5 weeks. Taking two courses over a full semester works out to about 18 hours a week of reading, study, writing, and research. Because it's flexible and online, you fit that around your job and life.

Attendance is defined as regular weekly completion of assignments and consistent logins to Canvas — you're expected to participate and meet deadlines. Live (synchronous) sessions are strongly encouraged but recorded if you can't make one; use a camera and mic during live sessions unless told otherwise. Your Student Success Manager checks in if you're missing work or haven't logged in for five or more days.

The SPS grading scale: A 94–100, A− 90–93, B+ 87–89, B 83–86, B− 80–82, C+ 77–79, C 70–76, and F below 70. All grades of C or higher are passing and count toward graduate completion.

Under the standardized SPS policy (effective Summer 2026), assignments can be turned in up to three calendar days late with a 10%-per-day deduction (max 30%); nothing is accepted after that. Planned extensions for extenuating circumstances must be requested at least 24 hours ahead and, if approved, avoid the penalty. Always check your course syllabus for the official wording.

An Incomplete ('I') can be granted for illness or other reasons the instructor accepts, and must be finished by the end of the next mini or semester or it becomes an F. You can withdraw with a 'WD' up to the Wednesday of the fifth week (the 60% point of a 7.5-week course); withdrawing after that results in a 'WF.'

Students agree to the SPS Honor Code: do your own work, credit the work of others, and tell the full truth about your work. Academic misconduct — cheating, plagiarism, and the like — is taken seriously, and SPS uses Turnitin to check originality. The full details are covered in orientation and the Honor Code processes.

You must use and disclose generative AI (ChatGPT, Claude, Gemini, Copilot, etc.) responsibly and transparently — undisclosed or misleading use violates the Honor Code. AI can support your thinking, but LLM text or numbers can't be pasted directly into submitted work (AI is never a co-author), and you should keep records of your AI interactions in case they're requested. Wake Forest provides licensed tools like Gemini and Copilot free to students. Fittingly, learning to use AI ethically is exactly what this program teaches.

Master's degrees (30–36 credits) should be completed in about three years and must be finished within six; certificates (9–12 credits) in about one year and must be finished within two. Leaves of absence or skipped terms can extend your timeline.

Yes. A Leave of Absence lets you pause for a term while keeping your WFU email, Canvas access, and ability to register. You can take up to three LOAs in a master's (one in a certificate) before readmission is required, and a year or more away requires readmission — there's no fee. For a shorter pause you can also 'mini-skip' a single 7.5-week term (check any financial-aid impact first). Requests go through Workday with your Student Success Manager.

Satisfactory Academic Progress means keeping your program's minimum GPA, completing at least 67% of attempted credits, and staying on pace to finish within the maximum time frame. Falling short can lead to academic probation, suspension, or dismissal. All grades of C or higher count as passing.

SPS supports Windows PCs and Macs that meet the minimums — 16 GB RAM recommended, an SSD, and a webcam and microphone; Chromebooks aren't recommended as a primary device. A personal laptop usually works better than a locked-down work computer. Some courses need Windows-only software, so Mac users get free access to Parallels Desktop to run Windows. Questions: spshelp@wfu.edu.

Canvas and course-technology support is available 24/7 at 833-383-5792 or through Canvas Support Live Chat. For SPS-specific computer or software questions, email spshelp@wfu.edu.

Courses run in the Canvas LMS. An online orientation course opens about a month before your start date, and each course becomes accessible one week before it begins. Use your Wake Forest email and turn on Canvas notifications so you don't miss announcements or deadlines.

