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Drive Marketing Results with a Digital Focus
The Digital Marketing Management major in the online Bachelor’s in Business degree at The American Women’s College prepares you to create, manage, and analyze digital marketing strategies and campaigns. You’ll learn how to use digital marketing tools to execute successful campaigns and how to build brands online. Gain experience delivering an optimized web experience for prospective buyers with landing pages and marketing automation and earn Google certifications.
Build Real-World Experience and Skill Sets
6 Weeks Each
Within the curriculum for our online BS in Business: Digital Marketing Management degree, you’ll build on the business degree core foundation with the mindset, toolset, and skill set to evaluate the most current digital marketing landscape.
You’ll get expert-level instruction and leadership training from industry professionals who prepare you for the real challenges of advanced roles and ensure you can thrive throughout your career.
The Digital Marketing Management major can also be taken as a Certificate in Digital Marketing Management and applied to any online degree program to further specialize in your area of study.
To view the complete list of program courses, visit the program curriculum page.
Required Major Courses
This course’s objective is to develop the ability to read, interpret, identify the differences and the relationships between the primary financial statements. This objective is met not only by analyzing the effect of business transactions on financial statements and financial ratios but also by recording essential transactions, measuring the amounts of assets, liabilities, owner’s equities, revenues, and expenses, and preparing the primary financial statements. This course also explains the difference between the cash and accrual bases of income measurement, the use of t-account analysis in determining important measures of business activity, and how the time value of money affects the measurement of liabilities. This emphasis on financial statements is facilitated by a semester-long study of the content of corporate annual reports culminating in a comprehensive annual report project.
Prerequisite: sophomore status with the exception of highly qualified first-year accounting majors
This course provides the 21st Century foundation for business students who will need newly shaped perspectives, solid research and communication skills, positive ethical spirit, and new technological resources to work and make decisions in global economy. Students learn the basics of business, the process of innovation and the role that business plays in society. Students are encouraged to develop their own innovative capacities, whether they want to start up a business of their own, augment the capabilities of a small business, step up to the myriad of non-profit challenges, or excel in corporate America. Students learn how to think systematically as business professionals, innovators and/or entrepreneurs. By first exploring the economics of business, in this country and beyond, students begin to recognize that all businesses are subject to ongoing trends, discoveries and breakthroughs that must be accommodated. Some represent threats; others opportunities. None can be ignored. Learning that the form of a business should follow the functions it must provide, students discover the range of options available to them as they contemplate career paths that may be of interest to them. Finally, students are provided with insight into each of the areas of functional expertise found in all organizations; i.e., finance and accounting, marketing and sales, customer support, operations, logistics, et. al.
Businesses today rely on a robust and vibrant social media presence to tell their story to a wide variety of audiences, for a wide variety of purposes. This course explores the ways that businesses can use an intentional social media strategy to meet their organizational goals. Social media tools, their benefits and limitations, and their usage will be explored.
Prerequisite: BUS 226
This course presents media-oriented analysis of advertising and sales promotion related to the marketing of goods and services. Budgeting, reach and frequency as well as the development of multimedia advertising campaigns highlight this theoretical, yet practical approach.
Prerequisite: BUS 226
This course builds a bridge from students’ general education to the work they do in the field of business. With the aim of preparing students for both professional life and graduate work, this writing-intensive course introduces disciplinary strategies for preparing routine business correspondence, for investigating provocative issues, and for communicating to others about them. In this way, the course offers students time to learn and to practice more advanced skills in reading, writing, speaking, and listening; in using appropriate software support in presentations; and in mastering information literacy in the field of business. The course emphasizes fundamental principles of communication with time-on-task and real world, discipline-specific models for communication tasks.
Prerequisite: ENG 114 and ENG 124 or ENG 134
The students in this course will be introduced to the concept of branding and its impact on products, lifestyles and societies within the element of marketing. The students will examine the history of branding, discuss the development of strong and seemingly impervious brands, as well as develop an innovative brand position for an entrepreneurial venture. Students will learn to identify, evaluate, create, and present their own positions on branding as a consumer and as a marketer.
Prerequisite: BUS 226
In Digital Marketing Management, students will learn the basics of delivering paid search, display and inbound campaigns. Students will learn how to define buyer personas, conduct industry research, set smart goals, analytically pick keywords, optimize website pages, create content, and build links around terms ideal buyers are searching for. Finally, students will be able to evaluate which marketing efforts bring the best conversations or leads.
Prerequisite: BUS 245, BUS 260
This course is all about connecting the dots, linking various functions of business and understanding the interdependency between marketing, sales, advertising, operations/supply chain and other business functions. The purpose of this course is to enable the student to integrate the lessons learned in previous business, accounting, finance, international business and management courses through the use of case studies analyzed from the general manager’s point of view. Students will also learn the importance of score card and metrics that are essential for running a business.
Prerequisite: BUS 327 and ECO 212 or ECO 240
The BS in Business Administration: Digital Marketing Management program requires 35 credits of major electives:
- Career Elective (3 credits)
- General Elective (32 credits)
Learn more about which courses apply to these credits by speaking with an enrollment counselor.
Choose one of the following
This course provides a manager’s persepective on the law for business students. Students learn the practical implications of law in their own lives and what they must be ready for as they encounter civil and criminal legal issues and business formation issues. Students are introduced to the court systems, parts of the government that impact business, and how they affect and impact the life of the individual and businesses. Students learn about contracts, different types of business, and areas of regulation surrounding the relationship between employers, employees, and the government.
This course studies the legal environment of business, including an examination of the format and characteristics of corporations, partnerships, and agency law. The law of contracts is studied in detail.
