Digital Marketing Course


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Course Description

With the rapid shift of advertising dollars away from traditional media to online platforms, it is becoming increasingly important for marketing graduates to be well-versed in digital marketing & analytics fundamentals whether they work in B2B or B2C.
This upper division college course will provide a solid foundation in the key concepts for these exciting fields based on current fundamentals used in industry.

What Students Learn

Hacking Empathy: Design Thinking for a Digital World

Our foundation for succeeding in digital requires us to design experiences through our users’ eyes. We’ll rely on the power of design thinking and a user-centric focus to help us imagine and execute successful online marketing campaigns. Students will learn how to interview users across various age groups and identify their online habits and preferences in-depth to design the right digital experiences.

Next, we’ll prototype these in a low-fi way using wireframes and user journey mapping.

Search Engine Optimization (SEO)

Arguably the toughest part of the course, the basics of Search Engine Optimization (SEO) covers long-tail keyword research methods, on-page SEO for a focus keyword phrase, the art of inbound link building, and identifying influential sites based on Domain Authority to support online PR efforts. You’ll do this for your own WordPress site using the Yoast SEO plugin for on-page SEO. We’ll also setup Search Console so you can track your own websites performance through the eyes of Google.

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