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Nov 25, 2024
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2020-2021 Undergraduate Catalog [ARCHIVED CATALOG]
Marketing, Digital Marketing Concentration, B.B.A.
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 Return to: Academic Departments
The emerging digital marketing sector is attracting marketing graduates interested in paid search, display advertising, marketing analytics, search engine optimization, content marketing, mobile marketing, email marketing and social media. Students who graduate with the digital marketing concentration will understand the foundational theory and best practices related to driving website traffic and making data-driven decisions. Students will complete industry-recognized certifications within the digital marketing electives and will be encouraged to complete other external certifications that relate to their career goals. Students will learn to use appropriate industry tools for the classes in which they enroll such as website builders, email service providers, content creation tools, social media planning dashboards and keyword planning tools. Students will learn the development process for digital marketing platforms and to connect the creation of materials to marketing strategies and measurable objectives. After completing the concentration, students will have an understanding of the use of digital marketing in contributing to the overall achievement of the organization’s business objectives. Courses in this concentration build on the content of MKTG 384 . Students should complete this course as soon as possible after completing COB 300.
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Digital Marketing Concentration Requirements
Required Marketing Courses: 15 Credit Hours
Electives: 12 Credit Hours
Complete twelve credits through one of the following paths below. The Department of Marketing encourages Digital Marketing Concentration students to pursue Path 1:
Path 1:
Three digital marketing-focused marketing electives (nine credits) and one other marketing elective (three credits)
Path 2:
Two digital marketing-focused marketing electives (six credits) and two other marketing electives (six credits)
Recommended Schedule for Marketing, Digital Marketing Concentration, B.B.A
Marketing majors pursuing a concentration in Digital Marketing should follow the course schedule below to complete the final two years of their program. It is possible to deviate from this schedule but care must be taken to ensure that all course prerequisites are met. In order to meet the requirements of the Digital Marketing Concentration, students should complete MKTG 384 in the semester immediately following the successful completion of CoB 300.
Fourth Year
The recommended schedule for the fourth-year below is based on Path 1 by completing three Digital Marketing-focused electives (9 Credit Hours) and one Marketing elective (3 Credit Hours). Students may pursue Path 2 to fulfill Digital Marketing concentration requirements by completing two Digital Marketing-focused electives (6 Credit Hours) and two Marketing electives (6 Credit Hours).
Total: 12-15 Credit Hours
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Return to: Academic Departments
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