Get the Skills to Become a Digital Marketing Professional
4-Year* Digital and Social Media Marketing (BS) Degree Program in White Plains, NY
Get prepared for a successful career with a BS degree in Digital and Social Media Marketing. Explore current and emerging technologies that adhere to industry standards and best practices to learn effective design and marketing across many different digital media platforms.
You will gain hands-on experience using industry-standard software, incorporate design theory and learn workflow efficiencies along with learning to manage digital media. Use your creativity and savvy and enhance your technical skills to prepare for your career!
Social Media Certification Within Your Degree
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- May 14th, 2025Digital and Social Media Marketing (BS): Day Classes The College of Westchester - White Plains, NY Campus 325 Central Avenue White Plains New York United States 10606 Launch your digital marketing career with the Digital and Social Media Marketing program. You will learn effective design and marketing strategies across many different digital media platforms.https://www.cw.edu/wp-content/uploads/2024/07/marketing.jpgThe College of Westchester
The best way to see if the College of Westchester is the right fit for you is to attend an online or in-person information session. You’ll get a true feel for what it’s like to be a part of the CW community. Schedule an information session now or Get more info.
Becoming a Qualified Digital Marketing Professional
The B.S. in Digital and Social Media Marketing is designed to prepare and equip students in the entrepreneurial and strategic aspects of digital and social media design, production and utilization for business. A unique combination of project-based studio and lecture courses integrate the creative design process with the production, roll-out, and business analytics of interactive digital and social media.
Through your coursework, you will learn how to:
- Support brands, websites, and social media channels through message, design and creative concepts.
- Identify an audience for specific interactive digital and social media platforms.
- Manage search engine optimization (SEO) of digital content and websites.
- Develop digital business strategies and understand current and anticipate future marketing trends.
- Implement analytics tools to track and measure the effectiveness of digital and social media campaigns.
Program Learning Objectives
Upon successful completion of your digital marketing courses, you should be able to:
- Demonstrate an understanding of the principles of design in producing dynamic visual communications.
- Produce professional interactive, digital and print design and marketing elements that correspond with assessed client needs.
- Demonstrate mastery of current industry standard design software in the creation of marketable designs and presentations.
- Analyze and anticipate design trends in the rapidly evolving world of graphic design and social media analytics.
- Create a formal digital marketing plan for a business, applying suitable social media channels, knowledge of data analytics, successful e-mail marketing campaign tools, and search engine optimization (SEO) techniques.
Is a Digital and Social Media Marketing Career Right for You? Take the CW "College and Career Readiness Quiz"
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Digital Media & Marketing Courses
| Course No. | Course Title | Semester Credits |
|---|---|---|
| DMD101 | Visual Storytelling » | 3 |
| This course is an introduction to digital media concepts and includes discussions of digital media design and development. The course will review current and emerging trends in digital media technologies, career opportunities, and resources. Students will be exposed to a variety of different media applications used in the industry, while learning the value of telling a story through studying design and storytelling in both principle and practice. Various media will be used to render stories from concept to completion, including photography, illustration, computer graphics, storyboarding, and collage.
Number: DMD101 Credits: 3.00 Type: Digital Media |
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| DMD102 | Introduction to Digital and Social Media Marketing » | 3 |
| This course will provide students with a foundational understanding of key concepts, strategies, and techniques in the rapidly evolving landscape of digital marketing. By the end of the course, students will have developed the knowledge and skills necessary to design and execute effective digital marketing campaigns that drive engagement, build brand awareness, and achieve business objectives in today's digital age.
Number: DMD102 Credits: 3.00 Type: Digital Media |
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| DMD107 | Digital Design and Graphics » | 3 |
| This course combines concepts and practical skills in the field of digital imaging. Building skills and understanding in the execution of typography, color theory, aesthetics, design thinking, and creative problem solving best practices. Students will explore digital image formats, creation, storage, manipulation, color layout and the elements of design required for web pages, interface design, and printed media. Students will plan, execute and layout professional level projects using a full range of digital technology.
