UMass Global is launching a new fully online Bachelor of Science in Digital Marketing designed specifically for working adults, creators, and career changers who want to turn real-world marketing experience into a powerful, future-ready role. Blending content strategy, analytics, brand building, and an intentional focus on the ethical use of AI, the program emphasizes practical, employer-aligned skills that can be applied across industries while honoring the lived experiences students bring to the virtual classroom.
In this Q&A, Associate Dean Dr. Amy Burks-Stewart shares about her role at UMass Global and the inspiration behind the program, what students can expect, the significance of faculty mentorship, and the importance of looking toward the future when preparing graduates to lead confidently in a fast-changing digital landscape.
Q1: We’re so excited to speak with you about this new program. Can you introduce yourself and describe your current role within UMass Global’s new program?
Dr. Amy Burks-Stewart: I’m delighted to. I am Dr. Amy Burks-Stewart, Associate Dean of the School of Business and Professional Studies. In my role, I support the launch of the new Bachelor of Science in Digital Marketing, working closely with faculty, industry partners, and our curriculum innovation teams to ensure the program reflects the realities of today’s digital-first marketplace where content creation, analytics, and brand strategy intersect. My focus is on building a learning experience that feels contemporary, career-relevant, and aligned with the skills employers actively seek in digital marketing talent.
Q2: What inspired you or the university to launch this program at this time?
Dr. Amy Burks-Stewart: We launched the bachelor’s in digital marketing now because the industry is evolving faster than ever and employers are struggling to find talent who can keep up. Organizations of every size need professionals who understand content strategy, social platforms, analytics, and the ethical use of AI in marketing. Right now, adult learners are looking for flexible, career-aligned programs that lead directly to opportunity. Another major inspiration was the rise of active content creators who already possess real-world marketing experience but often lack formal recognition for the skills they’ve developed on their own. This program gives those creators a pathway to validate and elevate their expertise, connecting their practical knowledge with the academic foundation, strategy frameworks, and professional credentials that can expand their career options. UMass Global saw this as the perfect moment where industry demand, learner needs, and creator-driven innovation intersect. The result is a program intentionally designed to meet today’s digital landscape with emerging trends, technologies, and the competencies employers value most. Rather than teaching students how to use specific tools that can change overnight, we focus on developing the critical thinking, strategic judgment, and industry awareness needed to thrive in a rapidly evolving field. By emphasizing the “why” and “when” behind digital marketing decisions, the program prepares graduates to adapt quickly, assess new technologies with confidence, and capitalize on the constant pace of change shaping the industry.
Q3: What kind of students will excel in this program? Are there particular backgrounds, interests, or goals that are a great fit?
Dr. Amy Burks-Stewart: Students who bring a blend of creativity, curiosity, and ambition, who are comfortable adapting to evolving digital tools and metrics, and who have a clear desire to turn their marketing or content instincts into a career credential will find this program especially advantageous.
Q4: How is this program structured to support adult learners, working professionals, or career changers?
Dr. Amy Burks-Stewart: This program was intentionally built for adults who are balancing work, family, and real-life responsibilities. The fully online format provides the flexibility working professionals need, with courses that can be accessed anytime and from anywhere. Assignments are structured to be meaningful and applied, allowing students to bring authentic workplace or creator-based projects into their learning. In short, the structure recognizes that today’s learners are not traditional students, they are professionals, parents, creators, and career explorers. The program meets them where they are and helps them move forward with purpose and momentum.
Q5: What support services are available to students throughout this program?
Dr. Amy Burks-Stewart: Because digital marketing is a rapidly evolving field, students also benefit from faculty who bring extensive professional experience directly into the online learning environment. Our instructors have backgrounds in agency work, brand strategy, content creation, analytics, social media management, SEO/SEM, and digital advertising. They understand the demands of the industry and bridge theory with practice. Their insights help students connect coursework to current trends and workplace expectations — an advantage that’s especially valuable for career changers and aspiring content creators. Additionally, students have access to support services, including one-on-one tutoring, library research support, career services, and technology assistance to ensure they can be successful no matter when or where they study. Whether a student is building a portfolio, preparing for a promotion, or stepping into marketing for the first time, the program is designed to ensure they’re supported every step of the way.
Q6: What do you hope students take away both professionally and personally?
Dr. Amy Burks-Stewart: Professionally, I hope students leave this program with a deep, confident command of the tools, strategies, and analytical skills that define modern digital marketing. Whether they're building campaigns, interpreting data, crafting content, or optimizing a brand’s online presence, I want them to feel fully prepared to step into roles that require real responsibility and real impact. Just as importantly, I hope they graduate with a portfolio of work that reflects who they are as marketers — creative, strategic, and ready for the next step in their career. Personally, I hope students gain a sense of validation and empowerment. Many of our learners come in as creators, entrepreneurs, career changers, or professionals who have been “doing marketing” without ever being recognized for it. This program gives them the language, structure, and credentials to claim their expertise with confidence. My hope is that they walk away, not only with new skills, but with a renewed belief in their ability to grow, adapt, and lead in a digital-first world.
Q7: What excites you most about teaching in this program, or mentoring students through it?
Dr. Amy Burks-Stewart: What excites me most is watching students discover just how much their ideas, creativity, and lived experience matter in the digital marketing world. This field moves quickly, but it’s also incredibly democratic where great ideas can come from anywhere, and impact isn’t limited by job title or years in the industry. Mentoring students as they find their voice, build their confidence, and realize they already have valuable insights to contribute is genuinely inspiring. I deeply appreciate seeing the transformation when a student goes from “I hope I can do this” to “I know I can do this, and I can’t wait to take the next step.” Being part of that journey is both a privilege and a joy.
Q8: Is there anything else that you would like to share that we haven’t covered?
Dr. Amy Burks-Stewart: One of the most important elements of this program is our intentional focus on ethical practice and the responsible use of AI in digital marketing. As the field evolves, marketers are increasingly expected to understand, not just how to use new tools, but also the implications of those tools on privacy, transparency, equity, and consumer trust. Throughout the curriculum, we emphasize ethical decision-making, data stewardship, and thoughtful engagement with audiences. We want students to become professionals who elevate the field rather than simply follow trends. We also prepare students to work confidently alongside AI, not as a replacement for human creativity, but as an enhancer of it. AI can streamline tasks, spark ideas, and help marketers operate with greater precision, but the strategy, originality, and emotional intelligence behind great marketing still comes from people. Our courses help students understand where AI adds value, where it requires caution, and how it can be used to support stronger, more human-centered marketing work.
A heartfelt thank you to Dr. Amy Burks-Stewart for this insightful, inspiring conversation and a sneak peek into one of UMass Global’s newest and most exciting programs!
To learn more about our new online BS in Digital Marketing, request information or reach out to an enrollment coach at (800) 746-0082 today.
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