Digital Marketing - Bachelor of Applied Science in Communication
Degree
Bachelor of Applied Science (BAS)
Overview
Rapid advancements in technology have changed, and will continue to change, marketing in unprecedented ways. In response to today’s demand for marketing professionals who understand and effectively use digital technologies, this degree will help students master topics like search engine marketing, mobile, web analytics, and much more. Furthermore, students will develop the capacity to design and execute digital marketing campaigns that reach targeted audiences with precision.
Career Opportunities
Companies are eager to hire people with both the strategy and skills necessary to manage their digital marketing efforts. Students designing their career in Digital Marketing can expect to work in the following fields:
- Omni-channel Demand Generation
- Growth Marketing
- Content Creation
- Advertising/Customer Advocacy
- Digital Analytics
Learning Outcomes
Upon completion of the degree, successful graduates will be able to:
- Communicate in a persuasive, legal, and ethical manner.
- Strategically develop and manage omni-channel digital marketing campaigns.
- Utilize tools, platforms and data sources to optimize research, audience reach, conversion, and retention.
- Design digital experiences that are easy and efficient.
- Lead teams and serve within a team in a productive and constructive manner.
Course Requirements
Students are responsible to examine the course description of each course listed below for details of prerequisites, which must be satisfied before registering for the course.
Religion
Religion Cornerstone Courses
Complete each of the following
| REL 200 | The Eternal Family (Cornerstone) | 2 credits |
| REL 225 | Foundations of the Restoration (Cornerstone) | 2 credits |
| REL 250 | Jesus Christ & His Everlasting Gospel (Cornerstone) | 2 credits |
| REL 275 | Teachings & Doctrine of The Book of Mormon (Cornerstone) | 2 credits |
| Total Credit Hours: | 8 |
Religion Electives
Complete three additional religion courses
College and Career Success
Complete both of the following
| CAR 101 | College Success | 1 credit |
| BAP 115 | Excel and Introduction to Technology | 1 credit |
| Total Credit Hours: | 2 |
Internship
| COMM 499 | Communication Internship | 2 credits |
| Total Credit Hours: | 2 |
General Education
Program Required General Education
| COMM 122 | Interpersonal Communications | 3 credits |
| ENG 101 | Introduction to College Writing | 3 credits |
| ENG 201 | Intermediate College Writing | 3 credits |
| MAT 252 | Statistics | 3 credits |
| POLS 110 | American Government | 3 credits |
Fine Arts
Students must complete one of the following courses:
| ART 101 | Survey of Art History | 3 credits |
| ART 110 | Survey of Visual & Performing Arts | 3 credits |
| Total Credit Hours: | 3 |
Physical Sciences
Students must complete one of the following courses:
| GEO 111 | Physical Geology, Online | 3 credits |
| PS 120 | Introduction to Physical Geography | 3 credits |
| PS 140 | Introduction to Physical Sciences | 3 credits |
| Total Credit Hours: | 3 |
Social Sciences
Students must complete one of the following courses:
| ANTH 101 | Introduction to Cultural Anthropology | 3 credits |
| BUS 301 | Principles of Management | 3 credits |
| ECON 161 | Microeconomics | 3 credits |
| ECON 162 | Economic Principles and Problems-Macro, Online | 3 credits |
| GEOG 130 | World Political Geography | 3 credits |
| PSYCH 101 | Introduction to Psychology | 3 credits |
| SOC 111 | Introduction to Sociology, Online | 3 credits |
| SS 160 | Leadership & Human Behavior | 3 credits |
| Total Credit Hours: | 3 |
General Education Student Choice
Students must complete one additional course from one of the following areas: (3-4 credits)
- American Institutions Distribution courses (3 credit hours)
- Fine Arts Distribution courses (3 credit hours)
- Humanities Distribution courses (3 credit hours)
- Life Sciences Distribution courses (3 credit hours)
- Physical Sciences Distribution courses (3 credit hours)
- Social Sciences Distribution courses (3 credit hours)
- Math courses: Math 110 or higher (3-4 credit hours)
Life Sciences
Students must complete one of the following courses:
| LS 103 | Nutrition and Health | 3 credits |
| LS 265 | Anatomy & Physiology | 4 credits |
| Total Credit Hours: | 3-4 |
LS 265 is for Medical Assisting student only
Total Credit Hours: 30-32
Certificate 1
Select between the
Technology Account Management or
Digital Marketing CertificatesTotal Credit Hours: 15
Social Media Marketing Certificate
Certificate Core Courses
| DM 105 | Introduction to Digital Marketing | 3 credits |
| DM 120 | Digital Marketing Strategy | 3 credits |
| DM 150 | Digital Marketing Analytics | 3 credits |
| DM 160 | Digital Marketing Advertising | 3 credits |
| CAR 201 | Career Success | 1 credit |
| Total Credit Hours: | 13 |
Badge
A badge is an online third-party industry training or certification. Most options are free and include: Google Analytics or Ads, Google Digital Marketing Challenge, and Moz Beginners Guide to SEO. For details on badge requirements and information on submission, please email our program TA at acad21@ensign.edu.
