Digital Marketing

Interested in a marketing career working in an ever-changing and evolving environment of social media, search marketing, e-commerce and m-commerce (mobile), and new technologies influencing consumer and business markets? Learn about opportunities in digital marketing with classes and real-world projects to prep for internships and entry-level career opportunities.

Digital Marketing Opportunities in the Marketing Major

Gain a flexible foundation to hit the ground running and pursue your passions

Interested in a marketing career working in an ever-changing and evolving environment of social media, search marketing, e-commerce and m-commerce (mobile), and new technologies influencing consumer and business markets? Marketing students at the Penn State Smeal College of Business will enhance their portfolios for career opportunities in digital marketing as a part of either the Business Development and Sales or Strategic Insights and Analytics specialty tracks in the marketing major.

Employment of advertising, promotion, and marketing managers is expected to grow significantly by 2026

Smeal marketing majors entering the workforce after school secure competitive starting salaries which are dependent on industry, location, and company. Many alums become managers and executives later in their careers.  More on career options and salary statistics of marketing careers and Smeal marketing graduates


Smeal Marketing Alumni in Digital Marketing

Some of our Marketing Alumni that built careers in Digital Marketing are, but not limited to:

  • Consultative roles as account executives and account managers in e-commerce 
  • Content marketing for consumer brands or business-to-business companies
  • Customer Strategy Analyst
  • Digital media planner (in-house for companies or agencies)
  • Digital strategy and analysts
  • E-commerce product strategist
  • Marketing and sales roles for technology companies (consumer electronics, software and online services)
  • Sales consultant for media companies and digital media companies
  • Social media marketing and social advertising in many industries for consumer brands, sports agencies and teams, and many other industries
  • Start-up companies for mobile apps
  • Marketing manager and senior management roles in the aforementioned roles


Core Courses in Digital Marketing

MKTG 473 (3): Digital Marketing Management of digital marketing efforts; examines how evolving technologies are impacting marketing decisions including the Internet, search, mobile, social media, content marketing and technologies like virtual reality (VR) augmented reality (AR) and Internet of Things (IoT).

MKTG 474 (3): Marketing Analytics Introduction to a variety of analytical techniques used for data-driven marketing decision making.

MKTG 498 (1): Digital Marketing Practicum Provides opportunity for advanced study in digital marketing to create a real digital campaign, manage the campaign’s budget (provided by the course mentors), and observe the outcomes.  Currently, our class mentor and partner is Amazon.

(If you're seeking a role in data or analytics in digital marketing, it is highly recommended to also take MKTG 474)

Full Marketing Course List and Descriptions offered at the Smeal College of Business


Opportunities Outside the Classroom

Penn State American Marketing Association (PSAMA)

Picture of Penn State chapter of the American Marketing Association club at the national conference.

PSAMA earned the AMA International Chapter of the Year award in 2020-21

About PSAMA, including a Digital Marketing division

Marketing majors concentrating their studies in Digital Marketing have opportunities to further their experience participating in PSAMA. The Digital Marketing & Advertising Division aims to introduce its members to digital marketing and advertising through professional development and hands-on experience. Members of DM&A have the opportunity to go further into digital marketing than the normal Penn State classroom can offer.


Learn more about the Business Development and Sales specialty track or the Strategic Insights & Analytics specialty track in the marketing major at Smeal.