Digital Media Marketing

IS240. Foundations of Information Systems (3) IS221. Programming Fundamentals (3) or CS135 Introduction to Computer Science (3) IS230. Intro to Networks and Telecom (3) IS310. Intro to Information Security (3) IS311. IT Infrastructure (3) IS321. System Analysis and Design (3) IS370. Database Application Development (3) IS471. MIS Internship (3)

Cybersecurity Electives (9 credits)

IS322. IT Audit and Controls (3) IS334. System Administration (3) IS362. IT Security and Risk Management (3) IS410. Ethical Hacking (3) CS434. Operating Systems (3) * other courses may be eligible with approval from the chair

Cybersecurity Minor

Students with a minor in Cybersecurity will build a strong foundation in the technical, ethical, and legal elements necessary to recognize security breaches, analyze and investigate cybercrimes, and defend against cyber threats. The Cybersecurity minor is available to all students; however, the program is best suited for majors in Criminal Justice, Management Information Systems, and Computer Science. Career opportunities include security, network, or threat analyst for corporations or law enforcement agencies. This minor also builds a solid foundation for those interested in pursuing graduate work in this field.

Learning goals for the Cybersecurity Minor

• Recognize the criminal, legal, and ethical landscapes related to cybersecurity. • Build a fundamental competency in programming, I.T. infrastructure, and investigative techniques. • Apply best practices for securing networks and systems through policies and technical controls.

Requirements for the Cybersecurity Minor (27 credits):

Required Courses (15 credits):

IS221. Programming Fundamentals (3) or CS135. Introduction to Computer Science (3) IS240. Foundations of Information Systems (3) IS311. IT Infrastructure (3) IS310. Introduction to Information Security (3) CJ340. Criminal Investigations (3)

Criminal Justice Electives (6 credits):

CJ305. The Law of Evidence (3) CJ355. Forensics (3) PH211. Ethical Theory/Moral Issues (3) or PH215 Business Ethics (3)

Management Information Systems Electives (6 credits):

CS434. Operating Systems (3) IS322. IT Audit and Controls (3) IS334. System Administration (3) IS362. IT Security and Risk Management (3) IS410. Ethical Hacking (3)

Digital Media Marketing Faculty

Full-Time: Amita Bhadauria, Carrie Trimble

www.millikin.edu/marketing

Major in Digital Media Marketing

Students who complete a degree in Digital Media Marketing will be self-directed team players who show initiative and accept responsibility of their work in digital media marketing. The work could include writing and posting blogs, creating press releases, proofing and editing, tracking metrics and maintaining business digital media platforms like LinkedIn, Facebook, Twitter, YouTube, Pinterest and Instagram

Learning Goals for the Digital Media Marketing Major:

• Students will effectively design & implement a digital media marketing campaign. • Students will accurately measure the impact of digital media marketing efforts. • Students will appropriately analyze the impact of digital media marketing efforts and recommend strategic alterations to reach stated objectives. • Students will build a portfolio of practical experience.

Career Opportunities

Digital Media Marketing graduates may have career opportunities which include digital media specialist, social media coordinator, and digital marketing associate. Broadly speaking, positions can be found in digital marketing (online, interactive, integrated, mobile), sales, business development, product management, SEO, web analytics, advertising, content marketing, social media and social networking, e-commerce and digital editing.

Requirements for the Digital Media Marketing Major:

In addition to the business core courses, students will be required to complete 21 semester hours of the courses defined below.

Required courses (15 credits):

MK308. Consumer Behavior & Analytics (3) MK363. Brand Loyalty through Digital Media (3) MK442. Digital Media Marketing Strategy & Analysis (3) MK471. Digital Media Marketing Internship (3) ET390. Blue Connection or ET391. Blue Brew or TH390. Pipe Dreams Studio Theatre or Approved Student-run Venture Experience (3) * *See Approved Student-Run Venture list.

