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Colleges and Schools

Program Requirements

All School of Professional Studies degrees require a total of 120 semester hours of credit, which can be fulfilled through a combination of North Park classes and transfer credits. Classes are offered online, in-person, or combined.

The Digital Marketing major curriculum prepares students for the expanding fields of digital marketing, analytics, and social media as used in business and inspires ongoing learning to stay current with emerging tools and provides learners with the tools, skills and competencies required to add value to their companies marketing communications and digital marketing strategies.

Digital Marketing Major Requirements

8 hours of professional studies core courses
40 hours of major coursework (BA)
44 general education hours
28 hours of elective courses
120 Total Credits for graduation

  • 40 semester hours in Digital Marketing Courses:
    • ORG 3034 Business Communications
    • ORG 4074 Leadership and Management
    • ORG 4094 Principles of Marketing
    • ORG 4120 Business Ethics
    • BADM 3030 Introduction to Digital Systems & Technology in Organizations
    • BADM 3040 E-commerce: Emerging Technologies and Digital Business Practices
    • BADM 3600 Digital and Social Media Marketing
    • BADM 3610 Digital Marketing Analytics
    • BADM 4010 Digital Ethics  – Legal, Moral, and Social Issues in Cybertechnology
    • BADM 4400 Integrating Strategic Management

Digital Marketing Minor

This 22-semester hour minor will provide a foundational knowledge of the digital marketing area and serves as a great compliment to any other SPS major.


Click on the links below for course descriptions of all business administration courses. For a complete list of all North Park’s programs and course offerings, review the academic catalog.

Communicating in the workplace with emphasis on written, verbal, non-verbal, and other visual modes of communication. The processes of imparting and receiving information are emphasized. Business writing, the use of visual aids, and professional presentation methods are put into practice. Ethical behavior in communications is examined.

The roles of leadership, managing people and change, and total quality management (TQM) are examined. The firm's mission and its relation to the individual is presented: performance appraisals, issues of gender and cultural diversity, negotiation techniques, hiring, and termination analysis are included. The characteristics of the ethical organization are examined.

The environment of marketing, including market identification and selection, the concepts of marketing mix, target markets, and the product life cycle as applied to the global economy, are fundamental to the course. Company mission and Maslow's hierarchy are implemented to determine organizational fit. Consumer behavior, organizational markets, product planning and development, and the essentials of marketing communication are presented and analyzed. Service and non-profit marketing procedures are included. The ethics of marketing and processes are examined.

An introduction to ethics and to ethical decision-making. A basic overview of value systems and ethical paradigms, utilizing a seminar format. Discussion of how values and ethics may be applied to the issues and dilemmas of the business world.

This course addresses functional, strategic, and competitive roles of digital business systems and technology in organizations. Topics include an introduction to hardware and software, types of information systems, the analysis and improvement of information systems, management of databases and information systems, technology evaluation methodologies, and workplace issues related to technology.

This course will cover best practices on using social media and mobile marketing to drive digital traffic and develop a competitive, e-commerce presence. Additionally, the course will focus on emerging digital technologies including development of web sites, cloud-based streaming, proliferation of software applications, payment platforms, and protection of consumers' financial data. Lastly, this course will examine changing societal factors impacting the digital world will be covered, including the mobile, "always-on" culture and tracking of customer behavior.

This course will provide a survey of digital marketing tools and how they advance or hinder the goals of effective marketing. Students will engage in a detailed analysis of the various strategies used in digital marketing and assess their effectiveness in reaching the goals. Analysis will be from the vantage point of both the marketer and the consumer. In the course of these analyses, students will become familiar with the common vernacular and critical considerations needed for analyzing and applying digital marketing approaches. The course is designed to get students to think like a digital marketing professional, and to provide experiences with industry relevant digital and social media marketing tools.

This course provides an in-depth study of how to analyze digital marketing strategies to increase web traffic flows, enhance visibility, consumer satisfaction and response rates. The course will also provide a study of web analytics technology and how businesses and organizations may use the technology to measure website traffic, enhance business presence, and conduct market research. In addition, the course will cover cost-benefit analysis, website design, search engine optimization (SEO), search engine marketing (payper-click), Google Analytics, social media analytics, monitoring and strategy, and website usability and analytics

This course will focus on emerging technologies and will examine the unique challenge business' face in an online platform such as; cyberethics, governing the internet/regulation, online privacy, cybercrime, protection of intellectual property and freedom of speech & expression in cyberspace. This course will also examine the laws that govern usage of digital media and social networking, from both an end-consumer and from a business perspective, and provide a framework for making moral and ethical choices in the digital age.

Provides a capstone experience for the business administration and organizational and management and leadership major. As such it will summarize and synthesize the various disciplines of management and will assist the student in creating a strategic future for the (business) organization. The course will examine the key dimensions of strategic management: mission determination, environmental scanning, organizational analysis, strategy selection and organizational implementation. Students will complete a summary project requiring individual and team research, quantitative data gathering and qualitative analysis in service of creating a new direction for an existing organization. Throughout, the ethical dimensions of decision-making and implementation will be emphasized. The course will allow students to apply the lessons of strategic thinking to their own career direction.