Digital Marketing - Bachelor of Applied Science in Communication

Degree

Bachelor of Applied Science (BAS)

Overview

Rapid advancements in technology have changed, and will continue to change, marketing in unprecedented ways. In response to today’s demand for marketing professionals who understand and effectively use digital technologies, this degree will help students master topics like search engine marketing, mobile, web analytics, and much more. Furthermore, students will develop the capacity to design and execute digital marketing campaigns that reach targeted audiences with precision.

Career Opportunities

Companies are eager to hire people with both the strategy and skills necessary to manage their digital marketing efforts.  Students designing their career in Digital Marketing can expect to work in the following fields:

• Omni-channel Demand Generation
• Growth Marketing
• Content Creation
• Advertising/Customer Advocacy
• Digital Analytics

Learning Outcomes

Upon completion of the degree, successful graduates will be able to:

1. Communicate in a persuasive, legal, and ethical manner.
2. Strategically develop and manage omni-channel digital marketing campaigns. 
3. Utilize tools, platforms and data sources to optimize research, audience reach, conversion, and retention. 
4. Design digital experiences that are easy and efficient. 
5. Lead teams and serve within a team in a productive and constructive manner.

Course Requirements

Students are responsible to examine the course description of each course listed below for details of prerequisites, which must be satisfied before registering for the course.

Religion Courses

REL, Four cornerstone religion courses (REL 200, REL 225, REL 250, and REL 275), 8 credits
REL, Three additional religion courses, 6 credits

Total Religion Courses Minimum Credit Hours: 14

College-wide Courses

BAP 115, Excel and Introduction to Technology, 1 credit
CAR 101, College Success, 1 credit
CAR 299, Internship, 1 credit

Total College-wide Courses Minimum Credit Hours: 3

General Education Courses

COMM 122, Interpersonal Communications, 3 credits
ENG 101, Introduction to College Writing, 3 credits
ENG 201, Intermediate College Writing, 3 credits
MAT 252, Statistics, 3 credits
POLS 110, American Government, 3 credits
GE – Choice, General Education, Student Choice Course, ECON 162 is recommended, 3 credits
GE – FA, any General Education, Fine Arts Course, 3 credits
GE – LS, any General Education, Life Science Course, 3 credits
GE – PS, any General Education, Physical Science Course, 3 credits
GE - -SC, any General Education, Social Science Course, ECON 161 is recommended, 3 credits

Total General Education Courses Minimum Credit Hours: 30

Program Core Courses

COMM 210, Mass Communication and Society, 3 credits
COMM 300, Communication Career Workshop, 1 credit
COMM 310, Writing for Communication Careers, 3 credits
COMM 320, Public Speaking, 3 credits
COMM 330, Digital Channel Strategy, 3 credits
COMM 350, Communication Research Methods, 3 credits
COMM 360, Conflict Management, 3 credits
COMM 370, Media Law and Ethics, 3 credits
COMM 380, Communication Project Management, 3 credits
COMM 499, Communication Internship, 2 credits
DCC 180, Fundamentals of Content Creation, 3 credits

Total Program Core Courses Minimum Credit Hours: 30

Certificate 1 Courses

Select between Technology Account Management and Digital Marketing

Technology Account Management
DM 230, Digital Search Marketing, 3 credits
DM 240, Digital Mobile Marketing, 3 credits
TAM 120, Introduction to Sales, 3 credits
TAM 195, Digital Technology Sales, 3 credits
TAM 275, Advanced Sales, 3 credits

Digital Marketing
DM 230, Digital Search Marketing, 3 credits
DM 240, Digital Mobile Marketing, 3 credits
TAM 195, Digital Technology Sales, 3 credits

Total Certificate 1 Credit Hours: 15

Communication Skills Certificate Courses

Social Media Marketing Certificate
DM 105, Introduction to Digital Marketing, 3 credits
DM 120, Digital Marketing Strategy, 3 credits
DM 150, Digital Marketing Analytics, 3 credits
DM 160, Digital Marketing Advertising, 3 credits
SMM 130, Social Media Marketing Content, 3 credits

