Digital Marketing and Communications, BBA
The focus on this industry-driven bachelor’s degree program in Digital Marketing and Communications is to equip students with the broad range of skills needed to thrive as marketing professionals in the evolving landscape of the digital space. Fundamental digital marketing principles, strategies, and tactics that help companies effectively reach their target audience(s) are introduced from a practitioner’s perspective to ensure that students learn how to apply their newly acquired skills and knowledge to identify segment markets and to reach and engage audiences.
In addition, students learn how to apply evidence-driven strategies based on analytics
that produce data-driven insights for use in decision-making. Emphasis is placed on skill development and proficiency in data analysis, digital marketing, traditional marketing, management, critical-thinking, and problem-solving skills.
Students are given opportunities to apply these skills to foster engagement while selecting the most appropriate digital channels, platforms, tools, and approaches such as social media, SEM, SEO, mobile, email, content and video strategies, to craft and deliver relevant experience and messages for target audiences. Students are also introduced to the key digital methodologies and related tactics that foster relevant engagement and create focused customer journeys that can drive customer loyalty and conversion.
Program Learning Outcomes:
- Students will be able to utilize website analytics and data analysis tools, and other emerging technologies to determine product positioning, and to create unique and engaging messages and experiences with a variety of audiences to maximize opportunities for business growth.
- Students will be able to demonstrate proficiency in combining current and emerging digital technological platforms and tools, with basic traditional marketing strategies and analytics to promote brand awareness.
- Students will be able to create data driven, measurable, and actionable digital marketing strategies that are aligned with an organization’s business goals and objectives.
Requirements
| Code | Title | Credits |
|---|---|---|
| Major-Related Courses | ||
| CM-101 | Mass Communications (Mass Communications) | 3 |
| CM-200 | Public Relations (Public Relations) | 3 |
| CM-210 | Copywriting for Digital Marketing (Copywriting for Digital Messaging) | 3 |
| CM-220 | Audience Appreciation in Mass Media (Audience Appreciation in Mass Media) | 3 |
| MG-101 | Introduction to Business | 3 |
| MG-112 | Business Ethics | 3 |
| MG-201 | Principles of Management | 3 |
| MK-101 | Marketing Foundations | 3 |
| MK-110 | Social Media Marketing | 3 |
| MK-201 | Integrated Advertising & Promotions | 3 |
| MK-203 | Branding & Product Development | 3 |
| MK-206 | Digital & Search Engine Marketing | 3 |
| MK-250 | Graphic Design for Marketers | 3 |
| MK-350 | Artificial Intellignce and Digital Marketing | 3 |
| MK-355 | Digital and Social Media Marketing | 3 |
| MK-400 | Strategic Planning for Digital and Marketing Communications | 3 |
| MG-362 | Business Management Systems | 3 |
| MG-375 | Technology and Tools for Data Analysis | 3 |
| BL-201 | Business Law I | 3 |
| CM-390 | Digital Marketing and Communication Internship | 3 |
| or MG-390 | Business Management Internship I | |
| Elective Courses Major-Area Electives | 6 | |
| Major-Related Courses Subtotal | 66 | |
| General Education and Related Courses | ||
| English Credits | 9 | |
| MA-115 | Quantitative Reasoning | 3 |
| MA-135 | Statistical Applications | 3 |
| EC-201 | Macroeconomics | 3 |
| EC-203 | Microeconomics | 3 |
| LA-101 | Introduction to Psychology | 3 |
| LA-122 | Fundamentals of Communication | 3 |
| Liberal Arts Elective(s) | 6 | |
| IT-115 | Electronic Spreadsheet Applications | 3 |
| IT-118 | Integrated Business Applications | 3 |
| IT-215 | Advanced Spreadsheet Applications | 3 |
| Open Electives | 12 | |
| General Education and Related Courses Subtotal | 54 | |
| Total Credits | 120 | |
Recommended Sequence
| First Year | ||
|---|---|---|
| Semester 1 | Credits | |
| MG-101 | Introduction to Business | 3 |
| MK-101 | Marketing Foundations | 3 |
| EN-111 | College Writing and Critical Analysis | 3 |
| LA-122 | Fundamentals of Communication | 3 |
| IT-118 | Integrated Business Applications | 3 |
| Credits | 15 | |
| Semester 2 | ||
| IT-115 | Electronic Spreadsheet Applications | 3 |
| EN-121 | Analytical Thinking, Writing & Research | 3 |
| MA-115 | Quantitative Reasoning | 3 |
| MK-110 | Social Media Marketing | 3 |
| CM-101 | Mass Communications (Mass Communications) | 3 |
| Credits | 15 | |
| Semester 3 | ||
| MK-201 | Integrated Advertising & Promotions | 3 |
| MG-112 | Business Ethics | 3 |
| CM-210 | Copywriting for Digital Marketing (Copywriting for Digital Messaging) | 3 |
| LA-101 | Introduction to Psychology | 3 |
| IT-215 | Advanced Spreadsheet Applications | 3 |
| Credits | 15 | |
| Semester 4 | ||
| MK-203 | Branding & Product Development | 3 |
| MK-206 | Digital & Search Engine Marketing | 3 |
| CM-220 | Audience Appreciation in Mass Media (Audience Appreciation in Mass Media) | 3 |
| MA-135 | Statistical Applications | 3 |
| EC-201 | Macroeconomics | 3 |
| Credits | 15 | |
| Semester 5 | ||
| EC-203 | Microeconomics | 3 |
| EN-206 | Professional Writing and Presentation | 3 |
| MG-201 | Principles of Management | 3 |
| MG-362 | Business Management Systems | 3 |
| Open Elective | 3 | |
| Credits | 15 | |
| Semester 6 | ||
| MK-250 | Graphic Design for Marketers (Graphic Design for Marketers) | 3 |
| MK-350 | Artificial Intellignce and Digital Marketing (Artificial Intelligence in Digital Marketing) | 3 |
| CM-200 | Public Relations (Public Relations) | 3 |
| BL-201 | Business Law I | 3 |
| Liberal Arts Elective(s) | 3 | |
| Credits | 15 | |
| Semester 7 | ||
| MG-375 | Technology and Tools for Data Analysis | 3 |
| MK-355 | Digital and Social Media Marketing (Digital and Social Media Marketing) | 3 |
| CM-390 or MG-390 |
Digital Marketing and Communication Internship (Digital Marketing and Communication Internship) or Business Management Internship I |
3 |
| Open Electives | 6 | |
| Credits | 15 | |
| Semester 8 | ||
| MK-400 | Strategic Planning for Digital and Marketing Communications (Strategic Planning for Digital and Marketing Communications) | 3 |
| Liberal Arts Elective(s) | 3 | |
| Open Elective | 3 | |
| Elective Courses Major-Area Electives | 6 | |
| Credits | 15 | |
| Total Credits | 120 | |