Digital Marketing

The curriculum is designed to familiarize students with the essential digital marketing tools and techniques required to identify, cultivate, and manage customer relationships in today's fast-paced digital environment. This career pathway program takes a detailed look at digital marketing, social media, web analytics, content strategy,video marketing, search engine optimization, email marketing, and e-business,among other course topics.

 

Students can build a solid foundation in all phases of digital marketing to prepare for work as social media managers, advertising and promotions managers, public relations specialists, marketing and media communications professionals, search marketing strategists, sales representatives, advertising sales agents, and marketing research analysts and marketing specialists. Some career options may require more than two years of college study.

 

To earn the certificate of achievement in digital marketing, students must complete each course with a "C"grade or higher. All coursework required for the certificate must be completed within seven years of the certificate date.

9. Enrollment and Completer Projections – projection of number of students to earn degree annually.

Based on prior department activity in our program review, we estimate that our program will attain an enrollment goal of 33.36 FTES. Given that our program will offer roughly four sections of courses toward the certificate in semesters to come, 8.9 FTES per section of a standard three-unit lecture yields 44 students per section offered in headcount. Thus we expect the department headcount to rise by 44 students for each of the four course section offerings. We anticipate 10-15 completers annually.

The overarching goal of the digital marketing program is to provide students with a deep understanding of the practice of digital marketing and to help prepare them for middle-skill occupations in today’s digital economy. As an industry-informed and regionally-aligned pathway program, students who complete the program will gain work-readiness skills that employers are seeking across a wide spectrum of industries. The program calls for collaboratively building long-term partnerships with employers,community-based organizations, and professional associations in the region.Working with our strategic partners will ensure that the program and the pathway will help students be successful in this quickly growing field.

 

Using the Bureau of Labor Statistics (BLS) Career Clustersframework, our program focuses on providing students with the knowledge and skills needed to follow a middle-skill pathway toward careers in the marketing cluster, one of the largest clusters in terms of jobs. These careers include but are not limited to advertising,marketing, public relations, and sales. Critical skills that students need to follow this pathway are basic marketing skills (for example, critical thinking,creativity, data analysis, research, technology skills, and public speaking); soft skills (such as communication, leadership, teamwork,  collaboration, and networking); advanced marketing (for example, appropriate content, best practices, event collaboration, and ethics); and applied experience (such as co-ops,internships, and creative works).  

Course	Title	Units	Year/Semester (Y1 or S1)
BUSMK-259	Digital Marketing Fundamentals	3	Y1
BUSMK-260	Social Media Marketing	3	Y1
BUSMK-261	Digital Analytics and Conversion	3	Y1
BUSMK-262	Content Marketing	3	Y1
BUS-210	Introduction to e-Business	3	Y1

(I can't get the table to add rows).

BUSMK-263 Email Marketing 2 units  Y1

BUSMK-264 Search Marketing 2 units Y1

ARTDM-149 Fundamentals of Digital Video 3 units Y1

CIS-133 Developing Video Content for the Web 2 units Y1

See above

NA

Based on the inventory of program submissions appearing on the California Regional Consortia CTE Program Recommendation website, there is no program calling itself “digital marketing” in the Bay Area at this time. Napa Valley College in the North Bay (which is outside our service area) offers a certificate in content marketing, a subset of inbound and digital marketing. We emailed Diana Chiabotti, dean of Career Education and Workforce Development, to find out if their content marketing program might be impacted. Dean Chiabotti said she did not think that the coordinator of their Business and Entrepreneurship program, Claudette Shatto, “has any concern,” adding “I am sure she would love to collaborate.” Dean Chiabotti further said, “This is important work and info industry needs its employees to have!”