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.

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 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.

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.

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.