Digital Marketing (B.A.)

This degree will provide marketing coordinators and managers with key skills. Students will develop analytical and critical thinking skills in the marketing field and successfully build and run digital marketing campaigns. Practical knowledge, projects, and industry-relevant certifications from firms such as Google and HubSpot are emphasized.

Required Courses 54 hours
Digital Marketing Major (B.S., 57 hours)
ACCT 1310 Principles of Accounting I 3 hours
ACCT 1320 Principles of Accounting II 3 hours
BUSAD 2000 Principles of Marketing 3 hours
ECON 1530 Macroeconomic Principles 3 hours

Mathematics course (choose from):

3-5 hours

Statistics course (Choose from:)

3 hours
BUSAD 2150 Social Media Marketing* 3 hours
BUSAD 2250 Email Marketing* 3 hours
BUSAD 2300 Business Communication 3 hours
BUSAD 2350 Viral and Organic Growth* 3 hours
BUSAD 3350 Search Engine: Optimization and Marketing* 3 hours
BUSAD 3400 Promotional Strategy 3 hours
BUSAD 3500 Consumer Behavior 3 hours
BUSAD 3700 Financial Management 3 hours
BUSAD 4300 International Marketing 3 hours
BUSAD 4350 Digital Marketing Analytics* 3 hours
BUSAD 4600 Business Ethics 3 hours
BUSAD 4970 Business Internship 3 hours
Capstone 3 hours
BUSAD 4800 Strategic Management 3 hours
Recommended Programming Literacy  
CMPSC 1100 Python Programming I 4 hours
DATA 1200 Excel and SQL Programming 4 hours

*This course is offered remotely via NWU's partnership with a Consortium. The partnership allows students to earn NWU credit for specific courses. Classes are designed by top academics and industry leaders, vetted by NWU, and taught by experts in the field.

ACCT 1310 Principles of Accounting I (3 hours)

This is an introduction to the basic accounting model and the framework for developing financial statements. The major focus is on the study of generally accepted accounting principles as they apply to the measurement of income and the presentation of a firm's financial position.
(Normally offered each semester.)

ACCT 1320 Principles of Accounting II (3 hours)

The role of accounting in the formation and capitalization of corporations is studied. Other topics include cash flow, analysis and interpretation of financial statements, and basic managerial accounting.
Prerequisite(s): Grade of "C-" or better in ACCT 1310 Principles of Accounting I.
(Normally offered each semester.)

BUSAD 2000 Principles of Marketing (3 hours)

Students examine the role of marketing in society with an introduction to the fundamentals of strategic marketing planning and the development of the marketing mix. Topics include buyer behavior, market segmentation, distribution, pricing policies, communication strategies, and product development.
(Normally offered each semester.)

BUSAD 2100 Business and Economic Statistics (3 hours)

An introduction to descriptive and inferential statistics. Topics include gathering, organizing, interpreting, and presenting data with emphasis on hypothesis testing as a method for decision making in the fields of business and economics. Procedures include z-tests, t-tests, ANOVAs, correlation, and simple regression.
Cross listed with ECON 2100.
Prerequisite(s): Demonstrated proficiency in high school algebra or permission of the instructor.
(Normally offered each semester.)

BUSAD 2150 Social Media Marketing (3 hours)

This course explores using social media effectively to move consumers to action. 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. This course is an online class offered through the Lower Cost Models Consortium. The class has optional live sessions.

Prerequisite(s): Grade of "C-" or better in BUSAD 2000 Principles of Marketing.

BUSAD 2250 Email Marketing (3 hours)

Email marketing is vital to modern businesses and a primary tool in any skilled marketer's toolkit. This course will teach you to craft successful email marketing campaigns for sales, engagement, and activation. By the end of this course, you'll know how to write emails that drive customers to take desired actions and how to structure campaigns for maximum effect. You'll also build your marketing campaign. This course is an online class offered through the Lower Cost Models Consortium. The class has optional live sessions.

Prerequisite(s): First-Year Writing class and a grade of "C- " or better in BUSAD 2000 Principles of Marketing. BUSAD 2150 Social Media Marketing is recommended but not required.

