Reach Audiences and Build Brands through Digital Marketing and Social Media

APU’s Bachelor of Arts in Digital Marketing and Design prepares students to apply their creativity in the digital market space. With a focus on digital marketing strategy and social media marketing, this program gives students an innovative and relevant skill set for branding, influencer marketing, and brand journalism.

Students in this program are equipped to create a digital marketing strategic plan and manage digital marketing tools and channels, including the implementation of specific targeted marketing campaigns that promote business services, products, and corporate brand journalism. Students learn how to apply strategically aligned marketing communications to presumers in order to leverage an organization’s brand for the expansion of customer acquisition, conversion, and value growth potential, ultimately increasing sales and brand recognition. Two certificates are available upon completion of this program: a social media marketing certificate and an analytics certificate from an independent third-party firm that specializes in social media and platform management.

Today’s employers are seeking marketers who can create and manage corporate brands and communications designed to foster a consistent organizational image and promote customer loyalty. Students in this program are equipped with the necessary practical skills to become professional marketers for various types of businesses, nonprofits, and church-led organizations.

Gain In-Depth Learning Experience

In teams, students complete a social media campaign and a marketing plan for a real organization. Students build their résumés through internships and have the option to participate in numerous student clubs and honor societies that provide confidence and skill-building opportunities in leadership, team building, social media, event planning, promotion, and marketing supervisory or management.

Students may also participate in study-away opportunities, where they can engage with issues of globalization, trade, culture, and global management and leadership as they travel the world visiting global and international organizations and learning from universities and business leaders around the world.

Certificates, Credentials, and Microcredentials

This program gives students the opportunity to earn industry-valued, internationally recognized certificates, credentials, and microcredentials in social media management, sales management, and business analytics—such as Hootsuite and Google Digital Garage—that can be added to résumés and uploaded to online portfolios, certifying and showcasing to potential employers their mastery of these skills. Learn more about the School of Business and Management’s certificates and microcredentials.

Is This Major Right for You?

The digital marketing and design major may be for you if you:

  • Are thorough and detail oriented
  • Pursue creativity and innovation
  • Are enthusiastic about new ideas and concepts
  • Focus on solutions and learning from mistakes

Comparing Programs: BA in Digital Marketing and Design vs. BS in Business: Marketing

While both of these programs equip students to become highly skilled marketing professionals in the business marketing space, the curriculum for each program has a distinct, and differing, emphasis.

The BS in Business: Marketing contains the business core curriculum, which ensures that students are well-rounded, fully equipped business managers with marketing expertise. Courses feature a quantitative focus, including statistics, accounting, and business law. Students also have the flexibility to choose marketing courses in the areas they want to focus on, such as marketing research, retail management, sales, or global marketing. If you are interested in business and marketing with a slight bend toward numbers and data, this might be the right program for you.

The BA in Digital Marketing and Design is focused on developing the marketing, project management, and design knowledge necessary to succeed as a digital marketer. Students gain skills in digital marketing, social media, and graphic design, as well as a strong knowledge base of traditional marketing principles. Students also take coursework in business writing, business communications, and entrepreneurship. If you are a creative individual with an interest in honing your digital design and marketing abilities, this might be the right program for you.

Note: This information is current for the 2023-24 academic year; however, all stated academic information is subject to change. Please refer to the current Academic Catalog for more information.