Course Summary
Credit Type:
ACE Course Number:
Organization Course Number:
Business 309
16 weeks (40 hours)
Dates Offered:
Credit Recommendation & Competencies
Level Credits (SH) Subject
Upper-Division Baccalaureate 3 Digital Marketing and Advertising


The course objective is to provide an overview of digital marketing and advertising tools, strategies, and trends and practice in their use for achieving organizational goals.

Learning Outcomes:

  • Upon completion of the course, the student will be able to explain the major components of a digital marketing strategy, owned, earned and paid media, and how they function within the broader context of a marketing campaign
  • Create and manage online display advertising, understand the role of intermediaries between advertisers and publishers, know the different forms of advertising payment (CPM, CPC, CPA), and be able to differentiate and use the various forms of targeting
  • Develop a digital content, earned media and social media strategy that amplifies your digital campaign advertising message
  • Use marketing and web analytics, and social media tools to interpret consumer behavior, optimize digital advertising campaigns, and measure digital marketing effectiveness
  • And analyze, plan and create a comprehensive digital marketing campaign
  • Identify digital tactics to accomplish various business goals and objectives for both B2B and B2C organizations using owned media, search engine marketing, paid advertising, email and SMS, digital content, social media and mobile marketing
  • Find and understand Google analytics digital marketing features and functions: traffic volume measurement, traffic source tracking, site content measurement, and URL builder campaign tracker

General Course Topics:

  • Marketing and the internet
  • Digital marketing strategies
  • Creating digital campaigns
  • Segmentation and targeting
  • Online marketing and advertising
  • Search engine optimization
  • Social media advertising and promotions
  • Mobile marketing
  • Email marketing
  • Digital and web analytics
  • Customer engagement and relations
  • Digital marketing plan strategy
Instruction & Assessment

Instructional Strategies:

  • Audio Visual Materials

Methods of Assessment:

  • Examinations
  • Quizzes
  • Written Papers

Minimum Passing Score:

Supplemental Materials