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BUS 0282 - Marketing in the Digital Age

http://catalog.sierracollege.edu/course-outlines/bus-0282/

Catalog Description Formerly known as BUS 122 Advisory: Completion of BUS 280 and BUS 250 with grades of "C" or better or equivalent Hours: 54 lecture Description: Exploration, analysis, and application of digital tools used by marketing professionals. Focus on technical skills and marketing expertise in the following areas: Social Media Marketing Platforms, SEO, Analytics tools, Basic Design Software, Content Creation, CRM Software, Advertising Platforms, E-commerce Platforms, and Digital Marketing Integration. Emphasis on basic marketing skill acquisition to effectively run a department of 1, or work as a marketing contractor or coordinator. (CSU) Course Student Learning Outcomes CSLO #1: Explain digital marketing tools, platforms, and applications and describe how they integrate to achieve business goals. CSLO #2: Demonstrate effective use and application of digital marketing. CSLO #3: Create a professional development plan for ongoing skill development in the field of digital marketing. Effective Term Fall 2025 Course Type Credit - Degree-applicable Contact Hours 54 Outside of Class Hours 108 Total Student Learning Hours 162 Course Objectives The student will: 1. Identify and explore various tools, applications, and platforms available for digital marketing. 2. Identify and analyze how firms use technology and digital tools to develop effective marketing campaigns and plans. 3. Explain SEO and describe relevant tools marketing professionals use. 4. Explain SMM and describe relevant tools marketing professionals use. 5. Explain Analytics and describe relevant tools marketing professionals use. 6. Explain CRM and describe relevant tools marketing professionals use. 7. Explain digital advertising platforms and describe relevant tools marketing professionals use. 8. Explain e-commerce platforms and describe relevant tools marketing professionals use. 9. Use and apply technological tools for digital marketing. 10. Identify areas for growth as a digital marketer. 11. Create a plan to build skills as a digital marketer. 12. Create a portfolio to demonstrate digital marketing skills. General Education Information Approved College Associate Degree GE Applicability CSU GE Applicability (Recommended-requires CSU approval) Cal-GETC Applicability (Recommended - Requires External Approval) IGETC Applicability (Recommended-requires CSU/UC approval) Articulation Information CSU Transferable Methods of Evaluation Objective Examinations Example: Students will be given a short answer quiz where they define and explain each of the digital marketing tools identified in the learning content. Projects Example: Students will create a Professional Development Plan focused on ongoing skill development in Digital Marketing. 1. Self-Assessment: Conduct a thorough self-assessment to identify current strengths, areas for improvement, and career goals in the field of digital marketing. 2. Goal Setting: Set specific, measurable, achievable, relevant, and time-bound (SMART) goals for skill development in digital marketing, aligned with career aspirations and organizational objectives. 3. Identify Learning Needs: Identify specific skills and knowledge gaps in digital marketing, based on current job responsibilities, industry trends, and emerging technologies. 4. Continuous Learning Resources: Explore a variety of learning resources for ongoing skill development, including online courses, webinars, workshops, conferences, books, podcasts, and industry publications. Subscribe to reputable digital marketing blogs, newsletters, and online communities to stay updated on the latest trends, best practices, and case studies. Structured Courses and Certifications: Enroll in structured courses and certification programs offered by recognized institutions, industry associations, or online learning platforms to deepen knowledge and earn credentials in specific areas of digital marketing (e.g., SEO, Google Analytics, social media marketing). Set aside dedicated time each week to complete coursework, assignments, and assessments. 5. Mentorship and Networking: Seek mentorship and guidance from experienced professionals in the field of digital marketing, either within the organization or through networking events, industry associations, or online communities. Establish professional relationships with mentors who can provide valuable insights, feedback, and career advice. Hands-On Experience: Gain practical experience and apply new skills through real-world projects, internships, freelancing opportunities, or volunteer work. Collaborate with colleagues or cross-functional teams on digital marketing campaigns, initiatives, or experiments to expand knowledge and expertise. 6. Continuous Feedback and Reflection: Solicit feedback from supervisors, peers, and mentors on performance and progress in digital marketing skill development. Reflect on learning experiences, successes, challenges, and lessons learned to inform future development goals and strategies. 7. Regular Evaluation and Adjustment: Regularly evaluate progress against set goals and objectives, adjusting the professional development plan as needed to address changing priorities, interests, or industry developments. Stay flexible and open to new opportunities for learning and growth in the dynamic field of digital marketing. This summative assessment will be evaluated using a rubric. Skill Demonstrations Example: Students create a Social Media advertisement using a tool such as Canva. Rubric grading. Repeatable No Methods of Instruction Lecture/Discussion Distance Learning Lecture: Instructor presents videos (many online) showing how businesses use digital marketing tools and platforms to drive business. Instructor encourages and guides students to discuss how they might use this information in their own business. (Objective 1) Distance Learning Online and hybrid students present to the class their portfolio (Objective 12). The instructor provides feedback in the grade book allowing students to modify or revise the portfolio for professional use. Typical Out of Class Assignments Reading Assignments Read, a chapter from Digital Marketing Strategy and prepare a list of questions or reflective comments about the content. Writing, Problem Solving or Performance 1. Determine Ad Words to purchase in a marketing campaign for a real or fictitious business. Other (Term projects, research papers, portfolios, etc.) Summative portfolio to include evidence of at least 4 digital marketing skills. Required Materials Digital Marketing Strategy Author: Kingsnorth, Simon Publisher: Kogan Page Publication Date: 2022 Text Edition: 3rd Classic Textbook?: No OER Link: OER: Other materials and-or supplies required of students that contribute to the cost of the course.