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Essential Objectives

Course Syllabus

Revision Date: 09-Jan-24

Spring 2024 | BUS-1135-VO02 - Introduction to Digital Marketing

Online Class

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

Location: Online
Credits: 3 (45 hours)
Day/Times: Meets online
Semester Dates: 01-23-2024 to 05-06-2024
Last day to drop without a grade: 02-11-2024 - Refund Policy
Last day to withdraw (W grade): 03-24-2024 - Refund Policy
This course has started, please contact the offering academic center about registration


Barb Jones
View Faculty Credentials
View Faculty Statement
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

The last day to use a Financial Aid Advance to purchase textbooks/books is the 3rd Tuesday of the semester. See your financial aid counselor at your academic center if you have any questions.


  • class discussions
  • simulation
  • multimedia presentations and resources
  • readings, writing, and inquiry-based research

Evaluation Criteria

  • Assignments 25%
  • Journals 5%
  • Quizzes 15%
  • Simulation 20%
  • Midterm Exam 15%
  • Final Exam 20%

Grading Criteria

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

A Less than 9893
A-Less than 9390
B+Less than 9088
B Less than 8883
B-Less than 8380
C+Less than 8078
C Less than 7873
C-Less than 7370
D+Less than 7068
D Less than 6863
D-Less than 6360
FLess than 60 
NPLess than 600

Weekly Schedule

Week/ModuleTopic  Readings  Assignments



Digital Marketing Foundations

  • Technical Terms
  • Successful Websites

Chapter 1


Chapter 1 Quiz

Discussion assignment

Register for courseware (Stukent)



Web Desgin

  • Principles of good web design
  • Page elements
  • Landing Pages

Chapter 2


Chapter 2 Quiz

Analyze TheOnion.com

Discussion Assignment




  • How analytics work
  • Metrics
  • Key performance indicators
  • Making better decisions with analytics
  • Attibution

Chapter 3


Chapter 3 Quiz

Discussion Assignment

Google Data Studio Assignment



Case Study: Conversion Funnel Exercise & Advertising Attribution Through Experimentation

On-Site SEO

  • Maximizing relevance
  • Choosing Target Search Phrases
  • Creating high-quality web pages

Chapter 4

Case Study: Conversion Funnel Exercise & Advertising Attribution Through Experimentation


Chapter 4 quiz

Case study questions

Google account demo insights



On-site SEO continued

  • Other SEO considerations
  • Local search rankings
  • Search engines: past and future

Off-site SEO

  • Links
  • Popularity Metrics

Chapter 5


Chapter 5 Quiz

Discussion Assignment

SEMrush project



Off-site SEO cont.

  • Link building
  • Content marketing

Paid Search Marketing

  • Paid search advertising explained
  • Choosing search targets

Chapter 6


Chapter 6 quiz

Creating linkable content exercise

Discussion assignment



Paid search marketing continued

  • Writing ad copy
  • Buying ad space
  • Analyzing results
  • Google ads account structure

Mimic Pro Round 1 - Intro to search ads

Mimic Pro Round 2 - Search ad practice

Discussion assignment



Midterm Exam



Expert Session: How to make a data-driven decision for e-commerce marketing

Display advertising

  • Understanding display networks
  • Targeting the right audience
  • Banner ad design

Chapter 7

Expert Session: How to make a data-driven decision for e-commerce marketing


Chapter 7 quiz

Mimic Pro Round 3 - Search ad optimization

Mimic Pro Round 4 - Introduction to display ads

Discussion assignment



Display advertising cont.

  • Retargeting
  • Optimizing banner ads
  • Consistent messaging

Digital Strategy

  • Strategy framework
  • Applying the framework

Chapter 13


Chapter 13 quiz

Mimic Pro Round 5 - Display ads and remarketing

Discussion assignment



Digital strategy cont.

  • Channels and tactics
  • Resource allocation
  • Examples

Email marketing

  • Email list capture
  • Email content
  • Measuring success
  • Avoiding spam filters
  • Customer relationship management

Chapter 8


Chapter 8 quiz

Mimic Pro round 6 - Display ad campaigns

Discussion assignment



Social media I

  • Social media activities
  • Social media plan
  • Choosing social media platforms
  • Social media content
  • Distribute and promote content
  • measuring success

Chapter 9


Chapter 9 quiz

Mimic Pro round 7 - Intro to shopping ads

Discussion assignment



Expert Session: Content Marketing


Chapter 10


Chapter 10 quiz

Mimic Pro Round 8 - Shopping ads and remarketing

Discussion Assignment



Social media II

  • Facebook
  • Twitter (X)
  • Pinterest
  • YouTube
  • LinkedIn
  • Instagram
  • Snapchat
  • TikTok

Online Reputation Management

  • Monitoring brands
  • Responding to negative content
  • Creating positive content

Chapter 11


Chapter 11 quiz

Mimic Pro round 9 - Shopping ad optimization

Discussion assignment



Mobile Marketing

  • Mobile vs. desktop
  • Mobile optimization

Review for Digital Marketing Certification (Final Exam)


Chapter 12


Chapter 12 quiz

Mimic Pro round 10 - campaign optimization

Final Exam / Certification


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:

CCV strives to mitigate barriers to course access for students with documented disabilities. To request accommodations, please
  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

CCV has a commitment to honesty and excellence in academic work and expects the same from all students. Academic dishonesty, or cheating, can occur whenever you present -as your own work- something that you did not do. You can also be guilty of cheating if you help someone else cheat. Being unaware of what constitutes academic dishonesty (such as knowing what plagiarism is) does not absolve a student of the responsibility to be honest in his/her academic work. Academic dishonesty is taken very seriously and may lead to dismissal from the College.