Active Outline

General Information

Course ID (CB01A and CB01B)
BUSD071.
Course Title (CB02)
Digital Marketing Strategies
Course Credit Status
Credit - Degree Applicable
Effective Term
Fall 2024
Course Description
Students will learn to develop an effective digital marketing strategy for a product or service, a brand, or an organization using digital media and online delivery technologies and platforms. Students will also learn to analyze key performance metrics using various management and analytical tools, including native and cross-platform management systems, Search Engine Optimization, and Google Analytics.
Faculty Requirements
Discipline 1
[Marketing]
Discipline 3
[Business]
FSA
[FHDA FSA - GENERAL BUSINESS]
Course Family
Not Applicable

Course Justification

This course is CSU transferrable and applicable to the AA degree in Marketing Management. The course focuses on the online and mobile aspects of marketing, how to develop effective digital content, and leveraging key technologies and digital platforms to target and manage customer relationships online.

Foothill Equivalency

Does the course have a Foothill equivalent?
No
Foothill Course ID

Course Philosophy

Formerly Statement

Course Development Options

Basic Skill Status (CB08)
Course is not a basic skills course.
Grade Options
  • Letter Grade
  • Pass/No Pass
Repeat Limit
0

Transferability & Gen. Ed. Options

Transferability
Transferable to CSU only

Units and Hours

Summary

Minimum Credit Units
5.0
Maximum Credit Units
5.0

Weekly Student Hours

TypeIn ClassOut of Class
Lecture Hours5.010.0
Laboratory Hours0.00.0

Course Student Hours

Course Duration (Weeks)
12.0
Hours per unit divisor
36.0
Course In-Class (Contact) Hours
Lecture
60.0
Laboratory
0.0
Total
60.0
Course Out-of-Class Hours
Lecture
120.0
Laboratory
0.0
NA
0.0
Total
120.0

Prerequisite(s)

Corequisite(s)

Advisory(ies)

  • EWRT D001A or EWRT D01AH or ESL D005.
  • Pre-algebra or equivalent (or higher), or appropriate placement beyond pre-algebra

BUS D010.

Limitation(s) on Enrollment

Entrance Skill(s)

General Course Statement(s)

Methods of Instruction

Lecture and visual aids

Discussion of assigned reading

Online exploration of digital content, platforms, and tools

Collaborative learning and small group exercises

Case study analysis

Simulations

Homework and extended projects

Assignments

  1. Required reading from the textbook and supplemental articles from business sources.
  2. Analysis and discussion of business case studies and simulations to develop critical thinking skills and apply course concepts to an effective digital marketing plan.
  3. Written assignments or projects that require comprehension and application of digital marketing concepts to business situations. Example: Preparation of a comprehensive marketing strategic plan incorporating multiple digital marketing platforms, contents, tools, and analytics to meet the business objectives or analyze cases or simulations to demonstrate comprehensive understanding of digital marketing.

Methods of Evaluation

  1. Chapter quizzes that appraise comprehension and application of course material.
  2. Written submission of case studies and digital content that apply digital marketing concepts.
  3. Forum discussions to assess recent trends and development in digital marketing, including competitive landscape, technologies, and regulatory environment.
  4. Exams, term papers, or projects demonstrating critical thinking regarding the marketing situation, ethical issues, impact on customers and the business, and return on investments.

Essential Student Materials/Essential College Facilities

Essential Student Materials: 
  • None
Essential College Facilities:
  • None

Examples of Primary Texts and References

AuthorTitlePublisherDate/EditionISBN
Chaffrey, Dave, and Fiona Ellis-ChadwickDigital MarketingNew York: Pearson.2022/8th ed.9781292400969
Larson, JeffDigital Marketing EssentialsIdaho Falls, ID: StukentMay, 2022/digital ed.9780692226889
Sachdev, RajDigital MarketingNew York: McGraw Hill2023/1st9781266224287
Zahay, Debra and Laren Labrecque et. al.Digital Marketing Foundations and StrategyBoston: Cengage2024 (avail Oct 2023)/5th9780357720783
Hair, Joseph and Dana E. Harrison et. al.Essentials of Marketing AnalyticsNew York: McGraw Hill2022/1st ed.9781264373741

Examples of Supporting Texts and References

None.

Learning Outcomes and Objectives

Course Objectives

  • Examine online consumer behavior for enhancing customer experience and maximizing value propositions to the customers.
  • Examine common digital marketing platforms, including Website, Email marketing, Blogs, Podcasts, and Mobile marketing.
  • Examine key social media marketing platforms and assess the major cross-platform social media management tools.
  • Examine the proliferation of Influencer marketing and the opportunities and challenges for businesses.
  • Develop strategies to create effective online content in video, audio, image, text.
  • Examine key metrics and analytical tools to measure the effectiveness of a digital marketing program.
  • Assess strategies to develop online trust and customer loyalty.
  • Analyze the legal, regulatory, ethical, and privacy issues in digital marketing.
  • Assess the trends in Digital Marketing technologies, such as artificial intelligence, bots, and deep fakes.

