Can I get Financial Aid at Hallmark University?

Yes. Hallmark University is approved for federal financial aid, scholarships, and U.S. veterans benefits.

Are you accredited?

Yes, Hallmark is accredited through the ACCSC(Accrediting Commission of Career Schools and Colleges).

How long are your class semesters/terms?

Our terms are 8 weeks long. This allows us to have 6 terms a year so there is no need to wait to apply.

Is Hallmark a 2 year or 4 year University?

We offer associate, bachelor, and master level degrees. We are not a trade school and we offer degrees which are found at both 2 year and 4 year colleges/universities. The biggest difference is that our degrees can be completed in nearly half the time of traditional universities.

Transform a business with a degree inMarketing

The highly impactful marketing degree will give you the skills to position yourself as a top marketer. Using a comprehensive marketing approach, you will explore how companies plan and implement successful marketing strategies using traditional and digital advertising in globally connected markets.

Focus points of this concentration:

  • Understanding Marketing Analytics
  • Discovering the effective tools for SEO analyses
  • Developing and accessing marketing ROI
  • Determining the best methods for communicating with consumers
  • Mastering resource allocation for effective marketing strategies and tactics
Two people working together on laptop at office with technological pattern
Month Program


Online/On-ground Hybrid Program

Case Studies

A Foundation of Management
Learn about digital marketing from the perspective of business management so you can grow in your career as a digital marketer.

All of our Business Management concentrations are built on a strong foundation of management courses that will prepare all graduates for success in leadership positions in the workforce. This foundation includes our Hallmark Character traits and infuses them into the curriculum to help develop the whole person within the individual. The Hallmark Character traits are Integrity, Leader, Servant, Steward, Communicator, Dependable, and Agile.

Students have the unique opportunity to apply these character traits to industry-related scenarios so that they are prepared for any ethical situation they face when they get into their career.

Next Class Start:
Changing Education by Making It Affordable

Our commitment to changing education does not end at innovative programs and student experience. We are committed to making education affordable by offering programs at a competitive tuition cost with a unique value proposition – spend less time in school, and more time making money.

Less Time, More Money

Our fast-paced model allows students to go through our bachelor-level programs in just 29 months. This is two times faster than the national average for bachelor’s degree completion in 58+ months. Studies have shown that on average, every year spent at a university can cost over $68,000 in lost wages and tuition – that’s nearly $175,000 in savings at Hallmark University.


Hallmark University


Month Bachelor’s Degree


National Average


Month Bachelor’s Degree


Earn a Bachelor’s


Faster at Hallmark
Tuition Costs

Cost Per Credit HourTotal Credit HoursLab Fee (Per Term)Technology Fee (Per Term)

*Tuition does not include any additional fees

Financial Assistance

Financial aid is available.

Hallmark University is approved for federal financial aid, scholarships, and U.S. veterans benefits.

Learn more about financial options at Hallmark University.

Digital Marketing Admissions Requirements

Hallmark University is a nationally accredited, co-educational facility with two campuses, both located in San Antonio, Texas. Both schools are accredited by the Accrediting Commission of Career Schools and Colleges and approved by the Texas Higher Education Coordinating Board. The Texas Veterans Commission approves Hallmark University to train veterans. The Federal Aviation Administration (FAA) approves Hallmark University, College of Aeronautics. Hallmark University does not deny admission to or participation in programs and activities or discriminate against students enrolled at the university on the basis of race, creed, color, age, sex, disability (including students who have Hepatitis B in medical, nursing, and any health-related programs), national origin, or religion.
Hallmark uses college-level placement exams containing reading, writing, and algebra skills to schedule students in the appropriate courses. The assessment can be completed at the student’s pace. All exams are computer-based and will be scored upon completion.

