Digital Marketing – Curriculum

Elementary financial accounting concepts and procedures used in the preparation of financial statements; elementary financial statement analysis; and use of financial accounting information for special-purpose decision making. Prerequisite: MATH 010 or competence or permission of instructor

Credit Hours: 3

This course is designed as an introduction to business. Students are introduced to major topics within business administration, such as economics, global competition, and entrepreneurship, human resource management, marketing, finance, informational systems, and ethics.

Credit Hours: 3

To excel in business today, business managers must understand and adapt to three major disciplines: law, ethics, and business legal organizations. Students will gain knowledge of contracts, the Uniform Commercial Code, administrative regulations, dispute resolutions modalities, and international business law. Ethical business behavior will be stressed throughout the course. Students will be provided suggested guidelines for being successful and ethical simultaneously. Business legal organizations will be explored providing students a broad overview of shareholder protections, tax implications, and management styles.

Credit Hours: 3

An introduction to globalization and the cultural, economic, political, and legal environments of international business including an overview of risks, challenges, and opportunities of competing in the global marketplace.

Credit Hours: 3

The course equips the student to evaluate group culture within an organization. This course will show how and why organizations behave in certain manners. The student will also learn how to effectively introduce change into an organization system and how to develop appropriate infrastructure to allow for the best organizational achievement possible.

Credit Hours: 3

A study of the financial forms of business organization, with special attention to the corporation and its advantages and disadvantages; capital stocks and bonds; budgeting; dividend policy; failure and reorganization; financial accounting; and cash flows.

Credit Hours: 3

Strategic management is concerned with how an organization sets its direction, chooses its activities, establishes its position in a competitive market, and defends that position. This course will give students tools and concepts for developing and managing strategies. Throughout the duration of the course, students will research an organization of their choice in order to produce a strategic recommendations report.

Credit Hours: 3

Introduces foundational data literacy skills and explores the core concepts of data analysis and inference using spreadsheets.

Credit Hours: 3

Builds advanced analysis and data manipulation skills and introduces hypothesis testing and predictive modeling using spreadsheets and Python. Prerequisite: DMAN 141

Credit Hours: 3

Introduces foundations in digital marketing and provides a survey of the various digital media channels, including email marketing, search marketing, and social media marketing.

Credit Hours: 3

Guides students in exploring career paths in digital marketing, identifying target jobs, and developing skills to attract employers, ultimately helping them secure fulfilling and financially rewarding marketing jobs. Prerequisite: DMRK 101

Credit Hours: 3

Introduces key concepts in creating organic growth, including the STEPPS framework, organic and non-paid strategy, market potential, and content strategy. Students who complete this course will have an opportunity to complete certificates from Hubspot – [Content Marketing] & [Search Engine Optimization].

Credit Hours: 3

Covers the nuances of social media marketing strategy, including brand research, buyer personas, paid vs. organic, content creation, and A/B testing. Students who complete this course will have an opportunity to complete a certificate from Hubspot – [Social Media Marketing Strategy]. Prerequisite: DMRK 101

Credit Hours: 3

Focuses on frameworks for creating effective email campaigns with consideration to customer lifecycle stage, including techniques for segmentation, personalization, automation, testing, and campaign design. Students who complete this course will have an opportunity to complete a certificate from Hubspot – [Email Marketing]. Prerequisite: DMRK 101 & ENGL 101

Credit Hours: 3

Explores the tools and techniques for marketing data analytics, defining performance metrics, analyzing website behavior, reporting results through data storytelling, and designing experiments. Students who complete this course will have an opportunity to complete a certificate from Google – [Google Analytics 4 Certification] Prerequisite: DMRK 101

Credit Hours: 3

Covers the development of an effective, portfolio-ready multi-channel digital marketing strategy, including concepts such as leveraging platform attributes, targeted growth, goal-oriented campaign design, experimentation, and data analysis. Students who complete this course will have an opportunity to complete a certificate from Google – [Google Ads Search Certification] Prerequisite: DMRK 101, DMARK 301, DMARK 311, ENGL 101

Total Credit Hours: 3

This course serves as an introduction to the internship experience. Expectations of the internship are specified as part of the overall process, while focused expectation will be created once the business intern has identified the specific intern position to be completed. This foundation course is designed to assist the student in preparing for supervised educational field experience. The course is for all business administration interns and focuses on understanding the internship program, confirming the location of the field experience, and establishing the necessary action plan for the field experience. The student will work with a faculty mentor to identify an appropriate internship site. The faculty mentor and the student will craft a learning covenant that will guide the student and field mentor as to the expectations for the 300 hours of on-the-job training. Any preparation or experiences provided by outside agencies will not replace the MACU prescribed sequence. Prerequisite: approval of program advisor.

Credit Hours: 1

This course allows the student to work as an intern in an organization. The internship will be overseen by a field mentor (approved by the MACU faculty mentor). The student will experience 300 hours of on-the-job training under the direction of a faculty mentor and a field mentor. The student will write reports and submit various evaluations, as will the field mentor. The student will complete a final evaluation at the conclusion of the experience. Any preparation or experiences provided by outside agencies will not replace the MACU prescribed sequence. Prerequisite: DMRK 483.

Total Credit Hours: 5

This course introduces economic analysis of individual, business, and industry choices in the market economy. Topics include the price mechanism, supply and demand, optimizing economic behavior, costs and revenue, market structures, factor markets, income distribution, market failure, and government intervention. Upon completion, students should be able to identify and evaluate consumer and business alternatives in order to efficiently achieve economic objectives.

Credit Hours: 3

This course introduces economic analysis of aggregate employment, income, and prices. Topics include major schools of economic thought; aggregate supply and demand; economic measures, fluctuations, and growth; money and banking; stabilization techniques; and international trade. Upon completion, students should be able to evaluate national economic components, conditions, and alternatives for achieving socioeconomic goals.

Credit Hours: 3

A study of data analysis and statistical inference. Topics include descriptive statistics, an introduction to probability, continuous and discrete random variables, probability distributions, basic sampling techniques, confidence intervals, hypothesis testing with small and large samples, linear regression and correlation, and an introduction to the analysis of variance. Prerequisite: MATH 161 or higher or permission of the instructor.

Class Hours: 3

Lab Hours: 0

Total Credit Hours: 3

This course provides an introduction to marketing activities of organization and individuals. It focuses on formulating viable market objectives, assessing opportunities, evaluating ethical issues, and developing a marketing strategy. The course also emphasizes a global orientation and the development of problem solving skills.

Credit Hours: 3