BBA Digital Marketing

An introduction to accounting concepts, ethics, principles, and practices is provided. The focus is upon the accounting cycle, the recording process, financial statement preparation, payroll, and cash control utilizing appropriate technology. Ethics and appropriate technology are applied though the course.

Accounting concepts, principles and practices from Accounting Principles I are applied to a merchandising business. This course includes specific inventory methods, receivables and payables, bad debt, and valuation of plant and equipment. An overview of basic partnership and corporate transactions is provided. Ethics is applied throughout the course.

Business Principles provides an introduction to fundamental business operations. The course provides insight into the global economy as well as explores management, marketing, economics, human resources, ethics and financial principles.

Marketing Principles is designed to teach students the fundamental marketing terms and concepts used in contemporary marketing. The marketing approach includes defining the market environment, market research, and the marketing mix (4 P's: product, price, promotion and place). At the conclusion of the course, students will develop and present their marketing plan.

Students will study the functions of managerial and leadership theory and accountability. Special attention will be given to social responsibility and managerial ethics, and strategic planning through the analysis of case studies and class discussion. At the conclusion of this course, students will develop their own philosophical approach to organizational structure along with management and leadership.

Students will be introduced to the field of project management by combining theoretical and practical approaches that examine project manager responsibilities associated with initiating, selecting, planning, executing, controlling, and closing a project. Subsequent project management course will expand upon the concepts learned in this course and provide an advanced strategic approach to mastering project management.

This course will help students gain insight into the internal and external factors that influence consumers' decisions to purchase a product or service. In this course, students will consider the psychological, sociological, and anthropological needs as factors for important strategic and tactical decisions, such as market selection, product design, digital and traditional media selection, advertising messages, and pricing.

Development and implementation of a marketing program that addresses the issues of target markets, sales, advertising, channels, pricing and forecasting.

This course examines the issues involved with developing strategies and supporting marketing operations on a global scale. Students will evaluate opportunities, create plans and adapt marketing tactics to facilitate select target market needs in coordination with a firms global market strategy.

A survey of operations management techniques and procedures, this course topic includes TQM, aggregate planning and budgeting, projecting operational time lines and continuous improvement. Emphasis is placed upon strategic considerations and profit maximization.

Students learn basic principles supporting the creation of a Strategic Performance Based Management system. They will then develop specific behavioral skills associated with the high performance workplace. Utilizing the methodology of interactive small group problem solving sessions, coaching, performance appraisal, evaluation and termination skills will be modeled. Organizational culture topics in diversity, discrimination, labor relations that impact individual performance will be discussed and simulated through case studies and group discussion.

An examination of marketing and advertising approaches and how they influence decisionmakers. The course examines different media approaches and the development of marketing brochures, displays and web pages.

This course covers the business paradigm shift that focuses on the systematic development and cultivation of business relationships through marketing. The rules for business success have changed along with globalization, advances in technology, and the dimensions of relationship management. The course will explore both theory and application, demonstrating measurable benefits for organizations that move from short-term or volume transactions to a focus that develops long term customer value.

This course is an introduction to the writing process and the formulation of appropriate workplace communication, as well as the essentials of essay writing. Instruction in effective academic and career reading strategies are introduced, along with basic information literacy skills to retrieve, evaluate, and appropriately use the ideas of others.

This course introduces students to the basic use of computer hardware and software, electronic communication, and the Internet. Students will develop and utilize their technical knowledge, skills, and abilities in working with office technology in order to efficiently perform tasks and complete projects for contemporary academic, professional, and personal use. Students will apply fundamental theoretical, analytical, and problem solving strategies to advance their understanding of computer literacy.

This course provides an overview of the various disciplines within digital marketing, including search engine optimization, pay per click advertising, and web analytics. Social media, content, email, and mobile marketing are also introduced. Students will understand the core aspects of these disciplines within digital marketing and be able to provide insight into establishing a multi-disciplinary strategy for marketing in the digital space.

Content and social interactions are the currency of the internet. Web traffic follows relevant and valuable content, and users online often become informed of new content through social channels. Quality content and the promotion of products and businesses through social media are crucial to the success of a digital marketing campaign. Throughout this course, students will learn how to drive internet traffic to websites. Students will also use social media to cultivate a community around a product or business.

Web analytics involves the study of what people do online and why they participate in those actions. In this course, students learn about web analytic programs that measure website user experiences and the success of digital marketing campaigns. Students will also be introduced to standard industry analytics software.

Throughout this course, students will gain an understanding of the signals that influence search engines and their relative importance on impacting search rankings. Organic search rankings, those not influenced by paid advertising, inherently carry more credibility with users. Effective search engine optimization uses white hat techniques to influence the likelihood that a specific website or webpage will rank high in the organic results for appropriate search queries. At completion of this course, students will be prepared to create a comprehensive Search Engine Optimization (SEO) strategy and prioritize SEO tasks to be completed in an order that best influences organic search rankings.