Total Certificate 1 Credit Hours: 15

Digital Marketing Emphasis Courses

COMM 410, Design Thinking, 3 credits
COMM 420, Digital Marketing Strategy II, 3 credits
COMM 430, Conversion Rate Optimization, 2 credits
COMM 450, Advanced Digital Analytics, 3 credits
COMM 455, Consumer Insight, 2 credits

Total Digital Marketing Emphasis Minimum Credit Hours: 13

Total Digital Marketing – (BAS) in Communication Degree Minimum Credit Hours 120

Recommended Sequence of Courses

Depending upon the number of preparatory courses required, additional semesters may be required to complete the program.

First Semester

DM 105, Introduction to Digital Marketing, 3 credits
DM 120, Digital Marketing Strategy, 3 credits
DCC 180, Fundamentals of Content Creation, 3 credits
ENG 101, Introduction to College Writing, 3 credits
BAP 115, Excel and Introduction to Technology, 1 credit
CAR 101, College Success, 1 credit
REL, Religion, 2 credits

Total Minimum Semester Hours: 16

Second Semester

DM 150, Digital Marketing Analytics, 3 credits
SMM 130, Social Media Marketing Content I, 3 credits
TAM 120, Introduction to Sales, 3 credits
TAM 195, Digital Technology Sales, 3 credits
REL, Religion, 2 credits

Total Minimum Semester Hours: 14

Third Semester

DM 160, Digital Marketing Advertising, 3 credits
TAM 275, Advanced Sales, 3 credits
DM 230, Digital Search Marketing, 3 credits
COMM 210, Mass Communication and Society, 3 credits
ENG 201, Intermediate College Writing, 3 credits

Total Minimum Semester Hours: 15

Fourth Semester

DM 240, Digital Mobile Marketing, 3 credits
COMM 310, Writing for Communication Careers, 3 credits
COMM 320, Public Speaking, 3 credits
COMM 330, Digital Channel Strategy, 3 credits
CAR 299, Internship, 1 credit
REL, Religion, 2 credits

Total Minimum Semester Hours: 15

Fifth Semester

COMM 450, Advanced Digital Analytics, 3 credits
COMM 300, Communication Career Workshop, 1 credit
COMM 380, Communication Project Management, 3 credits
COMM 122, Interpersonal Communication, 3 credits
MAT 252, Statistics, 3 credits
REL, Religion, 2 credits

Total Minimum Semester Hours: 15

Sixth Semester

COMM 420, Digital Marketing Strategy II, 3 credits
COMM 350, Communication Research Methods, 3 credits
POLS 110, American Government, 3 credits
GE – SC, any General Education, Social Science Course, ECON 161, Microeconomics is recommended, 3 credits
REL, Religion Upper-Division, 2 credits

Total Minimum Semester Hours: 14

Seventh Semester

COMM 455, Consumer Insight, 2 credits
COMM 430, Conversion Rate Optimization,  2 credits
COMM 370, Media Law and Ethics, 3 credits
GE – Choice, Any General Education, Choice course, ECON 162, Macroeconomics is recommended, 3 credits
GE – LS, any General Education, Life Science Course, 3 credits
REL, Religion Upper-Division, 2 credits

Total Minimum Semester Hours: 15

Eighth Semester

COMM 410, Design Thinking, 3 credits
COMM 360, Conflict Management, 3 credits
COMM 499, Communication Internship, 2 credits
GE – PS, any General Education, Physical Science Course, 3 credits
GE – FA, any General Education, Fine Arts Course, 3 credits
REL, Religion, 2 credits

Total Minimum Semester Hours: 16

Total Digital Marketing – (BAS) in Communication Degree Minimum Credit Hours 120

Graduation Requirements

1. Minimum of 120 total semester credit hours as outlined 
2. Grade of C or better in all core and emphasis courses 
3. Cumulative grade-point average of 2.0 or higher

4. Complete a minimum of 40 credit hours of upper-division classes (>300 level)