Number: DMD107 Credits: 3.00 Type: Digital Media |
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| DMD150 | Publishing Design & Layout » | 3 |
| This course concentrates on graphic design process, research and concept development. Typography, layout, design quality, and construction for the commercial market will be covered. Topics include page layout, fundamentals of type, importing, creating graphics, fonts, color, styles, generating and placing text, and object linking and embedding.
Number: DMD150 Credits: 3.00 Type: Digital Media |
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| DMD160 | Website Strategy and Design » | 3 |
| This course will concentrate on both Dreamweaver and the hypertext markup language, HTML. Students will learn to incorporate images and format text in a desirable, aesthetic fashion. Students will also learn design concepts such as creating form elements, building lists and hot links, and using CSS (Cascading Style Sheets) for styling and layout. This course will stress the proper use of design techniques and tactics learned in prerequisite courses to formulate exciting, cohesive websites designed to be both user friendly and attractive.
Prerequisite: DMD107 or permission of Chair Number: DMD160 Credits: 3.00 Type: Digital Media |
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| DMD201 | Social Media Platforms and Content Strategy » | 3 |
| This course offers students a comprehensive understanding of social media channels, exploring their development from inception to present-day giants and analyzing the historical context that has shaped their growth and societal impact. Students will delve into the evolution of social media platforms over time, equipping them with valuable insights to inform their strategies and perspectives in
navigating the digital landscape. Additionally, the course covers essential skills and strategies for producing engaging and impactful content tailored for online platforms. Through hands-on exercises, students will learn to craft compelling content that resonates with audiences, drives engagement, and achieves marketing objectives in the dynamic landscape of social and digital media.
Prerequisite: DMD102 Number: DMD201 Credits: 3.00 Type: Digital Media |
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| DMD220 | Social Media for Marketing & Advertising » | 3 |
| This course will explore the various facets of social media and its uses in the current digital landscape. Students will explore and analyze various social media tools and platforms and examine why and when each should be used. Students will apply various social techniques to real world cases to begin, or continue building, a social media portfolio. As a class, students will engage in discussions about the current social landscape and the place social media has in online communications, marketing and advertising, and personal branding. Students will acquire or expand upon the essential knowledge for a foundation in social media management, strategy and content creation.
Number: DMD220 Credits: 3.00 Type: Digital Media |
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| DMD302 | Collaborative Marketing Strategy » | 3 |
| This course is designed to provide a comprehensive understanding of collaborative marketing strategies involving partnerships and influencers. Students will explore the principles of effective collaboration, audience engagement, and the measurable impact of marketing campaigns. By the end of the course, students will be equipped with the skills and knowledge to implement successful influencer partnerships and strategic brand alliances.
Number: DMD302 Credits: 3.00 Type: Digital Media |
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| DMD305 | Strategic Communication in Digital Marketing » | 3 |
| This course is designed to provide a comprehensive understanding of digital PR and its integration with traditional PR principles. Students will explore audience engagement strategies, brand narrative development, data-driven decision-making, and crisis management in the digital age. By the end of the course, students will be equipped with the skills and knowledge to execute effective PR campaigns in a digital context.
Number: DMD305 Credits: 3.00 Type: Digital Media |
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| DMD310 | Interface Design & Usability » | 3 |
| The course will cover user interface design principles, task and user analysis, interface design methods, user interface evaluation and usability testing. The course offers strategies to design which bridge the gap between functionality and usability and introduces students to some of the unique challenges of designing within the realm of a digital, interactive medium. The course examines ways in which the features and functions of a product get translated into something people find usable, useful, and desirable.
Number: DMD310 Credits: 3.00 Type: Digital Media |
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| DMD330 | Publishing for the Web » | 3 |
| The objective of this course is to develop the skills necessary to create an original online magazine or blog. Students will learn how to use WordPress to facilitate the creation of these sites. Students will examine and analyze existing online magazines and blogs as an approach to the development and strategies in the creation of their own sites. Students will create outlines, philosophy and layouts for their sites. Students will examine existing technologies and will use these technologies to develop their own. Each student will develop a philosophy which will include goals, mission, marketing strategy, target audience and strategies for the
production of an income through their sites.
