Bachelor of Science in Digital Marketing: Curriculum

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.

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.