Certificate Elective Courses
Select a course, 3 credits
| DM 140 | Digital Marketing Web Management | 3 credits |
| SMM 130 | Social Media Marketing Content | 3 credits |
| SMM 210 | Social Media Marketing Strategy | 3 credits |
| Total Credit Hours: | 3 |
Total Credit Hours: 16
Communication Fundamentals Certificate
| DCC 180 | Fundamentals of Content Creation | 3 credits |
| COMM 210 | Mass Communication and Society | 3 credits |
| COMM 310 | Writing for Communication Careers | 3 credits |
| COMM 320 | Public Speaking | 3 credits |
| COMM 330 | Digital Communication | 3 credits |
| Total Credit Hours: | 15 |
Communication Core Certificate
| COMM 300 | Communication Career Workshop | 1 credit |
| COMM 350 | Communication Research Methods | 3 credits |
| COMM 360 | Conflict Management | 3 credits |
| COMM 370 | Media Law and Ethics | 3 credits |
| COMM 380 | Communication Project Management | 3 credits |
| COMM 499 | Communication Internship | 2 credits |
| Total Credit Hours: | 15 |
Digital Marketing Emphasis Courses
| COMM 410 | Design Thinking | 3 credits |
| COMM 420 | Digital Marketing Strategy II | 3 credits |
| COMM 430 | Conversion Rate Optimization | 2 credits |
| COMM 450 | Advanced Digital Analytics | 3 credits |
| COMM 455 | Consumer Insight | 2 credits |
| Total Credit Hours: | 13 |
Graduation Requirements
1. Minimum of 120 total semester credit hours as outlined
2. Grade of C or better in all program-specific
3. Cumulative grade-point average of 2.0 or higher
4. Complete a minimum of 40 credit hours of upper-division classes (>300 level)
Recommended Sequence of Courses
Individual student circumstances, such as the need for a smaller course load or the number of preparatory English or Math courses a student must take, may require additional semesters to complete the program. Please see your academic advisor for assistance.
First Semester
DM 105, Introduction to Digital Marketing, 3 credits
DM 120, Digital Marketing Strategy, 3 credits
DCC 180, Fundamentals of Content Creation, 3 credits
ENG 101, Introduction to College Writing, 3 credits
BAP 115, Excel and Introduction to Technology, 1 credit
CAR 101, College Success, 1 credit
REL, Religion, 2 credits
Total Minimum Semester Hours: 16
Second Semester
DM 150, Digital Marketing Analytics, 3 credits
SMM 130, Social Media Marketing Content I, 3 credits
TAM 120, Introduction to Sales, 3 credits
TAM 195, Digital Technology Sales, 3 credits
REL, Religion, 2 credits
Total Minimum Semester Hours: 14
Third Semester
DM 160, Digital Marketing Advertising, 3 credits
TAM 275, Advanced Sales, 3 credits
DM 230, Digital Search Marketing, 3 credits
COMM 210, Mass Communication and Society, 3 credits
ENG 201, Intermediate College Writing, 3 credits
Total Minimum Semester Hours: 15
Fourth Semester
DM 240, Digital Mobile Marketing, 3 credits
COMM 310, Writing for Communication Careers, 3 credits
COMM 320, Public Speaking, 3 credits
COMM 330, Digital Channel Strategy, 3 credits
CAR 299, Internship, 1 credit
REL, Religion, 2 credits
Total Minimum Semester Hours: 15
Fifth Semester
COMM 450, Advanced Digital Analytics, 3 credits
COMM 300, Communication Career Workshop, 1 credit
COMM 380, Communication Project Management, 3 credits
COMM 122, Interpersonal Communication, 3 credits
MAT 252, Statistics, 3 credits
REL, Religion, 2 credits
Total Minimum Semester Hours: 15
Sixth Semester
COMM 420, Digital Marketing Strategy II, 3 credits
COMM 350, Communication Research Methods, 3 credits
POLS 110, American Government, 3 credits
GE – SC, any General Education, Social Science Course, ECON 161, Microeconomics is recommended, 3 credits
REL, Religion Upper-Division, 2 credits
Total Minimum Semester Hours: 14
Seventh Semester
COMM 455, Consumer Insight, 2 credits
COMM 430, Conversion Rate Optimization, 2 credits
COMM 370, Media Law and Ethics, 3 credits
GE – Choice, Any General Education, Choice course, ECON 162, Macroeconomics is recommended, 3 credits
GE – LS, any General Education, Life Science Course, 3 credits
REL, Religion Upper-Division, 2 credits
Total Minimum Semester Hours: 15
Eighth Semester
COMM 410, Design Thinking, 3 credits
COMM 360, Conflict Management, 3 credits
COMM 499, Communication Internship, 2 credits
GE – PS, any General Education, Physical Science Course, 3 credits
GE – FA, any General Education, Fine Arts Course, 3 credits
REL, Religion, 2 credits
Total Minimum Semester Hours: 16
Total Digital Marketing – (BAS) in Communication Degree Minimum Credit Hours 120