BUSI 59E: EMAIL MARKETING
Foothill College Course Outline of Record
| Heading | Value |
|---|---|
| Effective Term: | Summer 2025 |
| Units: | 4 |
| Hours: | 4 lecture per week (48 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; basic internet skills and an understanding of Microsoft Office applications are recommended. |
| Degree & Credit Status: | Degree-Applicable Credit Course |
| Foothill GE: | Non-GE |
| Transferable: | CSU |
| Grade Type: | Letter Grade (Request for Pass/No Pass) |
| Repeatability: | Not Repeatable |
Student Learning Outcomes
- Familiarized with email automation tools and how they can help launch email campaigns.
- Understand how to develop an email plan to launch multiple email campaigns at once.
- Recognize best practices and understand the lifecycle of an email campaign.
- Understand how to generate an email list.
Description
This course offers a deep dive into the world of email marketing, an incredibly effective marketing channel that can deliver great results for companies. In this course, students will learn about the role of email marketing in a company's marketing campaign, what stages of the customer journey email marketing is suited for, and best practices for email visuals and copy. The course also touches upon more complex email practices, such as automation and how to outline an email drip campaign.
Course Objectives
The student will be able to:
- Recognize best practices and understand the life cycle of an email campaign.
- Understand how to generate an email list.
- Demonstrate familiarity with email automation tools and how they can help launch email campaigns.
- Understand how to develop an email plan to launch multiple email campaigns at once.
Course Content
- Introduction to email
- The role of email in a marketing campaign and its relation to the customer journey funnel
- Customer segmentation and types of email
- Email list generation
- Lead generation
- The implications of GDPR in Europe and CAN-SPAM in the United States
- Email best practices
- Writing an effective email copy
- Email analytics
- A/B testing an email copy
- Key metrics to analyze an email campaign
- Best practices in optimizing email campaign based on data
- Email automation
- Types of email campaigns and email calendar
- Tools for email automation
Lab Content
Not applicable.
Special Facilities and/or Equipment
1. On-going access to computer with email software and hardware; email address.
2. When taught as an online distance learning section, students and faculty need ongoing and continuous internet and email access.
2. When taught as an online distance learning section, students and faculty need ongoing and continuous internet and email access.
Method(s) of Evaluation
Methods of Evaluation may include but are not limited to the following:
Participation in activities
Participation in problem-based learning/case studies
Participation in discussion
Formative quizzes/knowledge checks
Performance-based assessments
Exams
Method(s) of Instruction
Methods of Instruction may include but are not limited to the following:
Online lectures and articles
Instructional videos
Online activities
Representative Text(s) and Other Materials
Fogli, John, and Suren Dias. Email Marketing: Simplified Strategies. 2024.
Types and/or Examples of Required Reading, Writing, and Outside of Class Assignments
- Reading assignments: Students will read eText chapters and articles from industry publishers, such as AdWeek magazine and the Wall Street Journal, and industry websites, such as Google AdWords and Facebook Ad Manager.
- Additional assignments: Students will complete quizzes and projects designed to practice writing email copy, creating a campaign strategy, selecting automation tools, and analyzing results.
Discipline(s)
Business