Academic Catalog

2023-2024 Edition

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 Requirements25
LAPU Distinctives9
Total Credits34
Requirement Title Credits
English Communication
COMM 105Public Communication3
ENGL 105Introduction to Academic Research and Writing3
ARTS 110Introduction to Art3
ENGL 115Introduction to Literature3
or PHIL 205 Introduction to Philosophy
or PHIL 210 Introduction to Ethics
Quantitative Reasoning
STAT 280Applied Statistics3
Behavioral Sciences
ECON 203Principles of Microeconomics3
Social Sciences
HIST 202World Civilizations3
or HIST 204 U.S. History from 1865
or HIST 420 United States History and the Constitution
Physical and Biological Sciences
BIOL 230Anatomy and Physiology I/Lab4
or BIOL 240 Anatomy and Physiology II/Lab
or CHEM 115 Chemistry for Health Sciences/Lab
or NSCI 150 Introduction to Astronomy/Lab
Total Credits25

LAPU Distinctives

Requirement Title Credits
BIBL 100Introduction to Biblical Literature: Exodus/Deuteronomy3
BIBL 230Introduction to Biblical Literature: Luke/Acts3
ISTU 101Success in the University 13
Total Credits9

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 128
Program Requisites15
Major Requirements45
Total Credits120

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 Requirements 128
Program Requisites
BUSN 250Business Communications3
BUSN 270Business Law and Ethics3
ECON 203Principles of Microeconomics3
ECON 204Principles of Macroeconomics3
STAT 280Applied Statistics3
Major Requirements
BUSN 310Statistical Analysis for Business Decisions3
BUSN 340Introduction to Business Analytics3
BUSN 350Marketing and E-Commerce3
BUSN 395Project Management3
BUSN 480Strategic Management and Policy3
DMKT 300Social Media Marketing3
DMKT 320Digital Marketing Analytics3
DMKT 340Mobile Marketing3
DMKT 360Consumer Messaging3
DMKT 380Search Engine Optimization3
DMKT 400Consumer Behavior3
DMKT 420Customer Relationship Management3
DMKT 440Content Creation3
DMKT 460Brand and Product Management3
DMKT 490Digital Marketing Capstone3
Electives Requirement 232
Total Credits120

6 credits of the 34-credit Core are fulfilled within the Program Requisites.


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).