It’s estimated that within the next few years, 70 percent of all marketing spend will be in digital marketing.
Be ready to lead with a minor in Digital Marketing. You’ll enter the workforce ready able to use the latest digital marketing technologies — and with the industry-recognized certifications to prove it.
Help a company or cause you care about reach its audience in the digital age. You’ll learn core principles of marketing, plus skills specific to the digital world, like content creation, social media marketing, web design, analytics, search engine optimization and more.
Your classes will translate directly to the requirements of marketing jobs — you’ll even take on projects like creating a social media marketing plan for a real-life client, and planning and running a paid search campaign for a company or nonprofit.
Your professors will be experienced, industry-recognized marketers who will help you connect with internships and employers in Austin, a booming economy with a thriving tech scene. And you’ll have the chance to earn certifications in employer-preferred marketing technologies like Hootsuite, HubSpot Inbound, Google Ads, Google Analytics, Marketo and Salesforce. When you graduate, you’ll have the practical experience to help any organization share its message and measure its impact.
Degree Requirements
With courses such as Digital Marketing and Analytics, graduates with this minor enter the workforce able to understand and use the latest digital marketing technologies to create firm growth. Curricula emphasizes experiential learning and project-based assignments.
For example, students in the Marketing Research course perform data analysis using a statistical package, and students in the Social Media Marketing course create a social media marketing plan for a real-life client and become certified in a social media management tool.
Required Courses:
- MKTG 2301 – Principles of Marketing
- BUSI 2305 – Business Statistics
- MKTG 3343 – Marketing Research
- MKTG 4342 – Digital Marketing and Analytics
- MKTG 4344 – Marketing Metrics and Analytics
- MKTG 3335 – Social Media Marketing
Electives (Choose 1):
- MKTG 3332 – Sales and Relationship Management
- MKTG 3333 – Principles of Retailing and Ecommerce
- MKTG 3336 – Buyer Behavior
- COMM 2305 – Visual Communication
- COMM 2359 – Video Production and Editing
- ENGW 2329 – Document Design
- JOUR 2314 – Interactive Media Production and Design (Photoshop)
- BDMM 3344 – Interactive Technology I
- BDMM 4330 – Digital Media and the Law
Total Hours: 21
Are you a current student? Contact your advisor for next steps on declaring your minor.
Outside the Classroom
Opportunities abound for students in the Digital Marketing minor to engage with the Austin tech community, build connections with Marketing students and gain direct experience creating digital campaigns. These extracurricular activities help bolster their resumes and grow their networks. Students work to create social media plans for local companies, and they plan, implement and measure a paid search campaign for a firm or non-profit of their choice.
Student Organizations
Both the Hilltop American Marketing Association and the Student Entrepreneurship Club encourage participation from all students at St. Edward’s University. These organizations host panels, speaking engagements and networking events that help bridge the gap between student life and professional life.
National Conferences
Students can also apply to attend national marketing conferences, where they can explore career options, hear from experts in the field, attend presentations and meet students and professionals with similar interests. In April 2018, eight students from the Hilltop American Marketing Association group attended the American Marketing Association’s 40th annual International Collegiate Conference in New Orleans.
Each summer, Marketing EDGE hosts a Collegiate Summit in New York City for undergraduates to gain industry insights and discover data-driven and interactive marketing careers. Several St. Edward’s University students apply and attend this conference, often with the support of faculty-offered scholarships.
Distinguished Marketer Speaker Series
The Marketing and Entrepreneurship Department hosts a prominent marketing professional each fall and spring to share insights on a relevant topic in the field. In fall 2018, the department will host Jeff Miner, brand strategist at Google’s BrandLabs in New York City, for a discussion on “Marketing in the Age of Distraction,” along with a professional from the Direct Selling Education Foundation who will address “Mobilizing Your Sales Force for Social Justice.”
Meet the Faculty
Our faculty bring digital marketing expertise and a wealth of industry experience to the classroom. They are passionate about connecting and cultivating lifelong learners, and many are involved with business communities and professional organizations that students can leverage as they pursue internships or full-time employment. Here is their take on what students can gain from adding a Digital Marketing minor to their degree plan:
"We strive to provide relevant education in digital marketing that allows students to further their development by obtaining internships and jobs upon graduation."
– Dr. Debra Zahay-Blatz, professor of Marketing and chair of the Marketing and Entrepreneurship Department
"The courses I teach focus on developing hands-on skills in terms of web design and the Adobe Creative Suite, as well as certifications in the latest customer relationship management tools."
– Dr. Juli James, assistant professor of Marketing
"Our goal in analytics is to help students understand the mathematical side of marketing, not only in terms of statistical applications and web analytics, but also other marketing metrics."
– Dr. Wes Pollitte, assistant professor of Marketing
"In our social media marketing classes, we aim to provide students with hands-on knowledge of the major social media platforms to use in both personal branding and to help create strategies for both non-profit and profit-oriented firms."
– Dr. Monica Hernandez, associate professor of Marketing