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Digital Marketing Courses Online

Curriculum Details

120 total credits required

The digital marketing degree from Lindenwood University requires you to complete 36 credit hours of digital marketing courses online and 12 credit hours of electives, plus a practicum course and your choice of a capstone course.

Required Courses (48 hours)

This is a lab-based course designed to familiarize students with advanced methods of information retrieval via the Internet; combined with hands-on design, development, and publication experience through the use of HTML and CSS. Lab fee may be required.

An introduction to Adobe creative software, image capture, basic image editing, and file/asset management. Demonstration of raster and vector graphics, and their appropriate usage through lessons in Adobe Photoshop, Illustrator, and InDesign. Lab fee may be required.

This is an introduction to digital photography and Photoshop. Basic camera and composition skills are covered, along with an historical overview, software options and techniques. Students are encouraged to have a digital SLR camera. Studio fee applies.

This course will serve as an overview of the demographic analysis techniques and the quantifying of demographic data. Students will learn how to analyze trends in digital media from various areas such as social media, journalism, and memetic content. Through demographic analysis of major digital platforms students will learn to illustrate demographic concepts and apply that knowledge in their content creation.
Social media platforms have allowed people to craft their own personal brand as never before. Through platforms, users are able to become their own media company and can apply that experience to other brands. In this course, students will learn to create, promote, protect, maintain, and monetize their own personal brand by utilizing major social media platforms. Students will learn to analyze audience data to construct trend predictions and ultimately, create better content.
This course will examine the principles, practices, and critical thinking skills necessary to effectively evaluate and locate diverse information sources in a digital world. Students will learn how to effectively seek out and vet information from multiple sources as well as understand the forces that shape the flow of information. This course will cover contemporary topics, such as copyright in the digital age, the influence of algorithms and filter bubbles on the flow of information, and the impact of open source technology on established informational institutions.

Emerging media platforms—including mobile, social, and digital—are more than distribution channels. They offer unique user experiences and opportunities for communicators to connect with an audience. Students will learn the data visualization software Tableau, which allows users to explore, analyze, and utilize databases. Using content creations strategies, trend analysis, and data analytics, students will learn how to understand their audience, and develop dynamic content for storytelling, user engagement, and brand management.

This course will focus on methods of examination of audience behavior in an increasingly dominant digital media environment. Students will concentrate on the work of scholars and media industry professionals who analyze the meaning of the social, cultural, and political dimensions of a digitally mediated world. Marketing and sociological concepts will also be applied in the analysis of audience behavior and how to quantify that data into meaningful media messages.
This course is an in-depth introduction to the functional business area of marketing. It examines how goods and services are presented to target customers through the use of the marketing-mix variables: product, price, place, and promotion. Emphasis in this course is on the student developing a working knowledge of the vocabulary, principles, concepts, and theories of contemporary marketing as used in various organizational settings. Lab fee may be required.
This course will cover the major topics within social media marketing with a focus on application of theory, social media metrics, platforms, advertising and market research. Focus will be applied to case studies and projects. Lab fee may be required.
This course will cover the major topics within digital marketing with a focus on analytics, but also including advertising, SEO/SEM, elements of html and landing page optimization, e-mail marketing and current best industry practices. Lab fee may be required.

Choose 9 hours from the following

An introduction to art as an academic pursuit including: aesthetics, criticism, and expectations of a major in the visual arts. Students will engage in creative, critical, and design thinking and be introduced to possible career options in art and design.

This course introduces students to programming logic in a structured web centric environment. Topics include language syntax, semantics, data types, program organization, pseudo code, flow-charting, algorithm design, and basic programming constructs. Lab fee may be required.

Exploration of visual storytelling techniques for the attainment of desired storytelling effects; includes character development, using shots, camera, lights, props and background elements, master plots, one and multi-panel cartoons, comics, storyboards, animatics and story-reels. Students will learn the principles of visual storytelling and how to apply them with a time-line based application or temporal design.

