Moving the program from an emphasis to a major makes it more visible and sets Blugolds apart from marketing graduates of other universities, says Jennine Fox, assistant professor of marketing and supply chain management who helped develop the new major with Dr. Kate Kim, associate professor in the department.
“As students are determining which university to attend and which field of study to pursue, they will be able to easily see and declare digital marketing analytics as a major,” Fox says. “This major incorporates both marketing analytics and digital marketing coursework, but will also allow students an opportunity to tailor their studies with additional topics through elective courses.”
The major is unique across UW campuses and other comparable regional comprehensive universities, Fox says. The U.S. Bureau of Labor Statistics anticipates an increase of 116,600 job openings for digital marketing analysts between 2022 and 2032.
“The digital marketing field is growing rapidly, and this major will prepare students for the numerous opportunities to learn and contribute to the industry through careers in digital marketing and marketing analytics,” Fox says.
The new major is expected to attract about 25 new students into the program in the first year with a gradual increase in ensuing years.
Professional sales major
UW-Eau Claire will be the first institution across the Universities of Wisconsin to offer a major in professional sales, which aligns with the program’s reputation as an innovator and leader in professional sales education, says Dr. Lenita Davis, professor of marketing and supply chain management. The new bachelor of business administration major elevates the program from an existing professional sales emphasis.