The Digital Marketing & Analytics (DM&A) major equips students with the knowledge and skills to develop and implement digital marketing strategies. The major consists of a core business base and a set of courses that treat digital marketing as an integrated part of a firm’s overall strategy. The major provide students with sufficient depth in both the analytics and strategic aspects of digital marketing to successfully use these tools to meet marketing and firm objectives. The DM&A curriculum is designed to provide School of Business students with a solid grounding in marketing principles, digital marketing strategy, and digital marketing analytics. This major is only open to students at the Stamford regional campus.
Bachelor of Science Requirements
DM&A majors are required to achieve a cumulative 2.0 grade point average for the total of all Marketing (MKTG) courses for which they have been registered at the University of Connecticut, excluding grades and credits for independent studies and internships.
In addition to the School of Business residence requirements for all majors, a DM&A major must complete the three required Marketing courses, MKTG 3661, 3665, and 3208 or 3260 in residence at the University of Connecticut. Education Abroad and NSE courses may not be used to meet this requirement.
Required Major Courses
In addition to the courses outlined in the Common Body of Knowledge and Capstone Requirements including MKTG 3101, DM&A majors must take: six credits consisting of two of the following selected business electives MKTG 3208 or 3260 (if not used to fulfill Marketing requirements); 3452, 3625, 3757, 4891; OPIM 3510, 3511; and three credits consisting of one 3000-4000 level business elective. No DM&A major may count more than 22 Marketing credits beyond MKTG 3101 toward those credits presented for degree requirements.
All DM&A majors are encouraged to complete both MKTG 3208 and 3260, one of which will fulfill marketing requirements and one of which will count as a business elective. Other choices of electives should be made in consultation with their advisors based upon the students’ interests and career goals.