Prerequisite: DMD300 and DMD310 Number: DMD330 Credits: 3.00 Type: Digital Media |
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| DMD420 | Digital Marketing and Social Media Analysis » | 3 |
| This course will provide students with a detailed perspective and practical experience on digital marketing and social media analytics as used in the contemporary business setting. Topics covered include search engine optimization, search engine marketing, social network marketing, social network targeting, social media analytics, predictive analytics, user-generated content management and marketing, mobile advertising and commerce, CRM strategy along with the concepts of different earned versus paid media, predictive modeling for ad targeting and customer relationship management, measuring and managing product virality, viral product design, native advertising, and engaging the multichannel experience.
Prerequisites: DMD220, GEN157, and BUS112
Formally DMD/BUS420
Number: DMD420 Credits: 3.00 Type: Digital Media |
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| DMD430 | Content Marketing Strategies » | 3 |
| Content Marketing Strategies is an advanced course designed for students who want to master the art of creating compelling content across various digital platforms. In this course, students will explore content marketing techniques, SEO optimization, and keyword research. Through hands-on projects and case studies, students will develop practical skills to enhance brand visibility, engage audiences, and drive conversions
Number: DMD430 Credits: 3.00 Type: Digital Media |
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| DMD460 | Social Media and Digital Marketing » | 3 |
| The Internship is a capstone course involving the culmination project in the Digital Media BS program. It will provide students an opportunity to demonstrate they have achieved the goals for learning established within the program. The Internship course integrates coursework, knowledge, skills, and practical learning to enable the student to demonstrate a broad mastery of learning across the curriculum for future employability and further career advancement. This internship is an opportunity for the student to gain valuable experience in a production and management environment that will enable the student to acquire a hands-on professional perspective in design, technology, networking, organization, and strategy.
Prerequisite: BUS370. The Internship course must be taken in the final two semesters of a student’s degree program. Number: DMD460 Credits: 3.00 Type: Digital Media |
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| DMD480 | Senior Project Capstone » | 3 |
| This course brings together many of the theories and applications introduced throughout the Bachelor’s in Digital Media degree program. The course affords students the opportunity to apply all of the acquired knowledge and skills necessary for them to perform effectively in the entrepreneurial and strategic aspects of digital media design and production. Students will prepare themselves to assume challenging roles in which design strategy and tactics can be used as tools for strategic change. As design and production savvy managers and entrepreneurs, they will soon be contributing towards the growth and change in professional industries. As is consistent with a culminating experience, this course will draw upon and test competencies developed in previous courses. Students will be required to demonstrate an awareness of prominent issues in their chosen fields. On their paths toward the completion of a senior studio project, students will employ and refine their evolving skills of research, analysis, explanation, persuasion, and presentation with their project and its message.
Number: DMD480 Credits: 3.00 Type: Digital Media |
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| BUS112 | Principles of Marketing » | 3 |
| This course surveys the general nature of marketing concepts, process, organization, and buyer behavior. It also examines the basic decision areas of product, distribution, promotion, pricing and society’s interaction with the dynamics of marketing.
Number: BUS112 Credits: 3.00 Type: Accounting |
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| BUS305 | Marketing Management » | 3 |
| This course will introduce the student to the concepts and skills needed in planning, organizing, operating and controlling a business firm’s total marketing program. Emphasis is placed on considerations necessary for sound marketing management decisions in product development, pricing, demand creation and channel activities of the firm. A global perspective will be introduced to provide an understanding of the effects and opportunities of an interconnected, international marketplace. Experiential exercises and case studies are employed to provide students with the opportunity to develop skills in the evaluation, diagnosis and formulation of marketing strategies and tactics.
Prerequisite: Junior level status and BUS112 Number: BUS305 Credits: 3.00 Type: Business Administration |
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| BUS370 | Project Management Essentials » | 3 |
| The emphasis of this course is on the core competencies of Project Management as defined by PMI (Project Management Institute) and set forth in the Guide to the Project Management Body of Knowledge (PMBOK). Upon introducing the foundational elements of project management, students will gain experience by applying these elements to projects and employing them during the course of a logical project life cycle.
