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Graduate Programs
Digital Marketing - 15 cr.
Professional Certificate - Offered Online
The digital marketing program is designed to prepare students for careers in the digital marketing industry in several key areas. The program provides courses, such as Web Metrics and SEO, Social Media Marketing, Digital Storytelling and Digital Video Production. These will help in the students’ preparation for the successful application of the digital marketing principles in the business world upon graduation.
Required courses:
BUSN 360
Web Metrics and SEO
3 cr
This course examines how marketers strategically gather online information to measure traffic, engagement, and potential impact on return on investment (ROI). The course explores search engine optimization (SEO) and social media optimization (SMO) strategies used to build an online presence for clients.
BUSN 350
Social Media Marketing
3 cr
Digital Marketing is the term used for the targeted, measurable, and interactive marketing of products
or services using digital technologies to reach the viewers, turn them into customers, and retain them. Digital marketing channels include Social Media Marketing, Search Engine Optimization, Pay-Per-Click Advertising (PPC), Content Marketing and Digital Video Production.
Prerequisites: BUSN 212
BUSN 380
Digital Marketing Storytelling
3 cr
Students will learn advanced thinking and strategies for concepting, developing, and promoting digital content used in product marketing anchored in the strength of clear and impactful brand storytelling. This course will prepare students to create visual content (static and motion) that reaches targeted audiences with maximum flexibility across various digital channels.
BUSN 370
Digital Video Production
3 cr
In this course students will learn the technical and conceptual skills needed to create and add videos into integrated marketing campaigns. This course covers the basics of selecting the best hardware and software for video projects so the students will gain hands-on experience in shooting and producing engaging videos.
*One from following courses
cr
COMM 311W*
Public Relations Writing
3 cr
Students in this course study and produce the kinds of planning and writing required for effective public relations, including story pitches, news releases, brochures, public service announcements, presentations, speeches, Web sites, and media kits. This course emphasizes not only the various tools available to the public relations practitioner but also the rhetorical process of deciding and justifying which tools are most effective for moving target audiences from initial ignorance to the appropriate intended action.
Pre-requisites: COMM 120; COMM 121 Course Offered: Spring of every odd year
COMM 259*
Advertising
3 cr
Students study and practice advertising as a critical element of an organization’s total marketing plan. This course emphasizes the analysis and critique of previous advertisements and their effectiveness in message creation, audience analysis, persuasion, and ethical considerations. Students produce ads for print, broadcast and other media by creating effective and ethical examples of advertisements.
Course Offered: Fall of every odd year