Course Syllabus

Spring 2025 | BUS-2380-VO01 - Digital Marketing & E-commerce

Online Class

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

Faculty

Anthony Braca
View Faculty Credentials

Hiring Coordinator for this course: Nick Molander

Course Description

In this course, students explore how businesses and individuals sell products online, build customer loyalty, and maintain client relationships. The course examines effective strategies, tools and platforms, as well as methods to optimize an e-commerce business. Students explore concepts by developing and setting up an e-commerce store and delivering a digital marketing and e-commerce strategy. Students also create a portfolio to demonstrate professional skills. Recommended prior learning: Introduction to Digital Marketing and Website Development or equivalent skills.

Essential Objectives

1. Define and explore how search engine optimization (SEO), email marketing, and other methods are used to understand diverse audiences to construct target markets.
2. Build analytical models of effective marketing strategies that lead to higher conversion rates.
3. Write effective email copy through building an understanding of strategic marketing communications.
4. Evaluate email and other marketing campaign results.
5. Apply best practices in consumer safety including Personally Identifiable Information (PII) and data security.
6. Describe the unique role of performance goals and key performance indicators (KPIs) in e-commerce marketing campaigns.
7. Demonstrate how to set up an e-commerce store and manage and allocate digital marketing budgets.
8. Describe how analytical tools like Google Analytics and Google Ads are used to measure website and ad campaign performance.
9. Build strategies to maintain and enhance customer relationships through analysis and measurement of satisfaction and loyalty.
10. Develop a detailed e-commerce strategy for setting up and operating an online store and business.

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