AAS Digital Marketing

Business Principles provides an introduction to fundamental business operations. The course provides insight into the global economy as well as explores management, marketing, economics, human resources, ethics and financial principles.

Marketing Principles is designed to teach students the fundamental marketing terms and concepts used in contemporary marketing. The marketing approach includes defining the market environment, market research, and the marketing mix (4 P's: product, price, promotion and place). At the conclusion of the course, students will develop and present their marketing plan.

This course is an introduction to the writing process and the formulation of appropriate workplace communication, as well as the essentials of essay writing. Instruction in effective academic and career reading strategies are introduced, along with basic information literacy skills to retrieve, evaluate, and appropriately use the ideas of others.

This course provides an overview of the various disciplines within digital marketing, including search engine optimization, pay per click advertising, and web analytics. Social media, content, email, and mobile marketing are also introduced. Students will understand the core aspects of these disciplines within digital marketing and be able to provide insight into establishing a multi-disciplinary strategy for marketing in the digital space.

Content and social interactions are the currency of the internet. Web traffic follows relevant and valuable content, and users online often become informed of new content through social channels. Quality content and the promotion of products and businesses through social media are crucial to the success of a digital marketing campaign. Throughout this course, students will learn how to drive internet traffic to websites. Students will also use social media to cultivate a community around a product or business.

Web analytics involves the study of what people do online and why they participate in those actions. In this course, students learn about web analytic programs that measure website user experiences and the success of digital marketing campaigns. Students will also be introduced to standard industry analytics software.

Throughout this course, students will gain an understanding of the signals that influence search engines and their relative importance on impacting search rankings. Organic search rankings, those not influenced by paid advertising, inherently carry more credibility with users. Effective search engine optimization uses white hat techniques to influence the likelihood that a specific website or webpage will rank high in the organic results for appropriate search queries. At completion of this course, students will be prepared to create a comprehensive Search Engine Optimization (SEO) strategy and prioritize SEO tasks to be completed in an order that best influences organic search rankings.

Mobile and email marketing both nurture the business-to-customer relationship to create increased customer retention and to maximize customer lifetime value. The relationship that users share with their email and mobile phones are intimate, and as a result, it is crucial that a balanced marketing strategy respects the customer journey throughout these disciplines. Throughout this course, students will gain an understanding of the various types of technology available to nurture customer relationships in the digital space, and they will be able craft strategies to grow and retain customers using these communication platforms.

Paid avenues in digital marketing, or advertisements either in search results or on web banners across the web, can be an accelerated method for driving results in a digital marketing program. Targeting options within the disciplines of display advertising and paid search advertising have made these advertising options an avenue for consumers who are ready to take the next step in the purchasing process. Throughout this course, students will gain the skills necessary to manage paid search and display advertising accounts to drive targeted traffic and encourage online users to make purchases.

A conversion happens when a user lands on a web page and takes a pre-defined action, often filling in a form or making a purchase. This aspect of digital marketing is what makes digital marketing efforts pay dividends. Throughout this course, students will learn a variety of techniques that can be used to improve the conversion rate of a web page. Through intelligent web page design and scientific testing, minor improvements can contribute to big gains over time.

This course will help students learn and apply concepts relating to various workplace situations. Learners will gain a fundamental understanding of the connectivity across course disciplines that incorporate numerical calculations, ratios, proportions, percent, measurement, algebraic concepts, and the ability to visually communicate numerical information.

The internship provides students with valuable field experience under the supervision and evaluation of a cooperating facility and the College. Students apply knowledge and skills gained in the career program for 90 hours at the host site. Students also dedicate 45 total hours for program coordination purposes, evaluation of the internship experience, and refinement of their portfolio.

This course introduces students to the basic tenets of the communication process and the necessity of effective communication in order to achieve academic, professional (career), social, and personal goals. Students will consider factors which influence the achievement of those goals for academic, professional (career), social, and personal success, as well as for the creation of productive learning communities and students' transformation into agile, lifelong learners.

In this course, students are instructed in the various rhetorical modes of academic essay writing, including informative, persuasive, and research-based papers. In addition to academic writing, students are introduced to oral presentations. Students learn to examine the purpose and audience of written and oral communications and craft appropriate messages. Students will also refine their revising and proofreading skills.

This course helps students develop quantitative literacy skills for personal and professional lives. Students will use reasoning and mathematical methods to find solutions to real-world problems. Students will use algebraic, financial, proportional, probabilistic, and statistical methods to draw conclusions and/or make decisions.

This course provides students with an introduction to psychology and the science of human behavior. Students are exposed tou00a0concepts, terminology, principles, and theories foundational to the discipline. Featured topics include research methods, consciousness and learning, emotional and motivational theories, psychological disorders and treatment, personality theories, and social psychology as they relate to personal, professional, and academic life.

This course provides an examination of technology and new media. Particular emphasis is placed on present-day ethical problems raised by the ever-increasing prevalence of technology, social media, and mass media in professional and personal life. Students will consider the social, capital, and moral aspects of new media, as well as the rights, duties, motivations, and consequences of social networking services. Finally, students will explore the impact of social media on societal, political, and informational practices of individuals and organizations.

In this course students will review career development theory as it relates to the decision- making and planning processes. Students will consider their competencies and behaviors when searching for internship and career entry positions. Learners will process feedback on their self-marketing techniques and input regarding career development practices.