General Requirements

B.S. in Business Management – Digital Marketing applicants are required to submit one of the following for verification of high school or equivalency completion:

  • An official high school diploma
  • An official high school transcript indicating high school graduation
  • Official GED scores or certificate
  • A certificate of release or discharge from active military duty (DD Form 214) indicating high school graduation or equivalent
  • A certificate of Record of Military Processing, U.S. DD Form 1966/1 indicating high school graduation or equivalent
  • An official college transcript that indicates the applicant has graduated from high school

The applicant is notified of acceptance once he/she has and has been approved by the Acceptance Committee. Applicants denied entrance by the Acceptance Committee, will have all application fees paid refunded.

Admission of Non-traditional High School Students

A non-traditional high school student is a person enrolled in home school programs or a student from a high school that is non-accredited or not recognized by the Texas Education Agency. A applicant applying for admission based on the completion of an independent study equivalent to the high school level in a non-traditional setting (rather than through a public high school, accredited private high school or state equivalency exam) will be considered for individual approval for admission provided is he/she complies with Hallmark University’s entrance testing requirements and presents an official transcript for home school education that states the student’s name, date of graduation, and is signed by the person who is responsible for the home schooling.

  • Associate and Bachelor of Science Degree Requirements

    In addition to the general admission requirements (see General Requirements), in order to be considered for admission into the Bachelor of Science and/or Associate of Science programs, an applicant must meet one of following requirements:

    • Completed the Hallmark University Prep Program.
    • Graduated from high school within the top 25 percentile of their graduating class.
    • Taken the ACT or SAT within 12 years of submitting their admission application and met one of the minimum standards listed below:
    High School RankACTOld SAT*New SAT*
    Top 25%No MinimumNo MinimumNo Minimum
    Second 25%17 or above800 or above880 or above
    Third 25%19 or above900 or above980 or above
    Forth 25%21 or above1000 or above1080 or above
    Home school or GED StudentsThere is no minimum SAT/ACT score, but scores must be submitted from the testing agency.
    • Taken and passed at least one area and no less than 20% from passing in any area not passed on any of the following exams: THEA, ASSET, Compass, Accuplacer or TASP. Test scores must be submitted for review by the Academic Review Committee to determine college readiness in Texas and/or placement in the Hallmark University Readiness Program.
      Texas Ready Passing Scores:
    AssessmentMathReadingSentence Skills/WritingWriting Sample
    • Verification of completion of a minimum of 9 college credit hours with a minimum cumulative GPA of 2.0 on an official transcript from an accredited college or university and determined to be college ready in Texas.
    • Verification of completion of an Associate’s degree program on an official transcript from an accredited college or university.

    Applicants are required to submit a typed essay stating personal goals as a student in the program and as a future graduate. If the student feels it is necessary, they may explain any limitations to their acceptance such as low scores on tests or transcripts.

Program Outline

The Business Management Marketing program is a comprehensive approach to marketing that includes digital products and services, dynamic pricing, online distribution, social media, marketing analysis and decision-making, and digital communication. Upon graduation, students will be prepared to think strategically about marketing and analytics.

employees meeting in marketing office
  • Marketing
    Academic Success
    Course #Course Title
    HUMA 1347

    Introduction to Character and Ethics

    This course is critical in introducing students to Hallmark University’s Character Education Program (HCEP) and Hallmark’s Seven Character traits that serve as the foundation of a student’s personal and professional journey at Hallmark. Students will be introduced to Kohlberg/Rest’s Stages of Moral Development and how this model impacts their beliefs, judgments, and decision-making framework. Students will complete the Defining Issues Test, Version 2 (DIT2) at the beginning of the course. Students will weigh their values, morals, and ethical foundations, considering their own character development and understanding based Kohlberg/Rest’s framework. They will connect how their character informs and moral development influences judgments and decision-making processes. Students will also be introduced to the Career Services Policy. This is a required course and transfer credits will not be accepted as a substitute.