BUSAD 2300 Business Communication (3 hours)

This course will review the basics of effective oral and written communication and apply these basics to business writing and presentations. A variety of individual and collaborative projects, including memos, letters, and reports, will emphasize the process of drafting, revising, and editing business communications.
Prerequisite(s):  Business Administration, Accounting, Economics, International Business, or Sport Management major.

Archway Curriculum: Essential Connections: Writing Instructive
Archway Curriculum: Essential Connections: Speaking Instructive
BUSAD 2350 Viral and Organic Growth (3 hours)

"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. This course will teach you what drives people to share content and build shareable and meme-worthy content. By the end of this course, you will understand what drives viral sharing and learn how to facilitate it. This course is an online class offered through the Lower Cost Models Consortium. The class has optional live sessions.

Prerequisite(s): Grade of "C-" or better in BUSAD 2000 Principles of Marketing.

BUSAD 3350 Search Engine: Optimization and Marketing (3 hours)

How do you find what you're looking for on the internet? Chances are, you turn to a search engine. Companies use Search Engine Optimization (SEO) and Search Engine Marketing (SEM) to make sure you see them first every time you turn to a search engine. By the end of this course, you'll learn how to optimize a website to show up first on a search and build search ads that will drive customers to your website. This course is an online class offered through the Lower Cost Models Consortium. The class has optional live sessions.

Prerequisite(s): Grade of "C-" or better in BUSAD 2000 Principles of Marketing.

BUSAD 3400 Promotional Strategy (3 hours)

Focuses on developing the appropriate mix of promotional tools used in marketing communications, including advertising, sales promotions, public relations, sponsorship, point of purchase, and personal selling. Examines the relationship of promotional strategies to the communication process. Students develop an integrated marketing communications plan for an area business.
Prerequisite(s): Grade of "C-" or better in BUSAD 2000 Principles of Marketing.
(Normally offered each spring semester.)

BUSAD 3500 Consumer Behavior (3 hours)

Application of behavioral science theories, concepts, methods, and research findings to the understanding and prediction of consumer behavior as the basis for decision making by marketing managers. Designed to provide additional insight into sociological, psychological, and environmental factors affecting the consumer decision process and their importance to marketing strategies.
Prerequisite(s): Grade of "C-" or better in BUSAD 2000 Principles of Marketing and a 1000- or 2000-level speaking-instructive course.
(Normally offered each spring semester.)

Archway Curriculum: Essential Connections: Speaking Instructive
BUSAD 3700 Financial Management (3 hours)

Students are introduced to financial management of proprietorships, partnerships, and corporations. Concepts of risk and return, time value of money, and stock and bond valuation are analyzed from a quantitative approach and applied throughout the course. Additional topics covered are the cost of capital as related to discounted cash flow, capital budgeting, and strategic financing decisions. A project consisting of several spreadsheet applications will be utilized in order to expose students to their potential for financial analysis. Topics covered include: basic financial statements, financial ratio analysis, time value of money, valuation and rates of return, the cost of capital, and capital budgeting.
Prerequisite(s): Junior standing and grades of "C-" or better in ECON 1530 Macroeconomic Principles or ECON 1540 Microeconomic Principles, ACCT 1320 Principles of Accounting II, and a department-approved Math course (MATH 1100 College Algebra, MATH 1400 Pre-Calculus, MATH 1450 Finite Mathematics, MATH 1500 Calculus for Management, Biological, and Social Sciences or MATH 1600 Calculus I), or permission of the instructor.
(Normally offered each semester.)

BUSAD 4300 International Marketing (3 hours)

Students will investigate the opportunities and challenges facing American companies seeking to expand their markets across international boundaries. Analysis includes a study of international marketing barriers, cultural patterns, adapting the product line to international markets, selecting channels of distribution, pricing strategies, and international communication strategies.
Prerequisite(s): Grade of "C-" or better in BUSAD 2000 Principles of Marketing and a 1000- or 2000-level speaking-instructive course.

