Digital marketing concentration combines creativity and business skills

Senior Kayla Sessoms, of Asheville, will soon graduate from one of the newest marketing degree concentrations in Appalachian State University’s Walker College of Business — digital marketing.

The Bachelor of Science in Business Administration degree in marketing with a concentration in digital marketing prepares students to support companies’ connections with customers and other businesses through digital channels — such as websites, e-newsletters and social media — and adjust their marketing mix in order to succeed. Sessoms explains what attracted her to the program and her plans for the future.

What interested you in pursuing the marketing-digital marketing major?

After transferring from Asheville-Buncombe Technical Community College, I sought a degree that would be applicable in the current world but would also combine creativity skills and business skills — digital marketing fits all those areas!

What have been your most beneficial experiences in the program?

My most beneficial experiences were getting to apply what I was learning with real companies: In my social media marketing class, I got to do a social media audit and recommendation report, and in my digital marketing class, we got to work with two real companies and give them digital marketing plans. These projects gave me real confidence and hands-on experience.

Describe your relationship with faculty in the program — how do they mentor you or inspire you?

All my interactions with faculty have been positive. They always provide encouragement to me and expect the best out of all the students. All of my professors have inspired me to go above and beyond and rethink what I am capable of.

What do you hope to do when you graduate?

After graduation, I hope to find a job at a marketing agency getting to help companies with their digital marketing strategy. I still love English even though I dropped that idea for a major, so my five-year plan is to publish my first book and eventually transition into a full-time author.

Why should a prospective student interested in the digital marketing concentration choose to attend App State?

As far as I know, Appalachian is one of the only schools — if not the only school — with this concentration. You’ll get a much more diverse knowledge of digital marketing and an intensive hands-on experience that you could not get at other schools. Furthermore, all the professors really wish to see you succeed and give you tools, resources and their own time to help you get where you want to go.

Are there other things you’d like to mention about your Appalachian Experience?

Overall, my experience at Appalachian has been amazing. The school provides a great sense of community. I’ve felt so at home at this school and am so thankful I ended up coming here.

What do you think?

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The marketing industry has undergone a fundamental transformation as consumers and businesses increasingly shift their attention from traditional marketing media to digital media. Despite digital marketing’s prevalence, research by the Harvard Business Review and industry consultants has found that only a small portion of companies feel they use social media effectively. Appalachian’s Marketing (BSBA) – Digital Marketing degree helps fill this skills gap by preparing students for the business requirements of digital and social media marketing.

At Appalachian State University, students in the Walker College of Business’ Department of Marketing and Supply Chain Management learn to drive industry initiatives that develop customer satisfaction and retention, contribute to company profits and build connections with suppliers, distributors and the community. Students majoring in marketing may select a concentration in general marketing, digital marketing or sales. Students majoring in supply chain management (SCM) learn about logistics, operations, strategic sourcing, process improvement strategies and supply chain technologies, enabling them to compete in the global marketplace and help future employers reduce costs, improve profits and expand their markets.

About the Department of Marketing and Supply Chain Management

At Appalachian State University, students in the Walker College of Business’ Department of Marketing and Supply Chain Management learn to drive industry initiatives that develop customer satisfaction and retention, contribute to company profits and build connections with suppliers, distributors and the community. Students majoring in marketing may select a concentration in general marketing, digital marketing or sales. Students majoring in supply chain management (SCM) learn about logistics, operations, strategic sourcing, process improvement strategies and supply chain technologies, enabling them to compete in the global marketplace and help future employers reduce costs, improve profits and expand their markets. Learn more at https://marketing.appstate.edu.

About the Walker College of Business

The Walker College of Business at Appalachian State University delivers transformational educational experiences that prepare and inspire students to be ethical, innovative and engaged business leaders who positively impact our community, both locally and globally. The college places emphasis on international experiences, sustainable business practices, entrepreneurial programs and real-world applications with industry. Enrolling approximately 3,000 undergraduates in 10 majors and 175 graduate students in three master’s programs, the Walker College is accredited by AACSB International – the premier global accrediting body for schools of business. Learn more at https://business.appstate.edu.

About Appalachian State University

As the premier public undergraduate institution in the state of North Carolina, Appalachian State University prepares students to lead purposeful lives as global citizens who understand and engage their responsibilities in creating a sustainable future for all. The Appalachian Experience promotes a spirit of inclusion that brings people together in inspiring ways to acquire and create knowledge, to grow holistically, to act with passion and determination, and to embrace diversity and difference. Located in the Blue Ridge Mountains, Appalachian is one of 17 campuses in the University of North Carolina System. Appalachian enrolls more than 20,000 students, has a low student-to-faculty ratio and offers more than 150 undergraduate and graduate majors.

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