This course covers the basics of Microsoft Word, Excel and PowerPoint. You will cover word processing, spreadsheets, and presentation concepts and techniques with an emphasis on effective communication and adherence to sound design principles applied through the usage of the Microsoft Office Suite. This class will culminate in taking the Associate Microsoft Office Specialist examinations for Microsoft Word, PowerPoint, and Excel. In the event that all three Associate certification exams are passed, participants will be awarded the Microsoft Office Specialist: Associate certification. Passing of the course does not guarantee passing of the industry level certification tests. Lab fee required.

This course provides students with real-world experience in the art and design fields working with entities both internal and external to the institution. Students will have opportunities to work directly with clients and collaborate with other artists and designers. Lab fee may be required.

This course is an advanced study of digital photographic techniques and principles. Students are required to have a digital camera of minimum 6 mp and a flash drive. Lab fee required.

This course serves as an introduction to radio station operations, including an analysis of programs and audiences in American broadcasting. Students will have directed experiences in organization, writing, production, direction, and performance of basic radio programs.

This course is an introduction to the artistic and technical skills required to bring professional production value to the creation of moving pictures with sound. The course focuses on field production and digital post-production. Key concepts include camera function, editing, sound recording and design, lighting, location and post-production problem solving, and basic style and aesthetics for screen storytelling. Lab fee required. No prerequisites.

Students will learn and apply skills in a specific area of digital cinema, television, and motion media production. Course may be repeated for additional credit if taken under a different topic. Lab fee may be required.

Students will learn and apply skills in a specific area of digital cinema, television, and motion media post-production. Course may be repeated for additional credit if taken under a different topic. Lab fee may be required.

Students will learn and apply skills related to a specific aspect of producing and coordinating digital cinema, television, and motion media projects. Course may be repeated for additional credit if taken under a different topic. Lab fee may be required.

Students will learn and apply skills related to a specific type of scriptwriting for digital cinema, television and/or motion media. Course may be repeated for additional credit if taken under a different topic. Lab fee may be required.

Students will explore media theory and criticism as they relate to a chosen genre, era, or type of film, television, or other motion medium. Course may be repeated for additional credit if taken under a different topic. Lab fee may be required.

This course introduces the major shifts in established media industries from the twentieth to the twenty-first century. Students will examine the influence of technological innovation on these media industries, as well as how the line between audience and creator has blurred in the age of digital resources and user-created media. A detailed history of major media industries will be provided and how they were forced to adapt to audience and technology.
An application of the major methodologies to interpreting media messages in the 21st century. Through content analysis of the cognitive, emotional, moral, and aesthetic influences of media, students will learn to consume media with a more trained eye. Students will then apply their findings through academic essays, videos, and presentations examining journalism, film, television, videogames, and social media.
Social media platforms have allowed people to craft their own personal brand as never before. Through platforms, users are able to become their own media company and can apply that experience to other brands. In this course, students will learn to create, promote, protect, maintain, and monetize their own personal brand by utilizing major social media platforms. Students will learn to analyze audience data to construct trend predictions and ultimately, create better content.
This course provides students with real-world experience in the design of digital content for regional entities. Students will work directly with clients in the development of websites, logos, print materials, interactive applications, and overall branding strategies. The practica are collaborative and cross-disciplinary, allowing students to work closely with others in design and advertising. These courses are sequential and will operate much like a design firm, as students collaborate on projects, present content to clients, research solutions to client requests, and revise work based on client feedback.
Special topics in digital content strategy. May be repeated as topics vary. Course fee may be required.
This course will focus on methods of examination of audience behavior in an increasingly dominant digital media environment. Students will concentrate on the work of scholars and media industry professionals who analyze the meaning of the social, cultural, and political dimensions of a digitally mediated world. Marketing and sociological concepts will also be applied in the analysis of audience behavior and how to quantify that data into meaningful media messages.
This course provides students with real-world experience in the design of digital content for regional entities. Students will work directly with clients in the development of websites, logos, print materials, interactive applications, and overall branding strategies. The practica are collaborative and cross-disciplinary, allowing students to work closely with others in design and advertising. These courses are sequential and will operate much like a design firm, as students collaborate on projects, present content to clients, research solutions to client requests, and revise work based on client feedback.

