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Digital Marketing Degree - Bachelor of Science

Degree Information

The Digital Marketing major is an undergraduate degree designed to develop knowledge of, and experience with, the skills necessary for qualified professionals in the digital marketing discipline. Such skills include the application of problem-solving techniques, use of multi-modal communications technology, legal and ethical practices, trend monitoring, applied analytics, digital design, project management, collaboration, development of qualitative and quantitative metrics, marketing management, and digital marketing campaign design. These practical skills are complemented and reinforced by a framework of courses designed to sharpen your communication, critical thinking, and appreciation for the visions and values of our society. The Digital Marketing major prepares you for career advancement as well as advanced graduate studies.

Curriculum

Major Requirements (60 credit hours)

(Click a course name below to view course details)

  • FDMK 400 Using Web Technologies to Solve Problems

    This course explores the web technologies used to solve problems in the digital marketing environment, using innovation and critical thinking to make effective judgments. Emphasis is placed on using digital techniques and creative thinking to provide unorthodox solutions that reach new market segments. User-centered processes and data-processing tools will be used to develop a framework of technologies for creating successful campaigns. Mobile technologies will be incorporated and students will practice determining which technologies, formats, and media-buying models are most appropriate for various marketing applications. New media platforms, social media, dynamic web apps, operating systems, mobile technologies, and content management systems will be examined. The course equips students with the skills needed to solve digital marketing challenges in a global setting.

  • FFHU 321 Communication and Critical Thinking

    This course builds critical thinking and communication skills through enhanced reading, writing, and oral communication practices. Through the development of stronger comprehension, compositional and multimodal communication skills, students will demonstrate increased abilities in critical thinking and metacognitive strategies.

  • FFPS 311 Applied Problem Solving

    This course emphasizes problem solving and reasoning skills. The concepts and applications will reinforce and enhance a student’s abilities to effectively make judgments, inferences, analyses, forecasts, and assessments. A variety of essential problem solving techniques will be utilized and applied to the problem solving processes.

  • FDMK 395 Business Marketing

    This course provides an introduction to the foundations of marketing and current digital marketing techniques used to reach target markets. Scientific approaches will be applied to predict consumer buying behaviors and measure the success of marketing campaigns. Ethical marketing practices will be explored along with strategies for using affiliate marketing, integrated communications, and defining goals and control procedures. Awareness, acquisition, and retention marketing will be examined within campaigns that satisfy applicable laws, practices, and standards. Key performance indicators (KPIs) will be used to measure performance, return on marketing investment (ROMI), and customer and value retention. Students will use critical thinking to make decisions, communicate effectively, and solve problems in creative and innovative ways.

  • FFPS 418 Social Computing

    This course examines leading social computing frameworks and applications in modern society including social network systems, social media and socially oriented web-based applications. Basic communication practices are related to a digital environment that often lacks collocation. Current domestic and international trends are presented along with actual business social computing implementations. Coverage also includes effective social media campaigns, creating a social computing strategy, and techniques to analyze social computing.

  • FDMK 300 Web Design Basics

    The content of this course focuses on the use of creativity and innovation to solve problems related to web design. Skills will be developed in making appropriate, ethical, and value-based decisions using critical thinking techniques. Creative thinking practices will be applied to design basics such as color, contrast, placement, navigation, web standards, interactive design, and user experience to enhance the customer experience and improve business returns. Making effective judgments will be emphasized regarding image optimization, use of graphics, design layout, importance of white space, type and number of fonts, focus on content, user-centered processes, and performance across multiple browsers and operating systems. Students will develop skills in identifying, critically analyzing, and using common web design software tools to provide unorthodox solutions to marketing challenges.

  • FLA 400 American Vision & Values

    This course focuses on the political and philosophical traditions of the western world, especially as they are found in the American vision and embedded in the values, traditions, documents, and institutions of the United States.