Once you're admitted you'll: (1) accept your offer and submit your enrollment deposit in the application portal; (2) activate your WFU account / DEAC credentials (you'll get an email from help@wfu.edu — enable Google 2-Step within 30 days); (3) complete New Student Onboarding in Workday (via one.wfu.edu); (4) register for classes in Workday Self Service; and (5) finish the required online Orientation course in Canvas. Your Student Success Manager helps at every step. Learn more →

After you're admitted, you secure your place by accepting your offer in the application portal and submitting an enrollment deposit. The deposit is non-refundable, but it's credited toward your first-semester tuition. Learn more →

Yes — a required online, self-paced Orientation course in Canvas that you complete before your first course begins (students suggest setting aside about an hour). It opens roughly 30 days before the term, and you'll need your Wake Forest Google account activated first. There's also an optional virtual Meet & Greet to get to know your Academic Director and classmates before classes start. Learn more →

You register in Workday Self Service (through one.wfu.edu) using your DEAC credentials, where you can view courses and make changes during the add/drop period. Check the SPS academic calendar for when registration opens each term, and your Student Success Manager can help you decide which classes to take. Learn more →

Every student has a Student Success Manager (SSM) — your primary point of contact from enrollment through graduation for course access, academic plans, transcripts, and connecting you with your Academic Director or faculty. You can reach an SSM at spsadm@wfu.edu or 1-877-523-8271.

Wake Forest offers free Wellbeing Coaching and resources for remote learners through the Office of Wellbeing, a CARE Team you (or anyone) can refer a student to for caring outreach, and the confidential SAFE Office for support related to sexual or relationship violence. SPS Student Services can point you to the right resource anytime.

Career resources live in the Pearl Café's Career Resource Hub inside Canvas — career-exploration tools, résumé and templates, professional development, networking, and free one-on-one career coaching.

Required textbooks and materials are listed in each course syllabus and available through the online bookstore about three to four weeks before a course starts. You can rent or buy, in print or digital, from the bookstore or other retailers.

Wake360 is SPS's optional in-person immersion weekend, held each fall in Charlotte, NC. It brings the online community — students, alumni, faculty, and industry leaders — together in real life for networking, workshops, and professional development. All students, alumni, faculty, and staff are welcome, and it's a great way to turn online connections into face-to-face relationships. Learn more →

Wake Forest's online Master of Digital Marketing delivers a level of personal mentorship rarely found in graduate education—especially online. Students benefit from highly engaged faculty who provide meaningful one-on-one support, personalized guidance, and direct access throughout the program. Beyond the classroom, students have the opportunity to be paired with an accomplished Program Advisory Board mentor based on professional fit, gaining individualized coaching from senior leaders across major brands and organizations. From career development to capstone execution, Wake Forest's high-touch model ensures students are supported by both expert faculty and industry executives invested in their long-term success.

Students have access to the Pearl Café — an online resource hub in the learning management system — offering university forms and FAQs, library and technical support, tutoring and supplemental learning, collaboration tools, wellbeing and time-management resources, and a career resource hub. The WFU Library provides robust, fully remote services, including discipline-specific librarians and program-specific research guides.

Unusually current. Rather than refreshing on a multi-year cycle, every course is reviewed and refreshed each cohort by working academic and industry leaders — so a spring cohort isn't reading what a fall cohort read. In a field moving as fast as AI marketing, that cadence keeps the material aligned with what's actually shipping in the market.

The program publishes 'AI in Marketing Weekly' — a free digest from the program's academic director that updates every week with the most important moves in AI and marketing (new ad platforms, tools, measurement shifts, and a practical playbook). It's a good window into how current the program keeps its material. Read the latest issue and the archive at wfudigitalmarketing.ai. Learn more →

Courses are taught by working practitioners and academic leaders. Faculty include Juan Jose Hernandez (AI-powered research and creative strategy; Head of AI at Sales Factory), Dr. Tatia Jordan (leadership, ethics, and the legal and privacy landscape; CDMP), Lisa Peyton (digital and immersive communications; past work with Intel, Microsoft, and the Smithsonian), Elizabeth Ricks (data storytelling and visualization), Patrice Nealon (marketing research, digital marketing, and analytics), Susan Wallace (programmatic and results-driven digital marketing), and Craig Geiger (40 years in CPG/retail with Kraft, Campbell's, Walmart, and Kellogg's), among others. Ask the assistant about any instructor for a quick background and links to their profile and LinkedIn. You can see full faculty and advisory-board profiles on the SPS site. Learn more →