Prerequisite: Junior level status Number: BUS370 Credits: 3.00 Type: Business Administration |
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| Total Major-Related Credits | 54 | |
**DMD101 course satisfies the General Education requirement
| Course No. | Course Title | Semester Credits |
|---|---|---|
| GEN105 | Transformative Learning » | 3 |
| This course will introduce students to the value of change, personal growth, and transformation. Students will engage in activities designed to stimulate reflective thinking, create a positive personal outlook, and foster “behaviors of success.”
Number: GEN105 Credits: 3.00 Type: General Education |
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| GEN108 | Introduction to Artificial Intelligence » | 3 |
| This course provides an overview of the fundamental concepts in Artificial Intelligence (AI). It introduces students to the history of AI, its applications, and its future. The course will cover topics such as problem-solving, knowledge representation, planning, machine learning, and ethical considerations in AI. No prior knowledge of AI is required
Number: GEN108 Credits: 3.00 Type: General Education |
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| GEN115 | Digital Technologies in the Workplace » | 3 |
| The objective of this course is to familiarize students with digital technologies as they are being used in the workplace
today, and explore how emerging technologies are likely to continue to evolve. Students will be exposed to digital technology fundamentals to better position them to readily adopt common workplace technologies. Students will also learn about security concerns, ethical considerations, digital communications etiquette, and other important concepts related to the use of digital technologies.
Number: GEN115 Credits: 3.00 Type: General Education |
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| GEN125 | English Composition I » | 3 |
| In this course, students develop their reading comprehension and written communication skills. Different styles of writing are examined as students develop writing proficiency through practice in planning, outlining, drafting, revising and editing. In addition to regular class meeting times, Day Division students are required to participate in a ten-week Writing Lab component which counts as ten percent of the grade for English Composition. For the Day Division,
the Writing Lab is graded as Pass or Fail.
Note: Writing Lab is not required in the Evening division or for fully online programs. Prerequisite: Proficiency Examination and/or ACE108. Number: GEN125 Credits: 3.00 Type: General Education |
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| GEN127 | English Composition II » | 3 |
| This course builds on skills developed in English Composition I by presenting additional writing styles and helping students further refine their writing skills. Research skills and MLA documentation are also introduced. In addition to regular class meeting times, Day Division students are required to participate in a ten-week Writing Lab component which counts as ten percent of the grade for English Composition. For the Day Division, the Writing Lab is graded as Pass or Fail.
Note: Writing Lab is not required in the Evening division or for fully online programs. Prerequisite: GEN125 or permission to waive Number: GEN127 Credits: 3.00 Type: General Education |
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| GEN129 | Essentials of Public Speaking » | 3 |
| Communication skills require good speech habits. Therefore, this course covers organization of thoughts, voice control, diction and presentation of ideas to a variety of audiences. The art of listening is also studied. Emphasis will be placed on a series of oral presentations in order to acquire and reinforce these skills.
Number: GEN129 Credits: 3.00 Type: General Education |
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| GEN147 | College Mathematics » | 3 |
| This course will provide complimentary sessions to Foundations of Math in fundamental mathematics. Ratios, percentages, proportions, descriptive statistics, word problems, basic geometry, and an introduction to algebra will be covered. The course provides a sound understanding in basic math concepts necessary for future math courses.
Prerequisite: Proficiency exam and/or ACE106. Number: GEN147 Credits: 3.00 Type: General Education |
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| GEN161 | Psychology » | 3 |
| This course takes a realistic approach based on the principles of general psychology and is designed to assist the student in coping with life situations. Included are theories of personality, emotions, character, motivation, environmental influences, and the development of students.