CSLOs

  • Examine major digital marketing media, delivery platforms, and analytic tools to maximize the effectiveness of digital marketing to target customer segments and deliver products and services.

  • Develop an effective digital marketing strategy based on multiple digital marketing platforms and tools to meet an organization’s goals.

Outline

  1. Examine online consumer behavior for enhancing customer experience and maximizing value propositions to the customers.
    1. Examine online and offline factors that influence online consumers’ buying behavior.
    2. Identify target online customers based on customer market segmentation strategies.
    3. Demonstrate how market segmentation can be used effectively to attract, influence, and retain customers.
    4. Examine how the marketing mix and the Attention, Internet, Desire, and Action (AIDA) Model can be tailored to the needs and preferences of the target market segments.
    5. Examine the factors for creating a positive online customer experience.
    6. Understand the importance of coherent integrated messages across all digital delivery platforms.
  2. Examine common digital marketing platforms, including Website, Email marketing, Blogs, Podcasts, and Mobile marketing.
    1. Understand the basics of e-commerce.
    2. Examine the key success factors of website marketing.
    3. Understand how to implement an effective email marketing campaign.
    4. Discuss RSS feed and directories.
    5. Examine the benefits and challenges of mobile marketing and learn how to increase app engagement, including proximity marketing and geo-targeting.
  3. Examine key social media marketing platforms and assess the major cross-platform social media management tools.
    1. Learn the attributes of the user base for the key social media platforms (such as Facebook, WhatsApp, LinkedIn, Instagram, and YouTube).
    2. Examine the costs, scheduling, and management of the key social media platforms.
    3. Learn to use each of the key social media platform native analytics tools.
    4. Examine the costs and benefits of the top cross-platform management tools (such as Hootsuite, Sprout Social, and Social Pilot).
  4. Examine the proliferation of Influencer marketing and the opportunities and challenges for businesses.
    1. Identify the attributes and categories of online influencers.
    2. Examine the key success factors for influencer marketing.
    3. Discuss the benefits and challenges of digital marketing programs based on influencers.
  5.  Develop strategies to create effective online content in video, audio, image, text.
    1. Assess the types of content that best fit the target customers.
    2. Examine the process and costs in creating and maintaining the different types of content.
    3. Determine the key success factors of content created based on the platforms, target customers, and content types.
    4. Determine optimal contents, media types, and delivery platforms to employ.
    5. Explore digital marketing in various industries, such as event marketing, webinars, hospitality, travel, and retail.
  6. Examine key metrics and analytical tools to measure the effectiveness of a digital marketing program.
    1. Learn the terminologies, metrics, and KPIs to measure the success of a digital marketing program based on marketing objectives, including but not limited to user behavior, user engagement, user satisfaction, SEO outcome, CAC, CPM, ROI, CTR, and PPC.
    2. Examine how different top search engines work.
    3. Understand the algorithms behind Search Engine Optimization and page ranking.
    4. Create analytics reports to track and manage digital marketing programs.
    5. Using predictive analytics to derive insights into current and potential customers.
    6. Assess various approaches to effectively attract and engage target customers.
    7. Demonstrate how to use tools, including native analytical tools, Google Analytics, and paid analytics to effectively optimize a website.
  7. Assess strategies to develop online trust and customer loyalty.
    1. Develop attractive online customer loyalty programs to increase revenue and create the barriers to switch.
    2. Incorporate personalized content and product recommendations to improve customer online experience.
    3. Implement effective customer referral programs to improve social marketing.
    4. Assess opportunities for affiliate marketing to expand online customer reach.
  8. Analyze the legal, regulatory, ethical, and privacy issues in digital marketing.
    1. Understand the privacy issues in digital marketing and ethical boundaries.
    2. Review key security and privacy laws and regulations in the U.S.
    3. Examine the key security, fraud detection, and privacy tools and processes in digital marketing.
    4. Assess the costs and requirements to implement EU’s GDPR.
  9. Assess the trends in Digital Marketing technologies, such as artificial intelligence, bots, and deep fakes.
    1. Examine the major tools and usage for artificial intelligence in text, voice, images, and video content.
    2. Examine the cost impacts of bots in online marketing programs.
    3. Examine the tools and the processes to detect and manage deep fakes and bots.
Back to Top