Business Management
With a Digital Marketing Concentration
The Business Management program offers students an integrated management core, which helps students develop knowledge, skills, and values related to becoming competent managers and successful candidates for entry into graduate school. With a Digital Marketing concentration, students develop analytical and critical thinking skills in marketing so they are prepared to successfully build and run digital marketing initiatives.
Digital Marketing students begin by learning core business fundamentals, then work to develop the tools to master the mobile environment, specialize in digital marketing platforms such as social media and search engine optimization, and analyze the metrics that lead to stronger campaigns. These vital and in-demand skills are critical for today’s labor market.
In the Business Management with a Digital Marketing Concentration Program, you will:
- Master the ability to apply qualitative, quantitative, and information technology tools for effective decision-making
- Engage the methods of inquiry and analysis
- Develop a general understanding and appreciation of the role of business
- Reflect on and engage critically with ethical issues in management
- Learn to identify marketing opportunities and create cross-channel marketing strategies to meet those opportunities
- Design, justify and assess the impact of campaigns across the full range of popular digital channels
- Build effective content marketing strategies and support them with fundamental content creation skills, such as copywriting
- Assess the effectiveness of cross-channel campaigns in relation to broader business objectives
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Gain Theoretical and Practical Experience
Learn the necessary analytical and critical thinking skills to find success in marketing while you practice building and running digital marketing initiatives and campaigns.
This concentration features Hubspot and Google certifications:
Google Ads Certification
HubSpot Email and Content Marketing
Search Engine Optimization
Social Media Strategy
Program Highlights
$132,620 Median Salary
The salary for marketing managers is growing faster than the average industry, and the average starting salary is $57,000 a year. Marketing managers are some of the highest earners in today’s economy.
10% job growth increase by 2026
The job outlook for digital marketing managers is above average for all careers, with the most demand for analytics, mobile marketing, content marketing, and social media marketers.
68% of Marketing spend digital by 2026
As buyer behavior continues to grow online – from research, information, purchases and more – companies are increasingly investing more in digital marketing than traditional marketing.
Program Overview
Career Options
& Average Salaries
Career Options with this major include but are not limited to:
- Content Manager & Strategist – $62,688
- SEO/SEM Specialist – $50,223
- Content Marketing Specialist – $54,750
- Social Media Manager – $54,514
- Marketing Manager – $74,347
- Account Manager – $61,942
In addition, students may pursue Business Management to prepare for graduate school.
Delivered in partnership with Rize Education
We consulted with multiple Fortune 500 companies and successful startups to determine what digital marketing skills were currently the most effective and desirable in today’s job market. We identified the following as vital skills for entry-level marketing coordinators and managers:
- Search Engine Optimization and Marketing
- Analytics
- Social Media Strategy
- Automated Email Marketing
This Digital Marketing concentration focuses on these topics, in addition to viral growth techniques, influencer marketing, data mining, and lead generation. It is supplemented by courses in programming, which have been included to address a need for marketers to be able to scrape data and perform more complex marketing campaigns.
MEET THE EXPERTS AND ADVISORS
Mala Chandra, Subject Matter Expert
Mala Chandra developed multiple core Java technologies, including J2EE, J2ME and Java Beans. In 2004, she was named one of the 25 most influential women in the development of the internet. She has developed courses in gamification, social media and other subjects for the University of Washington.
Rachel Giuliani, Professional Advisor
Rachel is an expert in email marketing and brand identity. She has built marketing pipelines for numerous successful companies, including Simple, ClassDojo, Seed, and more.
Payam Safa, Professional Advisor
Payam is the President & CEO at Obi, a leading aggregator of rideshare services. He helped to give feedback on the creation of this program and continues to consult as a member of the curriculum committee.
Frequently Asked Questions
A degree isn’t a necessity, but it will probably help you get hired. When you earn a Bachelor’s of Science in Business Management with a Digital Marketing concentration, you may have an advantage in both earning potential and salary. People with a bachelor’s degree also have a 50% lower rate of unemployment, and on average they make an additional $630,000 to $900,000 over their lifetime—even more in high-growth fields like this digital marketing!
