Digital Marketing

Brown School of Business and Leadership

Department of Business Administration

Department Chair: Deborah Leather, D.B.A.

Description

The digital marketing major is a program of study using the principles of marketing, business information systems, and visual communication to learn how to effectively compete for customers and clients through a strong presence on the Internet and other emerging digital communication channels. The degree will provide the graduate with a sophisticated set of technology skills along with business and design acumen needed to identify, engage, and continue relationships with customers using digital media. The graduate will be prepared to become a leader in the increasingly shifting digital marketing environment at the local, regional, and international market levels.

Objectives

Upon completion of the Bachelor of Science in Digital Marketing, graduates will be able to:

  1. Apply the essential elements and theories of marketing to the Internet and other digital marketing channels.
  2. Develop and/or implement professional digital marketing strategies and programs using professional visual design and technical terminology and techniques.
  3. Interpret the current state and future digital marketing possibilities as they relate to a specific organization.
  4. Evaluate the significance of global markets and marketing processes in the development and application of alternative media plans.
  5. Assess organizational marketing strategies as an integrated technological, visual design, and business planning system.

Policies

Students must earn a minimum GPA of 2.50 in the major, and the lowest acceptable grade is a "C" in all major and Stevenson Educational Experience (SEE) courses. No student, regardless of major, will be permitted to advance to the next course without earning a grade of "C" or better in the prerequisite course(s). When a grade below "C" is earned in a major course, the student must repeat that course.

A course may be repeated once without special permission. Digital marketing majors must apply in writing to the department chair requesting permission to repeat a course for a second time. Those who do not successfully complete a major course with a grade of “C” or better after a third attempt will not be allowed to continue in the digital marketing program.

Requirements

The courses listed below are required for the completion of the bachelor's degree in digital marketing. Students must also complete the requirements for the Stevenson Educational Experience (SEE).

Specific pre- and co-requisites for each course are listed in the course descriptions.

Major Requirements:

ART 110Fundamentals of Design I

3 credits

ART 113Fundamentals of Design II

3 credits

IAD 381Mobile and Responsive Design

3 credits

INBUS 325/MKT 325International Marketing

3 credits

IS 135MS Office Applications

3 credits

IS 201Management Information Systems

3 credits

IS 301Principles of E-Commerce

3 credits

IS 320Human-Computer Interaction

3 credits

IS 361E-Collaboration and Social Networking

3 credits

IS 386E-Commerce Business Solutions

3 credits

MKT 206Principles of Marketing

3 credits

MKT 210Strategic Marketing Communication

3 credits

MKT 307Market Research

3 credits

MKT 311Consumer Behavior

3 credits

MKT 336Integrated Marketing Communication

3 credits

VCD 125Fundamentals of Digital Media

3 credits

VCD 208Web Design I

3 credits

VCD 270Introduction to Corporate Communication Design

3 credits

VCD 308Web Design II

3 credits

One internship is required:

ART 390Internship I

3 credits

or

MKT 417Senior Business Internship

3 credits

Suggested Course Sequence

Suggested Course Sequence

Minor in Digital Marketing

A minor in Digital Marketing is not available; however, students majoring in other fields who have an interest in marketing or information systems may consider taking a minor in those fields. Please see an academic advisor for more information. Specific information regarding minor requirements may be found in the Academic Information section of the catalog.

Course Descriptions

For ART, IAD, and VCD course descriptions, see the Visual Communication Design section of the catalog. For INBUS, MGT, and MKT course descriptions, see the Business Administration section of the catalog. For IS course descriptions, see the Information Systems section of the catalog.

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