    General Education
    Course #Course Title
    ECON 2301

    Principles of Macroeconomics

    This course includes the study of how the economy behaves at the aggregate level and how national income is measured and determined. Topics include an overview of macroeconomics; measuring gross domestic product, inflation and unemployment; demand including the multiplier process; supply, business cycles, and long-term growth; money, banking and monetary policy; inflation; interest rates; stagflation; deficits and fiscal policy; exchange rates and balance of payments; exchange rate policy; purchasing power and interest rate parity.

    ECON 2302

    Principles of Microeconomics

    The course covers how and why decisions to manage scarce resources are made and how they affect one another in the economy. Topics include consumer and producer behavior, the nature of supply and demand, the different kinds of markets and how they function, and the welfare outcomes of consumers and producers.

    GOVT 2304

    Introduction to Political Science

    This course shall include an introductory survey of the discipline of political science. Topics include the Constitution, Federalism, Civil Liberties, politics and the media, Congress, and the Presidency. Students will develop vital collaborative and individual written communication skills through regular activities that involve group analysis, discussion, and synthesis of purpose.

    PSYC 2301

    General Psychology

    This course is designed to aid students in learning to identify and understand the different areas of the brain, the nervous system, learning theory, memory function, and personality development. Students will also learn about and discuss social psychology, stress, psychopathology and treatment methods.

    ENGL 1301

    Composition I

    The course shall include an introductory study of the writing process. Topics include research, drafting, revising, peer editing, and proper citation. There will be an emphasis on effective rhetorical choices, including audience, purpose, arrangement, and style. Additionally, this course will introduce effective and ethical rhetorical inquiry, including primary and secondary research methods; critical reading of verbal, visual, and multimedia texts; systematic evaluation, synthesis, and documentation of information sources; and critical thinking about evidence and conclusions.

    ENGL 1302

    Composition II

    This course shall include an exploration of business writing and practices. Topics include instructional business writing, informative business writing, persuasive business writing, and transactional business writing, with an emphasis on pathos, ethos, and logos persuasion techniques.
    Prerequisite: ENGL 1301

    PHIL 2321

    Contemporary Moral Issues

    This course provides an examination of major ethical and moral theories and how they afford a rational approach to specific moral issues and a rational basis for resolving moral conflict. Discussion of the concepts of good, virtue, duty, responsibility, civil authority, law, state, and religion. Emphasis on philosophical discussion may be placed on medical, information technology, and business ethics. Emphasis will be on the application theories to cases.

    MATH 1314

    College Algebra

    This course shall include a study of quadratics; polynomial, rational, logarithmic, and exponential functions; systems of equations; progressions; sequences and series; and matrices and determinants.

    MATH 1324

    Finite Mathematics

    This course is an introduction to discrete mathematics. Topics may include but are not limited to: functions, elementary matrix algebra, linear programming, probability and statistics, and mathematical modeling.
    Prerequisite: MATH 1314

    BIOL 1322

    Nutrition and Wellness

    This course includes the study of health issues, stress management, nutrition, and lifestyle choices. Students will understand the effects of personal well-being on the body, mind, spirit, and economy by exploring topics such as food use, stress, regulated fitness, social behavior, and personal risk management.

    SPCH 1311

    Introduction to Speech Communication

    This course shall include theories and practices of communication including the verbal and nonverbal components of communication. Topics include listening and communication in interpersonal relationships. In this course, students will also learn the components of delivering a speech and how to construct and present informative and persuasive speeches.

    SPCH 1321

    Professional Communications

    This course aids students with the practice of speech communication in professional situations. Topics include applying for a career and negotiation of salary and benefits, as well as proper interviewing techniques and professional writing methods within a business environment.

    Core Courses
    Course #Course Title
    ACCT 2301

    Principles of Accounting I

    Principles of Accounting I is an introduction to financial accounting concepts and their application in transaction analysis. The student will learn how to prepare financial statements, analyze financial statements and understand accounting in proprietorships, partnerships, and corporations.