Digital Media Marketing Elective Courses (choose 3-6 credits)

MK307. IMC Campaigns (3) MK310. Personal Selling and Sales Management (3) MK330. Event Planning (3) MK360. Special Topics (3)

Interdisciplinary Elective Courses (choose 0-3 credits from the following interdisciplinary electives)

Any 3-credit 300/400 level Tabor course beyond the business core. MK365. Brand Loyalty Experience (1) AR201. Computer Art & Design (3) AT110. Introduction to Digital Media (3) AT234. Directing for the Camera (3) AT265. Foundations in Web Design and Development (3) AT334. Production Video and Cinema (3) CO251. Introduction to Public Relations (3) CO351. Topics in Writing – Social Media Writing (3) CO351. Topics in Writing – Broadcast Writing (3) CO360. Seminar in Communication (3)* CO470. Persuasion Campaigns and Performance (3) EN305. Web Publishing (3) SO100. Introduction to Sociology (3) SO220. Popular Culture and the Media Sociology (3) SO326. Economy and Society (3) *or appropriate course approved by the chair.

A grade of C+ or higher is required in the following course: MK471. Digital Media Marketing Internship

A grade of C or higher is required in the following courses: MK200. Principles of Marketing MK308. Consumer Behavior and Analytics MK363. Brand Loyalty through Digital Media MK442. Digital Media Marketing Strategy and Analysis

Digital Media Marketing Minor

The minor is for students who believe the strategic aspect of digital media marketing would supplement the creative passion they’re mastering in their majors— particularly Communication, Graphic Design, Music Business, English Writing, Sports Management and Health, Fitness and Recreation. Students who complete a minor in Digital Media Marketing will have a working knowledge of digital media marketing that is applicable to their field of study. The work could include writing and posting blogs, creating press releases, proofing and editing, tracking metrics and maintaining business digital media platforms like LinkedIn, Facebook, Twitter, YouTube, Pinterest and Instagram.

Learning goals for the Digital Media Marketing Minor

• Students will effectively design & implement a digital media marketing campaign. • Students will accurately measure the impact of digital media marketing efforts. • Students will appropriately analyze the impact of digital media marketing efforts and recommend strategic alterations to reach stated objectives.

Requirements for the Digital Media Marketing Minor (21 credits):

Required Courses (12 credits):

ET100. Business Creation (3) MK200. Principles of Marketing (3) MK308. Consumer Behavior & Analytics (3) MK363. Brand Loyalty through Digital Media (3)

Digital Media Marketing Elective Courses (choose 3-9 credits):

MK307. IMC Campaigns (3) MK310. Personal Selling and Sales Management (3) MK330. Event Planning (3) MK360. Special Topics (3) MK365. Brand Loyalty Experience (1)

Interdisciplinary Elective Courses (choose 0-6 credits from the following interdisciplinary electives):

AR201. Computer Art & Design (3) AT110. Introduction to Digital Media (3) AT234. Directing for the Camera (3) AT265. Foundations in Web Design and Development (3) AT334. Production Video and Cinema (3) CO251. Introduction to Public Relations (3) CO351. Topics in Writing – Social Media Writing (3) CO351. Topics in Writing – Broadcast Writing (3) CO360. Seminar in Communication (3)* CO470. Persuasion Campaigns and Performance (3) EN305. Web Publishing (3) SO100. Introduction to Sociology (3) SO220. Popular Culture and the Media Sociology (3) SO326. Economy and Society (3) *or appropriate course approved by the chair.

Digital Media Marketing Certificate

Students who complete an academic certificate in Digital Media Marketing will have the skills to write and post blogs, create press releases, track metrics and maintain business digital media platforms like LinkedIn, Facebook, Twitter, YouTube, Pinterest and Instagram. Students are expected to have a specific application for these skills; they will use the skills to supplement a declared major or to support the marketing efforts of an employer. This certificate is not available to Digital Media Marketing majors. Certificate courses must be completed with a grade of “C” or better.

Requirements for the Digital Media Marketing Certificate

Required courses (9 credits):

MK200. Principles of Marketing (3) MK308. Consumer Behavior & Analytics (3) MK363. Brand Loyalty through Digital Media (3)

Electives (3 credits):

MK307. IMC Campaigns (3) MK310. Personal Selling and Sales Management (3) MK330. Event Planning (3) MK360. Special Topics (3) MK365. Brand Loyalty Experience (1)

Digital Media Marketing Courses (MK) (Credits)

MK200. Principles of Marketing (3)

Students will use the marketing concept of satisfying customer wants and needs to learn and critique the marketing functions (product, price, place, promotion, people) of local & global businesses.

