Digital Marketing and Analytics

Why Study Digital Marketing and Analytics

A BSBA degree in digital marketing and analytics teaches fundamental principles of business including accounting, finance, management, supply chain management, marketing, and management information systems, with a focus on generating business through data-driven, digital means. Marketing is a field focused on facilitating satisfying exchange relationships, which is at the heart of business. This digital marketing and analytics major focuses on the digital and social media components of modern marketing, as well as the techniques used to analyze the large amounts of data collected and used in digital marketing.

The BSBA in Digital Marketing and Analytics program is the only program at Shippensburg University that provides a business-administration foundation coupled with a focus on online marketing and marketing analytics.

All BSBA students learn the fundamentals of business, including principles of marketing, accounting, supply chain management, personnel management, finance, business strategy, and information systems. All Marketing majors learn the psychology behind consumer behavior and marketing research methods and practices. All Digital Marketing and Analytics majors learn best practices in digital marketing and social media marketing, as well as advanced marketing analytics techniques and practical applications for these emerging areas of marketing.

The BSBA in marketing management program prepares student to apply to positions in any area of marketing. Students in this BSBA major are especially prepared for careers as a market researcher, marketing manager, advertising manager, marketing strategist, project analyst, account manager, and etcetera.

The undergraduate Bachelor of Science degree in Business Administration in Marketing requires the completion of a minimum of 120 credit hours in the following areas:

  • General Education Courses: All students are required to complete the university's general education program, which provides a balanced liberal arts foundation.
  • Business Core Curriculum: Finance majors take the same core curriculum as other business majors. This core includes economics, finance, information systems, marketing, organization behavior, and business law as well as other business subjects. See the College of Business website for complete course listings.
  • Marketing Courses: The courses required of the major provide students with the academic background necessary to be successful professionals. See a complete list on the Marketing department page.  

The John L. Grove College of Business has a number of clubs for students to participate in and learn more about their area of study outside the classroom. Student Professional Organizations provide a variety of opportunities for students to develop professional contacts, enhance their course of study with hands-on application, and build lasting friendships within the business community. The Marketing Club, a local chapter of the American Marketing Association, provides opportunities for students to apply marketing ideas and concepts in planning, organizing, and executing club activities. The club also offers its members the chance to hear marketing practitioners' presentations about their individual firm's marketing strategies.