SRJC Course Outlines

6/1/2020 1:13:05 PMBMK 155 Course Outline as of Spring 2020

Changed Course
CATALOG INFORMATION

Discipline and Nbr:  BMK 155Title:  DIGITAL MARKETING TOOLS  
Full Title:  Digital Marketing Tools
Last Reviewed:1/28/2019

UnitsCourse Hours per Week Nbr of WeeksCourse Hours Total
Maximum1.50Lecture Scheduled1.5017.5 max.Lecture Scheduled26.25
Minimum1.50Lab Scheduled06 min.Lab Scheduled0
 Contact DHR0 Contact DHR0
 Contact Total1.50 Contact Total26.25
 
 Non-contact DHR0 Non-contact DHR Total0

 Total Out of Class Hours:  52.50Total Student Learning Hours: 78.75 

Title 5 Category:  AA Degree Applicable
Grading:  Grade or P/NP
Repeatability:  00 - Two Repeats if Grade was D, F, NC, or NP
Also Listed As: 
Formerly: 

Catalog Description:
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This survey course will introduce students to the major types of digital marketing tools and technologies currently in use.  Students will learn when and how to apply these tools and technologies to achieve desired marketing results.  As this is a rapidly evolving field, the specifics of tools and technologies will change to reflect current practices.

Prerequisites/Corequisites:


Recommended Preparation:
Eligibility for ENGL 100 or ESL 100

Limits on Enrollment:

Schedule of Classes Information
Description: Untitled document
This survey course will introduce students to the major types of digital marketing tools and technologies currently in use.  Students will learn when and how to apply these tools and technologies to achieve desired marketing results.  As this is a rapidly evolving field, the specifics of tools and technologies will change to reflect current practices.
(Grade or P/NP)

Prerequisites:
Recommended:Eligibility for ENGL 100 or ESL 100
Limits on Enrollment:
Transfer Credit:
Repeatability:00 - Two Repeats if Grade was D, F, NC, or NP

ARTICULATION, MAJOR, and CERTIFICATION INFORMATION

Associate Degree:Effective:Inactive:
 Area:
 
CSU GE:Transfer Area Effective:Inactive:
 
IGETC:Transfer Area Effective:Inactive:
 
CSU Transfer:Effective:Inactive:
 
UC Transfer:Effective:Inactive:
 
C-ID:

Certificate/Major Applicable: Certificate Applicable Course



COURSE CONTENT

Student Learning Outcomes:
Upon completion of the course, students will be able to:
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1.  Define the major digital marketing tools and technologies
2.  Create a digital marketing campaign
 

Objectives: Untitled document
Upon completion of the course, students will be able to:
1. Set objectives for a digital marketing campaign
2. Create a coherent digital brand and story platform
3. Create and produce online content
4. Use the major types of inbound and outbound digital marketing
5. Create and maintain an ongoing customer relationship
6. Convert customer interest into a desired marketing action
7. Use A/B testing and analytics to analyze and refine campaigns
8. Use data in an ethical and sustainable way
9. Know where to find resources for continued education and certification

Topics and Scope
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I. Introduction
    A. Examples of successful digital marketing
    B. The digital marketing funnel
    C. Setting objectives.
     D. Key Performance Indicators (KPIs)
II.  Your Brand
     A. Branding
    B. The mission and the target audience
    C. Story platform
III.  Online Content Creation and Production
    A. Prototyping tools (i.e. Canva)
    B. Content Management System (CMS) (i.e. Wordpress)
    C. Social media platforms (i.e. Facebook/Instagram, etc.)
IV.  Inbound Marketing: How Customers Find Your Brand/Product
     A. Paid advertising platforms (i.e. Google Ads)
    B. Search Engine Optimization (SEO)
    C. Content marketing
V.  Outbound Marketing: Finding Customers
     A. Email marketing
    B. Paid ads
    C. Contextual ads
    D. Lookalike audiences
VI. Maintain an Ongoing Customer Relationship
    A. Capturing names and data
    B. Email, promotions, offers, quizzes
    C. Social media, blogs, Content marketing
VII. Convert Customer Interest into Action
    A. Social media conversion campaign
     B. Landing pages
    C. Promotions, offers
VIII. Measure Campaign Success
    A. A/B Testing
    B. Analytics
IX.  Ethics and Sustainability
    A. Using data responsibly
    B. Maintaining sustainable and ethical relationships with customers
X. Developing as a Digital Marketer
    A. Tutorials (i.e. Google/Facebook)
     B. Industry research (i.e.Hootsuite)
    C. Learning platforms (i.e.Lynda.com, Udemy)
    D. Certification Programs

Assignments:
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1. Read 5 - 25 pages a week
2. Online research of digital marketing examples
3. Create Digital Marketing pieces (8 - 12)
4. Quizzes (4 - 8) and final exam

Methods of Evaluation/Basis of Grade.
Writing: Assessment tools that demonstrate writing skill and/or require students to select, organize and explain ideas in writing.Writing
0 - 0%
None
This is a degree applicable course but assessment tools based on writing are not included because skill demonstrations are more appropriate for this course.
Problem solving: Assessment tools, other than exams, that demonstrate competence in computational or non-computational problem solving skills.Problem Solving
20 - 30%
Digital Marketing pieces
Skill Demonstrations: All skill-based and physical demonstrations used for assessment purposes including skill performance exams.Skill Demonstrations
20 - 40%
Digital Marketing pieces
Exams: All forms of formal testing, other than skill performance exams.Exams
20 - 30%
Quizzes and a final exam
Other: Includes any assessment tools that do not logically fit into the above categories.Other Category
20 - 30%
Online research of digital marketing examples, attendance and participation


Representative Textbooks and Materials:
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Instructor prepared materials

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