Azusa Pacific University

Digital Marketing and Design Major

Requirements

Business and Management Core Courses

• Business and Entrepreneurship
• Business Communications
• Introduction to Information Systems and Business Applications
• Data Analytics, Spreadsheets, and Data Visualization
• Negotiation Strategies and Skills
• Writing 3: Business Ethics
• Principles of Management
• Organizational Leadership
• Managing Diverse Teams and Groups
• Business Process Management
• Human Resource Management
• Organizational and Administrative Behavior

Digital Marketing and Design Courses

• Introduction to Computer Graphics or Using Digital Media in a Visual World
• Elements and Principles of Typography
• Principles of Marketing
• Consumer Behavior: An Applied Approach
• Sales and Sales Management
• Digital and Social Media Marketing
• Business Management Internship
• Marketing Internship
• Marketing Research
• Global Marketing Management
• International Marketing
• Integrated Marketing Communications

Total Units 63

Program Learning Outcomes

1. Examine the full spectrum of digital marketing concepts and practices, including advertising, promotion, and design concepts.
2. Apply key marketing processes, including digital marketing concepts, and graphic design.
3. Create digital marketing plans that appeal to a diverse and global population.
4. Benchmark digital marketing campaigns against best practices.
5. Develop design strategies for digital marketing campaigns.
6. Evaluate digital marketing practices to ensure compliance with relevant laws and regulations.
7. Incorporate ethical practice into all aspects of digital marketing management.

Experiential Learning Opportunities

In teams, students complete a social media campaign and a marketing plan for a real organization. Students can build their résumés through internships and have the option to participate in numerous student clubs and honor societies that provide confidence and skill-building opportunities in leadership, team building, social media, event planning, promotion, and marketing supervisory or management positions.

Students have the option to acquire practical skills and experience in leadership, management, decision making, and teamwork through internships, student clubs, honor societies, and study-away opportunities. Students participating in study-away opportunities engage with topics of globalization, trade, culture, and global management and leadership as they travel the world. Typically, study-away trips include visiting global and international organizations and learning from universities and business leaders around the world.

Professionals who can leverage the power of digital marketing are in high demand. Career paths open to marketing majors include marketing coordinator/specialist, marketing project manager, social media specialist/manager, account coordinator/executive manager, product/brand manager, digital marketing specialist/manager, social media marketing manager, creative assistant, web content writer/manager, sales representative/manager, marketing manager, advertising and promotion manager, media planner/buyer, retail marketer, marketing analytics specialist, and marketing communications coordinator. Income potential and personal fulfillment are high. Marketing professionals who excel can become top executives.

• Marketing Managers - Plan, direct, or coordinate marketing policies and programs, such as determining the demand for products and services offered by a firm and its competitors, and identify potential customers. Develop pricing strategies with the goal of maximizing the firm's profits or share of the market while ensuring the firm's customers are satisfied. Oversee product development or monitor trends that indicate the need for new products and services.
• Web and Digital Interface Designers - Design digital user interfaces or websites. Develop and test layouts, interfaces, functionality, and navigation menus to ensure compatibility and usability across browsers or devices. May use web framework applications as well as client-side code and processes. May evaluate web design following web and accessibility standards, and may analyze web use metrics and optimize websites for marketability and search engine ranking. May design and test interfaces that facilitate the human-computer interaction and maximize the usability of digital devices, websites, and software with a focus on aesthetics and design. May create graphics used in websites and manage website content and links.
• Video Game Designers - Design core features of video games. Specify innovative game and role-play mechanics, story lines, and character biographies. Create and maintain design documentation. Guide and collaborate with production staff to produce games as designed.
• Business Teachers, Postsecondary - Teach courses in business administration and management, such as accounting, finance, human resources, labor and industrial relations, marketing, and operations research. Includes both teachers primarily engaged in teaching and those who do a combination of teaching and research.
• Market Research Analysts and Marketing Specialists - Research conditions in local, regional, national, or online markets. Gather information to determine potential sales of a product or service, or plan a marketing or advertising campaign. May gather information on competitors, prices, sales, and methods of marketing and distribution. May employ search marketing tactics, analyze web metrics, and develop recommendations to increase search engine ranking and visibility to target markets.
• Search Marketing Strategists - Employ search marketing tactics to increase visibility and engagement with content, products, or services in Internet-enabled devices or interfaces. Examine search query behaviors on general or specialty search engines or other Internet-based content. Analyze research, data, or technology to understand user intent and measure outcomes for ongoing optimization.