  • FDMK 355 Project Management in the Enterprise

    This course focuses on the use of project management techniques to solve problems, communicate effectively, and develop processes that lead to successful digital marketing campaigns. Students will develop skills judging various approaches to creativity in the collection, management, and use of data. Appropriate, ethical, and value-based decisions will be made regarding the management of enterprise analytics. Integrated communication strategies will be developed to solve problems and provide superior marketing results via project management practices. By incorporating innovation, creativity, and critical thinking, students will practice making effective judgments pertaining to the use of collaborative project management technologies, process identification and support, workflow, the benefits of simplicity, iterative processes, and the value of internal and external project partners.

  • FFSS 414 Enterprise Information Intelligence

    This course provides an integrative foundation in the field of enterprise information intelligence at the tactical, operational, and strategic levels. Topics such as the functional areas of enterprise intelligence, developing skills applicable to real-world issues and solutions, business process analysis and design will be covered, along with other topics relevant to the field of information intelligence.

  • FDMK 305 Applied Search Marketing: SEO and SEM

    This course emphasizes the use of critical thinking, creativity, and innovation to solve digital marketing challenges using search engine optimization (SEO) and search engine marketing (SEM). Students will judge the appropriateness and ethics of value-based decision-making as it relates to the SEO environment. Topics will include content and social media marketing, value-enhancement for customers, optimization strategies (on-page and design), branding, keyword research, metrics, crisis management, and more. Agency and entrepreneurial perspectives will be examined. Students will practice their problem-solving and decision-making skills as they develop and deploy digital applications that are applicable, effective, and compliant with evolving industry standards. Skills will also be developed in the use of web analytics, qualitative and quantitative performance measurements, and affiliate marketing techniques to conduct site improvement and increase value in the enterprise.

  • FDMK 310 Analytics

    In this course, students will use analytics and sound scientific approaches to make and defend predictions regarding targeted consumer segments. Analytical tools will be used to collect, manage, and mine data; identify trends; and measure key qualitative/quantitative performance indicators. Students will judge value, ethics, and efficacy when making decisions regarding the use of email profiles; customer, browser, and non-responder behaviors; frequency and monetary analysis; site usage; and application data-sharing, among other practices. Critical thinking will be employed to judge the effectiveness of current practices. Best practices will be developed for using analytics and critical thinking to diagnose problems, provide creative and innovative solutions, and adjust strategies to improve sites and enhance value for customers. Skills will also be developed in handling data ethically, communicating effectively, and using analytics to create calculations that measure customer and value retention in the enterprise.

  • FDMK 315 How to Use Marketing Databases

    The primary focus of this course is the use of marketing databases when critically analyzing data to make appropriate, ethical, and value-based decisions. Database design will be examined, and database terminology and concepts will be explored in the context of choosing and deploying digital applications that meet industry and best practices standards. Students will apply sound scientific data analysis techniques to discover patterns and relationships used to make innovative, creative, knowledge-driven marketing decisions. Skills will be developed using problem-solving models. Students will practice using databases to obtain accurate and relevant customer information, measure profitability, help develop successful campaigns that reach targeted customers, and develop unorthodox solutions to improve sales, lower costs, increase customer retention, and enhance enterprise profitability.

  • FDMK 410 Integrated Marketing Communications

    In this course, students will apply their skills to solve problems and achieve enterprise objectives using reinforcing methods of communicating to targeted consumers. Practice will include the use of critical thinking to make effective judgments when developing an integrated approach to communicating the marketing message. By combining creative and innovative communication strategies across a variety of traditional and digital channels, students will provide unorthodox solutions to digital marketing challenges. Appropriate, ethical, and value-based decision-making will be practiced as organizational culture, advertising, diverse marketing approaches (awareness, acquisition, and retention), public relations, corporate citizenship, and social responsibility are explored. Students will develop skills in communicating effectively, judging creative marketing messages, evaluating the impact of integrated communication efforts, and driving campaign success via user-centered processes and feedback.

  • FLA 410 Tradition & Change

    This course focuses on the creative tensions between the forces of tradition and change in the production of intellectual, social, and cultural progress. It examines the manner in which change can renew the political and social vitality of American democracy.

