Digital Marketing Minor

In today’s world there is a need for strategic thinking and business vision based on a different paradigm. Competition is not only between products and services, but also between business models. Students will learn about innovation-driven business strategies and methodologies to develop business designs to successfully compete in the new economy.

This course teaches the principles of project management that are commonly used to plan and measure projects in industry. It presents the project management mind-set, tools, and skills for successfully defining, planning, executing, monitoring, controlling, and reporting a project. Topics covered include: the project life cycle; fundamental PM processes; development of the project plan; interpersonal management skills; and managing changes during project execution. Case studies are from technology and media applications.

This course focuses on introducing the idea of “entrepreneurial marketing” and is aimed at students who plan to start a new venture or take a job as a marketing professional pursuing an innovative marketing approach. Students will study a full spectrum of marketing strategy and tactics that are especially suitable for entrepreneurial firms aiming for high growth and innovation yet faced by limited resources and uncertain industry dynamics. Students will work in teams on marketing plans for their own venture or for other high-profile entrepreneurs or executives. The focus of this course is on handson experiences and practical relevance of innovative marketing concepts.

In this class students get a “big picture” look at the ingredients of a start-up firm and the process of creating one. The class details those ingredients, discusses the stories (good & bad) of people who have done it, and learn the process by going through it with a self-select team. Students learn: the business planning process, which maps how to move from an idea to an actual enterprise offering an actual product/service/apostolate; How to craft a compelling and clear business story that captures the true essence of your business; and finally acquire inquisitiveness as to how the world of business really works. The class deliverable is a complete Business Plan created by student teams along with a presentation of the plan.

This course teaches students to meet and resolve objections and conflicts that result from written and oral proposals and pitches. Emphasis is on resolving customer obstacles before addressing your own. Topics covered include: Wants vs. Needs, Win-Win Strategies, Best Alternatives to Agreement, Schedule vs. Quality vs. Cost, Progress vs. Perfection. The class progresses through carefully structured, progressively more complex negotiation exercises. Students learn how external and internal negotiation has become a way of life for effective managers in a constantly changing business environment.

This course is an introductory-level course for students. Its intent is to give an in-depth understanding of the differences between—and similarities of—leadership and management. The course focuses on the major traits of leaders and managers, and augments these with examples of great historic leaders, including George Custer and Jesus Christ. The course also studies the many leadership traits of Abraham Lincoln and looks at how these can be applied in modern business to improve management techniques. As part of the learning process, students give summaries of Lincoln’s leadership lessons, using short, Power Point presentations.

This course will teach students how to write and speak effectively in business and other communication.

Applied Market Research offers students an overview of market research techniques and primary and secondary research strategies informed by a Christian code of conduct. The course is designed to provide them with the principles, vocabulary, tools and practice necessary to identify a market demographic, write a research brief, develop and implement a research study, and analyze the findings.

This course will prepare you to act both strategically and tactically — utilizing social media tools like blogs, microblogs (Twitter), vodcasts, video, and networking sites to engage with your audience and sell your products and services.

This course provides students with solid experience in creating market-driven and market-driving strategies for the future success of a business. Course objectives are designed to help students in discovering and developing a set of unique competencies for a firm that, through strategic differentiation, will lead to sustainable competitive advantage in the marketplace. Students are provided with the opportunity to develop and practice creative problem solving and decision-making skills to simulate the requirements of today’s complex market environment. Industry analyses will be performed that include the following: internal/external analysis, customer analysis, competitor analysis, market/submarket analysis, and comparative strategy assessment.

In this senior level workshop, students will have the opportunity to develop key deliverables for a current client or prospective client of a local social media agency. The student will learn about the research, strategy, execution, promotion, and creative elements that make up a digital agency, or service-based business. The class will be structured around short lectures, supported by scheduled in-office training with the social media agency team to implement course material in service of an actual client or prospect. At the end of the course, students will have a solid understanding of how social media can communicate a brand’s story, and how to deliver this service in a viable way.