Introduction to Business and Free Enterprise is an introductory course designed to prepare students to deal effectively with the challenges of contemporary life, including business activities such as management, marketing, teamwork, leadership, globalization, economic implications, as well as future expectations. This course intends to assist students in developing the skills needed to understand the principles and processes of everyday business life; and to introduce students to the academic opportunities and activities offered by the Plaster School of Business & Entrepreneurship and the Lindenwood University community. In addition, the seminar will provide information, instruction, exercises, techniques, group interaction, and guidance in the areas of personal growth. Lab fee may be required.

This course covers essential components of information systems and the impact of information technology on business organizations. Topics discussed include communications and networking, e-commerce, web technologies, database management, and systems development methodologies. Issues of cybercrime and computer ethics will be discussed. Use of spreadsheet software for decision support is emphasized. Lab fee may be required.

This course provides an introduction to the multiple sources of data and information used in making strategic and tactical marketing decisions. The course is designed to introduce the student to the strengths and limitations of a variety of marketing techniques and to the thought processes involved in selecting appropriate marketing techniques. Particular emphasis will be given to problem definition, design of marketing research studies, data collection techniques, data analysis and interpretation. A comprehensive team case toward the end of the course will tie together the concepts presented and provide an opportunity for oral and written presentation. Lab fee may be required.

This course focuses on the marketing function of communicating the various promotional activities such as advertising and promotion with an emphasis on the planning, preparing, and placing the messages of integrated brand promotion. The role of the advertising agency and the dynamic role of the internet in integrated brand promotion will be explored in detail. A course project will enable students to apply the concepts discussed in the course to a real world situation. Lab fee may be required.
This course examines the concepts of personal selling. The goal of this course is to provide a detailed analysis of the innovative selling strategies and concepts necessary to negotiate mutually beneficial agreements. Particular emphasis will be given to professional presentation and image management of the salesperson, building long-term relationships with customers, sales theory concepts involved in personal sales, and business-to-business sales. Lab fee may be required.

This course introduces students to a shift in how organizations (for-profit and nonprofit) promote products, services, and ideas through relationship marketing and marketing communications. Students will examine more credible and cost effective ways to create relationships with target markets than traditional mass-market advertising. They will examine marketing strategies that use the fundamentals of classic public relations, word-of-mouth (WOM) marketing, event marketing, mobile marketing, social media networking, and other forms of creative marketing communications to foster interactions among organizations, products, consumers, and the media. Lab fee may be required.

This course is designed to strengthen the student’s understanding of consumers’ marketplace behaviors. Topics to be covered include motivation, buying behavior, learning, problem solving, perception, and decision making. Students will consider the implications of the social, cultural, and psychological factors that form consumer behavior. Particular emphasis will be given to marketing techniques and strategies used to anticipate and define consumers’ wants and needs. Lab fee may be required.
Topics to be covered include defining marketing problems and opportunities, evaluating alternative solutions, and developing strategies to address these issues. Students will be required to actively participate in discussion of outside readings and case studies that address a variety of marketing related issues. In addition, the course utilizes a team-based computer simulation in which students will form companies and compete in simulated markets. Lab fee may be required.

The Internship Program is designed to expose the student to a variety of practical business environments. This exposure will permit the student to observe and experience firsthand how businesses function in today’s society.

1-3 credits

This course examines the differences between for profit and nonprofit organizations and includes examination of philanthropy and techniques of fundraising, relationships with umbrella funding organizations, government funding, and budgeting. Lab fee may be required.

This course will examine and teach how to create a marketing plan for a nonprofit organization identifying the targets of the plan and addressing what is known as the four P’s of marketing: place, public, price and promotion. Lab fee may be required.

