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Digital Marketing

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Digital Marketing, Bachelor of Arts - Curriculum

Digital Marketing, Bachelor of Arts - Curriculum

The following are the required courses for this major. Students who attend Orientation and meet with the Education Department can obtain personalized academic counseling to complete the program. Transfer credits, changes in curriculum, and other factors may affect the academic plan for individual students. The FIDM Education Department can provide additional information.

The following are the required elective courses for this major which includes three electives, GRPH 4780, SMED 4400 or SMED 4750. Students select two of the three electives to complete 91-units.

Prerequisite:

Associate of Arts (A.A.) degree in Digital Marketing, Beauty Marketing & Product Development, Graphic Design, Merchandising & Marketing, Merchandise Product Development, or Visual Communications from FIDM, or an Associate's degree in a related field from another accredited college or university. Additional requirements may apply.

One-on-one advisement is available to students from other FIDM Majors to consider eligibility for special admissions to this program. Contact the appropriate department chairperson.

Bachelor of Arts (B.A)

This course covers the role accounting statistics plays in business forecasting and decision making. The role of accounting in business is to provide information for managers to use in operating the business. It provides information to allow the assessment of the businesss economic performance. Accounting can be considered to be the language of business." In this course, students demonstrate the ability to prepare and read financial statements, and use this information to analyze business financial transactions applying the basic accounting equations. The students gain an understanding of assets and liabilities, revenue and expenses, debits and credits, accruals, depreciation, and the construction of a financial statement. The course demonstrates and explains the value of hypothesis testing.

Students develop an understanding of corporate formation and procedures, limited liability companies and special business forms. This course examines social, ethical, and political implications of law and its application to business transactions as well as intellectual property law.

Marketing Management+

This course focuses on the management of the marketing function to achieve a competitive advantage and establish brand equity. Students explore creative strategies for entrepreneurs to develop consumer awareness. Prerequisite: BUMT 3600 or BUMT 3230

Studies in Leadership+

Students explore leadership theories, the characteristics that define effective leaders, and develop the ability to navigate corporate culture as a follower and as a leader. They explore the processes whereby an individual empowers or influences a group of people for the purpose of achieving a (common) goal. They analyze the characteristics of leadership vs. management, and develop an awareness of how diversity impacts leadership.

Microeconomics+

Through the study of classical economic principles, students develop a framework for analyzing economic variables and their effects on individuals, business organizations, and economics. Using graphs and models, students also explore and apply fundamental economic concepts such as supply and demand, competition and monopoly, and profit maximization.

World Political History+

This global survey traces the quest for independence and prosperity on the part of emerging economies around the world after World War II. The course examines the varying fortunes of countries as they encountered the crucial questions of political organization, state control, and personal freedom from 1945 to the present. It also examines the issue of environmental sustainability in the face of pressures posed by population, industrialization, and consumerism.

Writing for Business Professionals+

This course explores the principles and strategies of effective written professional communication in the context of the global workplace, current and emerging technologies, and contemporary issues. Students apply sound communication, analysis, and research techniques to the composition of a professional bio, memos, formal reports, and other forms of business communication. The connection between skillful communication, critical thinking, and decision-making is also stressed.

Research on Topics of Design History+

An in-depth exploration into the major design movements of the 20th and 21st centuries focusing on the importance of research and writing on topics of the applied arts. Emphasis is placed on contextualizing design movements and the designers within their historical framework and the changes in society they have inspired. Conversations consider the effects of form and function, technology, identity, corporate branding, globalization, and visual communication on the development of design and how it has shaped our environment.

Consumer Social Behavior

Students examine the process of creating consumer demand through case studies and focus groups.

Professional Presentation+

A course in effective organizational communication, with emphasis on advanced oral communication skills, including interviewing. Students examine the dynamics of individual and group communication as preparation for full-scaled, business-specific informative and persuasive speeches, in which they use computer technology, visual aids, and statistical data to enhance the impact and clarity of their presentations.

Future Trends in Society

Students explore the demographic trends, shifts in technology, and varied communication avenues of the current socioeconomic landscape as a means of anticipating the cultural expectations, values, and practices that will give rise to new products, methods of marketing/communication, and business trends. Prerequisite: GNST 3400

Multicultural Perspectives Through the Short Story++

Through the literary vehicle of the short story, students examine issues of coexistence, integration, and assimilation in the international arena. In considering diversities such as race, ethnicity, class, family, gender, and language, they gain the tools for evaluating, with new awareness, their own identity and value system within a multicultural context.

Issues in Contemporary Society+

A General Studies capstone course addressing current issues in social diversity, globalization, business ethics, and civic responsibility. Students combine critical analysis, scientific inquiry, and technological skill to research and prepare a clear written and oral presentation on a challenging, advanced question of their own choosing.

