Contents
Catalog Links

Digital Marketing

The Digital marketing major equips marketing students with cutting- edge knowledge in the areas of social and new media, advertising, analytics and digital marketing to prepare them to meet the demands of the current marketing profession. The Digital Marketing major builds upon the main body of management knowledge that is found in the business core classes providing learners with the key business skills such as: leadership/management, marketing, ethics and communications and then adds a concentrated focus of digital marketing and technology to develop their understanding of online marketing theories, application of digital strategies and exposes students to the many facets of online marketing, from web and Google analytics, to social media marketing. Ongoing technological advancements in digital and social media have fundamentally changed the methods and means of advertising and marketing for businesses. Demand for new and innovative ways to advertise have forced organizations to look outside traditional methods and move much more to digital and social media.

The Digital Marketing major curriculum prepares students for the expanding fields of digital marketing, analytics and social media as used in business and inspires ongoing learning to stay current with emerging tools and provides learners with the tools, skills and competencies required to add value to their companies marketing communications and digital marketing strategies.

Student Learning Outcomes

  1. Communication: Communicate clearly and effectively in both written, oral and digital forms to an intended audience using strategies and methods appropriate to college-level expectations. Students will demonstrate effective communication characterized by written work that is clear, organized, succinct yet exhibits depth of analysis and synthesis, and accurate in mechanics and documentation.
  2. Critical Thinking and Problem Solving: Students will demonstrate critical thinking characterized by the ability to define business problems with the evidence available, discern fact from opinion, determine underlying causes, and formulate and evaluate potential solutions. Students will identify and implement best practices in business for planning, decision-making, problem-solving, and conflict management within an ethical framework.
  3. Leadership and Team Collaboration: Student’s leadership skills will be evidenced in taking initiative, communicating objectives, building agreement, ability to change and motivating team members to perform. A key ingredient in the student’s development of leadership and teamwork skills is self-assessment; therefore, students will assess their own leadership style, strengths, and areas for improvement. Students will show effective group collaboration by making material contributions to group projects, demonstrating responsiveness and availability as a team member, communicating clearly and effectively, exercising leadership where appropriate, and demonstrating collegial behavior appropriate in professional relationships.
  4. Comprehension and Application of New Media: Students should demonstrate their understanding of the various new medias such as; social media, mobile technology, web analytics, search engine optimization, viral advertising.  As well as be able to express ideas and concepts through the development and creation of digital content for effective marketing by implementing and assessing strategies for social media, designing and evaluating the effectiveness of interactive web sites and analyzing digital marketing strategies through SEO, PPC, UX to increase web traffic flows, enhance visibility, increase consumer satisfaction and response rates.
  5. Synthesis and the Foundational Knowledge of Business Disciplines: Students will demonstrate a solid understanding of core business principles in the primary areas of digital marketing, web technologies, new media and management, as well as the interconnectedness of these disciplines in the running of an organization. Students will be assessed in the form of strategic plans and tests that employ strategic thinking, visioning and the development of strategies intended for organizational improvement and growth within a global environment.
  6. Digital Ethics: Students will recognize ethical and moral issues, identify needed actions, and demonstrate the moral courage to implement them. They will also review questions of ethics, privacy issues with social media, conflict, and citizenship to frame understanding of digital marketing. They will embody integrity in their work and actions, honor confidentiality, articulate the integration of their faith and understand and follow generally accepted codes of conduct in the field of marketing and in business.