Business Administration with a concentration in Digital Marketing Major (BA)

The business administration major with a concentration in digital marketing is offered in collaboration with Rize Education. The concentration in digital marketing requires four courses that are only taught online by Rize-affiliated faculty, not by Salem College faculty. This major offers students a special combination of pre-professional preparation and a firm foundation in the liberal arts. Both are essential to success in today’s increasingly global and diverse business environment. Interdisciplinary in nature, the major includes courses in accounting, business ethics, business law, business statistics, computer applications, economics, finance, management, marketing and mathematics. The curriculum is designed to make the links between the liberal arts and the world of business explicit. In upper-level courses, the emphasis is on case studies and analytical thinking.

This concentration in digital marketing provides students with the skills and knowledge to create, implement, and measure digital marketing campaigns across various platforms. In this curriculum, students will learn about search-engine optimization, analytics, social media strategy, and automated email marketing. Additionally, they will be exposed to viral marketing techniques, data mining, and lead generation. Through this program, students will gain information on how to develop digital marketing strategies and tactics along with how to use the tools to implement their digital marketing plans.

Because of the number of courses required, the student choosing to major in business administration is strongly advised to begin the major during her first or sophomore year by taking the introductory sequence in accounting, principles of economics and principles of marketing. Several courses required for the major will also satisfy core curriculum requirements. Students are encouraged to pursue these in order to increase their upper-level elective options. Internships are not required for the major, but they offer the student an opportunity to apply course concepts in a business setting.

The business administration major with a concentration in digital marketing is required to take 11 core courses for a minimum of 33 semester hours, 4 digital marketing courses for 12 semester hours, and one writing intensive course for 3 semester hours. At least seven of the required business administration core courses, including BUAD 350 - Strategic Management Capstone with Portfolio, must be taken at Salem.