Digital Marketing Certificate Course Offerings

BUS 310

Strategic Marketing

This course will introduce students to qualitative and quantitative analysis tools and forecasting along with alternate approaches to decision-making in the marketing context. Visioning, strategy, branding and the value-proposition plus risk and mitigation are then addressed. Emphasis is on applying disciplined theoretical frameworks to the development of critical thinking and sound judgement, harmonizing the objectives and resources of the organization with real world marketplace opportunities.
***Prerequisite: BUS 210 (or ADMN 210)***
*Note: Students may not receive credit for both BUS 310 and ADMN 310.*

BUS 312

Consumer Behaviour

This course examines the key concepts and theories in consumer behaviour, psychology, and other relevant fields. It addresses perception, personality, culture, and other topics to better understand consumer actions, motivations, decisions and response to various marketing strategies.
***Prerequisite: BUS 210 or ADMN 210***
*Note: Students may only receive credit for one of BUS 312, ADMN 312, and ADMN 412.*

BUS 317

Digital Marketing Strategy

This course examines leading trends in digital media and the evolving impact on marketing strategy. Focus will be placed on increasing competitiveness through optimal use of digital media tools and platforms to increase both marketing strategy effectiveness and efficiency. All “4 P’s” of on-line products, pricing models, distribution methods, and use in promotional strategy will be examined. Customer relationships, engagement, and empowerment are also considered.
***Prerequisite: BUS 210 (or ADMN 210)***
*Note: Students may only receive credit for one of BUS 317, BUS 417, ADMN 417, and ADMN 435AC.*

BUS 410

Advanced Marketing Strategy

This course builds on BUS 310 and accrued marketing expertise. Following a review of disciplined theoretical frameworks, the class focuses on real world challenges such as integrative business model design, competitive positioning and growth strategies, creating a compelling brand image, and, optimizing the value proposition. In addition to developing sound judgement and critical thinking, resourceful problem solving and professional development are given priority.
***Prerequisite: BUS 310 (or ADMN 310), and BUS 312 (or ADMN 312 or ADMN 412)***
*Note: Students may not receive credit for both BUS 410 and ADMN 410.*

BUS 413

Marketing Research

This course introduces the design, execution, and informed consumption of business research with a focus on marketing research. The course considers a range of contemporary research techniques, encompassing problem definition, questionnaires and other designs, sampling, business analytics techniques, interpretation of findings, and application to strategic marketing decision-making.
***Prerequisite: STAT 100 and any BUS 31x course or BUS 374AA-ZZ***
*Note: Students may not receive credit for both BUS 413 and ADMN 413*

BUS 414

Promotional Marketing Strategy

This course addresses the art of designing a strategic communications plan that integrates all aspects of the promotional mix. Advertising, public relations, digital media, word of mouth, direct marketing, and sales promotion are all part of the analysis and discussion. Creative messaging and media planning are explored to maximize effective and efficient use of company resources in reaching the intended target audience.
***Prerequisite: BUS 312 (or ADMN 312)***
*Note: Students may not receive credit for both BUS 414 and ADMN 414*

BUS 415

International Marketing

This course concentrates on the principles associated with conducting business and implementing marketing strategies across national and cross-cultural boundaries. It teaches how to use environmental scanning and international marketing research to evaluate foreign country opportunities and plan market entry. Strategic importance of segmentation, targeting and positioning is considered. Strategic standardization versus adaptation decisions are explored for “4 P’s” (product, pricing, distribution, and promotion).
***Prerequisite: BUS 31x course or BUS 374AA-ZZ***
*Note: Students may not receive credit for both BUS 415 and ADMN 415*

BUS 416

Business-to-Business Marketing and Sales

This course examines the unique aspects of marketing to business customers. Topics include organizational buying and selling models, creating value for business customers, developing product, pricing, channel, sales, and communications strategies. Relationship management within the supply chain and the sales function are emphasized.
***Prerequisite: BUS 310 or BUS 312***
*Note: Students may only receive credit for one of BUS 416, ADMN 416, and ADMN 435AE*

CTCH 115

Mobile Documentation for Live Events and Promotion

Students will learn how to document live events using a smart device. This course will cover mobile video recording and editing techniques, how to record and edit audio, how to take and edit digital images, and how to add logos, titles/captions, transitions, effects, and more to mobile videos. Students will be expected to attend and document live events as part of their course work.

DES 213

Brand Strategy, Advertising and Design

This course explores design practices for branding strategy and advertising as they are developed in a professional environment. Through experiential learning processes, lectures, case studies, and studio projects, students will gain practical and theoretical knowledge to create and understand the visual language under-pinning brand identities and advertising campaigns. The course emphasizes the development of brand strategy, aligning creative design and communication with strategic objectives to build cohesive and effective brand messages.
*Note: Students may only receive credit for one of CTCH 213, DES 213, and CTCH 200AG.*

DES 215

Visual Identity Design

This course focuses on the conceptualization, development, and implementation of visual identity systems that define and communicate the essence of a brand. Students will explore the role of graphic design in building visual identities that are cohesive across different media and channels. The course combines the-ory and practice, emphasizing the translation of a brand’s values and mission into a recognizable and effective visual identity. Students will engage with real-world projects, building complete visual identity systems, which include logo design, typography, color palettes, and other key design elements. Emphasis will be placed on ensuring consistency, flexibility, and longevity across various brand touchpoints, from digital interfaces to physical environments.
***Prerequisite: CTCH 213 or DES 213.***
*Note: Students may only receive credit for one of CTCH 215, DES 215, and CTCH 200AL.*

DES 217

Critical, Creative, Professional Writing for Digital Platforms and Technologies

This course instructs students to develop and refine their written communication skills within Creative Technologies and Design, focusing on digital spaces for communication, creative making, and critical analysis. Students will write within, for, and about digital platforms and technologies across critical, creative and professional writing genres.
***Prerequisite: ENGL 100 or ACAD 100 and CTCH/DES 110 or CTCH/DES 111.***
*Note: Students may only receive credit for CTCH 217 or DES 217.*

DES 306

Digital Storytelling and Interactive Media

This studies/studio hybrid course explores the social, political, cultural, economic, and intersectionality of interactive media and digital storytelling. We will engage with audio (audio walking tours, music recording, podcasting, radio programming) and on-line interactive and immersive storytelling (web-projects, gaming, apps).
***Prerequisite: Successful completion of 30 credit hours, or permission of the Coordinator.***
*Note: Students may receive credit for one of CTCH 306, DES 306 and CTCH 310AE.*
*Note: Creative Technologies Core Course Option.*

DES 311

Video Hack: Web Video Tools

This course mashes together traditional video creation skills with an emphasis on using contemporary tools to produce high quality digital outputs for the internet and emerging online platforms. Using widely available tools such as smartphones, tablets, action cameras, open source code & laptops this class will explore creative opportunities afforded by these new tools. Topics will include super short form videos for social media, video mashups from found video, code & video, time-lapse video & the evolution of camera placement. Editing projects for these new platforms will incorporate professional video editing applications, online tools and image editing applications.
***Prerequisite: 30 credit hours or permission of Coordinator.***
*Note: Students may only receive credit for one of CTCH 311, DES311 and CTCH 310AC.*