The Millikin Difference
The field of marketing has evolved rapidly over the past decade with the explosion of digital technologies and platforms, such as smart phones, social media tools, and video sharing sites. To the untrained eye, professional marketing might look like equal parts fun and chaos, but in reality it is a highly orchestrated plan of activity that seeks to connect consumers with information that helps them make informed decisions about a wide range of topics that impact their daily lives.
Whether you’re interested in stimulating the sale of a certain brand of car or encouraging donations to an important charitable cause, a degree in digital marketing will help you learn the tools and tactics that drive online traffic and the bottom line. You will build your resume through immersion in the Tabor School of Business. This may include writing and posting blogs, creating press releases, tracking metrics, and advancing strategy behind digital media platforms like LinkedIn, Facebook, Twitter, YouTube, Pinterest, and Instagram.
Since coming to Millikin, Itzel has immersed herself in campus life as an CCIW-All Conference athlete, a Long-Vanderburg Scholar and active member of the Latin American Student Organization (LASO). Hear more about her experience at millikin.edu/Itzel.
At Millikin University, Performance Learning is our approach to hands-on learning. Our students often report that Performance Learning is what brings academic and scientific theory to life by allowing them to practice the application of important concepts and principles under the direction of a professional mentor.
In the field of digital marketing, initiatives could include creating an integrated marketing communication campaign, designing a social media strategy for a student-run venture or local business, or competing in an international online marketing challenge.
Students can graduate with certifications in digital media platforms, which will help them stand out to prospective employers.
- Google Analytics
- Google AdWords
Digital advertising, content marketing, and social media are highly sought after skills in new hires entering the job market. Tabor’s digital marketing major has a 100% job placement rate among graduates, and it continues to adapt as the industry demands cutting-edge strategy from new hires.
- Digital marketing (online, interactive, integrated, and mobile)
- Sales, e-commerce, and business development
- Product management
- Search engine optimization and web analytics
- Content marketing
- Social media and social networking
- Digital editing
$45,569 Average starting salary for graduates
*National Association of Colleges and Employers, 2018
Departmental Course Offerings
Courses change each semester, so this list should not be considered a commitment to these individual topics. However, this does represent a list of many of our current and popular courses. The list is provided so that you can begin to imagine your academic career at Millikin in this major.
MK200. Principles of Marketing
Students will use the marketing concept of satisfying customer wants and needs to learn and critique the marketing functions (product, price, place, promotion, people) of local & global businesses. Prerequisites: Sophomore standing. (3 credits)
MK307. IMC Campaigns
An applied study of fundamentals of promotions management and marketing communications. Uses tools such as promotional plans, advertising budgets, media purchasing, advertising goals and objectives to develop an understanding of promotion and advertising. Applications orientation provides ample opportunity for students to make decisions relating to advertising and promotion strategies. Pre-requisites: MK200, Junior standing. (3 credits)
MK308. Consumer Behavior and Analytics
Theoretical and analytical approach to consumer behavior. The objective is a better understanding of consumer behavior (and its measurement) which enables managers to effectively present products and brands in appealing and persuasive ways. Integrates complex theories of social and behavioral sciences with marketing mix elements and demonstrates the analysis of the theories in practice. Prerequisites: MK200, junior standing. (3 credits)
MK310. Personal Selling & Sales Management
The purpose of this course is to provide students an overview of marketing’s most vital activity. Personal selling is approached hands-on. Students are given an opportunity to blend communication skills with effective sales techniques. Two major aspects of sales management: sales analysis – sources and trends of revenue, compensation, cost assignment and profits, and territory analysis; and personal decisions – motivation, recruiting, selection and training are covered. In-class role-playing and video sales presentations are stressed. Customer relationship management (CRM) software is introduced and utilized in course assignments. Appropriate for individuals in all majors who have anything to sell, ranging from selling themselves in a job interview to selling a service like accounting, a product like a computer or an idea such as a political campaign. In addition, students are exposed to the real world of selling through presentations by professionals and outside activities with local organizations. Pre-requisites: MK200, Junior standing. (3 credits)
MK330. Event Planning
The Event Planning course will provide students with the foundation to successfully plan an event such as a profit or non-profit board meeting, major fund raising initiative for an organization, or major corporate event. The course will allow students a “behind the scenes” perspective of how to organize and execute a successful event from the initial planning stage, budget preparation, marketing, and to the end product and the ability to assess the success of the event. Students will garner an understanding of how to market an event utilizing various PR tools coupled with good financial management. Pre-requisite: MK200 or consent of instructor. (3 credits)
MK360. Special Topics in Marketing
Provides either an in-depth study of a particular topic or a broad view of several topics of current interest in the marketing area. Topics may include, but are not limited to, purchasing, channel strategies, development of marketing thought, new product introduction, direct marketing, advanced research analysis, marketing modeling, health care and services marketing. Course incorporates relevant experiential learning activities such as field trips whenever appropriate. No more than three topics courses permitted for each student. Like numbered courses may not be repeated. Pre-requisites: MK200, Senior standing, consent of instructor. (1-3 credits)
MK363. Brand Loyalty through Digital Media
This course focuses on how to develop and build brand loyalty through digital media like websites, social media, mobile apps and emerging technologies. Students will learn about the basics of brand dynamics and user experiences. Case studies will be used to illustrate how individual brands use digital media to develop and build brand loyalty culminating with the creation and promotion of your personal brand through digital media. Learn (best social media practices), discover (your personal brand), create (an online presence), measure (your impact) & analyze (your efforts). Students will complete a social media management system certification. Pre-requisites: MK200, Junior standing. (3 credits)
MK365. Brand Loyalty Experience
This course builds on the knowledge acquired in MK363 Brand Loyalty through Digital Media on how to develop and build brand loyalty through digital media like websites, social media, mobile apps and emerging technologies. Students will focus on the relationship between digital media, user experiences, and brand loyalty. Case studies will be used to illustrate how individual brands use digital media to develop and build brand loyalty, culminating with an interactive case study of Walt Disney World. Pre-requisites or co-requisites: MK363 or IS470.
MK442. Digital Marketing Strategy and Analysis
Students will integrate knowledge from various marketing disciplines to create, deliver and capture customer value on a sustainable basis. Participation in a nationwide competition (like the Google Online Marketing Challenge) will allow for measurement of strategy decisions in a real-world setting. Pre-requisites: MK308, MK365, Senior standing. (3 credits)
MK471, 472. Marketing Internship
Cooperative course between the University and selected businesses to further develop the professional training of marketing majors. Combination of work experience and written reports. Pre-requisite: consent of appropriate chair and instructor. (1-3 credits)