Course

Course Summary
Credit Type:
Course
ACE ID:
YRUP-0028
Organization's ID:
MKT 202
Organization:
Year Up
Location:
Classroom-based
Length:
7 weeks (37 hours)
Dates Offered:
Credit Recommendation & Competencies
Level Credits (SH) Subject
Lower-Division Baccalaureate 2 Marketing
Description

Objective:

The course objective is to create a multi-channel digital campaign, and evaluate the performance of that campaign; create a social media campaign ad (e.g. Facebook and Twitter) for a given company, and develop a plan to moderate, track, and analyze user-generated content; create compelling emails and run A/B email marketing tests, and evaluate the effectiveness of tests and campaigns; and create a report on a marketing strategy or campaign's effectiveness.

Learning Outcomes:

  • Use examples from current events and real-world marketing situations to evaluate, develop, apply, illustrate, and discuss different marketing strategies
  • Understand the tools and techniques used to segment and target customers
  • Perform campaign tracking and analysis for advertising campaigns
  • Create a report on a marketing strategy or campaign's effectiveness
  • Understand the importance in business practice of being marketing oriented

General Topics:

  • SEM, paid search, and SEO
  • Social media marketing
  • Email marketing
  • User experience, content, and user interface design
  • Campaign budgeting, and tracking
  • Display advertising
  • Affiliate marketing
  • User acquisition, activation, and retention
  • Campaign optimization
  • A/B testing
Instruction & Assessment

Instructional Strategies:

  • Audio Visual Materials
  • Case Studies
  • Classroom Exercise
  • Computer Based Training
  • Discussion
  • Laboratory
  • Learner Presentations
  • Lectures
  • Practical Exercises

Methods of Assessment:

  • Case Studies
  • Examinations
  • Performance Rubrics (Checklists)
  • Presentations
  • Quizzes
  • Written Papers

Minimum Passing Score:

70%
Supplemental Materials