Mobile and email marketing both nurture the business-to-customer relationship to create increased customer retention and to maximize customer lifetime value. The relationship that users share with their email and mobile phones are intimate, and as a result, it is crucial that a balanced marketing strategy respects the customer journey throughout these disciplines. Throughout this course, students will gain an understanding of the various types of technology available to nurture customer relationships in the digital space, and they will be able craft strategies to grow and retain customers using these communication platforms.

Paid avenues in digital marketing, or advertisements either in search results or on web banners across the web, can be an accelerated method for driving results in a digital marketing program. Targeting options within the disciplines of display advertising and paid search advertising have made these advertising options an avenue for consumers who are ready to take the next step in the purchasing process. Throughout this course, students will gain the skills necessary to manage paid search and display advertising accounts to drive targeted traffic and encourage online users to make purchases.

A conversion happens when a user lands on a web page and takes a pre-defined action, often filling in a form or making a purchase. This aspect of digital marketing is what makes digital marketing efforts pay dividends. Throughout this course, students will learn a variety of techniques that can be used to improve the conversion rate of a web page. Through intelligent web page design and scientific testing, minor improvements can contribute to big gains over time.

In this course, students will examine the constantly evolving technology and digital media elements involved with strategic marketing planning and management. Students will build on their digital marketing knowledge and consider the interaction of e- commerce business models and best practices for integrating online and offline marketing. Through a combination of lecture, case studies, and course projects, students will develop, implement, and evaluate digital marketing practices for managing strategic marketing imperatives.

This course will help students learn and apply concepts relating to various workplace situations. Learners will gain a fundamental understanding of the connectivity across course disciplines that incorporate numerical calculations, ratios, proportions, percent, measurement, algebraic concepts, and the ability to visually communicate numerical information.

In this course, students will design, execute and present the outcomes of a capstone project. Students will be challenged to use their knowledge, skills and behaviors developed over the course of their program studies to solve real-world problems in their career discipline. Additionally, students will finalize and defend their ePortfolio. Students will be evaluated from both academic and professional standards to demonstrate their competency to obtain a position in their career discipline or advancement in their current position.

This course applies general psychological principles and research to study the individual in organizational, workplace settings. Research- based principals and methods are utilized to study a variety of topics important to the understanding of human behavior in career settings. Emphasis is upon the interactive effects of situational and individual variables as they influence organizational behavior. Students will learn how principal theories and empirical findings from research in organizational psychology are used to improve employee performance and satisfaction.

Students explore the more advanced concepts utilized in spreadsheet software and database technology. A continuation of the students' proficiency development using the integrated office suite is accomplished through the application of advanced skills. Students will learn the core knowledge and skills assessed in the MOS (Microsoft Office Specialist) Certification exam for Excel.

This course introduces students to the basic tenets of the communication process and the necessity of effective communication in order to achieve academic, professional (career), social, and personal goals. Students will consider factors which influence the achievement of those goals for academic, professional (career), social, and personal success, as well as for the creation of productive learning communities and students' transformation into agile, lifelong learners.

In this course, students are instructed in the various rhetorical modes of academic essay writing, including informative, persuasive, and research-based papers. In addition to academic writing, students are introduced to oral presentations. Students learn to examine the purpose and audience of written and oral communications and craft appropriate messages. Students will also refine their revising and proofreading skills.

This course provides a rich grounding in advanced research, composition, and presentation skills to enhance academic writing competencies and sharpen presentation techniques.

This course helps students develop quantitative literacy skills for personal and professional lives. Students will use reasoning and mathematical methods to find solutions to real-world problems. Students will use algebraic, financial, proportional, probabilistic, and statistical methods to draw conclusions and/or make decisions.

This course is designed to provide a basis for business decisions through an introduction to the fundamental concepts of statistics and to the important methods of statistical inference.

In this course, students will explore the basics of practical logic. Students will learn how to break down arguments and evaluate the truth of claims in their careers and everyday lives. Through this process, students will discover how logic isn't just theory; it's a tool that boosts critical thinking skills and career potential.

This course provides students with an introduction to psychology and the science of human behavior. Students are exposed tou00a0concepts, terminology, principles, and theories foundational to the discipline. Featured topics include research methods, consciousness and learning, emotional and motivational theories, psychological disorders and treatment, personality theories, and social psychology as they relate to personal, professional, and academic life.

This course provides an examination of technology and new media. Particular emphasis is placed on present-day ethical problems raised by the ever-increasing prevalence of technology, social media, and mass media in professional and personal life. Students will consider the social, capital, and moral aspects of new media, as well as the rights, duties, motivations, and consequences of social networking services. Finally, students will explore the impact of social media on societal, political, and informational practices of individuals and organizations.

In this course students will review career development theory as it relates to the decision- making and planning processes. Students will consider their competencies and behaviors when searching for internship and career entry positions. Learners will process feedback on their self-marketing techniques and input regarding career development practices.

This course focuses on the dynamics of groups and interpersonal relationships within the work setting. Small group theory and research form the basis for the study of professional communication and group decision-making skills. Students develop a clearer understanding of their own behavior and how it affects others in the workplace.