Digital Marketing

Created in collaboration with Facebook Inc., the Certificate of Achievement in DigitalMarketing is designed for people who are seeking to learn the latest marketing tools to promote a business or an organization online. The program provides 13units of online instruction and hands-on practice in creating marketing content, understanding basic elements of building a website, employing search engine optimization, developing online ad campaigns and analyzing key performance metrics.

On average160 students have taken BUSI 59, Principles of Marketing, online andface-to-face, annually in the last three years (2015-2018). While BUSI 57 andBUSI 59A have not been regularly offered, we see a steady demand for theseclasses as well, especially when offered online. Due to strong demand forskills developed within the Certificate of Achievement in Digital Marketing anddue to the highly visible partnership with Facebook, we believe that enrollmentwill grow in all three courses. We also believe that the compact nature of thecertificate will attract individuals who are seeking to employ the newlyacquired skills in their current jobs.

 

Because atleast 100% of the courses can be taught completely online, it is expected thatnation-wide participation over the next five years will significantly increasethe number of students who complete this certificate.

The Certificate of Achievement in DigitalMarketing Certificate will offer practical training in the latest marketing concepts and techniques used by businesses and organizations to obtain new customers, generate customer loyalty and drive profit. Small businesses and large companies alike are in dire need of employees who understand how to use digital marketing tools – social media advertising, search engine optimization and data analytics. This program will position individuals to benefit from the projected 10-percent growth in marketing and advertising positions that involve using these tools and strategies.

ProgramLearning Outcomes:

●    Upon completion of the program, the student will have acquired the necessary basic skills to build effective online marketing strategy.

●    Upon completion of the program, the student will be able to demonstrate appropriate critical thinking, problem-solving skills and communication skills to enhance online marketing efforts of an organization.

The student will be required to complete three core courses and select one 5-unit elective.

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Course #	Name	Units	Sequence
Required Courses (13 units)		Quarter Units
Business 59	Principles of Marketing	4	Y1/Q1
Business 57	Principles of Advertising	4	Y1/ Q2
Business 59A	Web Marketing	5	Y1/Q3
Electives (Select one)
Business 22	Principles of Business	5	Y1/Q1
Business 11	Intro to Information Systems	5	Y1/Q2

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Foothill College offers programs and services that empower students to achieve their goals as members of the workforce, as future students, and as global citizens. There is currently a high demand for qualified individuals who understand digital marketing tools and can utilize them to benefit an organization. This innovative program will allow students to achieve their goals whether it is to promote their business, advance in place of employment or transfer credit to a four-year college. The Certificate of Achievement in Digital Marketing is also a pivotal step for students who are retraining, returning to workplace and/or updating marketing skills.

The closest comparable program in California is offered by UC Irvine. The UCI program consists of a combination of 12 core units and 4 electives broken into 2 unit courses, offered as both face-to-face and online, duration is 3-12 months, average cost $4,760. According to UCI Division of Continuous Education information page, USI certificate offers the following benefits: ● Build effective online marketing strategies for customer acquisition, conversion and retention. ● Integrate key analytics and consumer browsing behavior into your online marketing efforts. ● Drive more traffic to your website using search engine marketing (SEM) techniques, including search engine optimization (SEO), to enhance both organic and paid search tactics and maximize promotional dollars. ● Track and measure online marketing campaigns using website analytical services n Apply social media, mobile and emerging technologies to promotions Foothill’s collaboration with Facebook sets our Certificate of Achievement in Digital Marketing apart from UCI. A big part of our certificate is the practical application. We will utilize access and ad credit provided by Facebook to offer our students projects where they can practice promoting a business or an event using Facebook tools and platform. It is our understanding at this time that Canada College is working on developing a similar certificate. No comparable certificate is offered by a community college in California at this time.