Program Coordinator: Professor Sahana Sen, ssen@bmcc.cuny.edu
The Department of Business Management offers the Associate of Science (A.S.) in Digital Marketing. Digital marketing includes the use of search engines, social media, email, and other websites to help businesses connect with current and future customers. You can reach a larger audience with digital marketing than with traditional advertising as well as measure the results on a regular basis using analytic tools. Digital marketing is also less costly to use than traditional marketing techniques. For these reasons, the field is very popular and growing.
This program aims to lessen the skills gap in the digital marketing industry and to develop a pipeline of skilled talent. Students in this program will gain a strong foundation needed for a career in digital marketing.
Explore Careers
BMCC is committed to students’ long-term success and will help you explore professional opportunities. Undecided? No problem. The college offers Career Coach for salary and employment information, job postings and a self-discovery assessment to help students find their academic and career paths. Visit Career Express to make an appointment with an advisor, search for jobs or sign-up for professional development activities with the Center for Career Development. Students can also visit the Office of Internships and Experiential Learning to gain real world experience in preparation for a four-year degree and beyond. These opportunities are available to help BMCC students build a foundation for future success.
Transfer Options
BMCC has an articulation agreement with City College so that students completing the A.S. degree in Digital Marketing can transfer seamlessly into the B.A. degree in Advertising and Public Relations without the loss of credits.
These suggested careers may require bachelor's or higher degrees.
Make an appointment at the Academic Advisement and Transfer Center.
Required Common Core
| English Composition | 6 |
| Mathematical and Quantitative Reasoning | 3 |
| Life and Physical Sciences | 3 |
| TOTAL REQUIRED COMMON CORE | 12 |
Flexible Core
| Creative Expression | 6 |
| Individual and Society | 3 |
| Scientific World | 3 |
| U.S. Experience in Its Diversity | 3 |
| World Cultures and Global Issues | 3 |
| TOTAL FLEXIBLE COMMON CORE | 18 |
| TOTAL COMMON CORE | 30 |
Curriculum Requirements
- This course surveys business and industry in the United States with global growth strategy. Emphasis is placed on building Communication and Quantitative skills, including Excel spreadsheets, and an Ethical Foundation. The course introduces students to concepts in Management, Organizational Structure, Human Resources, Marketing, International Business, Finance, Computer Information Systems, Accounting, and Economics, and encourages students to explore career paths. Required of all Business majors.
Course Syllabus - This course surveys the American legal system and the basic law of contracts as it relates to business in the 21st century. Reference is made to typical business transactions both traditional and electronic, and by a study of pertinent cases, how the various principles of contract law apply to them. Additionally, this course examines at how courts, legislatures, and regulators confront the major legal issues that the Internet poses. Major topics include: how legally-enforceable contracts are made online; how courts determine jurisdiction over online transactions; intellectual property rules as they relate to digital assets such as music, video, and online texts; control over Internet domain names; liability of intermediaries such as Internet Service Providers and search engines; and online privacy protections.
- The marketing system is described, analyzed and evaluated, including methods, policies, and institutions involved in the distribution of goods from producer to consumer. Emphasis is placed on the means of improving efficiency and lowering distribution costs.
Course Syllabus - The broad objective of this course is to provide a fundamental understanding of marketing research methods employed by well-managed firms. The course focuses on integrating problem formulation, research design, questionnaire construction, sampling, data collection and data analytics to yield the most valuable information. The course also examines the proper use of data analytic tools, with an emphasis on the interpretation and use of results.
Prerequisites: ENG 101 and MAT 150 and [MAR 100 or PSY 100]
Course Syllabus - The two major objectives of this course are to (i) introduce students to current marketing and advertising theory and practices on the Internet using a research-based and framework-driven approach; and (ii) to provide students the opportunity to learn to use various digital analytics methods and tools that companies use for successful implementation of their digital marketing strategies.
Prerequisite: MAR 330
Course Syllabus
Program Electives (Select 9 Credits)
- This course is designed to present principles common to all communicating situations but which apply predominately to business. The applicability and construction of letters, memos, reports, telephone messages, and E-mails are considered. Relationships of creative, logical, and critical thinking of the problem solving nature of business communication are explored. The course is directed to helping students develop their ability to think, to express themselves in business situations and to use the most effective methods in the most effective way. Prerequisites: ENG 101, ENG 201, SPE 100
Course Syllabus - This course introduces students to the use of information systems in business. The dramatic changes in Information Technologies (IT) impact the ways in which companies operate and compete in local and global economies. Students will explore the global and ethical issues that have developed with the use of information systems. Working individually and in teams, the students will complete case studies on the following topics: Management Information Systems (MIS), systems analysis and design, hardware and software concerns, and telecommunications.
Prerequisites: Any ACC course or any BUS course and pass computer competency test or CIS 100
Course Syllabus - The focus of this course is to provide an understanding of the influence and impact on our lives and society by the mass media. The course examines the history, law, technology, economics and politics of the mass media through independent study, field trips, etc. Students are encouraged to be aware of techniques of influence used by the mass media to influence and determine social and political values. In addition, students learn to develop tools for critical analysis of and standards for discriminating consumption of the mass media.
Prerequisite: SPE 100 or permission of department - This course develops the student's understanding of the relevance of consumer motivation and behavior to modern marketing techniques and strategies. It offers insight and information vital to the consumer-oriented firm. The economic, social, and psychological aspects of consumer behavior are explored.
Prerequisite: MAR 100
Course Syllabus - This course is designed to provide an introduction to and an overview of advertising, its use as a management tool and its place in the marketing picture. Included are: the approach to creativity, media mathematics, planning and strategy, campaign concepts, research, and media selection.
Prerequisite: ENG 101 and MAR 100
Course Syllabus - The objective of this course is to introduce students to the theory and practice of public relations. Specifically, the students will learn about the shifting relationship between advertising and PR, the roles PR professionals play in organizations and PR firms, market research, strategic planning, dealing with the media and communicating with target audiences, as well as changes under way in the field.
Prerequisite: ENG 101 and MAR 100 - This course will introduce students to the process and techniques of web design. Effective website design and site architecture will be explored through class assignments and critique of existing websites. Hands-on experience designing web pages while using web authoring software and coding HTML manually will be emphasized. Graphic, audio, and animation applications, which allow for image and sound development, will be introduced.
Prerequisite: CIS 180 or MMP 100
Course Syllabus
| XXX xxx | General Electives1 | 6 |
| Total Curriculum Requirements | 30 | |
| Total Program Requirements | 60 | |
Footnote
- Some of these credits may be satisfied by STEM variants.
