Online B.S. in Digital Marketing: Curriculum

This course aims to help students unpack the importance of diversity in the modern workplace, and how to leverage the diverse experiences, cultures, and perspectives of their employees as leaders. The course will encourage students to continuously incorporate diversity into their leadership roles and use it to enhance organizational effectiveness.

This course is designed to learn the highly sought-after skill of project management. The course will focus on key skills such as managing time and human resources, as well as working within budget constraints. Students will learn how to initiate, execute, plan, and close a project. By the end of this class, students will have a strong foundation in the principles of project management and be well-equipped to handle projects in their professional careers.

This course will provide key leadership development skills, including how to effectively resolve conflicts among employees, providing a needed competitive edge. The tools and knowledge needed to excel in leadership roles will be integrated to mimic current situations within various settings. Having a strong foundation in the principles of leadership will prepare students to lead in a variety of settings.

Student’s will also earn a Conflict Management Certification upon completion of BUS240.

This course enhances students’ business communication skills through the creation of a podcast. A key focus will be on how to effectively use words and images to create impactful and meaningful communications. The course will also cover the core pillars of social media marketing, including strategy, planning, and publishing, listening and engagement, analytics and reporting, and advertising.

This course will develop students’ abilities in modern marketing techniques and technologies. The Google Digital Marketing & E-Commerce Certification is a required aspect that is integrated within the course. The certificate of completion will be a testament to the knowledge and skills of current marketing practices.

Student’s earn a Google Digital Marketing & E-Commerce Certificate upon completion of BUS270.

This course focuses on the fundamental behaviors of individuals to better manage organizations. The course will cover topics such as individual behavior, communication, group dynamics, and inter-group behavior, and how these factors impact diversity, ethics, and technology in organizational behavior. Students will have the chance to apply what they learn to real-world scenarios.

This course is designed to develop skills in basic financial accounting practices and the ability to create accounting reports. Students will learn how to use financial information to make data-informed decisions for the future strategy of an organization. The course will cover topics such as the accounting cycle, interpreting financial statements, analyzing accounting principles, and using historical data from prior year accounting reports to create projections for growth strategy and budgeting.

This course utilizes the use of financial statements and how to use data to manage risk in areas such as investing, borrowing, lending, budgeting, forecasting, and cash management. The course will cover topics such as the frameworks of financial reporting, analyzing financial performance using real-life examples, examining income statements and cash reporting to project risk, and using digital tools to support successful business decision-making, communication, operations, and customer relations. Students will also learn how to critique financial strategy and generate innovative and organizational change strategies using multiple approaches.

Deriving insights from data and communicating findings has become an increasingly important part of virtually every profession. This Specialization prepares you for this data-driven transformation by teaching you the core principles of data analysis and visualization and by giving you the tools and hands-on practice to communicate the results of your data discoveries effectively. You will be introduced to the modern data ecosystem. You will learn the skills required to successfully start data analysis tasks by becoming familiar with spreadsheets like Excel. You will examine different data sets, load them into the spreadsheet, and employ techniques like summarization, sorting, filtering, & creating pivot tables. Creating stunning visualizations is a critical part of communicating your data analysis results. You will use Excel spreadsheets to create the many different types of data visualizations such as line plots, bar charts, pie charts. You will also create advanced visualizations such as tree maps, scatter charts & map charts. You will then build interactive dashboards.

Student’s will also earn a Data Analysis and Visualization Foundations Specialization Certificate upon completion of BUS370.

This course provides students with the ability to make informed decisions that balance ethical business practices and social responsibility with the legal implication of decisions. Students will be able to apply principles of law to contractual agreements, comparing principles of law with social responsibility and ethical values, examine administrative and common law regulations of business, and analyze ethical issues that confront business practitioners from divergent viewpoints.

This course aims to equip students with the knowledge and skills to develop a comprehensive customer map that aligns with the digital marketing strategy of a business. Students will learn how to analyze customer data, identify customer needs and preferences, design customer journeys, and use customer insights to inform marketing decisions.

This course equips students with skills to create compelling narratives that resonate with target audiences on various digital platforms. Students will learn to use data-driven insights, analytics tools, and ethical considerations to measure and optimize the effectiveness of brand storytelling. Additionally, students will develop skills to create engaging visual content and ultimately present a comprehensive digital brand storytelling strategy for a real-world brand or organization.

This course introduces artificial intelligence (AI) and machine learning (ML) technologies and their applications in marketing. Topics covered include customer segmentation, personalization, and chatbots. Additionally, students will learn how to use AI and ML tools to automate marketing processes and predict customer behavior. Students will also examine ethical considerations of AI and ML in marketing, such as privacy concerns, bias, and transparency. Furthermore, students will explore case studies to understand the practical implementation of AI and ML technologies in marketing. 

This course allows students to engage in statistical and data analysis techniques, advanced marketing analytics tools, and predictive modeling and machine learning techniques to draw insights from marketing data and make informed decisions that drive business growth. Students will develop and implement data-driven marketing strategies aligned with organizational goals, identify KPIs for marketing campaigns, and measure campaign effectiveness. They will also learn about ethical considerations related to data privacy and transparency in marketing analytics.

This course provides students with the knowledge and skills needed to develop effective social media content strategies that drive engagement and build brand awareness. Students will learn about the importance of social media content in building a brand’s reputation and engaging with target audiences. They will explore the key components of an effective social media content strategy, including defining goals, identifying target audiences, developing content themes, and creating editorial calendars. Students will also learn to create engaging and effective social media content, utilizing various mediums such as posts, images, videos, and stories. The course will also cover how to use social media analytics tools to measure success and make data-driven decisions for improving engagement and reach.