Digital Marketing, B.A.
Digital marketers learn to be nimble thinkers, skilled in both the art of persuasive communication and the science of data analytics. Our program gives you a deep background in both, along with helping you build the intuition you’ll need to blend them into an effective strategy. Whatever you’re passionate about — finance, healthcare, non-profit work, fashion, retail, travel, education — you name it, there’s a digital marketing career out there for you.
Digital marketing has overtaken traditional marketing at companies across the globe. Mobile ad spending is growing and counts for $220 billion annually, and by 2026, it is predicted that more than 68 percent of ad dollars will be spent on digital compared to 32 percent on traditional media. Consumers both buy and research products and services online, which means advertisers are trying to reach them online — researching a product/service, directions to a local store, reviews and more.
To create this program, we consulted with Fortune 500 companies and successful startups to find out what skills they most want to see in their entry-level marketing hires—and what skills traditional marketing programs don’t teach.
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Program Overview
As part of our liberal arts foundation, you will learn how to think critically and communicate effectively both orally and in writing. You’ll learn skills that are essential for success in college, in the workplace and in life.
Our digital marketing program has built-in technical training, so you’ll learn how to collect and interpret the data you use to build campaigns. And our courses are constantly updated to reflect the ever-shifting ways that consumers, brands and influencers use the web.
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Social Media Marketing
The average consumer spends two and a half hours per day on social media sites. You will learn how to effectively use social media to move consumers to action. In order to be a successful marketer, you must be able to plan a campaign that aligns with strategic goals, execute using the appropriate channels and tactics and measure the success or failure of your efforts.
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Email Marketing
Email marketing is vital to modern businesses, and a primary tool in any skilled marketer’s toolkit. You’ll learn how to craft successful email marketing campaigns for sales, engagement and activation. You’ll learn how to write emails that drive customers to take desired actions, and how to structure campaigns for maximum effect. You’ll also build your own marketing campaign.
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SEO and SEM
When you’re looking to buy something, how do you find it? Often, you’ll ask Google. Search Engine Optimization (SEO) and Search Engine Marketing (SEM) help companies by making sure they are among the first options when someone does initial research. You’ll learn how to perform SEO and SEM activities to boost visibility and drive growth. You’ll work with Google AdWords and build strategies to promote a website.
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Marketing Analytics
Marketing professionals today have access to incredible amounts of data. The ability to use this data is what differentiates successful marketing efforts from failed ones. Y will learn how to analyze digital customer behavior data using a range of tools, and use that data to test marketing hypotheses and improve customer acquisition.
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Viral and Organic Growth
“Going Viral” is the goal of most web-based marketing content. Companies that generate content that can spread through the internet organically are the most successful in growing their brand. We will teach you what drives people to share content and how to build content that is shareable and “meme-worthy.” You will understand what drives viral sharing, and learn how to facilitate it.
Learning Inside & Outside the Classroom
The College of Business and Economics provides majors access to many out-of-class opportunities in business, including student organizations, study abroad, community outreach and undergraduate research within a course or independently with a faculty mentor.
Accreditation
Lenoir-Rhyne is accredited by the Southern Association of Colleges and Schools Commission on Colleges.
The B.A. in Digital Marketing is not accredited by the Accreditation Council for Business Schools and Programs (ACBSP) due to the recent start of the program. We are in the process of collecting data for future accreditation.
Major Requirements
The Digital Marketing major is designed for those individuals who wish to pursue a career in the fast-paced world of online marketing and digital media. The main focus of this major is preparation for planning, creating, delivering and managing digital marketing strategies that connect businesses with consumers in an increasingly digital and data-driven environment. The major prepares students for careers as Digital Marketing Managers, Social Media Strategists, Content Marketing Specialists and SEO/SEM Analysts. The program of study combines courses from all the functional areas of business with specialized training in digital platforms, analytics and online consumer behavior to develop innovative and effective decision makers. The Digital Marketing major earns a B.A. degree.
Transfer Policy
A student may transfer in the following:
- the common Business core courses except for BUS 450 - Business Policy and no more than 6 credit hours from BUS 320 , BUS 340 , BUS 344 , BUS 360 , and BUS 370 .
- no more than 6 credit hours from the required major courses.
Honors
Students in the College of Business & Economics may elect to pursue honors work. To be eligible for honors, students must:
- have a 3.2 cumulative GPA;
- have a 3.5 GPA in the major; and
- have completed ACC 231, BUS 340, BUS 360 and CSC 175 or BUS 125 or have been invited to apply by the faculty of the College of Business & Economics;
- have successfully complete BUS 320 and BUS 344 as honors courses;
- have successfully complete BUS 499 which includes a specific business written analysis report and an oral presentation to the faculty of the College of Business & Economics.
Earning two or more majors in Charles M. Snipes College of Business and Economics
Students seeking two or more majors in the Charles M. Snipes College of Business & Economics must complete 15 hours of unique course work in the Major Requirements section of each major. All required course work for the major must be completed. The unique course work will come from the required courses and elective courses prescribed for the additional major. Some courses may require substitutions approved by the dean.
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General Education Requirements (37 hours)
Graduation Requirements (4 hours)
- Technical Requirements (3 Hours)
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Foundational Core (30 Hours)
- ACC 230 - Accounting for Decision Making
- BUS 320 - Management Information Systems
- BUS 340 - Business Management
- BUS 344 - Business Finance
- BUS 346 - Business Statistics
- BUS 360 - Marketing
- BUS 370 - Business Law I
- BUS 450 - Business Policy
- ECO 121 - Principles of Economics Macroeconomics
- ECO 122 - Principles of Economics Microeconomics
Transformative Competencies (9 hours) -
Digital Marketing Core (21 hours)
- BUS 265 - Social Media Marketing
- BUS 270 - Email Marketing
- BUS 275 - SEO and SEM
- BUS 451 - Marketing Management
- BUS 457 - Digital Marketing Analytics
Choose one of the following blocks: (6 hours)- Block 1 - Business Analytics Programming
- BUS 160 - Business Analytics Programming I
- BUS 260 - Business Analytics Programming II
- Block 2 - Applied Digital Strategy
- BUS 448 - Value Creation in Organizations
- BUS 449 - Viral and Organic Growth
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General Elective Credits
General Electives (16 hours) as needed to reach 120 hours overall.
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Total Credit Hours - Minimum 120 hours
On occasion, technical and/or program requirements may also meet specific General Education requirements. Please confer with your program advisor to determine which courses, if any, may be counted accordingly.
All bachelor's degree programs at Lenoir-Rhyne require at least 120 credit hours. If, in combination, General Education, technical, and program requirements do not generate at least 120 hours, additional credits must be completed to achieve 120 hours. These classes may be general electives, or a student may complete a minor or additional major.
Admission & Financial Aid
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Undergraduate AdmissionOur admission team is here to assist you in making the college search process as easy as possible. Our counselors are happy to provide the information and guidance you need to submit your application, apply for financial aid and scholarships, visit and tour our campus.
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Financial AidWe recognize that paying for college is a top concern for students and their families. Our financial aid staff is here to provide you with financial aid options and assistance to help you achieve your educational goals.