There are no separate admission requirements for a concentration, but students must be enrolled in a BBA degree program in order to complete this concentration.
Concentration in Digital Marketing & Communications Management
- This concentration is available for all Bachelor of Business Administration (BBA) degree students
- Successful completion of at least 21.00 credits
- Minimum of 12.00 credits of upper level coursework required
- Concentrations are not noted on the credential but will be noted on the transcript
Course Requirements (see notes):
|
Course Number |
Course Title |
Credits |
|
Choose seven (7) of the following: |
||
|
E-Commerce: Strategy for Online Retailing |
3.00 |
|
|
Digital Promotions and Social Media |
3.00 |
|
|
Digital Analytics |
3.00 |
|
|
Digital Marketing II |
3.00 |
|
|
Customer Relationship Management |
3.00 |
|
|
Influencer Marketing |
3.00 |
|
|
AI Marketing and Generative AI Strategies |
3.00 |
|
|
Digital Asset Management for Marketers |
3.00 |
|
|
Document Design |
3.00 |
|
|
Visual Communication |
3.00 |
|
|
Writing and Developing Websites |
3.00 |
|
|
Strategic Public Relations |
3.00 |
|
|
Introduction to Web Technologies |
3.00 |
|
|
Elective |
One upper-level courses (3000-4000 level) from MARK, BUSN, BLAW, CMNS, or CSIS |
3.00 |
|
Total Credit |
21.00 | |
Notes:
1. CSIS 1180 Introduction to Web Technologies is recommended, as it is specifically tailored to Marketing students, but students may also choose CSIS 1280, or another website-related course approved by the MARK Department Chair or Program Coordinator.
2. Students are responsible for confirming they have completed the prerequisites for each required course. Students will need to plan electives taking special note of: (a) required pre-requisites to ensure they are able to enrol in the required future courses and (b) suggested courses, skills and/or competencies. This information can be found on the .
3. Students taking this concentration will have completed the educational requirements for the American Marketing Association’s Professional Certified Marketer industry credential (PCM). For information on additional requirements for credentials, students will want to contact the °µÍø51 Director of Business Programs or the industry body.
Upon completion of this concentration students should be able to:
- Develop Digital Marketing Plans and Strategies.
- Evaluate Digital Marketing Programs of existing and proposed enterprises.
- Apply a broad range of Digital Marketing tools and techniques, such as: Search Engine Optimization (SEO), Generative Engine Optimization (GEO), Answer Engine Optimization (AEO), Content Marketing, Paid Ads, Conversion Rate Optimization (CRO), Data Analytics, Artificial Intelligence (AI), Marketing Automation, CRM, or Influencer Marketing.
- Demonstrate an understanding of the role of digital technologies in a marketing context.
- Apply current analytical tools and techniques to optimize digital marketing initiatives.