Digital Marketing

Why Digital Marketing?SM

The rules of the game have changed. A cultural revolution is underway and the marketing industry is undergoing a fundamental transformation. Consumers and businesses are increasingly shifting their attention from traditional marketing media to the digital media. Today, companies must connect with customers and other businesses through digital channels and adjust their marketing mix in order to succeed.

According to Hootsuite CEO Ryan Holmes, there is a social media skills gap of epic proportions, resulting in billions of dollars in lost opportunities and revenue. The current workforce is ill-equipped to help businesses tap into the true potential of social media. Among 2,100 companies surveyed by Harvard Business Review, only 12% of those companies using social media feel they use it effectively.*

This gap leads to a lot of opportunities which can only be utilized if there is the right training available to build up the required skill set. There is this “belief” that digital natives know what is to be done just because they grew up with social media and technology. However, that hardly means they are trained to work on a company’s digital marketing strategy. The objective of this program is to fill that skill gap and provide an opportunity for students to be trained in digital and social media marketing and prepare them to fit the business requirements of digital marketing. There is a lack of guidance and of training programs provided by universities and companies and we are one of the few universities who have partnered with companies to offer this program.

*https://business.financialpost.com/entrepreneur/the-social-media-skills-gap-in-the-workplace-has-fast-become-a-perilous-chasm

Digital Marketing Minor (Non-Business Majors Only)

Required Courses (12 Hours)

  • MKT 3050 - Principles of Marketing (3)
  • MKT 3225 - Digital Media & Marketing (3)
  • MKT 3235 - Social Media Marketing - Building a Strong Brand (3)
  • MKT 4630 - Social, Mobile, Analytics and Cloud Marketing (3)

One Digital Marketing Elective Courses Taken from the Following (3 hours)

  • MKT 3240 - Integrated Marketing Communications (3)
  • MKT 3270 - Consumer Behavior (3)
  • MKT 3280 - Business-to-Business Buyer Behavior (3)
  • MKT 3295 - New Product Development and Branding (3)
  • MKT 4550 - International Marketing (3)

Students






Marketing - Digital Marketing  Concentration, BSBA (Marketing Majors Only)

Marketing Major Common Core (6 Hours)

  • MKT 4620 - Marketing Research (3)
  • MKT 4650 - Strategic Marketing Management (3)

Digital Marketing Concentration Required Courses (9 Hours)

  • MKT 3225 - Digital Marketing Media (3)
  • MKT 3235 - Social Media Marketing - Building a Strong Brand (3)
  • MKT 4630 - Social, Mobile, Analytics and Cloud Marketing (3)

Electives - General Marketing Concentration (6 Hours)

Select two of the following:

*Students may only count 3 hours of either MKT 3900 or MKT 3910 towards the marketing major electives.  The internship cannot be the last credits earned

  • MKT 3240 - Integrated Marketing Communications (3)
  • MKT 3270 - Consumer Behavior (3)
  • MKT 3280 - Business-to-Business Buyer Behavior (3)
  • MKT 3295 - New Product Development and Branding (3)
  • MKT 4550 - International Marketing (3)
  • MKT 3900 - Marketing internship (3 or 6) *only 3 of MKT 3900 or MKT 3910 may apply to meeting the major elective requirement  

Digital Marketing Flyer