Number: GEN161 Credits: 3.00 Type: General Education |
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| GEN195 | Elements of Effective Design » | 3 |
| This course will examine the principles of color theory and design. Students will gain an understanding of color relationships, as well as learn to identify and analyze the principles and elements of design. Emphasis is placed on color relationships, visual impact, as well as the psychological and symbolic uses of color. Students will utilize these theories and principles in the creation of their own unique designs through creative hands-on projects. In addition, students will also develop their comprehension of 3D space, light, materials, and texture. Students will discover the power and effect of color, two-dimensional design, and three-dimensional design on an audience.
Number: GEN195 Credits: 3.00 Type: General Education |
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| GEN250 | Ethics and Professionalism » | 3 |
| This course will introduce the student to the moral principles and standards that guide behavior in today’s complex society and business. The definition and application of moral philosophies are used to explore ethical decision-making using a case study approach. Economic, legal, and social dimensions are explored along with interpersonal relationships and the development of morality within individual thinking.
Number: GEN250 Credits: 3.00 Type: General Education |
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| GEN270 | Artificial Intelligence in the Workplace » | 3 |
| This course explores the application of Artificial Intelligence (AI) in various professional fields. It aims to equip students with the knowledge and skills to understand and leverage AI tools in their respective fields. Students will gain the expertise needed to harness the transformative potential of AI, positioning themselves as adept innovators and problem-solvers in today's rapidly evolving technological landscape. Prior knowledge of AI concepts is recommended
Number: GEN270 Credits: 3.00 Type: General Education |
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| GEN330 | Personal & Professional Development » | 3 |
| This course focuses on the adult years as a complex and extraordinarily variable process, rather than as an orderly sequence of predictable stages. Through experiential, interactive processes, this course will explore various theories and philosophies of adult physical, cognitive, and personality development. Attention will also be given to the larger social contexts and the adult’s experience as worker and learner.
Prerequisite: GEN305 Number: GEN330 Credits: 3.00 Type: General Education |
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| GEN363 | Conflict, Communication and Resolution » | 3 |
| This course will examine how communication can be used to effectively resolve conflicts between people, organizations, and cultures. Conflicts resulting from differences in gender and ethnicity in the contexts of work and personal relationships will also be emphasized. The course will have an interdisciplinary emphasis through the use of cases from history, psychology, sociology, and current events.
Prerequisite: Junior Level Status or Permission of Chair. Number: GEN363 Credits: 3.00 Type: General Education |
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| GEN370 | Consumer Behavior and Culture » | 3 |
| This course will introduce the concepts of consumer behavior and decision making. It provides empirical evidence of convergence and divergence in consumer behavior and covers various psychological and sociological aspects of human behavior used for explaining consumer purchasing decisions. It will explore the concept of culture and introduce various models of culture, as well as the affects they have on consumer behavior. Finally, the course will discuss and review how consumer buying behavior and its cultural variations differ across the world.
Prerequisite: BUS112 Number: GEN370 Credits: 3.00 Type: General Education |
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| GEN380 | Applied Artificial Intelligence » | 3 |
| Delve into the practical applications of artificial intelligence in the Applied Artificial Intelligence course. Explore how AI technologies like machine learning and neural networks are implemented to solve real-world problems across industries such as business, healthcare, finance, and more. Gain hands-on experience and insights into leveraging AI for enhanced decision-making and innovation.
Prerequisite: Junior Level Status or Permission of Chair Number: GEN380 Credits: 3.00 Type: General Education |
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| GEN421 | Business Communication and Research Methods » | 3 |
| This course will emphasize the necessary written, oral, and visual communication needed for today’s global business environment. The course is designed to provide a basic understanding of the importance of professionalism in the workplace, especially in the competitive business environment. Both interpersonal skills as well as research skills will be developed throughout the course. Throughout the semester, students will learn how utilizing creative skills and being flexible will be valuable in many career scenarios.
Prerequisite: Junior Level Status, or Permission of Chair. Number: GEN421 Credits: 3.00 Type: General Education |
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| Total General Education Credits | 48 | |
| Electives | ||
| General Education Electives (4) | 12 | |
| Open Elective (2) | 6 | |
| Total Elective Credits | 18 | |
120 CREDITS REQUIRED FOR GRADUATION
This certificate is currently offered for Day Division students only.
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*Program length when completed in normal time.