Marketing vs. communications master's: Which has better earning potential?

Marketing jobs generally offer higher earning potential than communications roles. However, senior communications roles in highly profitable industries such as pharmaceuticals and finance can also offer significant earning potential. Your individual earnings after completing a master's program depend on your employer, role, industry, and level of hands-on experience.

Can a master's in communications lead to marketing leadership roles?

Yes. While employers may prefer to fill marketing leadership roles with marketing graduates, master's in communications graduates sometimes find themselves in marketing roles. Strategic storytelling, business acumen, and strong written and verbal communication skills are valuable in marketing and communications leadership roles.

Is a master's degree in marketing or communications worth it?

Since marketing and communications jobs are projected to grow in the years to come, upskilling and/or reskilling in these quickly evolving areas may be wise. Earning a marketing or communications master's degree may be worth it if doing so will likely lead to higher-paying roles with more seniority. However, program ROI depends on various factors, including program cost and your post-graduate salary.

How to become a digital marketer

With online purchases making up a significant portion of all retail sales, companies need a solid digital marketing strategy to remain competitive. Explore how to become a digital marketer, which relevant careers you can pursue, and how to get started with your education with edX.

Browse online digital marketing programs and courses

What does a digital marketer do?

Digital marketers, also known as online marketers, use marketing techniques to reach potential customers. They may partner with an affiliate (e.g., an influencer) or develop engaging content to raise brand awareness. Marketing analytics software can help them determine whether their strategies are effective.

The Bureau of Labor Statistics (BLS) reports that advertising, promotions, and marketing managers earned a median salary of $159,660 in 2024. This figure includes professionals working in traditional and digital marketing.

How do you start a career in digital marketing? Steps to become a digital marketer

Step 1: Learn the basics

Explore courses that interest you. You can start by taking courses on basic concepts and trends, such as marketing fundamentals, digital marketing, and social media marketing.

Most single courses last between four and 12 weeks and employ a self-paced curriculum. Some do not charge tuition, although they may offer an optional certificate for $50–$300. Before moving on, decide whether learning how to start a career in digital marketing aligns with your long-term goals.

Step 2: Earn a certificate

College-issued digital marketing certificates can be a bridge between independent learning and enrolling in a formal bachelor's program.

Certificate programs teach you how to get started in digital marketing and involve rigorous coursework. However, they do not require general education courses typical in most bachelor's degree programs.

Benefits of a certificate include trained instructors who teach regular college or university courses. You can also network with like-minded peers, put a certificate on your résumé, and earn college credit. Typical certificates last 2–10 months and can cost $500–$1,500 or more.

Step 3: Earn a degree

Put the college credit you earned from any certificate programs you completed toward a bachelor's degree. A bachelor's takes 4–6 years to earn, and the cost will vary depending on the school and how many credits you attempt each semester. According to the National Center for Education Statistics (NCES), in 2020, the average yearly cost for an online bachelor's program in marketing, management, and business was $10,473.

A digital marketing major emphasizes many in-demand skills, such as:

Product positioning
Brand awareness
External marketing strategies

Foundational and upper-division coursework can prepare you for your program's culminating experience, such as a capstone. In a final-semester capstone course, you learn how to be a digital marketer by applying what you've learned in a real-world setting.

Use your college or university's career resources to learn how to start a career in digital marketing. Advisors can also help you develop a résumé, explore internships, and improve interviewing skills.

Step 4: Become an industry leader

Becoming a digital marketer does not end with a degree. You'll learn just as much about becoming a digital marketing specialist on the job as you do in the classroom. However, if you need help advancing to a senior-level position, consider a digital marketing executive education program.

Executive education helps experienced professionals become industry leaders with coursework in negotiation, communication, and strategic thinking best practices. These programs also use a cohort-learning model that promotes networking among learners. Typical executive education programs last 6–8 weeks and cost $2,500–$3,500.

What jobs can you get as a digital marketer?

Below, find common jobs that you can pursue in digital marketing, with salary and job outlook data from the BLS.

Advertising, promotions, or marketing manager: These professionals develop promotional campaigns, negotiate contracts, and analyze the results of market research studies.

Median annual salary (2024): $159,660

Projected growth (2023–33): +8%

Graphic designer: These workers create the visuals that promote businesses' products and services.

Median annual salary (2024):$61,300

Projected growth (2023–33): +2%

Tips on how to get started in digital marketing

Learn how to become a digital marketer by exploring introductory courses on edX.
Focus on your areas of interest with certificate programs.
Earn a bachelor's degree to qualify for entry-level positions.
Develop your leadership and management skills in an executive education program.

How long does it take to become a digital marketer?

A bachelor's degree in digital marketing takes 4–6 years to earn, while a master's program requires 12–36 months. Shorter certificate programs can help you learn digital marketing fundamentals and may qualify you for an entry-level position. Compare these options and choose the one that aligns most with your career goals.

Get started on edX

Now that you know how to start a career in digital marketing, explore the edX courses and programs that can prepare you to achieve your career goals.

Stand out in your field

Use the knowledge and skills you have gained to drive impact at work and grow your career.

Learn at your own pace

On your computer, tablet or phone, online courses make learning flexible to fit your busy life.

Earn a valuable credential

Showcase your key skills and valuable knowledge.

Explore all online digital marketing programs and courses

Frequently asked questions

Do digital marketers get paid well?

Yes. Per the BLS, marketing managers earned a median salary of $159,600 in 2024, about three times more than the median salary across all occupations. The highest-paid professionals work in the management, manufacturing, and finance sectors.

However, managers have many years of relevant experience, meaning you will likely earn less as a recent college graduate in an entry-level position. According to BLS data, market research analysts (including marketing specialists) earned a median annual salary of $76,950 in 2024.

Which digital marketing skills are in high demand?

Market research, cross-channel communication, and social media are some of the most in-demand digital marketing skills. Improving these skills during your formal education and on the job can make you a more attractive job applicant and expand your career opportunities beyond digital marketing.

Can I work in digital marketing with no experience?

Yes, but you will need to show employers that you have what it takes to succeed. You can do this by earning a college certificate or a bachelor's degree in digital marketing. You can also improve your résumé by completing an internship.