2018-2019 Graduate and Professional Studies Catalog 
    Nov 24, 2020  
2018-2019 Graduate and Professional Studies Catalog [ARCHIVED CATALOG]

Business Administration, Digital Marketing Concentration, MBA

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Program Description:

The MBA’s Concentration Digital and Social Media is designed for today’s professional who works in different areas of the organization that are connected to the use of social media and marketing. The Concentration is also useful for those who want to work in a digital and social market environment. Oriented to the needs of emerging fields related to digital and social media, this program will provide the skills needed to use Digital and Social Media tools to the advantage of organizational and professional goals.

Learning Objectives:

  • Effectively demonstrate the ability to communicate through verbal, well-written professional documentation and reports, and other forms of communication to express ideas clearly, logically and persuasively. 
  • Apply management skills and concepts to identify, analyze, and creatively solve complex organizational problems through financial, economic, and organizational constraints. 
  • Demonstrate proficiency in thinking and planning strategically within an organization and all associated stakeholders. 
  • Identify legal and ethical challenges faced by organizations, and develop the ability to confront and address the issues effectively, ethically, and in a socially responsible manner to successfully manage human and material resources. 
  • Understand and apply a broad range of interpersonal skills to effectively lead relationships to individuals, society, and other organizations within team and group projects to optimize performance. 
  • Comprehend the challenges and opportunities of working effectively with other people in a diverse environment, while displaying an understanding of the culturally and ethnically diverse nature of this changing workforce. 
  • Apply necessary leadership skills required for managing change, organizational design and performance, through delegating, empowering and creating an environment that supports life-long learning.

Outcomes of the Concentration in Digital Marketing: 

  • Make strategic decisions on the use and integration of digital and social media channels to promote products, services, and messages effectively
  • Collect and analyze data working with analytics platforms and SQL which support optimal return on investment for inbound and outbound marketing plans
  • Develop skills in online brand management and development
  • Understand underlying business models and communications principles that drive successful digital media campaigns 
  • Design and implement projects in content management and brand development through digital and social media improving website visibility through content development and targeted keyword usage 
  • Carry out effective organizational change processes to adapt organizations to the challenge of managing digital and social media. Design and implement email marketing and landing page optimization.

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