BUS 390 - Digital Marketing

Credits: 5
Students learn how to apply digital marketing and analytic tools to create competitive and effective digital marketing programs. Topics include optimizing web and social content, online advertising, lead generation, email marketing, and web analytics.

Enrollment Requirement: Admission into the BAS in Marketing and Entrepreneurship program; and BUS 121; and (BUS& 101 or BUS 181); and (MATH& 141 or MATH 147); or instructor consent.

Course Outcomes:
Students who successfully complete this class will be able to:

Explain the role of digital marketing in an integrated marketing communications plan.
Compare the various forms of digital marketing in terms of cost, reach, targeting, and measurability.
Critique websites and landing pages for effectiveness of messaging, layout, and navigation.
Calculate the return on investment for an online marketing campaign.
Modify an online strategy by using web analytics to optimize traffic, customer engagement click-through rates, and/or conversions.

Program Outcomes

Analyze and use business data to develop appropriate business and marketing strategies.
Apply entrepreneurship principles to better leverage organizational resources.
Apply economic and behavioral concepts to strategy formulation.
Conduct a survey of the business environment, identify opportunities, and formulate a plan for capitalizing on them.
Assess the potential market for a product, and then formulate a plan for developing and marketing the product.
Formulate and communicate an original business plan to an audience of stakeholders.

College-wide Outcomes

Critical Thinking - Critical thinking finds expression in all disciplines and everyday life. It is characterized by an ability to reflect upon thinking patterns, including the role of emotions on thoughts, and to rigorously assess the quality of thought through its work products. Critical thinkers routinely evaluate thinking processes and alter them, as necessary, to facilitate an improvement in their thinking and potentially foster certain dispositions or intellectual traits over time.
Responsibility - Responsibility encompasses those behaviors and dispositions necessary for students to be effective members of a community. This outcome is designed to help students recognize the value of a commitment to those responsibilities which will enable them to work successfully individually and with others.
Written Communication - Written Communication encompasses all the abilities necessary for effective expression of thoughts, feelings, and ideas in written form.