What if your college minor came with a dual professional certification recognized around the world? That’s the idea behind SUNY Oswego’s new digital marketing minor, designed to prepare students for one of the fastest-growing career fields and help them stand out before they even graduate.

“You don’t just learn digital marketing — you get certified by two global leaders: the American Marketing Association (AMA) and the Digital Marketing Institute (DMI),” said Napatsorn “Pom” Jiraporn, marketing professor at SUNY Oswego. “That’s a huge deal. It means when you apply for a job, your résumé already screams career ready. You’ve got international credentials, with no extra exam and no extra fee.”

Learning by doing

Unlike some traditional marketing courses, this minor emphasizes hands-on learning.

“Students gain hands-on experience. They’ll create real social media content using tools like CapCut, Adobe Express and Canva. They will build basic websites and even launch a real Shopify store from scratch. They will learn about social media management platforms like Hootsuite,” Jiraporn said.

Projects are tied to real needs on and off campus. Last semester, one student team developed a digital marketing campaign to help recruit more student workers for a campus dining hall, while another promoted a student-run café, Rich N’ Pour, managing everything from content creation to audience engagement.

This fall, students put their skills into action by partnering with local business Heidi Ho Donuts, to create and launch a full marketing campaign. From developing digital content to planning promotions, they gained real-world experience managing a live project with real clients and real impact.

The result is a practical, project-based program designed to make students career-ready.

“You don’t just learn digital marketing — you get certified by two global leaders: the American Marketing Association (AMA) and the Digital Marketing Institute (DMI),” said professo Jiraporn, marketing professor at SUNY Oswego.

Why dual certification matters

The dual certification from DMI and AMA helps graduates stand out in a competitive market.

“Research shows that earning an industry certification significantly boosts a student’s marketability,” said Jiraporn. “It not only strengthens the credibility of your degree, but also opens doors to higher salaries and faster promotions.”

Students gain access to a worldwide professional network, exclusive learning resources and ongoing development opportunities. She added, “These organizations help keep our students ahead in this fast-changing field. Even with my background in marketing research and a Ph.D., going through the certification showed me how quickly things change and how important it is to keep up with new trends and technologies.”

Inside the program

The digital marketing minor combines strategy, creativity and technology. Students begin with MKT 250:“Marketing Principles” before advancing to courses like MKT 380: “Digital Marketing Fundamentals,” MKT 360” “Social Media Marketing” and MKT 320: “Sales and Marketing Technology.”

Electives let students tailor their experiences, from “Consumer Behavior” and “Integrated Media Writing and Design” to “Video Production” or “Graphic Design Essentials.”

“This interdisciplinary approach ensures graduates are not only marketers but also skilled content creators and analysts,” said Jiraporn.

Graduates leave with digital skills employers demand, including search engine optimization (SEO), analytics, paid ads and short-form video creation. She added, “Simply understanding and confidently using these digital marketing tools is a game changer during job interviews.”

Meeting industry demand

The timing couldn’t be better. According to the Bureau of Labor Statistics, marketing jobs are projected to grow by 8% from 2023 to 2033 (double the national average) with most of that growth driven by digital marketing roles.

“Small businesses and nonprofit organizations increasingly need help managing their digital presence,” said Jiraporn. “The faster the tech changes, the more valuable digitally skilled professionals become.”

That trend is especially evident across Central New York, where organizations are expanding their online outreach and seeking employees who can manage websites, social media platforms, email campaigns and digital advertising. The digital marketing minor helps meet that need by preparing students to step directly into these roles, whether in corporate marketing departments, creative agencies or entrepreneurial startups.

Graduates will be equipped not only to adapt to change, but to lead it by applying data-driven insights, creative storytelling and the latest digital tools to help businesses and communities thrive.

Alumni see the value

Alumni working in digital marketing say Oswego’s new program fills a real and timely need, one that would have helped them launch even stronger careers in a fast-changing industry.

“Adaptability and continuous learning in your field is so important,” said Laura White ’20, SEO manager at T-Mobile. “Knowing what is trending, what the newest platform is, and how your demographic gets their information is constantly changing.”

White said a minor like this would have accelerated her path. “It would’ve allowed me to get more hands-on experience and better network,” she said. “When you have these certifications or experiences, it elevates that. If you go into a workplace knowing the media platform, that saves valuable time in the onboarding process.”

Bridget Rooney ’17, digital marketing outreach manager at Visit Syracuse, has seen similar shifts in the industry. 

“So much has changed within the digital world since I entered the market! In fact, the exciting thing about marketing is that you're always given the ability to continue learning and expanding your skillset within the industry,” she said. “SEO was something I became self-taught in to stay relevant. Running paid ads versus organic posts is extremely valuable when you work on a small team — but I never was given the ability in school to learn about paid versus organic.”

Rooney believes Oswego’s new minor would have given her an edge early on. “I would have looked to learn more about media buying, over the top (OTT) and paid advertising,” she said. “You can be a truly creative person, know the type of content you want to push out, however if you can't elevate your content by getting it in front of the right audience your brand could be in trouble.”

She also emphasized that technical skills go hand in hand with creativity. “Coding is another thing that is really high value but, in my opinion, really underrated,” Rooney said. “I work closely on the backend of my organization’s website, and as a digital marketing manager, I would have loved to learn more about coding when I was in school.”

For Rooney, hands-on experience and professional certifications like the DMI and AMA are what help students truly discover where they fit. “Hands-on experience truly helps a student find what they are interested in or what they are looking for post-college,” she said. “You may get a job based on your experience on paper, but you keep a job, develop your role and grow your career based on the hands-on training and tools you use during your college career.”

Elizabeth Fehrman ’18, social channel manager at Butler/Till, agreed. 

“If SUNY Oswego had offered a digital marketing minor when I was a student, it would have given me a valuable foundation by combining practical, real-world experience with theoretical knowledge early on,” she said. “Hands-on experience and certifications like those from DMI or AMA are essential for students entering the digital marketing field because they provide a practical, credible foundation that goes beyond textbook knowledge.”

“So much has changed within the digital world since I entered the market! In fact, the exciting thing about marketing is that you're always given the ability to continue learning and expanding your skillset within the industry,” said Bridget Rooney ’17, digital marketing outreach manager at Visit Syracuse.

Built for every major, designed for every career

The digital marketing minor is built for students who are curious, creative and proactive — students who want to do digital marketing, not just read about it. You don’t have to be a business major to succeed. Whether you’re studying communications, psychology, art or another field, if you’re eager to gain practical skills that employers demand, you’ll thrive.

The program is designed so students leave SUNY Oswego not just with a credential, but with the real skills, knowledge and confidence to be truly career and world ready. From day one, students begin building digital expertise and professional connections that will carry them into their future careers.

For more information about the digital marketing minor, contact professor Jiraporn at napatsorn.jiraporn@oswego.edu.