Prerequisite or corequisite: LAW 103
Choose one of the following
Organizational Development and Change provides students with the opportunity to learn critical theory and application in the field of Organizational Behavior and Change and how to use that knowledge to improve organizational development to adapt quickly and effectively to change. Students apply proven methods to help organizations achieve goals and build capabilities to meet future challenges.
Prerequisite: BUS 235
Leadership requires a balanced understanding of human behavior and applied managerial skill. This course introduces organizational studies and organizational behavior. It examines the history of the field as well as the critical role that theory and research play in the discipline. Topics include the characteristics of effective leadership and organizational power, different frameworks for leadership and leadership styles, building and managing high-performing diverse teams, managing a diverse and inclusive organization, supporting diverse employees, and effective and ethical managerial decision-making.
What You’ll Learn
Within the Digital Marketing Major of the online BS in Business degree, you’ll learn how to use tactical components of digital marketing such as blogs, search engine optimization, social media, email marketing, and paid advertising to execute successful campaigns. You’ll also learn how to build brands online using investigative processes to define buyer personas, conduct industry research, set smart goals, analytically pick keywords, create content, and measure performance.
Knowledge of organizational dynamics, coupled with outstanding leadership capabilities and experience, bring you confidence in knowing you’ll be an asset to the team.
By Graduation, You’ll Have Skills to:
- Develop an effective social media campaign
- Manage digital media tools and applications
- Assess and manage online branding issues
- Perform effective online marketing research
Step into Digital Marketing Roles with Confidence
When you graduate with the online BS in Business: Digital Marketing Management degree, you’ll know how to plan and build a unique digital marketing strategy to market, sell, and deliver products and services. Using these skills, you can step into an array of marketing roles, such as a digital marketing account executive, content strategist, and media or brand manager — roles with average salaries from $65,798 to $102,416.1-4Explore Major Careers
Learn from Industry Experts
At The American Women’s College, your learning is expanded by the rich workplace experience our faculty bring to the classroom. Faculty are professionals who hold an array of titles in the fields they teach. Their involvement in the day-to-day challenges of their role and industry brings curriculums to life with real-world examples as you connect what you learn to what they share.
Each faculty member at TAWC incorporates real industry experience into each lesson. As a student, you’ll receive personalized, one-on-one support and graduate fully prepared to face the challenges of your chosen field.
Megan Piccus, Senior Director of Business Programs at The American Women’s College
Megan comes to Bay Path with years of business and academic experience and is delighted to bring her enthusiasm for teaching and business expertise to The American Women’s College.
Megan is the program director for the Business programs that include business administration, accounting, business analytics, operations management, strategic HR management, entrepreneurship, and digital marketing. She is additionally responsible for the leadership and organizational studies program.
Megan has worked in business for United Technologies Corporation (UTC). She was most recently at Pratt & Whitney based in East Hartford, CT, where she managed talent development for the Manufacturing Engineering population for all Pratt US operations. She also worked at United Technologies Aerospace Systems, another UTC company, where she had various operations and management roles.
Megan has 18 years of teaching experience at Springfield Technical Community College as a tenured professor with a teaching specialty in operation management (Quality/6 Sigma/Lean).
Review More Career-Focused Majors
Explore other possible majors in our business degree that deliver deep knowledge and experience in the current theories, technologies, and strategies in a business area with strong growth rates and above-average salaries.
BS in Business: Accounting
Learn what accounting numbers mean to managers and within key business areas as you build technical accounting skills.
BS in Business: Business Administration
Take a deep dive into business topics including sales, project management, purchasing, planning, and marketing.
BS in Business: Business Analytics
Learn to identify reasons and trends that impact success and presentation skills to influence stakeholders.
BS in Business: Entrepreneurship
Learn key areas of business to be prepared for the challenges that come with launching your own product or company.
BS in Business: Hospitality Management
Learn to recognize trends and weather changes in this ACHPA-aligned program.
BS in Business: Human Resource Management
Effectively manage and coordinate employees using data-based decision-making and new technologies.
BS in Business: Nonprofit Management
Get the specific skills needed to take roles in development, grants, programs, community services, and more.
BS in Business: Operations Management
Learn to organize people, products, services, and information to streamline processes and save time and money.
Frequently Asked Questions
Explore our frequently asked questions for in-depth answers. If you don’t find what you’re looking for, reach out to us.
The average time it takes to earn your bachelor’s in one of the BS in Business programs is three and a half years. Please see our curriculum page for the courses and their descriptions.
Tuition is $410 per credit hour. You’ll need to complete 120 credits for a total tuition of $49,200. Please be sure to review our tuition page to review all costs.
Yes, the BS in Business programs accept up to 90 transfer credits. You can learn more about our admissions policy on our admissions page.
You’ll complete a total of 120 credits to earn the BS in Business: Digital Marketing Management degree. Take a moment to view the curriculum if you haven’t already. The total number of credits earned at The American Women’s College depends on the number of transfer credits you have (up to 90).
- A completed application
- 2.0 GPA or higher
You can learn more about our admissions policy on our admissions page.
Earning your BS in Business in Digital Marketing Management prepares you for various careers within the marketing industry, such as content specialist, blogger, copywriter, social media manager, and more.
- Salary.com. “Digital Marketing Account Executive.” Retrieved from https://www.salary.com/research/salary/recruiting/digital-marketing-account-executive-salary.
- PayScale. “Average Content Strategist Salary.” Retrieved from https://www.payscale.com/research/US/Job=Content_Strategist/Salary.
- Salary.com. “Media Manager Salary.” Retrieved from https://www.salary.com/research/salary/posting/media-manager-salary.
- Salary.com. “Brand Manager Salary.” Retrieved from https://www.salary.com/research/salary/listing/brand-manager-salary.