Bachelor of Science in Business Administration - Marketing Subplan with Emphasis on Digital Marketing

IBM 3072 – Promotional Strategies (3) Required 

Fundamentals of marketing communication. Promotional strategy development: advertising messages and media, personal selling, sales promotion, publicity, direct marketing, packaging, branding, and display. Promotional budgets. Development of promotion campaign strategies.

Prerequisite(s): Undergraduate standing; and C or better in IBM 301 or IBM 3012.

IBM 4032 – Digital Marketing (3) Required 

Overview of Internet marketing. The strategic use of Internet and digital tools and platforms for acquiring, retaining, and developing customers, conducting marketing research, branding, and enhancing the organization’s entire marketing mix performance.

Prerequisite(s):  IBM 301 or IBM 3012.

Select 7 Units

IBM 3262 – Interactive Marketing (3)

Overview of all the tools in interactive marketing and its role in the marketing strategy to gain a competitive advantage. Exploration of all forms and uses by entrepreneurs, manufacturers, wholesalers, retailers, politicians, not-for-profit and service organizations.

Prerequisite(s): Undergraduate standing; and IBM 307, MKT 307, or IBM 3072.

IBM 3282 – Social Media Marketing (3)

Current trends in the use of digital media and platforms and its use as a marketing tool to engage target customers. Use a variety of tools to analyze and assess results of social media strategies in a rapidly changing environment.

Prerequisite(s):  IBM 307 or IBM 3072.

IBM 3292 – Mobile Marketing (3)

Focus on the unique challenges of engaging customers on the go, using personal mobile devices. Issues concerning target customers perceptions, the promotion and use of apps and technological challenges involved in using miniaturized devices to deliver products and promotional messages

Prerequisite(s):  IBM 307 or IBM 3072.

IBM 4000 – Independent Study (1-3)

Individual or group investigation, research, studies, or surveys of selected problems at an advanced level. Proposals to be initiated by student(s) with guidance from faculty. Total credit limited to 6 units, with a maximum of 3 units per semester.

IBM 4202 – Marketing Analytics (3)

Marketing analytics introduces the role of analytics and various analytical tools that are crucial to marketing professionals. It explains analytical techniques and their applications in business. Learning and applying these tools and techniques will help students gain insights in the real world and enhance their business decision-making.

Prerequisite(s): IBM 3012 and TOM 3020.

IBM 4410 – Internship in Marketing & International Business (1-3)

Faculty Supervised on the job educational experience in the real world international business and marketing environment. Allocation of unit credit is dependent upon the nature of the work done, the level of responsibility and the number of hours worked. Total Internship credit limited to 6 units.

IBM 4990 – Special Topics UD Students (1-3)

Group study at an advanced level of a selected well-defined topic or area not covered by a regularly offered course.

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