8 courses with the subject MARK, each shown exactly as we captured it from the college's catalog, with every element we hold. Where the wording looks broken, that is our reading of the catalog, not the college's text.
MARK 100Introduction to Digital Marketing
Semester Credit Hour(s) 3 This course provides an overview of the various disciplines within digital marketing, including search engine optimization, pay per click advertising, and web analytics. Social media, content, email, and mobile marketing are also introduced. Students will understand the core aspects of these disciplines within digital marketing and be able to provide insight into establishing a multi-disciplinary strategy for marketing in the digital space.
Semester Credit Hour(s) 3 Content and social interactions are the currency of the internet. Web traffic follows relevant and valuable content, and users online often become informed of new content through social channels. Quality content and the promotion of products and businesses through social media are crucial to the success of a digital marketing campaign. Throughout this course, students will learn how to drive internet traffic to websites. Students will also use social media to cultivate a community around a product or business.
Semester Credit Hour(s) 3 Web analytics involves the study of what people do online and why they participate in those actions. In this course, students learn about web analytic programs that measure website user experiences and the success of digital marketing campaigns. Students will also be introduced to standard industry analytics software.
Semester Credit Hour(s) 3 Throughout this course, students will gain an understanding of the signals that influence search engines and their relative importance on impacting search rankings. Organic search rankings, those not influenced by paid advertising, inherently carry more credibility with users. Effective search engine optimization uses white hat techniques to influence the likelihood that a specific website or webpage will rank high in the organic results for appropriate search queries. At completion of this course, students will be prepared to create a comprehensive Search Engine Optimization (SEO) strategy and prioritize SEO tasks to be completed in an order that best influences organic search rankings.
Semester Credit Hour(s) 3 Mobile and email marketing both nurture the business-to-customer relationship to create increased customer retention and to maximize customer lifetime value. The relationship that users share with their email and mobile phones are intimate, and as a result, it is crucial that a balanced marketing strategy respects the customer journey throughout these disciplines. Throughout this course, students will gain an understanding of the various types of technology available to nurture customer relationships in the digital space, and they will be able craft strategies to grow and retain customers using these communication platforms.
Semester Credit Hour(s) 3 Paid avenues in digital marketing, or advertisements either in search results or on web banners across the web, can be an accelerated method for driving results in a digital marketing program. Targeting options within the disciplines of display advertising and paid search advertising have made these advertising options an avenue for consumers who are ready to take the next step in the purchasing process. Throughout this course, students will gain the skills necessary to manage paid search and display advertising accounts to drive targeted traffic and encourage online users to make purchases.
Semester Credit Hour(s) 3 A conversion happens when a user lands on a web page and takes a pre-defined action, often filling in a form or making a purchase. This aspect of digital marketing is what makes digital marketing efforts pay dividends. Throughout this course, students will learn a variety of techniques that can be used to improve the conversion rate of a web page. Through intelligent web page design and scientific testing, minor improvements can contribute to big gains over time.
Semester Credit Hour(s) 3 In this course, students will examine the constantly evolving technology and digital media elements involved with strategic marketing planning and management. Students will build on their digital marketing knowledge and consider the interaction of e- commerce business models and best practices for integrating online and offline marketing. Through a combination of lecture, case studies, and course projects, students will develop, implement, and evaluate digital marketing practices for managing strategic marketing imperatives.
