Digital Marketing | BA

Program Overview

The future of digital marketing is rapidly changing, which requires an understanding of marketing and technology needed to drive the marketing efforts of business. The Digital Marketing major has an interdisciplinary approach that combines applied theory and hands-on learning to explain digital marketing strategies, tactics, and tools. Coursework focuses on business principles, research and analytics, marketing and communications, search engine marketing and optimization, video, digital and web design, social and mobile media marketing, and consumer behavior.

Potential careers paths in Digital Marketing include: digital content strategy specialist, digital content producer, digital marketing analyst, e-commerce digital marketing specialist, digital/internet marketing specialist, digital marketing coordinator, and digital media campaign analyst.

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Course of Study

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Course Of Study

Curriculum Map

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Minor

Students in any major may minor in Business Administration. Required Courses

BUS 151, 152 Financial Accounting I and II
BUS 260 Principles of Management
BUS 270 Marketing Principles
Two upper-level business administration electives (300 or 400 level)

Small Business Minor

Management areas such as in small business, family business, and franchise require a wide range of skills and provide career opportunities. Managers in these areas face the challenges of meeting payroll, providing health insurance and other benefits, human resource management, changing government regulations in such areas as accounting and taxation, succession issues, and risk management. These challenges and demands have created a need for dedicated, ethical, well-trained professionals with specialized management skills. The latest technology, as well as real-world business scenarios, will engage the students and prepare the students for success in today’s business world. The Principles of Management course (BUS260) provides a foundation of the basic concepts of management and thus serve as a pre-requisite for the upper-level courses. Students are encouraged to take advantage of the various internship opportunities available that will allow them to blend classroom theory with practical application. Required Courses

BUS 385 Small Business Management
BUS 386 Family Business Management
Four electives from the following list:
BUS 387 Franchise Management
BUS 271 Consumer Behavior
BUS 285 Social Media and Business
BUS 380 Entrepreneurship
BUS 410 Managing and Marketing New Products

Sport Management Minor

Students in any major may minor in Sport Management. Required Courses

BUS 223 Sport Marketing
BUS 262 Sport Management
BUS 301 Sport Ethics
Three upper-level (300–400-level) sport electives.

Program Learning Outcomes

Communication abilities – concise written and oral
Problem-solving skills
Quantitative and statistical analysis
Ethical reasoning skills
Leadership and teamwork skills
Information technology skills
Integrative experience demonstrating the ability to synthesize and apply knowledge and skills

In addition to the overall business program learning outcomes, students in the digital marketing major will:

Use technology to communicate marketing content, particularly social media, to persuade and influence consumers
Develop, implement, and manage digital marketing plans from regional to global implementation
Analyze the effectiveness of digital marketing strategies
Apply ethical reasoning and decision-making relating to digital marketing strategies
Synthesize and apply knowledge and skills through an integrative experience
Synthesize knowledge, apply strategic planning and research skills in an integrative experience