Activated Marketing

In this course, students develop or adapt advertising materials for nontraditional media formats, including guerilla marketing, social media content, and online viral advertising. Emphasis is on consistency of concept and design throughout the advertising campaign.

Entertainment Licensing

In this close examination of the techniques of licensing and branded studio properties, students use the results of marketing research, creative brainstorming, and collaboration with fellow students to develop a style guide specifying the fonts, colors, and visual features that establish a distinctive brand identity. The guide features key products in multiple categories inspired by additional segment research and trends. Prerequisite: GRPH 4080

Mobile Application Marketing

n this course students explore the global trend of mobile marketing and applications. Students research current mobile programs using case studies and trend analysis to understand how to create and implement a successful mobile marketing application that creates customer engagement and revenue. Prerequisite: GRPH 2230

Search Engine Optimization and Analysis

Students learn the importance of using search engine optimization and ROI to build a successful online business. Through lecture and case studies students learn optimization techniques and how to convert clicks into monetary sales. Prerequisite: SMED 2850

New Media Narrative Writing

Students learn narrative storytelling techniques to create a successful online marketing campaign that will impact brand and business value. Through class lectures and case studies students understand the importance of engaging a customer through persuasive and relative marketing content. Prerequisite: SMED 4100

International Strategies for New Media

This course focuses on global communication platforms as tactical communication tools. Students understand the development and use of new media, learn how to utilize content specifically for these new technological applications, and translate new media into international communication strategies. As technology enables the global community, it is increasingly important to understand the people using the technology.

PR Writing for Social Media

Writing is a core competency for successful social media and public relations professionals. In this class, students learn advanced public relations writing techniques and application. Throughout the course students develop a real-world portfolio of a press kit and social media calendar.

Through on-the-job training, students gain valuable insight as they apply theory and skills learned in the classroom to actual work situations and explore career options in the new media industry. Prerequisite: SMED 4100

Video Online Marketing

Students learn how video marketing can impact the overall online business of a brand. Through research and analytics students compare and contrast the effectiveness of video marketing and use these findings to create a successful video marketing campaign to be presented in class. Prerequisite: SMED 2500

Video Online Marketing Lab

This advanced exploration of video marketing online is a one-unit course that helps students hone their video production skills. Students will develop their video shooting and editing skills to produce high-quality marketing content of varying lengths.

Startups & Entrepreneurship

This course examines the fundamental tools and vocabulary of new ventures, as well as what it takes to start, fund, and manage a new business venture. Students learn through in-class discussions, investor pitches, case studies, and visits from entrepreneurs on challenges faced by CEOs and CMOs.

Social Media Sales & Consulting

This course examines what students need to sell or consult on their own in the growing business of new media. Students use management techniques specifically designed to build a successful consulting business. Prerequisite: SMED 4200

Law & Ethics in Media

In this class, students gain an understanding of key legal issues affecting modern media and their obligations related to those issues. Students learn the increasingly important field of intellectual property, especially as it relates to media and marketing. The course also gives students the legal knowledge necessary to publish information without violating defamation and invasion of privacy, while focusing on Fair Use, other laws and best practices. In the rapidly evolving digital world, this class is designed to equip creative thinkers and entrepreneurs with foundational legal and ethical knowledge to know how to do whats right and when is the appropriate time to call for legal advice.

New Media Community Management

In this course students learn how to address social media management issues including working with limited resources, understanding how to drive meaningful content and how to handle an online crisis. Through case studies students develop an understanding of how to manage an editorial calendar and adjust content to meet the needs of a specific brand. Prerequisite: SMED 4200

Strategies in Business Management

Students develop an understanding of the current management skills used to make business strategy decisions. Through lectures and course work students learn how to make decisions using data which can help them identify common business efficiencies and effectiveness, and how this information can be used to improve an organizations economic value. Prerequisite: SMED 4800

Digital Media Campaign Strategy

This course gives students insight into ways in which new media platforms can be used to build a better business and monetize brand websites. Students learn to interpret principles of marketing through the lens of the new media, develop a global media campaign, and make strategic decisions about return on investment and campaign effectiveness. Prerequisites: SMED 4100, SMED 4200

Creative Business Management

Students learn how economic, technologic and social changes can influence management practices. Through case studies and competitive analysis, students learn what kinds of management approaches should be taken to become successful in creative environment companies. Prerequisite: SMED 4200

Through on-the-job training, students gain valuable insight as they apply theory and skills learned in the classroom to actual work situations and explore career options in the new media industry. Prerequisite: SMED 4600

Total Units of Credit: 91

+ Available as an online (distance learning) course

++ Periodically offered as an online (distance learning) course