MK307. IMC Campaigns (3)

An applied study of fundamentals of promotions management and marketing communications. Uses tools such as promotional plans, advertising budgets, media purchasing, advertising goals and objectives to develop an understanding of promotion and advertising. Applications orientation provides ample opportunity for students to make decisions relating to advertising and promotion strategies.

MK308. Consumer Behavior & Analytics (3)

Theoretical and analytical approach to consumer behavior. The objective is a better understanding of consumer behavior (and its measurement) which enables managers to effectively present products and brands in appealing and persuasive ways. Integrates complex theories of social and behavioral sciences with marketing mix elements and demonstrates the analysis of the theories in practice.

MK310. Personal Selling and Sales Management (3)

The purpose of this course is to provide students an overview of marketing’s most vital activity. Personal selling is approached hands-on. Students are given an opportunity to blend communication skills with effective sales techniques. Two major aspects of sales management: sales analysis – sources and trends of revenue, compensation, cost assignment and profits, and territory analysis; and personal decisions – motivation, recruiting, selection and training are covered. Inclass role-playing and video sales presentations are stressed. Customer relationship management (CRM) software is introduced and utilized in course assignments. Appropriate for individuals in all majors who have anything to sell, ranging from selling themselves in a job interview to selling a service like accounting, a product like a computer or an idea such as a political campaign. In addition, students are exposed to the real world of selling through presentations by professionals and outside activities with local organizations.

MK330. Event Planning (3)

The Event Planning course will provide students with the foundation to successfully plan an event such as a profit or non-profit board meeting, major fund raising initiative for an organization, or major corporate event. The course will allow students a “behind the scenes” perspective of how to organize and execute a successful event from the initial planning stage, budget preparation, marketing, and to the end product and the ability to assess the success of the event. Students will garner an understanding of how to market an event utilizing various PR tools coupled with good financial management.

MK360. Special Topics in Marketing (1-3)

Provides either an in-depth study of a particular topic or a broad view of several topics of current interest in the marketing area. Topics may include, but are not limited to, purchasing, channel strategies, development of marketing thought, new product introduction, direct marketing, advanced research analysis, marketing

modeling, advanced research analysis, marketing modeling, health care and services marketing. Course incorporates relevant experiential learning activities such as field trips whenever appropriate. No more than three topic courses permitted for each student. Like numbered courses may not be repeated.

MK363. Brand Loyalty through Digital Media (3)

This course focuses on how to develop and build brand loyalty through digital media like websites, social media, mobile apps and emerging technologies. Students will learn about the basics of brand dynamics and user experiences. Case studies will be used to illustrate how individual brands use digital media to develop and build brand loyalty culminating with the creation and promotion of your personal brand through digital media. Learn (best social media practices), discover (your personal brand), create (an online presence), measure (your impact) & analyze (your efforts). Students will complete a social media management system certification.

MK365. Brand Loyalty Experience (1)

This course builds on the knowledge acquired in MK363 Brand Loyalty through Digital Media on how to develop and build brand loyalty through digital media like websites, social media, mobile apps and emerging technologies. Students will focus on the relationship between digital media, user experiences, and brand loyalty. Case studies will be used to illustrate how individual brands use digital media to develop and build brand loyalty culminating with an interactive case study of Walt Disney World.

MK442. Digital Media Marketing Strategy & Analysis (3)

Students will integrate knowledge from various marketing disciplines to create, deliver and capture customer value on a sustainable basis. Participation in a nationwide competition (like the Google Online Marketing Challenge) will allow for measurement of strategy decisions in a real-world setting.

MK471, 472. Marketing Internship (1-3)

Cooperative course between the University and selected businesses to further develop the professional training of Digital Media Marketing majors. Combination of work experience and written reports..

MK491, 492. Independent Study in Marketing (3)

Qualified seniors are encouraged to undertake an original investigation of a problem in marketing. May include a written report and an oral examination. Credits earned in this course may apply to elective hours for the major which correspond to the research subject matter.