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:
- Apply the essential elements and theories of marketing to the Internet and other digital marketing channels.
- Develop and/or implement professional digital marketing strategies and programs using professional visual design and technical terminology and techniques.
- Interpret the current state and future digital marketing possibilities as they relate to a specific organization.
- Evaluate the significance of global markets and marketing processes in the development and application of alternative media plans.
- 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 110 | Fundamentals of Design I | 3 credits |
| ART 113 | Fundamentals of Design II | 3 credits |
| IAD 381 | Mobile and Responsive Design | 3 credits |
| INBUS 325/MKT 325 | International Marketing | 3 credits |
| IS 135 | MS Office Applications | 3 credits |
| IS 201 | Management Information Systems | 3 credits |
| IS 301 | Principles of E-Commerce | 3 credits |
| IS 320 | Human-Computer Interaction | 3 credits |
| IS 361 | E-Collaboration and Social Networking | 3 credits |
| IS 386 | E-Commerce Business Solutions | 3 credits |
| MKT 206 | Principles of Marketing | 3 credits |
| MKT 210 | Strategic Marketing Communication | 3 credits |
| MKT 307 | Market Research | 3 credits |
| MKT 311 | Consumer Behavior | 3 credits |
| MKT 336 | Integrated Marketing Communication | 3 credits |
| VCD 125 | Fundamentals of Digital Media | 3 credits |
| VCD 208 | Web Design I | 3 credits |
| VCD 270 | Introduction to Corporate Communication Design | 3 credits |
| VCD 308 | Web Design II | 3 credits |
One internship is required:
| ART 390 | Internship I | 3 credits |
| | or | |
| MKT 417 | Senior Business Internship | 1 credit |
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.