BBA – Digital Marketing

Undergraduate
Bachelor of Business Administration (BBA)
120 credits
Online

Program Description

Marketing is essential to any product- or service-providing organization. The digital marketing major provides you with an in-depth understanding of marketing principles, advertising and persuasion, consumer behavior, and e-commerce. You’ll learn how to study human behavior and how to discover the needs and preferences of consumers and use this information to market a product or service effectively. A degree in digital marketing is designed to prepare you to develop, execute, and promote products/services within any industry.

The need for digital marketers in a world built on messaging in an instant has grown exponentially, but they will need to be well rounded. The program includes foundational business courses in the areas of accounting and financial management, business law, economics, information technology, international business, statistics, and management. Career opportunities in all industries are readily available; from sports and entertainment all the way to industrial business-to-business transactions, quality marketing in the digital age will be essential.

Learning Outcomes

Graduates of the digital marketing program will be able to:

Demonstrate a foundation of business skills in the areas of accounting and financial management, information technology, marketing, and organizational and project management.
Conduct environmental analyses by identifying industry trends, analyzing competitors, and researching the customer to evaluate and guide marketing strategies.
Conduct market research to collect data related to environmental scans, demand forecasts, market segmentation, and new product testing to guide/support marketing strategy development/selection.
Develop a market-product focus by setting marketing and e-marketing objectives (based on market and product), segmenting the market, identifying target segment(s), and positioning the product, good, or service.
Develop marketing strategies to introduce a new product to a market based on product characteristics, pricing strategies, e-marketing components, market information, and channel objectives.
Evaluate new technology for market development, customer retention, and customer relationship building.

BBA – Digital Marketing (120 Credits)

Additional Program Requirements

General Education (see General Education Requirements for details) 30 credits

Lower Division Core (27 Credits)

TCM 1000 Business Arts ImmersionENG 1100 Discourse and DeliveryPHL 1200 Critical Thinking in an Illogical WorldPHL 1500 The Right DecisionACC 1000 Principles of Accounting and Economic Renaissance ICOM 1400 Speak Up!LAW 2900 Business LawECO 1000 Economies and Economics I (Macroeconomics)ECO 2000 Economies and Economics II (Microeconomics)

Upper Division Core (23 Credits)

COM 3100 Communicating to a Shrinking WorldPHL 4000 Rhetoric: The Hyde Park SoapboxPHL 4900 The Social ContractBUS 3500 Strategic Thinking from the Inside OutMKT 3000 Transactional MarketingOPM 3000 Supply Chain: Driving the Silk Road into TodayCAR 1000 A-D* Career Fulfillment3000/4000 Elective

Major Courses (36 Credits)

MGT 4071 Organizational BehaviorMKT 3360 Story telling with Content Marketing and SEOMKT 4300 Driving Traffic with Online AdvertisingMKT 4350 Social Media and PracticeMKT 4450 Marketing Metrics and Analytics for Decision MakingMKT 2150 Marketing in a Digital WorldHRM 2800 How We Work TogetherMKT 2300 Engaging Customers with Social Media and VideoMKT 2100 Transformational MarketingProfessional Experience (6 credits) - PJT 4910/4920 or internships and/or assistantships; 3000/4000 Elective or graduate elective

Electives (15+ Credits)

*Note: 15 credits within lower division core can also count towards general education. *Note: Up to 15 designated major or elective credits can be replaced with MBA or MS courses, which will count towards graduate degree requirements.

BBA – Digital Marketing

Program Description

Learning Outcomes

BBA – Digital Marketing (120 Credits)

Additional Program Requirements

Lower Division Core (27 Credits)

Upper Division Core (23 Credits)

Major Courses (36 Credits)

Electives (15+ Credits)

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