Digital Marketing Fundamentals (Co-op)

This course is designed to introduce students to the contempMarketing research takes many forms and gives companies a way to obtain information about their customers. That information is used primarily for making marketing decisions, so marketing research is an important strategic tool.

Digital marketing has become the primary channel for businesses large and small to communicate with prospective customers. Digital Marketing Fundamentals lays the groundwork for students to understand how online and offline marketing methods work together to deliver results.

Social media as a marketing tool can make or break brand image and has rapidly become the channel of choice for companies to reach their target audience. Learning how to choose the right social media platform and how best to utilize the features offered by that platform is the primary focus of this course. We take the most popular social media platforms and examine how businesses can best use them to reach customers.

Moving beyond basic keywords and PPC marketing, SEO takes a deeper look into what businesses need to do to get their content in front of their target audience. This course takes a very broad view on the subject, covering more than Google, incorporating SEO strategies across multiple platforms and geographic regions.

Website design is undergoing a radical change in how sites are built and how they’re viewed. With a need to be viewable on everything from large screens to the smallest phones, newer methods to deliver and display increasingly complex sites have been created.

Reading online is a very different experience from reading print. Thus, even strong writers need to discover how to tailor their content for the digital environment. This text will provide an in-depth look into the process of writing compelling copy, including: brainstorming, outlining, drafting, and editing.

Students begin a comprehensive integrated digital marketing project on behalf of a local business, applying their learning from current courses. They will develop and complete a capstone proposal (digital marketing campaign plan).

This course is designed to provide students with the knowledge, job application tools and soft skills necessary to break into the competitive digital marketing job market. Successful completion of this course will enhance their confidence in entering the job market, well-equipped to make an informed decision on their path to career success.