Chair, Marketing, Sport and Hospitality Management
Ph.D., University of Minnesota
Carmel Boyer School of Business
(440) 260-4000
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 strategy and management, 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
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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 strategy and management, and communications.
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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.
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Students in BW's successful Digital Marketing Clinic develop research-based strategies customized to client needs.
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.
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)
- Artificial intelligence for marketing (generative AI and operations)
- Business (accounting, finance, operations and management)
- Communications (multimedia writing)
- 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 on their specific goals:
- Business analytics minor (data anlysis and quantitative skills)
- Entrepreneurship minor (innovation and business development)
- Media production minor (producing video and audio content)
- Public relations minor (corporate communications and media/influencer outreach)
- Social media production minor (social media and content marketing)
- Visual communication design minor (graphic design)
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 Center, a student-driven consultancy offered through the Carmel Boyer School of Business, you can earn certifications in:
- Google Analytics
- Facebook Blueprint
- Hootsuite Platform
- HubSpot certifications
- Other industry-leading apps and tools
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 Center
A hybrid between a class and an internship, BW's Digital Marketing Center 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
Patrick Nagy '22 is digital marketing project specialist at Oatey. After transferring to BW for the digital marketing major, he quickly became an asset to the Digital Marketing Center, servicing the Cleveland Leadership Center for two semesters and worked in a digital marketing co-op position with Sherwin Williams.
Andrew Krupp '21 is search engine optimization analyst at Mailchimp. The Toledo native balanced internships with digital marketing agencies including Aztek and Kiwi Creative, along with an account executive role in BW's Digital Marketing Center and an impressive tenure on the men's cross country team.
Anna Kasson '20 is digital marketing manager at software development firm TotalSDS in Tampa. She completed her associate's degree at a local community college, and after starting at BW, she launched her own content firm, Anna Kathryn Digital, along with leading social media, SEO and content projects through the Digital Marketing Center.
Emma Bruno '20 is digital marketing coordinator at Public Communications in Chicago. A star on the women's soccer team, she led other students as an account executive with the Digital Marketing Center, assisting a variety of clients. She also completed two internships at the corporate headquarters of American Eagle/Aerie.
FACULTY
Director, Digital Marketing Center
Burton D. Morgan Endowed Chair in Entrepreneurship
M.S., Eastern Michigan University
Director, DM2MBA
Assistant Professor of Digital Marketing
M.A., University of Arizona
Lecturer
International MBA, University of South Carolina and the Economics University of Vienna
Professor
D.B.A., Cleveland State University
Charles Campisi
Chair, Marketing, Sport and Hospitality Management
Associate Professor
Ph.D., University of Minnesota
Tim Marshall
Associate Professor
Director, Digital Marketing Center
Burton D. Morgan Endowed Chair in Entrepreneurship
M.S., Eastern Michigan University
Lori Radulovich
Associate Dean, Undergraduate Business Programs
Professor
DBA, Cleveland State University
Lindsay Sims McKee
Director, DM2MBA
Assistant Professor
M.A., University of Arizona
Michael Weidokal
Lecturer
MBA, University of South Carolina and the University of Vienna
Robert Young
Professor
D.B.A., Cleveland State University