Digital Marketing

The Digital Marketing Certificate of Achievement prepares students with the knowledge, skills, and attributes necessary for obtaining work in the fields of marketing that is applicable to the public, private, and nonprofit sector. This certificate program will enable students to integrate foundational marketing concepts with practical technical skills, which ensures they gain real-world applied knowledge to be truly job-ready. It aims to develop the student’s understanding of marketing and provide a framework for students to think about concepts such as segmentation, targeting, value propositions, and metrics. Students will be assessed throughout the course through exercises on the topics. This program can be completed within one year, culminating in a Certificate of Achievement in addition to a co-branded Facebook certification.

The Program Student Learning Outcomes are:

1. Demonstrate job readiness by creating a comprehensive digital marketing plan using core frameworks, analyzing A/B test results and Google Analytics report data, executing an original ad for Facebook and Google Search and Display, and developing an email marketing campaign using Mailchimp.

2. Demonstrate job readiness by using industry standard marketing tools such as: Facebook Ads Manager, Google Analytics, Google Ads, Google Sheets, Google Slides, and Mailchimp.

Enrollment data for one course required in the curriculum (the only course currently offered)

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CB01: Course Department Number	CB02: Course Title	YEAR 1 Annual # Sections	YEAR 1  Annual Enrollment Total	YEAR 2 Annual # Sections	YEAR 2 Annual Enrollment Total
BUS 74	Introduction to Advertising	1	40	2	50

The Digital Marketing Certificate of Achievement program is a Career Education program. Its goal is to provide quality instruction within a comprehensive curriculum that provides the student enhanced employment opportunities and/or upward career mobility in the areas of business, technology, marketing, and communications.

The objectives of the program are:

1. To provide effective instruction and student learning that result in the successful attainment of educational goals through the completion of a certificate of achievement.

2. To offer a valuable and relevant curriculum that imparts to the student the knowledge, skills, and attributes required for successful entry-level employment as a Digital Marketing professional.

3. To maintain a process of assessment and improvement in order to enhance the teaching/learning process and increase opportunities for student success.

The main competencies that students will acquire after completion of the program are:

● An understanding of the role, function, and scope of practice of Digital Marketing.

● An understanding and the ability to employ core concepts including brand positioning, targeting and segmentation, and tracking key metrics to develop a marketing strategy for a business.

● The ability to create, post, and analyze performance of a Facebook ad and feed content.

● The ability to analyze data, create data visualizations and pivot tables, and calculate key. metrics that measure the results of marketing efforts.

● The understanding of consumer psychology and buying motivations and the ability to create content that helps guide consumers through the buyers journey

● The capacity to conduct marketing consulting services such as developing a marketing plan and executing an ad campaign for a real business.

● The capacity to conduct a presentation that outlines the campaign strategy for search and display advertising.

● An understanding of key optimization metrics associated with running campaigns and an ability to optimize campaigns to increase future effectiveness

● The ability to develop and launch an automated email campaign

The Digital Marketing Certificate of Achievement is a 16-unit certificate.

Course	Title	Units	Year/Semester (Y1 or S1)
BUS 83	Introduction to Digital Marketing	3	Y1, Fall
BUS 90	Content Marketing and Branding	3	Y1, Fall
BUS 74	Introduction to Advertising	3	Y1, Spring
BUS 96	Marketing Analytics and Performance Optimization	4	Y1, Spring
BUS 92  or BUS 94	Digital Advertising: Search and Display Email Marketing	3 3	Y1, Spring Y1, Spring

Based on all available data, there appears to be a significant undersupply of Digital Marketing workers compared to the demand for this cluster of occupations in the Bay region and in the Silicon Valley sub-region (Santa Clara County). There is a projected annual gap of about 8,345 students in the Bay region and 3,029 students in the Silicon Valley Sub-Region. This report also provides student outcomes data on employment and earnings for programs on TOP 0509.70 - E-Commerce (Business emphasis) in the state and region. It is recommended that these data be reviewed to better understand how outcomes for students taking courses on this TOP code compare to potentially similar programs at colleges in the state and region, as well as to outcomes across all CTE programs at Foothill College and in the region.

Diablo Valley College (DVC) has a Digital Marketing Certificate of Achievement The DVC Digital Marketing Certificate of Achievement has an 18-unit certificate option designed to provide people with essential digital marketing tools and strategies. There are some similarities between the content of DVC’s program and the proposed program; however, the key difference is that DVC incorporates CIS electives.