Archway Curriculum: Essential Connections: Speaking Instructive
Archway Curriculum: Integrative Core: Going Global Thread
Archway Curriculum: Integrative Core: UC Reflected Self Thread
BUSAD 4350 Digital Marketing Analytics (3 hours)

Today, marketing professionals have access to incredible amounts of data. The ability to use this data is what differentiates successful marketing efforts from failed ones. In this course, students will learn how to analyze digital customer behavior data using various tools and use that data to test marketing hypotheses and improve customer acquisition. This course is an online class offered through the Lower Cost Models Consortium. The class has optional live sessions.

Prerequisite(s): Grade of "C-" or better in BUSAD 2000 Principles of Marketing, Department approved Math class*, and BUSAD 2150 Social Media Marketing or BUSAD 2250 Email Marketing or BUSAD 3350 Search Engine: Optimization and Marketing.

*A department-approved math course includes: MATH 1100 College Algebra, MATH 1450 Finite Mathematics or MATH 1600 Calculus I.

BUSAD 4600 Business Ethics (3 hours)

This course investigates ethical issues and moral dilemmas found in the modern business arena. The conflict between an organization's economic performance and its social obligations are studied. Various economic theories, legal regulations and philosophic doctrines are discussed. Contemporary Western moral philosophy, historic and contemporary Christian ethics, and social theory provide a context for the course. Case studies are integrated throughout the semester.

Prerequisite(s): Junior standing and a 1000- or 2000-level speaking-instructive course.
(Normally offered each spring semester.)

Archway Curriculum: Essential Connections: Speaking Instructive
Archway Curriculum: Justice Thread
BUSAD 4800 Strategic Management (3 hours)

This course integrates all prior accounting, business, and economics courses as final preparation for the student's entry into the business world or graduate studies. Case studies and computer simulations are utilized to enable students to gain an understanding of business operations and the application of business principles.
Prerequisite(s): Senior standing Business Administration, Accounting, or Economics majors, grades of "C-" or better in  ACCT 1310 Principles of Accounting I, ACCT 1320 Principles of Accounting II, ECON 1530 Macroeconomic Principles, ECON 1540 Microeconomic Principles, and BUSAD 2500 Principles of Management and BUSAD 2000 Principles of Marketing, or permission of the instructor, and a 1000- or 2000-level writing-instructive course.
(Normally offered each semester.)

Archway Curriculum: Essential Connections: Writing Instructive
BUSAD 4970 Business Internship (3 hours)

Each student must work with the department internship coordinator to obtain a business-related internship related to the specific area of emphasis or interest of the student. This course presents each student the opportunity for work-related application of business interest. Under special circumstances, a second internship may be taken for credit with the approval of the business department chair and the internship coordinator.
No Pass/Fail.
Prerequisite(s): Junior standing or permission of the department internship coordinator.
(Normally offered each semester.)

Archway Curriculum: Essential Connections: Experiential Learning: Intensive
CMPSC 1100 Python Programming I (4 hours)

An introduction to computational problem-solving using Python. Hands-on labs are used to motivate basic programming concepts, including basic data types and structures, functions, conditionals, and loops. Additional topics may include building and scraping HTML webpages. The course is recommended for all who wish to explore data science and/or computer science.

Prerequisite(s): Math ACT score of at least 21 or permission of instructor.

Archway Curriculum: Foundational Literacies: Mathematical Problem Solving
DATA 1200 Excel and SQL Programming (4 hours)

A study of managing, manipulating, and summarizing data using Excel and SQL. Topics in Excel include, but are not limited to: functions, filters, charts and visualizations, pivot tables, and macros. Topics in SQL include, but are not limited to: queries, joins, and basic database management.

ECON 1530 Macroeconomic Principles (3 hours)

An examination of the macroeconomic theories, problems, and policies of the U.S. economy. Topics include supply and demand, a description of the main sectors of the economy, and the role of government in stabilizing the economy with monetary and fiscal policies.
(Normally offered each semester.)

