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Bachelor of Science in Digital Marketing: Curriculum

Curriculum Details


Spring Hill College’s digital marketing major gives you a thorough understanding of marketing principles, conducting market research, developing strategic content, defining target audiences and managing a client project. You’ll also network with guest speakers and industry professionals.

You can complete the Bachelor of Science in Digital Marketing in four years. Transfer the maximum of 96 credits to finish faster.

Lower Division Courses

An introduction to the nature and scope of economics. Emphasis is placed upon macroeconomic aspects of the study of economics. Topics include: supply and demand analysis, inflation, unemployment, aggregate output, economic growth and money and banking. Monetary and fiscal policy options are emphasized.

An introduction to economics with primary emphasis on microeconomic aspects of the United States economy, such as: supply and demand, profit maximization, market structure, factor markets, public policies toward business and some current economic problems.

An introduction to the Windows-based applications used for solving business and non-business problems. Emphasis is placed on spreadsheets using Excel, word processing using Word, presentation design using PowerPoint and database design using Access. Substantial Windows lab work will be required. Ethical issues in computer applications are addressed.

A study of accounting principles and concepts related to the preparation of financial statements and communication of economic information to management and other interested parties.

A continuation of the study of financial accounting emphasizing corporate accounting. Payroll accounting, cash flow management and financial statement analysis will be covered for all forms of the business organization. In addition, management accounting and management’s use of accounting data will be studied. Prerequisite ACC 201.

An analysis of organizing and summarizing data, probability concepts, probability distributions, statistical inference (estimation and hypothesis testing), Chisquare analysis, regression and non-parametric analysis. Prerequisite: MTH 111 and CIS 115.

An introduction to a broad range of topics in the field of management science including: decision theory, linear programming, non-linear and dynamic programming, transportation and assignment models, network models (PERT-CPM), Markov chains, game theory, inventory models, queuing theory and simulation models. Prerequisite: BUS 263.

MTH 111. Precalculus with Trigonometry (3) Analytic geometry; the concept of function with analysis of polynomial, rational, exponential, logarithmic, and trigonometric functions, their properties, graphs, and use in applied problems. This course is intended for students planning to take MTH 121 or MTH 140. Prerequisite: MTH 010, satisfaction of placement criteria (based on high school mathematics background and College Board test scores), or equivalent demonstrated proficiency. A grade of C- or above is required to pass the course; otherwise, a NC (no credit) is assigned. Subsequent retakes will result in the student receiving a letter grade of (A-F).

MTH 121. Calculus I (4) Analytic geometry, functions, limits, continuity, the derivative and its applications, the integral and its applications. Prerequisite: MTH 111, satisfaction of placement criteria (based on high school mathematics background and College Board test scores), or equivalent demonstrated proficiency.

This course will develop and enhance written and oral communication skills with particular attention to the skills required for successful communication in the business firm. The course is designed to assist students in developing their skills in interpersonal communication, public speaking, and effective business writing. (Bibliographic instruction course. Writing enhanced course.) Prerequisites: ENG 123 and at least one sophomore-level English course.

An introduction to the role of business in society highlighting the importance of Ignatian business and leadership principles and global business citizenship. Students will also study the traditional business disciplines of accounting, finance, economics, information technology, marketing, management and business ethics and strategy. Moreover, this course will have a service-learning component.

Upper Division Courses

This course will give an introduction into many areas of the law, including contracts, torts, criminal law, civil procedure, corporate law, property, the court system and all areas of employment law. Practical application of such law will be heavily emphasized.

An overview of business in an international environment, incorporating economic, management, marketing and financial implications of international transactions. Topics include exchange rates, trade policy, international institutions, global theory and cultural aspects of business.

A study of the nature and principles of management. An integrated approach to the study of principles is taken through consideration of the functional, behavioral and management science schools of thought. Prerequisites: ECO 101 and ACC 201, or permission of instructor.

A basic study of principles and policy for marketing decisions concerning the distribution of goods and services in both the profit and not-for-profit sectors. Special attention is given to formulation of policies and strategies as they relate to products, price, promotion, and distribution channels within the internal and external environment of the business. Prerequisites: ECO 101 and ACC 201, or permission of instructor.