Choose 3 hours from the following

This course provides an introduction to the multiple sources of data and information used in making strategic and tactical marketing decisions. The course is designed to introduce the student to the strengths and limitations of a variety of marketing techniques and to the thought processes involved in selecting appropriate marketing techniques. Particular emphasis will be given to problem definition, design of marketing research studies, data collection techniques, data analysis and interpretation. A comprehensive team case toward the end of the course will tie together the concepts presented and provide an opportunity for oral and written presentation. Lab fee may be required.

This course focuses on the marketing function of communicating the various promotional activities such as advertising and promotion with an emphasis on the planning, preparing, and placing the messages of integrated brand promotion. The role of the advertising agency and the dynamic role of the internet in integrated brand promotion will be explored in detail. A course project will enable students to apply the concepts discussed in the course to a real world situation. Lab fee may be required.
This course examines the concepts of personal selling. The goal of this course is to provide a detailed analysis of the innovative selling strategies and concepts necessary to negotiate mutually beneficial agreements. Particular emphasis will be given to professional presentation and image management of the salesperson, building long-term relationships with customers, sales theory concepts involved in personal sales, and business-to-business sales. Lab fee may be required.

This course introduces students to a shift in how organizations (for-profit and nonprofit) promote products, services, and ideas through relationship marketing and marketing communications. Students will examine more credible and cost effective ways to create relationships with target markets than traditional mass-market advertising. They will examine marketing strategies that use the fundamentals of classic public relations, word-of-mouth (WOM) marketing, event marketing, mobile marketing, social media networking, and other forms of creative marketing communications to foster interactions among organizations, products, consumers, and the media. Lab fee may be required.

This course is designed to strengthen the student’s understanding of consumers’ marketplace behaviors. Topics to be covered include motivation, buying behavior, learning, problem solving, perception, and decision making. Students will consider the implications of the social, cultural, and psychological factors that form consumer behavior. Particular emphasis will be given to marketing techniques and strategies used to anticipate and define consumers’ wants and needs. Lab fee may be required.
Topics to be covered include defining marketing problems and opportunities, evaluating alternative solutions, and developing strategies to address these issues. Students will be required to actively participate in discussion of outside readings and case studies that address a variety of marketing related issues. In addition, the course utilizes a team-based computer simulation in which students will form companies and compete in simulated markets. Lab fee may be required.

The Internship Program is designed to expose the student to a variety of practical business environments. This exposure will permit the student to observe and experience firsthand how businesses function in today’s society.

1-3 credits

This course examines the differences between for profit and nonprofit organizations and includes examination of philanthropy and techniques of fundraising, relationships with umbrella funding organizations, government funding, and budgeting. Lab fee may be required.

This course will examine and teach how to create a marketing plan for a nonprofit organization identifying the targets of the plan and addressing what is known as the four P’s of marketing: place, public, price and promotion. Lab fee may be required.

Practicum

All mass communications and journalism majors are required to enroll in this course every fall and spring semester throughout their program of study, excluding the semester of internship. Attendance at a minimum number of meetings/events is required. This course is Pass/Fail. May be repeated.

Capstone (3 hours)

Supervised work experience for the advanced student which requires the application of principles, skills, and strategies within the discipline. Requires signed internship agreement by student, faculty of record, and supervisor representing host organization. This course may be repeated up to a maximum of 12 credit hours and is graded on a Pass/Fail basis.

This course provides students with real-world experience in the design of digital content for regional entities. Students will work directly with clients in the development of websites, logos, print materials, interactive applications, and overall branding strategies. The practica are collaborative and cross-disciplinary, allowing students to work closely with others in design and advertising. These courses are sequential and will operate much like a design firm, as students collaborate on projects, present content to clients, research solutions to client requests, and revise work based on client feedback.

The Internship Program is designed to expose the student to a variety of practical business environments. This exposure will permit the student to observe and experience firsthand how businesses function in today’s society.

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