Digital Marketing

School of Business

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School of Business
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OVERVIEW

Today's businesses need savvy communicators whose strategic, creative and digital skills can help them be at the forefront of marketing trends and technology.

Baldwin Wallace’s digital marketing major is a hands-on, comprehensive program designed with input from industry leaders. It combines a strong foundation in business with specialized coursework in digital advertising, content marketing, multimedia, brand management, market research, web programming and communications.

From strategy to social media production to the creation of engaging content, you’ll work with real clients. You’ll build a portfolio that showcases your skills. Intern with leading professionals across diverse industries. And benefit from courses and experiences that will give you in-demand career certification from industry leaders like Google, HubSpot, Hootsuite, Microsoft and Bloomberg.

Career Opportunities

A fast-growing area of sustainable job growth, digital marketing is a rewarding business profession that spans all industries. Its diverse career opportunities include:

  • Digital marketing manager
  • Marketing manager
  • SEO specialist
  • Account executive
  • Social media manager
  • Content marketing manager
  • Content creator
  • Online media coordinator
  • Paid search specialist
  • Photo of BW students sitting at a conference table discussing marketing plans

    Strategic planning is at the core of BW's digital marketing major,  which helps students build skills in digital advertising, content marketing, multimedia, brand management, market research, web programming and communications.

  • Photo of BW students presenting a social media marketing plan in the Business Resource Center

    Using advanced technology to help brands tell their stories is a key part of digital marketing. At BW, students learn how to creatively present and communicate data and make recommendations to decision-makers.

  • BW students pitching a digital marketing plan in a conference room

    Students in BW’s successful Digital Marketing Clinic develop research-based strategies customized to client needs.

Photo of hand holding smartphone with apps on it

What is Digital Marketing?

Digital marketing uses technology to deliver the right message to the right audience at the right time and place using social media, website development, email marketing, search marketing, voice search, ecommerce and other approaches.

Photo of hands pointing at computer screen

Digital is in Demand

Recruiting firm Mckinley Marketing Partners reported a 19 percent job growth in 2017 for digital marketing jobs. The organization also indicated that jobs requiring some degree of digital expertise were projected to be among 56 percent of marketing hires.

Specialized Career Opportunities

Not only are digital marketing generalist positions in demand, certain specializations are growing at an even faster rate. Digital Marketing Job Report found positions for search engine optimization (SEO) are up 43 percent year over year, while content marketing jobs have increased 33 percent.

CURRICULUM

The digital marketing major is an interdisciplinary program rooted in experience-based, active learning. There is a required internship with an outside employer. Students also work closely with faculty mentors to create a custom portfolio of content and materials from courses, internships and other experiences they can use when seeking employment.

From analytical to creative, you’ll develop both the left- and right-brain skill sets needed to secure internships, full-time employment and advance your career. The digital marketing curriculum includes coursework from:

  • Art (digital media and image editing)
  • Business (accounting, finance, operations and management)
  • Communications (multimedia writing)
  • Computer science (web programming)
  • Data analysis and visualization
  • Marketing (brand management, content marketing, research and more)

Suggested Minors

The digital marketing major was designed to pair with the following minors to allow students to customize a program of study based their specific goals:

Digital Marketing Certifications

Some certification programs are required elements of specific courses in the digital marketing major. Others can be pursued individually to benefit your internship work, expand your portfolio and explore career interests.

Through the Digital Marketing Clinic, a student-driven consultancy offered through the School of Business, you can earn certifications in:

  • Google Analytics
  • Facebook Blueprint
  • Hootsuite Platform
  • HubSpot certifications
  • Other industry-leading apps and tools
Course Catalog

Course Descriptions

Course descriptions, requirements for the major and additional information can be found in the University Catalog.

STUDENT EXPERIENCES

The digital marketing major includes multiple hands-on experiences and touchpoints with outside businesses and industry professionals. To complement the coursework in the major, you can get involved with the following campus initiatives.

Digital Marketing Clinic

A hybrid between a class and an internship, BW's Digital Marketing Clinic is a student-run, experience-driven agency offering digital marketing expertise to local businesses. Students work with small businesses to develop effective, research-based inbound marketing strategy including website design, social media strategy, targeted digital content, automated email marketing plan and a marketing playbook. In addition to gaining portfolio-building, real-world experience and networking opportunities, students can earn certifications from digital marketing applications.

Enactus

A global, nonprofit organization, Enactus helps students develop leadership, teamwork and communication skills as they learn, practice and teach principles of free enterprise to improve the standard of living for millions around the globe.

LaunchNET

For students interested in starting their own businesses, LaunchNET provides access to an extensive network of mentors, experts and services. Student entrepreneurs have launched digital marketing consulting companies, smartphone apps, event management companies and other types of enterprises. Internships with the program are also available.

The School of Business offers additional professional, social and learning opportunities through its student organizations and experiential learning programs.

ALUMNI SUCCESS

Although the digital marketing major will enroll its first class in Fall 2019, BW has a rich history of placing students in high-profile digital marketing positions from Chicago to Detroit to New York City and throughout Greater Cleveland and Ohio.

Job titles of recent BW graduates include:

  • Account manager
  • Content creator
  • Content marketing specialist
  • Digital marketing associate
  • Email marketing associate
  • Marketing automation specialist
  • Marketing strategist
  • Online media coordinator
  • Paid media specialist
  • Project engineer
  • Search engine optimization specialist
  • Social media coordinator
  • Social media associate editor

FACULTY

 

Lori Radulovich
Chair, Marketing & Informatics
Professor

D.B.A., Cleveland State University

Tim Marshall
Assistant Professor
Director, Digital Marketing Clinic
M.S., Eastern Michigan University

Mary Pisnar
Professor
D.B.A., Cleveland State University

Robert Young
Associate Professor
D.B.A., Cleveland State University