Digital Media Marketing

This new interdisciplinary Program at Mission College combines courses from the Business Department and the Graphic Design and Multimedia Departments. The pairing provides unique training for students interested in modern digital marketing principles and strategies, as well as skills related to the production of digital marketing materials. This Program would be valuable to small business owners and entrepreneurs who want to leverage current marketing channels and tools.

Program Learning Outcomes:

• Conduct market research and apply marketing concepts to business cases.
• Develop a comprehensive Internet marketing plan that includes the 4P strategies of marketing: price, product, place, promotion.
• Determine the essential elements of different creative approaches to the design, layout and production of communication materials and media.
• Students will plan and execute the development of digital marketing materials appropriate to the delivery platform and marketing plan.

Career/Transfer Opportunities:

Advertising, promotions, and marketing managers and sales agents; communications specialist, content creators and strategists, digital marketing and community managers, growth and performance marketing specialists, email marketing specialists, media planners, public relations specialists, social media managers

Projected Program Completions:

2022-2023 - Enroll 15 students; 5 students complete the certificate.

2023-2024 - Enroll 20 students; 10 students complete the certificate.

2024-2025 - Enroll 25 students; 15 students complete the certificate.

The Certificate in Digital Marketing is a career pathway developed to provide students with training in relevant business principles in marketing, visual communication, and the technical skills used in the production of digital marketing materials.

With audiences spending more time in front of their screens, companies of every shape and size are looking to grow their digital content production and become a part of this shift to all things digital. Organizations in every sector are seeking talented marketers to get their products and messaging in front of their target customers.

Digital marketing refers to the curation, production and implementation of all public-facing digital content for a company, brand, or individual. An understanding of marketing functions, when partnered with project-based design and production, provides an invaluable skillset for burgeoning entrepreneurs.

Digital Media Design and Production principles and techniques are relevant across every business industry that requires some form of communication. A few examples:

• Small business/Entrepreneurship: Web based advertising, social media marketing, personal branding, digital advertising campaigns
• Corporate: Marketing Communications: Branding assets, marketing collateral including promotional advertising materials used in publications, conferences, trade shows, internet marketing, office presentations ,annual reports, and more.
• Entertainment: Music, movie, and gaming industries
• Product development: Web and mobile applications; includes motion graphics
• Publishing: Books, news, magazines

The program will prepare students for positions in Marketing such as:

• Advertising, promotions, and marketing managers
• Advertising sales agents
• Communications specialist
• Content creators and strategists
• Digital marketing managers
• Digital community managers
• Growth and performance marketing specialists
• Email marketing specialists
• Media Planners
• Marketing specialists
• Public relations specialists
• Social media managers

There is a total of 18 units required for the certificate including 15 units that are Core and 3 units as elective. The Core Courses are comprised of three Business courses and two Graphic Design courses. Students can choose to take a Business course (Internet Marketing) or choose from a variety of Graphic Design courses to satisfy the three units of elective.  This is detailed below:

Required Core Courses

Complete all of the following (Total 15 units)

BUS056A - Marketing Principles (3 units)

BUS022 - Principles of E-Business  (3 units)

BUS023 - Social Media Marketing  (3 units)

GDS022 - Digital Media for Marketing  (3 units)

GDS055A - Design Agency and Branding  (3 units)

Elective Courses

Plus one additional course to complete the required minimum total of 18 semester units (minimum 3 units)  Complete the following number of credits: 3

BUS084 - Internet Marketing  (3 units)

GDS035 - Graphic Design I  (3 units)

GDS056 - Presentation Design  (3 units)

GDS061 - Page Layout  (3 units)

GDS062 - Digital Illustration with Adobe Illustrator  (3 units)

GDS064 - Introduction to Adobe Photoshop  (3 units)

GDS067 - Graphic Design II  (3 units)

GDS070 - User Experience, Interface, and Multimedia Design  (3 units)

 GDS072 - Digital Imaging and User Interface Design  (3 units)

GDS073 - Digital Photography  (3 units)

GDS074 - Digital Video Production 1  (3 units)

GDS084 - Portfolio Production Studio  (3 units)

Course	Title	Units	Year/Semester (Y1 or S1)
BUS056A	Marketing Principles	3.0	Y1/S1
BUS023	Social Media Marketing	3.0	Y1/S1
BUS022	Principles of E-Business	3.0	Y1/S2
GDS022	Digital Media for Marketing	3.0	Y1/S2
GDS055A	Design Agency and Branding	3.0	Y2/S1
Take one of the following courses below		3.0	Y2/S2

BUS084 - Internet Marketing  (3 units)

GDS035 - Graphic Design I  (3 units)

GDS056 - Presentation Design  (3 units)

GDS061 - Page Layout  (3 units)

GDS062 - Digital Illustration with Adobe Illustrator  (3 units)

GDS064 - Introduction to Adobe Photoshop  (3 units)

GDS067 - Graphic Design II  (3 units)

GDS070 - User Experience, Interface, and Multimedia Design  (3 units)

 GDS072 - Digital Imaging and User Interface Design  (3 units)

GDS073 - Digital Photography  (3 units)

GDS074 - Digital Video Production 1  (3 units)

GDS084 - Portfolio Production Studio  (3 units)

This program is an interdisciplinary Program split between the Business and the Graphic Design and Multimedia departments. It fills a void created after the dissolution of the former Marketing Department and archiving of previous Marketing related programs.

We feel that this program is somewhat unique in that it focuses on both strategy and execution of digital marketing campaigns. There are a number of marketing programs in the area, almost all of which focus exclusively on thebusiness side of marketing. Some of these schools include: Diablo Valley College, Pleasant Hill CA West Valley College, Saratoga, CA Foothill College San Jose City College