    ACCT 2302

    Principles of Accounting II

    Principles of Accounting II is a study of the fundamentals of managerial accounting with an emphasis on budgeting, planning, management decision making, and an analysis of financial reports. Students will define and develop a working knowledge of management accounting terminology and procedures; and prepare and analyze reports for financial decision making including statement of cash flows, budgets, variance analysis, and other managerial decisions.
    Prerequisite: ACCT 2301

    BUSI 1301

    Introduction to Management

    This course is an introduction to the many facets of the private enterprise system and of the businesses that operate within its framework. Your experience in this course will enable you to gain a better understanding of what business arena is all about, how a business operates and which business functions are needed in any business enterprise. This course serves to put the student through an on-boarding process into the mock organization that will be the core of their business curriculum. The class has a focus on the differences between a manager and leader, character, and examines various leaders. At the end of the course, the student will have an understanding of the Hallmark definition of leadership used throughout the program, expect how to be successful within the mock organization, and how it will work for their success.

    BUSI 2330

    Business Statistics I

    This course is designed to introduce students to basic statistical techniques utilized in business. Business Statistics I is the first in a sequence of two courses which will utilize mathematical and statistical techniques in the analysis of business and managerial problems. The emphasis of Business Statistics I is on problem recognition, problem formulation, and selection of proper techniques, problem solutions, and evaluation of results. The use of electronic spreadsheets is an integral part of this course. The student will learn how to collect, summarize, and interpret data. Subject matter in this course will include descriptive statistics, probabilities, discrete and continuous data analysis, sampling design, and confidence intervals.

    BUSI 3301

    Business Law

    This course is a study of the laws affecting the operation of businesses. Legal analysis of contemporary environment of business law including the common law, legal reasoning, court systems and procedures, constitutional law, torts, contracts and corresponding areas of Article 2 of the Uniform Commercial Code, agency, property, bailment, international law, and related jurisprudential topics in light of social, ethical, political, economic, and global perspectives. Topics include commercial paper, credit transactions, security devices, and bankruptcy.

    BUSI 3365

    Business Intelligence and Analytics

    This course provides an introduction to Business Intelligence, including the processes, methodologies, infrastructure, and current practices used to transform business data into useful information and support business decision-making. This course will review logical data models for both database management systems and data warehouses. Students will learn to extract and manipulate data from these systems and assess security-related issues. There will be a character element included in the analysis of data.

    BCIS 4370

    E-Business, Strategy, Architecture and Design

    This course concentrates on Business Management skills and concepts of electronic commerce in an organization. Emphasis is placed on maintaining a balance between technology tools and e-commerce strategy. The course addresses architecture and design of business-to-consumer solutions and Customer Relationship Management applications while maintaining security and defense of Business Processes in Cyber Space.

    FINA 3301

    Corporate Finance

    The student will be introduced to the basic concepts, principles, and analytical techniques of financial management. The course will emphasize net present value, cash flows, and the tradeoff between risk and return. Other topics will include the time value of money, financial planning and analysis, capital budgeting, valuation and risk and return.
    Prerequisite: ACCT 2301, and ACCT 2302

    MRKG 3305

    Principles of Marketing

    In this course, you will learn about the basics of marketing management of which advertising and sales are simply two facets. You will be introduced to other aspects of marketing, such as the four P’s, marketing strategy, promotion, market planning, distribution, target marketing, market segmentation, and pricing. You will learn that the fundamental asset of a corporation is its customers. Hence, the supreme importance of the “marketing concept” is an attempt to identify and satisfy its customers’ needs and wants. The marketing concept is a corporate orientation to business that starts with consumers and integrates marketing into every other corporate function.

    MRKG 4330

    Marketing Analysis and Decision Making

    Marketing Research examines the essential analysis skills required for making quality marketing decisions. Developing a market research design demands necessary quantitative and qualitative abilities to identify and define market opportunities and issues; generate, improve and assess marketing performance; monitor marketing performance; as well as, advance understanding of marketing as a process. Students are required to define and solve a marketing problem or opportunity, frame the issue into a research question, review the relative literature, develop measures and collect pertinent data, statistically analyze data results, and provide an industry-standard final report of findings and limitations.