  • FDMK 320 Ethics and Responsibilities

    In this course, students will apply ethical standards to make appropriate, value-based decisions regarding digital marketing, privacy, civil liberties, and cultural diversity. Skills will be developed in making effective judgments, based on critical thinking and analysis, about the best ethical methods of marketing to accomplish enterprise goals. Various digital practices, including the use of mobile technologies, will be analyzed and judged based on students’ awareness of ethical behaviors. Personal ethics will be examined and ethical standards will be applied when solving problems. The impact of society on ethics and organizations will be evaluated, including the use of social media in public relations, customer service, and marketing scenarios. Students will analyze scenarios to practice creative and innovative problem-solving, ethical leadership, and critical thinking. The legal aspects of marketing activities that impact organizations and consumers will also be incorporated.

  • FDMK 325 Pop Culture

    Students in this course will examine the relationship between popular culture and digital marketing design, and practice making effective judgments when designing applications for the current digital marketing environment. Marketing design is influenced by pop culture trends. Critical analysis of these trends helps students develop creative and innovative solutions for reaching target markets. Students will practice using different design elements and digital channels, along with analytics, to influence cultural conversations, drive brand recognition, and increase customer value. Current techniques for measuring campaign success will be judged for effectiveness, along with developing best practices for analytics, and applying critical thinking when choosing advertising formats and media-buying models. Skills will be developed in using crowd-sourced pop culture information to define marketing goals, institute control procedures, and successfully execute digital campaigns within strategic frameworks.

  • FDMK 420 Digital Marketing Campaign Design

    This course develops the skills needed to design creative and innovative digital marketing campaigns based on critical thinking and effective judgment. Students will practice making appropriate, ethical, and value-based decisions relating to campaign themes, the identification of unique value propositions, the use of creative design elements to create an effective customer experience, and demonstrating relevance to consumers. Problem-solving skills will be applied to provide solutions at various stages of campaign development and implementation. Students will practice setting goals and developing control procedures in order to measure the qualitative, quantitative, and financial performance of campaigns. Market segmentation and targeting, influencing, messaging, campaign strategy, media mix, budgeting, and media scheduling/integration are covered topics. The course culminates with the preparation of a digital marketing campaign plan, requiring students to use all of the skills developed in the digital marketing program – solving problems, using creative thinking, applying analytics, creating strategies, developing comprehensive plans, and measuring value.

  • FDMK 405 Digital Marketing Strategies

    This course emphasizes student development of digital marketing strategies that solve problems creatively while supporting organizational mission and values. Students will critically evaluate the information needed to make effective judgments regarding digital marketing management and superior performance. Clear and effective communication skills will be developed, since they are essential elements in the refinement of successful strategies. Emphasis is placed on students’ abilities to develop and implement innovative strategies and unorthodox solutions that are adaptable to changing conditions. Critical-thinking and problem-solving skills are developed as the processes that enable learning from competitors, customers, and other stakeholders are explored. Scientific approaches for making and defending predictions are applied as students judge campaign creativity, solve marketing dilemmas, and develop digital campaign and value-measurement strategies.

  • FLA 420 Freedom & Responsibility

    This course compares several modern economic systems and evaluates their strength and limitations for modern democracies like the United States. It also examines the importance of civic engagement as a way of fulfilling citizens’ responsibilities for the well-being of society and for the freedom they enjoy.

  • FFSS 421 Transformative Global Interdependence

    This course analyzes from a global perspective the causes, nature, and effects of globalization and how the world is becoming more interconnected and interdependent across all levels: international, national, local, and personal. Topics include compelling contemporary issues with a focus on the economic, political, social and cultural impacts. The course also includes the application of ethical principles in guiding solutions with the challenges that face our society and world and an emphasis on processing and producing primary source and original scholarship material.

Students applying for professional license or certification should verify the University’s offerings meet the requirements with the professional organization.

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