Digital Marketing and Social Media, M.A.

Digital Marketing and Social Media Requirements (30 credit hours)

• MK 611 - International Marketing (3)
• MK 612 - Strategic Consumer Engagement (3)
• MK 615 - Marketing Strategy (3)
• MK 617 - Marketing Analysis (3)
• PY 617 - Research Design & Analysis I (3)
• MK 620 - Digital Marketing Communication (3)
• PY 627 - Research Design & Analysis II (3)
• OD 631 - Diversity Awareness (3)
• PM 672 - The Practice of Project Management (3)
• BU 698 - Business Research (1-6)

Criteria for Admission

In addition to the requirements listed on the Admissions   page of this catalog, students must also meet these additional criteria:

• Have a grade point average of 2.75 or higher on a 4.0 scale for all undergraduate or graduate level coursework.
• Students with a GPA less than 2.75 or at least 2.50 will be admitted provisionally. Students admitted provisionally to the program must achieve a 3.0 GPA on the first nine credits in their program of study. 
• The admissions committee will consider all applications to evaluate any additional prerequisite courses needed.
• Submit official transcript/s of the bachelor’s degree as well as any graduate level coursework.

Professional Conduct

Students in the program are expected to conduct themselves as professionals-in-training both inside and outside the virtual classroom. We encourage and expect students to treat others (including classmates and instructors) with sensitivity and dignity. Impairment, incompetence, ethical misconduct, and/or problematic behavior may be identified and addressed in a variety of ways and by a variety of persons, including but not limited to students, faculty, supervisors, clients, and/or members of the community. If student behaviors or attitudes are egregious, he or she may be dismissed immediately. If student behaviors or attitudes are less dire, they will be addressed in a confidential meeting with the student’s faculty advisor and/or Dean of the College of Professional Schools who will make a plan for remediation in an articulated time frame. At the end of the stated period, during which time the students would be placed on probation, he or she could return to Student in Good Standing status, continue on probation, or be dismissed depending upon the ability to successfully complete the corrective action. Students may appeal this process at any time.

Outcomes

1. Analyze consumer behavior, market trends, and communication theory to develop data-driven digital marketing strategies that ethically achieve brand objectives.
2. Evaluate research methodologies and analytics models to optimize integrated digital marketing campaigns across platforms.
3. Create comprehensive strategic communication and advertising plans applying concepts of community building, dialogic communication theory, and two-way symmetrical communication.
4. Develop a global and culturally adaptive digital marketing solutions that consider economic, political, legal and technological opportunities and challenges.
5. Apply project management frameworks to effectively scope, budget, schedule, staff, and mitigate risks for digital marketing initiatives.

Assessment

Program assessment will be a combination of signature assessments in all courses that have mapping to the program assessments via course outcomes ; also included comprehensive program outcome assessments in the BU 698 - Business Research (1-6)  and MK 617 - Marketing Analysis (3)  courses.

Note

If regulatory requirements are met, F-1 international students are eligible to apply for CPT for this academic program.