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Digital Marketing

Program Length:  9 to 10 months (900 Hours, 36 Quarter-credits) Credential: Certificate


Program Description:

The digital marketing course is designed to provide students general background in digital marketing and an introduction to the rapidly growing and evolving career field. Students will be exposed to the fundamental concepts and principles of the digital experience, focusing on the tools, and learning skills necessary to solve business problems and develop marketing opportunities. This course will provide hands-on experience in, but not limited to e-commerce, media planning, branding, online advertising, display advertising, digital campaigns, social media marketing, and mobile media.


General Objectives:


At the end of the program students will have the knowledge in the following:


  1. Foundations of social media.

    • Introduction to marketing.

    • Marketing mix.

    • Evolution of Social Media.

    • Creating a plan.

  2. Marketing Research & Strategy

    • Marketing information management

    • Target market.

    • Content marketing

    • Mobile marketing.

  3. Digital marketing tools

    • Social networking.

    • Social publishing.

    • Social commerce.

  4. Social media management

    • Interpersonal skills

    • Engagement.

    • Monitoring analytics

    • Evaluating risks.

  5. Planning for the future

    • Emergency social media.

    • Social media careers.


Specific Objectives:


(STANDARD 1) Students will be able to define marketing and digital marketing and identify trends in the digital marketing industry


Objective 1: Students will demonstrate a basic understanding of marketing and digital marketing.

Objective 2: Students will demonstrate an understanding of branding and branding techniques and strategies. Why is branding important to businesses and consumers?

Objective 3: Students will understand how companies use marketing segmentation to identify and test target markets.

Objective 4: Students will understand the role of the digital marketing funnel and customer relationships within the digital marketing industry.


(STANDARD 2) Students will understand the role and importance of content creation and distribution in digital marketing. Students will be able to explain the three types of digital content: paid, owned, and earned


Objective 1: Students will be able to understand the importance of content creation.

Objective 2: Students will be able to understand the importance of content distribution.

Objective 3: Students will conduct a content audit.


(STANDARD 3) Students will understand the data and measures as it refers to digital marketing. Students will explore data measurement, analysis, and key performance indicators used by digital marketers

Objective 1: Students will understand the importance of data and will be able to access data sources and data tools that marketers use regarding digital marketing.

Objective 2: Students will understand the basics of e-commerce sites and trends in online commerce.


(STANDARD 4) Students will understand that online advertising and digital marketing rapidly becomes the main market form for businesses. Students will understand current forms of online advertising. Students will learn how digital marketing works with the promotion part of marketing mix

Objective 1: Students will understand and define forms of online advertising and promotion:

  1. Display ads

    1. Static images

    2. Text Ads

    3. Floating banners / banners

    4. Wallpaper

    5. pop-up ads

    6. Video / Auto Play

  2. Ads on social networks

    1. Paid out

    2. Organic

3. Learn how to define negative and positive keywords for ads, to optimize when your ads should appear.

4. Understand the ways in which one can target and use potential customer retargeting through digital advertising.

Objective 2: Students will understand how to evaluate digital ads.


(STANDARD 5) Students will understand the uses of social media platforms in marketing and how it is integrated with digital marketing and traditional offline marketing

Objective 1: Students will compare and contrast the most popular current social media platforms (Facebook, Twitter, Instagram, Google+, Pinterest, LinkedIn, YouTube, etc.)

Objective 2: Students will describe how social media is used for promotion, customer engagement, customer service, branding, article research, and sales.


(STANDARD 6) Students will understand the basic elements of the app economics, both the device application and the web-based application


Objective 1: Students will understand why companies need to use mobile applications to interact with customers.

Objective 2: Students will understand the pre-launch or marketing implementation involved in launching an application.

Objective 3: Understand the importance of marketing within your application publication. Explain the importance of a promotional video and where and how it can be used to optimize exposure (App Store, Google Play Store, Amazon App Store, YouTube, website, Facebook, etc.).


Objective 4: understand various post-launch activities and app metrics


(STANDARD 7) Students will understand the careers available in the digital marketing industry

Objective 1: Identify and classify career opportunities in data analysis and digital marketing.

Objective 2: Personal Digital Marketing - Students will understand their online presence and personal brand.

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