 Introduction to the concepts and techniques of financial management within a business organization. Topics include the financial marketplace in which business decisions are made, valuation, forecasting, capital budgeting, financing decisions, and working capital management. Prerequisites: ECO 101, ACC 202, or permission of instructor.

An intensive study of the effective application of database design, development and management functions in businesses. Database projects in Access database software and investigation of e-commerce techniques will be covered. Ethical and policy issues related to database development and e-commerce (data mining, data retrieval, World Wide Web, privacy issues, etc.) will be discussed. Prerequisites: CIS 115 and junior standing.

An examination of major ethical theories and their application to the professional problems and conduct of persons engaged in business and management.

A capstone course in top management strategy and policy formulation. Actual cases are used as a basis for discussions and preparation of reports which call for executive decision-making. The course builds upon and integrates the core subjects in the business curriculum, including the topic of sustainability. This is the comprehensive experience for all business majors and must be taken in the senior year of study. (Writing enhanced course.)

Major Courses

This course will explore the integration of communication techniques and policies to maximize communication. The course will cover the variety of current communication tools and mediums available and their characteristics. These include print, broadcast, point of purchase, Internet, telemarketing, promotion, and public relations.

A comprehensive writing course which builds upon CMM 251 and is designed to develop professional writing skills for advertising and public relations practitioners including the mechanics, form and style of public relations and business writing as well as advertising copywriting. Students produce written materials for a local nonprofit client.

This course covers brand management within businesses. Managing the customer digital experience is also covered in this course. Topics covered include developing a brand optimization strategy, potential threats to brands, the use of SWOT analysis and other quality management tools and techniques, and developing digital management strategy.

This course will use data analysis tools and techniques to enable effective decision making within an organization. Students will learn how to, gather and analyze a variety of marketing data in order to make data-driven decisions.

A study of the application of statistical and other research techniques to the solution of marketing problems. Prerequisites: MKT 311 and BUS 263.

Strategies and techniques in marketing management. This course focuses on opportunity analysis and problem solving in the context of marketing decision-making in the areas of product, pricing, distribution, and integrated communication strategies. The usual pedagogy will be case analysis.

A course in which students, working in teams, act as a full-service agency to prepare a comprehensive campaign for a real-world client, including research, planning and materials production using all KSAs (knowledge/skills/abilities) expected of an entry-level professional. Industry professionals, the client and the instructor critique student campaigns.

This advanced digital marketing course is designed to prepare students for several industry certifications that are valued by the digital marketing industry. This course will cover Google Ads and Analytics, Microsoft Bing, and Facebook Blueprint, as well as other digital marketing certification exams. Students will register for the certification exams separately and take them at authorized testing centers.

Choose from the following:

Study of the selection and evaluation of media to meet the goals, objectives, strategies and tactics of a promotional plan. A survey of media planning principles, scheduling and buying as well as measurement principles and evaluation, including web analytics.

Nature, scope and contribution of advertising, personal selling, sales promotion and publicity to the firm’s problems of demand stimulation. Emphasis is placed on those principles and concepts that relate to the integration and organization of the promotional effort in achieving optimal allocation of the effort to facilitate movement of goods.

A course designed to address topics of special interest to marketing students. Possible areas include international marketing, personal selling and retail management.

A course designed to address topics of special interest to marketing students. Possible areas include international marketing, personal selling and retail management. Prerequisites: MKT 311 and permission of instructor.

A course in the opportunities and challenges associated with starting, owning and managing “new” and “small” businesses. Emphasis will be placed on entrepreneurial activities; legal constraints and advantages for small businesses; and the particular marketing, management, administrative and financial issues related to small businesses. The intent is to provide students the information they need to turn inspiration and dedication into successful businesses.

The course covers the business and technological aspects of business-to-business and business-to-consumer commerce on the Internet. The student will design, construct and present a web business using one of several web page design packages available. Prerequisites: CIS 115 and CIS 381. MKT 311 highly recommended.

A course designed to introduce the student to website development incorporating data technology. Technologies used to create dynamic data-driven web pages will include Dreamweaver, PHP, MySQL, XHTML and CSS. In addition, the student will learn to interact with and manage a website on a remote server. Substantial lab work will be expected. Cross-listed as ART 371.

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