BUSI 59A: ONLINE MARKETING
Foothill College Course Outline of Record
|Effective Term:||Summer 2022|
|Hours:||5 lecture per week (60 total per quarter)|
|Advisory:||Demonstrated proficiency in English by placement via multiple measures OR through an equivalent placement process OR completion of ESLL 125 & ESLL 249.|
|Degree & Credit Status:||Degree-Applicable Credit Course|
|Grade Type:||Letter Grade (Request for Pass/No Pass)|
Student Learning Outcomes
- Knowledge – Demonstrate appropriate use of business terms and concepts.
- Critical Thinking – critically analyze, evaluate and interpret information by integrating business knowledge in problem-solving and decision-making processes.
- Students will demonstrate basic mastery of Internet Marketing by developing a simple internet marketing plan.
The student will be able to:
- Develop a basic online marketing campaign, including strategy, methods, channels, and budget.
- Explore online marketing tools, such as SEM (search engine marketing) and SEO (search engine optimization), to enhance campaign results.
- Conduct basic keyword analysis to optimize for website traffic and conversion.
- Develop targeting and re-targeting strategy.
- Collect and optimize data for decision-making using digital marketing metrics and A/B testing.
- Overview of digital marketing
- Basic terms and concepts
- Application for global markets
- Industry trends
- Strategic marketing objectives and planning
- Establishing online presence
- Brand strategies
- Customer journey
- The role of data
- Registering an effective domain name or web address
- Choosing a top-level domain name
- Registering domain name
- Internet business marketing models: successful sites
- Small business
- Search engine marketing
- Search engine advertising
- Search engine optimization
- Social media marketing
- Social media platforms
- Social media advertising
- Targeting and re-targeting on social media
- Consumer behavior and communication
- Cultural, social, psychological factors
- Stages of the consumer decision process
- Search engine optimization (SEO)
- Marketing segmentation and targeting strategies
- Creating and maintaining web content
- Effective email content
- Creating exceptional website content
- Marketing data analytics
- Marketing data analysis tools
- A/B testing
- Online reputation management
- Ethical and legal issues
- Building credibility and trust
- Legal issues
- Ethical practices
- Political issues
- Alternative options
- Mobile marketing
- Blogs, vlogs
- Careers in digital marketing
Special Facilities and/or Equipment
2. When taught as an online distance learning section, students and faculty need ongoing and continuous internet and email access.
Method(s) of Evaluation
Business and internet concepts
1. In-class and/or online exercises and/or reports
2. Quizzes and exam(s)
3. Participation/interactivity in discussions
Technical mastery of internet concepts
1. Problem-solving and mini-projects
Integrated mastery of business and internet concepts, including technical application
1. Final project with functioning online components
Method(s) of Instruction
Cooperative learning exercises
Industry guest lecturers/speakers
Representative Text(s) and Other Materials
Larson, Draper. Digital Marketing Essentials. 2020.
Types and/or Examples of Required Reading, Writing, and Outside of Class Assignments
- Read assigned text chapters and reference resources
- Complete assigned exercises based on selected options
- Website reviews
- Personalize the material to student's own e-business
- Analysis of website marketing needs