May 29, 2024  
2020-2021 Undergraduate Catalog, Volume 79 
2020-2021 Undergraduate Catalog, Volume 79 [ARCHIVED CATALOG]

Marketing Communications and Digital Marketing Concentration

Concentrations in marketing are designed for students who plan a career in which marketing plays a pivotal role. The concentrations are designed to provide students with an in-depth understanding of the concepts, tools, and practice of modern marketing. A career in marketing may be developed in different settings outlined in the concentrations, leading to distinct career paths.

The concentration in Marketing Communications and Digital Marketing equips students to become more engaged with consumers through effective communications using traditional media and digital platforms. Students learn how to develop integrated marketing communications plans that connect to measurable marketing outcomes. Students collaborate to create persuasive presentations that demonstrate how recommended plans will achieve desired results. This concentration teaches students to conduct media planning and execution across the latest traditional, digital, mobile, and social marketing vehicles. In this concentration, students will undertake hands-on projects and analyze cases in a realistic business setting. Students gain a firm grounding in the essentials of integrated marketing communications strategies while developing the creative and analytical tools needed to thrive in today’s rapidly evolving and competitive media environment.

This concentration is suitable for students that plan to pursue a career in strategic marketing communications. Common career options include: marketing communications specialists, marketing communication analysts, account managers, creative marketing communication professionals, marketing promotions specialists, and marketing communications managers.

Requirements for the Concentration in Marketing Communications & Digital Marketing (15 credits):