Course Syllabus

Spring 2025 | BUS-1135-VO01 - Introduction to Digital Marketing

Online Class

Online courses take place 100% online via Canvas, without required in-person or Zoom meetings.

Faculty

Ross Evans
View Faculty Credentials

Hiring Coordinator for this course: Nick Molander

Course Description

This course provides an overview of the business value of digital marketing and ways it can be used to attract, convert, and retain customers. Students are introduced to the broad array of digital interactive marketing programs used to achieve business goals including search engine optimization, online display advertising, email marketing, site optimization, social media, mobile marketing, and online analytics. Students learn the key differences between digital and non-digital marketing and the advantages and disadvantages of both. Topics include the critical metrics used to assess and improve marketing campaigns, including methodologies for tracking the impact of online channels such as e-mail, paid search (pay-per-click), organic search (SEO), and display/banner ads.

Essential Objectives

1. Demonstrate the techniques of Internet marketing in the context of the marketing mix and the Ps: product, place, promotion, and price).
2. Differentiate and appraise Internet marketing versus traditional marketing channels.
3. Identify and discuss how organizations and consumers utilize the Internet to build target audiences and increase conversion rates.
4. Discuss the strengths, weaknesses, and application of the various channels of Internet marketing including Google, Facebook, Twitter, YouTube, Internet ads, websites, and other social media platforms.
5. Define the basics of strategic website design and interaction for marketing an organization’s products and services.
6. Evaluate and examine the quality and effectiveness of website design using real examples for marketing an organization’s products and services.
7. Demonstrate effective content creation for internet publication including text, images, audio, and video through analysis of Search Engine Marketing (SEM) and conversion rates.
8. Illustrate the differences between business-to-consumer (B2C) and business-to-business (B2B) Internet marketing.
9. Examine the differences between PPC (Pay Per Click) and SEO (Search Engine Optimization).

Required Technology

More information on general computer and internet recommendations is available on the CCV IT Support page. https://support.ccv.edu/general/computer-recommendations/

Please see CCV's Digital Equity Statement (pg. 45) to learn more about CCV's commitment to supporting all students access the technology they need to successfully finish their courses.

Required Textbooks and Resources

Textbook Information will be posted here on December 6.

Grading Criteria

CCV Letter Grades as outlined in the Evaluation System Policy are assigned according to the following chart:

	High	Low
A+	100	98
A	Less than 98	93
A-	Less than 93	90
B+	Less than 90	88
B	Less than 88	83
B-	Less than 83	80
C+	Less than 80	78
C	Less than 78	73
C-	Less than 73	70
D+	Less than 70	68
D	Less than 68	63
D-	Less than 63	60
F	Less than 60
P	100	60
NP	Less than 60	0

Attendance Policy

Regular attendance and participation in classes are essential for success in and are completion requirements for courses at CCV. A student's failure to meet attendance requirements as specified in course descriptions will normally result in a non-satisfactory grade.

• In general, missing more than 20% of a course due to absences, lateness or early departures may jeopardize a student's ability to earn a satisfactory final grade.
• Attending an on-ground or synchronous course means a student appeared in the live classroom for at least a meaningful portion of a given class meeting. Attending an online course means a student posted a discussion forum response, completed a quiz or attempted some other academically required activity. Simply viewing a course item or module does not count as attendance.
• Meeting the minimum attendance requirement for a course does not mean a student has satisfied the academic requirements for participation, which require students to go above and beyond simply attending a portion of the class. Faculty members will individually determine what constitutes participation in each course they teach and explain in their course descriptions how participation factors into a student's final grade.

Accessibility Services for Students with Disabilities:

1. Provide disability documentation to the Accessibility Coordinator at your academic center. https://ccv.edu/discover-resources/students-with-disabilities/
2. Request an appointment to meet with accessibility coordinator to discuss your request and create an accommodation plan.
3. Once created, students will share the accommodation plan with faculty. Please note, faculty cannot make disability accommodations outside of this process.

Academic Integrity