Students who complete our Digital Marketing concentration will also be required to complete multiple certifications, including those from big names like Google and HubSpot. You’ll earn certifications in:
- Google Ads
- HubSpot Email Marketing
- HubSpot Content Marketing
- Search Engine Optimization
- Social Media Strategy
Yes! We want to ensure our program teaches you the skills you need to get hired and work through real-world problems that matter. The best way to do that is to partner with the people and companies who are actually doing it. Our collaboration with Fortune 500 companies and subject matter experts means their multi-billion-dollar expertise is reflected in everything you’ll study here.
That’s really up to you! Digital Marketing is a big field and you’ll have lots of options. Typically, you’ll discover what you’re passionate about in your second or third year. For example, if you love being at the forefront of new trends, it may be social media. If you want to influence what people see when they look things up, you may point to search engine optimization. With your digital marketing concentration, the high-paying possibilities available to you across industries are essentially endless.
This major may be right for you if you enjoy problem-solving, if you want to work with people to build brands, if you are looking for a degree that opens a ton of doors to different high-growth careers, if you have a knack for creativity, and if you’re looking for a way to take part in bringing about a better future for yourself and your community.
This concentration is part of an exclusive partnership between Calumet College of St. Joseph and Rize Education, which means you’ll be learning with students from your campus, as well as students from a selective consortium of schools across the country. The goal is to help you build a national network of people in your industry before graduating.
Definitely not. Although entering the world of marketing is the most obvious option, Digital Marketing grads have plenty of other opportunities in business—not to mention a skill set that will be invaluable if you ever decide to start your own company.
Faculty
Catherine Lopez-Gonzalez, Ph.D.
John Lohrentz, M.S.
Roy Scheive, Ed.D.
Program
Objectives and requirements
Upon completion of this program, it is expected that students will:
- Demonstrate mastery of the theories, principles and practices of management and the ability to apply qualitative, quantitative, and information technology tools for effective decision making;
- Be able to engage the methods of inquiry and analysis of the liberal arts and sciences in relationship to the specific situations and problems of management in order to become reflective practitioners;
- Have developed a general understanding and appreciation of the role of business and management in local, national, and world economies; and
- Demonstrate the capability to reflect on and engage critically with ethical issues in management, particularly questions of social responsibility and professional decision making.
120 credit hours
The following courses are required for a baccalaureate degree:
38 hours: General Education
27 hours: Requisites for the Major
BSMT 120 Management Thought, Principles and Practice
BSMT 260 Organizational Behavior and Development
BSMT 261 Applied Management
ACCT 210 Principles of Accounting I
ACCT 211 Principles of Accounting II
CMIS 225 Microcomputer Applications
ECON 210 Principles of Economics I
ECON 211 Principles of Economics II
MATH 171 Principles of Statistics or PSY 230 Statistics for Behavioral Science
27 hours: Upper Level Courses in Major
ECON 480 International Business
BSMT 320 Human Resources in Management
BSMT 350 Business Communication
BSMT 375 Business and Professional Ethics
BSMT 379 Small Business Management/Entrepreneurship
BSMT 400 Marketing Management
BSMT 440 Financial Management
BSMT 489 Strategic Management and Decision Making
BSMT ___ (upper level course only)
28 hours: Electives
Although the baccalaureate degree in Business Management does not require a concentration per se, four concentrations are available to students. All of the courses included in these concentrations are housed in other academic programs. All are offered in an accelerated format.
Human Resources Concentration (15 hours)
The following six courses are required:
ORMN 467 Employment Law in the Workplace
ORMN 470 Compensation and Benefits
ORMN 473 Labor Relations
ORMN 476 Training and Development
ORMN 480 Strategic Management of Human Resources
59 credit hours
The following courses are required for an associate’s degree:
35 hours: General Education
24 hours: Requisites for the Major
CMIS 225 Business Microcomputer Applications
ECON 210 Principles of Economics I
ECON 211 Principles of Economics II
BSMT 120 Management Thought, Principles and Practice
BSMT 260 Organizational Behavior and Development
BSMT 261 Applied Management
ACCT 210 Principles of Accounting I
ACCT 211 Principles of Accounting II
15 credit hours
The following courses are required for a concentration:
15 hours: Requisites for the Concentration
BSMT 258 Viral and Organic Growth
BSMT 262 Social Media Marketing
BSMT 265 Email Marketing
BSMT 325 SEO & SEM
BSMT 435 Digital Marketing Analytics
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