Bachelor of Science in Digital Marketing
The Bachelor of Science degree in Digital Marketing (BSDM) program prepares business professionals to leverage the latest digital tools and technologies to target consumer audiences and create brand loyalty while promoting products and services to consumers. Students learn to use tools and technologies that will prepare them to solve real-world problems including harvesting customer data through analytic reports, analyzing the buyer’s journey, understanding and tracking consumer behaviors, identifying expectations of consumers and creating digital touchpoints, identifying underperforming content leading to wrong keywords, and optimizing the marketing investment and the impact on company goals.
Students who complete the BSDM program are likely to pursue a variety of marketing-related careers, including advertising account executive, brand manager, digital content manager, market researcher, and marketing account executive. Graduates may also pursue graduate degrees in marketing or a related field.
Program Learning Outcomes (PLO) for the B.S. Degree in Digital Marketing
Graduates of the Bachelor of Science degree in Digital Marketing program will be able to:
PLO 1: Develop an integrated digital marketing strategy for global business operations.
PLO 2: Integrate a Christian worldview and values for ethically sound decision making.
PLO 3: Utilize analytics for strategic decision making.
PLO 4: Communicate business concepts through oral forms utilizing 21st-century communication skills and technology.
PLO 5: Communicate business concepts through written forms utilizing 21st-century communication skills and technology.
PLO 6: Demonstrate digital marketing skills and professional competencies for increasing customer engagement through an online presence.
The Los Angeles Pacific University Core comprises the General Education requirements and the LAPU Distinctives. Students are encouraged to complete the Core before beginning their major requirements. General Education requirements may be met by transfer work. The LAPU Distinctives are required for all undergraduate degrees at LAPU.
| Requirement | Title | Credits |
|---|---|---|
| General Education Requirements | 25 | |
| LAPU Distinctives | 9 | |
| Total Credits | 34 | |
| Requirement | Title | Credits |
|---|---|---|
| English Communication | ||
| COMM 105 | Public Communication | 3 |
| ENGL 105 | Introduction to Academic Research and Writing | 3 |
| Arts | ||
| ARTS 110 | Introduction to Art | 3 |
| Humanities | ||
| ENGL 115 | Introduction to Literature | 3 |
| or PHIL 205 | Introduction to Philosophy | |
| or PHIL 210 | Introduction to Ethics | |
| Quantitative Reasoning | ||
| STAT 280 | Applied Statistics | 3 |
| Behavioral Sciences | ||
| ECON 203 | Principles of Microeconomics | 3 |
| Social Sciences | ||
| HIST 202 | World Civilizations | 3 |
| or HIST 204 | U.S. History from 1865 | |
| or HIST 420 | United States History and the Constitution | |
| Physical and Biological Sciences | ||
| BIOL 105 | General Biology/Lab | 4 |
| or BIOL 230 | Anatomy and Physiology I/Lab | |
| or CHEM 115 | Chemistry for Health Sciences/Lab | |
| or NSCI 150 | Introduction to Astronomy/Lab | |
| Total Credits | 25 | |
LAPU Distinctives
| Requirement | Title | Credits |
|---|---|---|
| BIBL 100 | Introduction to Biblical Literature: Exodus/Deuteronomy | 3 |
| BIBL 230 | Introduction to Biblical Literature: Luke/Acts | 3 |
| ISTU 101 | Success in the University 1 | 3 |
| Total Credits | 9 | |
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Must be taken at LAPU.
In order to earn the Bachelor of Science degree in Digital Marketing, students must complete the following degree components:
| Requirement | Title | Credits |
|---|---|---|
| Core 1 | 28 | |
| Program Requisites | 15 | |
| Major Requirements | 45 | |
| Electives | 32 | |
| Total Credits | 120 | |
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34 credits total; 6 credits are counted below in Program Requisites.
In order to earn the Bachelor of Science degree in Digital Marketing, students must complete the following required courses while achieving a minimum cumulative grade-point average (GPA) of 2.0 in their major courses.
| Requirement | Title | Credits |
|---|---|---|
| Core | ||
| Core Requirements 1 | 28 | |
| Program Requisites | ||
| BUSN 250 | Business Communications | 3 |
| BUSN 270 | Business Law and Ethics | 3 |
| ECON 203 | Principles of Microeconomics | 3 |
| ECON 204 | Principles of Macroeconomics | 3 |
| STAT 280 | Applied Statistics | 3 |
| Major Requirements | ||
| BUSN 310 | Statistical Analysis for Business Decisions | 3 |
| BUSN 340 | Introduction to Business Analytics | 3 |
| BUSN 350 | Marketing and E-Commerce | 3 |
| BUSN 395 | Project Management | 3 |
| BUSN 480 | Strategic Management and Policy | 3 |
| DMKT 300 | Social Media Marketing | 3 |
| DMKT 320 | Digital Marketing Analytics | 3 |
| DMKT 340 | Mobile Marketing | 3 |
| DMKT 360 | Consumer Messaging | 3 |
| DMKT 380 | Search Engine Optimization | 3 |
| DMKT 400 | Consumer Behavior | 3 |
| DMKT 420 | Customer Relationship Management | 3 |
| DMKT 440 | Content Creation | 3 |
| DMKT 460 | Brand and Product Management | 3 |
| DMKT 490 | Digital Marketing Capstone | 3 |
| Electives | ||
| Electives Requirement 2 | 32 | |
| Total Credits | 120 | |
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6 credits of the 34-credit Core are fulfilled within the Program Requisites.
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Students may choose from any course in the catalog. If students wish to complete a concentration, they may complete a maximum of two concentrations.
Students may also earn up to 30 credits of electives via Prior Learning Assessment (PLA).