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Master of Business Administration
Fort Hays State University
600 Park Street
McCartney Hall
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Digital Marketing Concentration (On Campus or Online)

Digital or Internet Marketing is a newer, but extremely critical element in modern day marketing.  According to Hubspot, social media produces almost double the marketing leads of trade shows, telemarketing, direct mail, or pay-per-click (PPC). The Content Marketing Institute reports that social media sites and blogs reach 8 out of 10 U.S. internet users and account for 23% of all time spent online. A recent CMO Survey from Duke University indicates that social media spending will increase 144% over current levels by 2019. Possible careers in the field include social media strategist, blogger, search engine marketing associate, and online customer service representative.

Courses include:

  • MKT 602: Integrated Marketing Communications (3 hours)
    The theory of mass selling (advertising and publicity), sales promotion, and personal selling. Analyzing the market to determine the most effective promotion mix. Requisites: PR, MKT 301
     
  • MKT 608: Database Marketing (3 hours)
    This course examines the theory and practice of database marketing and how it contributes to building long-term relationships with customers. The focus is on the strategy and analysis of the database for marketing purposes. Database marketing involves collecting data on individual- level purchase behavior, analyzing the data and then utilizing the results to maximize sales to current and prospective customers while minimizing costs. The course is an integration of the theoretical components with the practical, hands- on components. Students will explore the theories and then apply them using regression response models and analyzing relational databases. Requisites: PR, MKT 301
     
  • MKT 609: Strategic Electronic Marketing (3 hours)
    This course explores the basic principles that underlie marketing and how e-business marketing techniques will fundamentally change the traditional marketing process. This course prepares students for careers in a rapidly changing environment of non-linear, online, interactive advertising; new product development and distribution processes; and reliance on databases. Students will learn how to use internet technologies necessary for executing marketing strategy. Requisites: PR, MKT 301
     
  • MKT 610: Social Media Marketing (3 hours)
    This course focuses on current strategies and tactics used to effectively and efficiently deploy social media tools within the marketing function. It is designed to provide students with hands-on experience with emphasis placed on a strategic approach to social media marketing. Conceptual foundations and practical techniques necessary for creating a comprehensive and effective social media marketing plan are incorporated. Requisites: PR, MKT 301
     
  •  MKT 611: Social Media Marketing Content and Analytics (3 hours)
    The intent of this course is to examine how marketers use both verbal and visual content to convey the value, build brands, and connect with customers, as well as track the appropriate social media marketing metrics to better understand how and when to share information, as well as what type of content drives the most traffic to a website. Requisites: PR, MKT 301, MKT 610
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