Archway Curriculum: Foundational Literacies: Scientific Investigations: Social Science
Archway Curriculum: Integrative Core: Going Global Thread
ECON 2100 Business and Economic Statistics (3 hours)

See BUSAD 2100 Business and Economic Statistics.
 

MATH 1100 College Algebra (3 hours)

A study of functions from algebraic, graphical, numerical and modeling perspectives. The functions are chosen from among linear, polynomial, rational, exponential and logarithmic.
Prerequisite(s): Math ACT score of at least 21.
(Normally offered each semester.)

Archway Curriculum: Foundational Literacies: Mathematical Problem Solving
MATH 1300 Statistics (3 hours)

An introduction to statistics concepts with an emphasis on applications. Topics include descriptive statistics, discrete and continuous probability distributions, the central limit theorem, confidence intervals, hypothesis testing, and linear regression.
(Normally offered each fall semester.)

Archway Curriculum: Foundational Literacies: Mathematical Problem Solving
MATH 1400 Pre-Calculus (4 hours)

A study of elementary functions, their graphs, and applications, including polynomial, rational, algebraic, exponential, logarithmic, and trigonometric functions.
Prerequisite(s): Math ACT score of at least 24 or grade of "C" or better in MATH 1100 College Algebra.

Archway Curriculum: Foundational Literacies: Mathematical Problem Solving
MATH 1450 Finite Mathematics (4 hours)

A survey of specialized mathematical techniques used to solve contemporary problems in business, economics and the social sciences. Topics may include linear regression, mathematical finance, systems of equations, matrix algebra, linear programming, enumeration, probability, and statistics.
Prerequisite(s): Math ACT of at least 24 or a grade of "C "or better in MATH 1100 College Algebra.
(Normally offered each semester.)

Archway Curriculum: Foundational Literacies: Mathematical Problem Solving
MATH 1500 Calculus for Management, Biological, and Social Sciences (4 hours)

A calculus course for non-mathematics majors. Topics include limits, continuity, differentiation, and integration with emphasis on relevant applications.
Prerequisite(s): Math ACT score of at least 24 or grade of "C" or better in MATH 1100 College Algebra.
(Normally offered once a year.)

Archway Curriculum: Foundational Literacies: Mathematical Problem Solving
MATH 1600 Calculus I (5 hours)

An introduction to calculus of a single variable. Topics include limits, continuity, differentiation, and beginning integration with applications. Assignments are given that help build proficiency in the use of a computer algebra system.
Prerequisite(s): Math ACT score of at least 27, or a grade of "C" or better in MATH 1470 Trigonometry or MATH 1400 Pre-Calculus, or permission of the instructor.
(Normally offered each semester.)

Archway Curriculum: Foundational Literacies: Mathematical Problem Solving
MATH 3300 Mathematical Statistics I (3 hours)

An introduction to basic probability and statistics concepts with an emphasis on applications. Topics include descriptive statistics, probability, Bayes' Theorem, discrete and continuous probability distributions, joint probability distributions, estimation and hypothesis testing.
Prerequisite(s): Grade of "C" or better in MATH 1610 Calculus II.
(Normally offered fall of even-numbered years.)

PSYCH 2100 Psychological Statistics (4 hours)

An introduction to descriptive and inferential statistics as decision-making guides in psychology and related fields. Topics include organization, analysis, presentation, and interpretation of data with emphasis on the hypothesis testing model of inference. Specific procedures include z-tests, t-tests, analysis of variance, and correlation. A laboratory section is required for computational experience.
Prerequisite(s): PSYCH 1010/PSYCH 1010FYW Introduction to Psychological Science and sophomore standing.
Recommended: College level mathematics course.
(Normally offered each semester.)

SOC 2910 Social Statistics (4 hours)

In this course students are introduced to descriptive and inferential statistics and their applications to sociological research. Statistical procedures include central tendency measures, variability, t-test, one-way ANOVA, correlation, regression, and chi square. The course also includes specific training in using SPSS for analysis.
Prerequisite(s): SOC 1110 Introduction to Sociology.
(Normally offered each spring semester.)

Archway Curriculum: Foundational Literacies: Mathematical Problem Solving