12/3/2024 8:58:28 AM	BMK 155 Course Outline as of Summer 2021	Changed Course
CATALOG INFORMATION
Discipline and Nbr:  BMK 155	Title:  DIGITAL MARKETING TOOLS
Full Title:  Digital Marketing Tools
Last Reviewed:1/28/2019

Units		Course Hours per Week			Nbr of Weeks	Course Hours Total
Maximum	1.50	Lecture Scheduled	1.50		17.5 max.	Lecture Scheduled	26.25
Minimum	1.50	Lab Scheduled	0		6 min.	Lab Scheduled	0
		Contact DHR	0			Contact DHR	0
		Contact Total	1.50			Contact Total	26.25
		Non-contact DHR	0			Non-contact DHR Total	0

Total Out of Class Hours:  52.50

Total 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:

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:

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:
At the conclusion of this course, the student should be able to:

1.  Define the major digital marketing tools and technologies

2.  Create a digital marketing campaign

 

Objectives:

At the conclusion of this course, the student should 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

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:

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:

Instructor prepared materials

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