    MGMT 3315

    Organizational Behavior

    The purpose of this course is to provide an introduction to the managerial process by analyzing organizations as a social system. Topics include decision-making models, leadership traits and behaviors, conflict management, group and team behavior, managerial effectiveness, and an individual’s effect on organizational effectiveness.

    MGMT 3317

    Management Information Systems

    The course examines the use of technology in organizational settings by providing a basic understanding of information systems and the management decision making involved. Topics include use and control of information; acquiring and maintaining a competitive edge and how technology impacts individuals, organizations, and society. Students will also register and join the SAP Community Network (SCN), navigate the various SAP applications used in Enterprise Resource Planning (ERP).

    MGMT 3325

    Leadership Development

    This course serves as foundational research into leadership with emphasis on application and skill development while exploring historical and contemporary leadership theories, models, and perspectives. The goal of the course is to assist each student to become a more informed and effective leader in his or her intended professional and personal setting. In this course, we will cover the following topics: Overview of key leadership theories and models; differences between management and leadership; followership, influence, and power; and introduction to leadership coaching.

    MGMT 3330

    Project Management

    The purpose of this course is to examine project management situations and functions, the project life cycle, and numerous methods of job preparation, planning, and assessment to accomplish project goals. This course leads to a Certified Associate in Project Management (CAPM) certification. This is a nationally and internationally recognized certification in project management offered by the Project Management Institute.

    MGMT 3335

    Operations Management

    This course provides students with concepts, techniques, and tools to design, analyze and improve operational capabilities of an organization through the introduction to concepts, principles, problems, and practices of operations management. Emphasis is placed on process improvement and managerial processes for effective operations in both goods-producing and service-rendering organizations. Topics include operations strategy, process design, capacity planning, facilities location and design, forecasting, production scheduling, inventory control, quality assurance, and project management. The topics are integrated using a systems model of the operations of an organization.

    MGMT 4335

    Human Resource Management

    This course examines the role of the human resource professional as a strategic partner in managing today’s organizations. Students will examine the changing roles and responsibilities of human resources managers, the acceptance and integration of the human resources function as a full business partner, and the higher expectations placed on human resources leadership to make a significant contribution to the successful management of the organization. Students will explore the role managers and supervisors play in the successful management of the organization’s human resources. Topics to be examined include the functions of Human Resource Management, relationships within the organization, policies and procedures, workplace diversity, and the role of human resources in a global economy. Human Resource Management deals with the wide range of activities by which organizations acquire, maintain, and utilize their workforces.

    MGMT 4341

    Change Process Management

    Organizations move through several identifiable stages as they grow and develop. In some cases these changes are planned, in others they are unplanned. The need for organizations to meet and to cope with changing conditions requires innovation, creativity, and flexibility. This course will help develop the skills and knowledge required to promote the use and implementation of innovative work practices to effect change and manage changes, so there is minimal workplace disruption.

    MGMT 4355

    Power and Negotiation

    This course provides multiple opportunities to practice your negotiating skills, to correct any mistakes that naive negotiators tend to commit, reflect upon your experiences, and increase your effectiveness. It is designed for relevance to the broad spectrum of bargaining problems faced by the manager and professional. The essence of this course can be distilled to analyze, reflect, and practice. Negotiations occur both in our professional and personal lives, from complex contracts to daily interactions. The flattening of organizations means we are all increasingly finding ourselves negotiating with peers, managers, subordinates, collaborators, clients, and partners.

    MGMT 4365

    Strategic Management

    This course introduces the concept of strategic management through readings, discussion, and case analyses, and considers the basic direction and goals of an organization, the environment (social, political, technological, economic and global factors), industry and market structure, and organizational strengths and weaknesses. It is concerned with managerial decisions and actions that affect the performance and survival of business enterprises. It covers several important management topics, including the context of strategy, leadership, managerial uses of structure and design, and performance.

