| 6/8/2024 7:27:10 PM | 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 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.
Description:
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: 1. Define the major digital marketing tools and technologies 2. Create a digital marketing campaign 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
At the conclusion of this course, the student should be able to:
Objectives:
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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