Digital Marketing

In the face of change, an uncertain economy, and intensive competition, the student will learn how to create an unexpected, highly evolving experience, to create customer loyalty and compelling word of mouth customers. The core element of service quality will be applied to both people-centered and technology-centered businesses, industries and organizations. The ultimate goal of this course is to help improve students’ abilities to communicate effectively with internal and external customers.

Why do some businesses succeed while others fail? How can you promote the growth and sustainability of your organization? What is your role as a future business owner or manager in the overall success of your organization? This course will outline and describe the strategies that a company’s managers pursue to have a major impact on the company’s performance and compete in the dynamic global nature of today’s organizations. Students will explore the following topics as they gain an understanding of strategy: strategic management, competition and competitive advantage, developing strategies, and implementing strategies.

Students analyze the marketplace to identify customer wants and needs and develop effective strategies to satisfy them. Emphasis is placed on research, marketing environments, strategic planning, buyer behavior, evaluating key competitors, and the marketing functions of product or service planning, pricing, promotion and distribution.

Students study the principles and practices of numerous promotional tools used in marketing communications. Topics include creation of advertising, media strategies, message appeals, plus the use of specialty advertising, sales promotion and public relations to help sell goods, services and ideas.

Students explore fundamental methods used to compose persuasive digital layouts. Strategies in aesthetics, personal methodology, industry-standard practices are performed with the intent to deliver a clear, unique and proficient message.

This course introduces students to common contemporary practices of corporate brand identity design. Review and discussion of brand-building concepts are researched and analyzed.

This course will explore several open source web design software programs available, their risks and advantages in the web development arena. Students will create an eCommerce website, learn to manage the site using open source utilities available and discover strategies for security of website information and eCommerce transactions.

The eCommerce course will cover how to plan, create, and publish digital content on popular social media platforms. Topics include selecting appropriate social media platform(s), using digital marketing principles (relevance, engagement, currency), creating digital (video/image/copy) content, and planning a digital content creation calendar for potential monetization. A computer connected to the internet will be required to establish social media profiles.

(SAME AS CIS 201) This course enhances electronic communication skills and computer concepts essential to using current advanced information technologies. Topics include web collaboration, web conferencing, web 2.0 applications, social media, mobile computing, file conversions and cross-platform compatibility.

This course covers search engine optimization, analyzing web marketing efficiencies and evaluating content management systems. Topics include competitive comparison, keyword analysis, effective link building, blogs and eCommunities setup. Specific eBusiness components, such as Google Analytics, social networking sites and pay-per-click advertising campaigns are emphasized to increase the efficiency of eCommerce site operations.