    MGMT 4390

    Capstone I

    This course serves as the Capstone for the Business program. The purpose of the course is to integrate all prior learning in business management, related coursework, and workplace experiences to apply the skills within the organization. Three major components comprise the course: the strategic analysis of an organization; the development of a forward-looking strategy with competitive, ethical, and global considerations; and the development of a team. This course will also serve as a course for Internship.

    MGMT 4391

    Capstone II

    This course serves as the second Capstone for the Business program. The purpose of the course is to integrate all prior learning in business management, related coursework, and prior Capstone learning experiences to apply the skills, knowledge, and character to building the team. Three major components comprise the course: the strategic analysis of an organization; the development of a forward-looking strategy with competitive, ethical, and global considerations; and the development of a team. This course will also serve as a course for Internship.
    Prerequisite: MGMT 4390

    Digital Marketing Concentration
    Course #Course Title
    DMRKG 4301

    Digital Marketing Fundamentals

    The course explores how digital marketing is integrated into current marketing strategies. The basics of emerging digital marketing media and related techniques for reaching online consumers across multiple devices including desktop and mobile are covered. Additionally, the course explores digital marketing’s transformative impact on traditional marketing practices and examines digital segmentation, digital marketing around the globe, digital divide, digital privacy, and digital analytics. There will be a character element included in the development of marketing plans and strategies.

    DMRKG 4302

    Communications in Digital Marketing

    This course will examine the theory and techniques applicable to digital marketing communication functions. It will provide a knowledge base that will allow students to research and evaluate a company’s marketing and promotional situation and use this information in developing effective communication strategies and programs. There will be a character element included in the development of marketing plans and strategies.

    DMRKG 4303

    Social Media and Content Marketing

    The course will explore the increasing emphasis on integrated social media strategies and need for marketing professionals and organizations to have end‐to‐end social media expertise. Through case studies, interactive sessions, and class exercises, students will learn best practices and develop the skills to connect business objectives with social media strategy, platforms, and tactics. Topics will include choosing appropriate platforms, creating effective and engaging social media content, content management, social listening and creating a social media policy. There will be a character element included in the development of marketing plans and strategies.

    DMRKG 4304

    Search Engine Marketing

    The course will focus on how to analyze a website and understand various criteria of SEO analysis for a website. There will be an introduction of SEO analysis tools, its effective usages, and benefits for each tool. There will be a focus on preparing documentation connected with initial website analysis and traffic ranking analysis. Search Engine Optimization (SEO) covers long-tail keyword research methods, on-page SEO for a focus keyword, inbound link building, and identifying influential sites based on Domain Authority to support online PR efforts. There will be a character element included in the development of marketing plans and strategies.

    DMRKG 4305

    Viral Marketing: Creating a Buzz

    The purpose of the course is to introduce various marketing strategies surrounding creating a buzz and viral marketing. The focus will be on theories and practices that inform the industry and partners of a company or product. There will be an emphasis on case reviews to understand how the buzz was created. There will be a character element included in the development of marketing plans and strategies.

    DMRKG 4306

    Analysis and Optimization of Digital Media

    The foundation for the course will be to see the brand touch-points through our users’ eyes. The focus will be on the power of design thinking and a user-centric focus to drive successful online marketing strategies and campaigns. There will be a character element included in the development of marketing plans and strategies.

Can I get Financial Aid at Hallmark University?

Yes. Hallmark University is approved for federal financial aid, scholarships, and U.S. veterans benefits.

Are you accredited?

Yes, Hallmark is accredited through the ACCSC(Accrediting Commission of Career Schools and Colleges).

How long are your class semesters/terms?

Our terms are 8 weeks long. This allows us to have 6 terms a year so there is no need to wait to apply.

Is Hallmark a 2 year or 4 year University?

We offer associate, bachelor, and master level degrees. We are not a trade school and we offer degrees which are found at both 2 year and 4 year colleges/universities. The biggest difference is that our degrees can be completed in nearly half the time of traditional universities.