Course Syllabus

Spring 2026 | BUS-2380-VO98 - Digital Marketing & E-commerce

Independent Study Class

Faculty

Barb Jones
View Faculty Credentials
View Faculty Statement

Note

Many degree programs have specific general education recommendations. In order to avoid taking unnecessary classes, please consult with additional resources like your program evaluation, your academic program catalog year page, and your academic advisor.

Courses may only be used to meet one General Education Requirement.

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 computer recommendations Support page.

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

This course only uses free Open Educational Resources (OER) and/or library materials. For details, see the Canvas Site for this class.

Artificial Intelligence(AI) Policy Statement

CCV recognizes that artificial intelligence (AI) and generative AI tools are widely available and becoming embedded in many online writing and creative applications.

Allowed: This course's generative AI policy acknowledges technology, including generative AI, plays a supportive role in learning and feedback. During our class, we may use AI writing tools such as ChatGPT in certain specific cases. You will be informed as to when, where, and how these tools are permitted to be used, along with guidance for attribution. Any use outside of these specific cases constitutes a violation of CCV's Academic Integrity Policy.

In this course, generative AI tools (such as ChatGPT or similar technologies) are permitted when used responsibly as learning supports, not as replacements for your own thinking, analysis, or decision-making.

Acceptable uses of AI in this course include:

• Brainstorming ideas or approaches

• Organizing or outlining your own work

• Clarifying concepts or terminology

• Revising or improving writing you have already drafted

Unacceptable uses of AI include:

• Submitting AI-generated work as your own

• Using AI to complete assignments without your active engagement

• Allowing AI to make analytical or strategic decisions for you

The expectation in this course is simple:

AI should help you work more efficiently — not avoid the learning.

You are responsible for the accuracy, quality, and integrity of all submitted work. Any use of AI must still reflect your understanding of course concepts and your ability to apply them appropriately.

Students are required to complete the AI Literacy Self-Checklist provided in Module 0 before submitting assignments. Use of AI that replaces learning or misrepresents your skills may be addressed under the college’s academic integrity policies.

If you are unsure whether a particular use of AI is appropriate, ask before submitting your work.

Methods

This course is delivered as an independent study and is organized into weekly modules that combine reading, applied practice, and project-based learning. Students engage with course concepts through guided readings, instructional materials, and hands-on activities that emphasize real-world application.

Throughout the course, students will complete scaffolded assignments that build toward a comprehensive final e-commerce strategy and professional portfolio. Learning activities focus on analysis, strategic planning, written communication, and the practical use of digital marketing and e-commerce tools. Regular feedback supports progress and revision as students develop and refine their work over the semester.

Evaluation Criteria

This course uses a total-points grading system. Each assignment and learning activity is assigned a point value, and final grades are calculated based on the total number of points earned over the semester.

The course is structured around scaffolded assignments that build toward a comprehensive final project. These smaller assignments are designed to help students develop and refine individual components of their work, while the final project assesses their ability to integrate concepts and demonstrate overall mastery of the course learning objectives.

Grades are calculated using the following general structure:

• Scaffolded Assignments and Applied Exercises: approximately 60–65%
  These include weekly or module-based assignments such as target market analysis, SEO planning, email copywriting, analytics interpretation, and budget planning. Together, these assignments support skill development and preparation for the final project.

• Final E-Commerce Strategy and Professional Portfolio: approximately 35–40%
  The final project evaluates students’ ability to synthesize course concepts into a cohesive e-commerce strategy and produce portfolio-ready professional artifacts. Detailed evaluation criteria for the final project are provided separately.

Final letter grades are determined by the total points earned and follow the college’s standard grading scale. Students are encouraged to complete all scaffolded assignments, as consistent progress throughout the course is essential for success on the final project.

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

Weekly Schedule

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.

Participation Expectations

Because this course is offered as an independent study, participation looks different than it does in a traditional classroom. Full participation is demonstrated through consistent engagement with course materials and timely completion of assigned work, rather than through class discussions or attendance at scheduled meetings.

Students are expected to:

• Engage thoughtfully with readings, instructional materials, and learning activities each week

• Complete scaffolded assignments that build toward the final project

• Apply feedback to improve and revise work as the course progresses

• Communicate proactively with the instructor when questions or challenges arise

Participation is assessed through the quality, completeness, and consistency of submitted work, as well as a student’s ability to meet deadlines and follow assignment instructions. Strong participation reflects professional habits such as planning ahead, staying organized, and responding constructively to feedback.

Participation is not graded as a separate category. Instead, it is reflected in the completion and quality of scaffolded assignments, which together make up a significant portion of the final course grade.

Missing & Late Work Policy

Missing and Late Work Policies

Because this course is offered as an independent study, students are responsible for managing their time and completing assignments according to the course schedule.

Assignments are due by the dates listed in the course schedule. Students are expected to submit all work on time, as assignments are scaffolded and build toward the final project.

Late work:
Late submissions may be accepted at the instructor’s discretion. When accepted, late work may be subject to a point deduction. Repeated late submissions may significantly affect a student’s ability to successfully complete the final project.

Missing work:
Assignments that are not submitted and are not approved for late submission will receive a score of zero. Missing scaffolded assignments may limit a student’s ability to complete later components of the course successfully.

Communication:
Students are encouraged to communicate with the instructor as early as possible if circumstances arise that may affect their ability to meet a deadline. Early communication does not guarantee an extension, but it does allow for appropriate guidance and support.

End-of-term expectations:
All course work, including the final project, must be submitted by the end of the term. Extensions beyond the end of the term are not guaranteed and must follow college policies.

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

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