Digital Marketing and Analytics
Digital Marketing
and Analytics
Major Requirements (54 credits)
Required Core Courses* (9 credits)
BUSINESS AND CORE COURSES
Introduction to accounting concepts, processes, procedures, and practices in the preparation of financial statements. The course will introduce students to the four basic financial statements, comprised of the income statement, statement of cash flow, balance sheet, and statement of owner’s equity. Students will also incorporate current accounting events and accounting ethics into this course. (3 credits)
Managerial accounting involves using economic and financial information to plan and control many of the activities of an entity, and to support the management data-driven decision-making process. Topics include job order costing, activity-based costing, cost-volume-profit analysis, budgetary planning and controls, and planning for capital investments. The objective of this course is to provide students with an understanding of the management and information that aids management with making sound decisions. Prerequisite(s): AC 1050 - Principles of Accounting I or AC 1070 - Business Financial Accounting. (3 credits)
This course provides a study of the various communication techniques, incorporating the use of theory and technology. Emphasis is on the analysis, ethics and organization of materials for effective oral and written communications in a business setting. (3 credits)
This course provides an introduction to quantitative analysis designed to solve practical business problems, break-even analysis, forecasting, inventory management, linear programming, and transportation problems. Network flow models, project management, decision, and queuing analysis will also be covered in this class.Prerequisite(s): MA 1510 - Probability and Statistics. Recommended: working knowledge of Excel formulas. (3 credits)
We will focus on learning techniques that are utilized in financial decision making. The course can be broken down into five distinct categories: Accounting review and financial statement analysis, tools and techniques utilized in capital budgeting decision making, asset valuation, risk and return, and long-term financing.The course will utilize Microsoft Excel software extensively to solve and present problems. Prerequisite(s): AC 1060 - Principles of Accounting II or AC 1080 - Managerial Accounting Recommended: a working knowledge of Excel formulas. (3 credits)
Operations Management is the critical study of the decision-making techniques used in operations management, emphasizing the practical application of scientific methods and management principles to production activities. Areas of study include resource allocation, production cycles, job design, facility layout, production planning, quality improvements, and process control. Prerequisite(s): MA 1510 - Probability and Statistics. (3 credits)
Economics now, more than ever, plays a crucial role in our lives and has a significant impact on our success, both personally and professionally. Microeconomics focuses on the behavior of individual consumers and individual firms. Microeconomics gives us a focused perspective, and deals with specialized issues and detailed analysis within economics. A strong emphasis is placed on discussion of current events and how those events incorporate various economic theories. This will give the learner a greater appreciation of the relevance of economics as a science. (3 credits)
Values, Choice, and Justice Core Course. This course examines the ethical issues that arise in today’s business environment with special focus in the areas of business, marketing, finance, and accounting. The values and principles guiding ethical business decisions will be studied along with how ethics integrated into business can play a part in business strategy. Learners will explore their own values and apply an ethical decision making process to ethical dilemmas in business. (3 credits)
The Social World Core Course. This course gives learners an orientation to the nature of economics on a global scale and examines the aggregate performance of all markets in our economy. This course will cover capitalism, supply, demand, free markets, inflation, recession, and money supply, allocation of scarce resources, and the role of the Federal Reserve Board. Learners will have the opportunity to correlate economic theories to their everyday experiences. (3 credits)
Mathematical Analysis Core Course. This course will explore the basic principles and methods of Probability and Statistics in order to develop: An awareness and appreciation of the role of statistics in our daily environment and activities; as well as a foundation for the advanced study and further application of statistics in one’s particular area of specialization. (3 credits)
MARKETING COURSES
Effective marketing is critical for the long-term success of any business or organization. In this course, students will acquire an understanding of the marketing concept, “STP” (Segmenting, Targeting, and Positioning), the marketing mix (product, place, promotion and price), and how to design a customer-driven marketing strategy. Among the topics explored are customer value, pricing, branding, global marketing, consumer behavior, ethics and social responsibility in marketing, and market research. The course will culminate in a final project with students developing and presenting a marketing plan for a new product or service. (3 credits)
The course covers advertising principles and practices. It will take advertising theory and show how it is applied to produce advertising that works. Prerequisite(s): BA 2150 - Principles of Marketing. (3 credits)
This course will explore the importance of social media as a strategic marketing and communications tool. By focusing on the role of communication research, students will explore best practices for evaluating social media tools and constructing messages that support organizational marketing communication objectives. Students will develop a social media marketing plan to demonstrate expertise in planning, implementation, and evaluation of social media efforts. (3 credits)
This course is an introduction to the principles of salesmanship as practiced in the modern business organization and an examination of the role of the sales manager in organizing and directing a sales force. (3 credits)
The course entails the development of an understanding of the complexity of marketing goods and services over the Internet. Coverage includes developing strategic business models for e-commerce and planning and implementation of an Internet-focused organization. Prerequisite(s): BA 2150 - Principles of Marketing. (3 credits)
This course is an introduction to the study of consumer behavior, looking at the consumer as an individual, examining consumers in their social and cultural settings and reviewing the many variables that go into the consumer decision-making process. (3 credits)
This course will provide learners with skills necessary to understand and apply the unique interaction of communications and marketing disciplines when considered in a global context. By focusing on the role of communication research in development of a global marketing communication strategy, learners will apply concepts which integrate advertising, public relations, sales promotion and other organizational efforts for a strategic viewpoint in the global/international environment. Learners will develop an integrated marketing communications plan to demonstrate expertise in planning, implementation, and control of marketing communications initiatives. Prerequisite(s): BA 2150 Principles of Marketing. (3 credits)
This course is an advanced marketing management course focusing on strategic marketing planning, segmentation and positioning. Learners will incorporate marketing theories and concepts into marketing plans and reports. Prerequisite(s): BA 2150 - Principles of Marketing. (3 credits)
NEW COURSES FOR FALL 2020
This course focuses upon the application and implementation of marketing theories for strategic outcomes, including B2B. Case studies will be the primary learning tools, with students developing a summative marketing plan based upon the theories and strategies discussed. (3 credits)
This course discusses quantitative analytical tools used by professionals in the field to assess the performance of marketing initiatives. Emphasis is given to the various types of metrics and channels that promote effective program management and sustainable decision-making. (3 credits)
The course is the capstone experience of the major. Candidates explore quantitative and qualitative research methodologies that integrate previous coursework, knowledge, and skills. The course is designed around each candidate working with a corporate client to create a final summative project. This course is the final course taken in the major. Consultation with an academic advisor is required for registration. (3 credits)
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