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Printed on 10/1/2023

Digital Marketing

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31-104-5 Technical Diploma (TD) Part Time, Full Time 28 Credits Financial Aid Eligible Times of Day: Day, Evening Locations*: Appleton, Online, Oshkosh

*If general education courses are required, they may be available at multiple locations.

Harness the power of electronic marketing with the Digital Marketing technical diploma. By learning the principles of digital marketing, you’ll be able to effectively communicate marketing messages using targeted campaigns and tactics. You’ll use marketing technology tools to learn how to engage informed target audiences, while delivering business results. Upon graduation, you’ll be able to pursue employment in digital marketing at business to consumer (B2C) and business to business (B2B) organizations.

COURSE LIST

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Course list for reference only. Current students please refer to your individualized program plan or see your advisor.
**Outside effort hours are an estimate based on state standards, and may vary from person to person.

    Occupational Specific (28 Credits)

    Course Title
    Course Number
    Credits
    Instructional Hours
    Outside Effort Hours**
    Prior Learning Credit Eligibility
  • Technology Tools for Marketing, Communication
    10-103-109
    2Credit
    54
    54

    • Instructional Hours: 54
    • Outside Effort Hours: 54
    • Course Number: 10103109
    • Credits: 2.00

    Introduces students to the fundamentals of the software used to create video, images and content for mobile, social and online advertising. In addition, students will learn how to publish video and images online.

    Coreq: Marketing 1, Principles of 10104151
  • Digital Marketing
    10-104-100
    3Credit
    54
    108
    N/A

    • Instructional Hours: 54
    • Outside Effort Hours: 108
    • Course Number: 10104100
    • Credits: 3.00

    Focuses on best practices for web site analysis, usability and site conversion. Students will learn how to apply basic UX (usability) concepts, site analysis data, search engine optimization (SEO), and email marketing to attract, grow and retain customers.

    Prereq: Technology Tools for Marketing, Communication 10103109 AND Coreq: Promotion Principles 10104103; OR active in Professional Communications plan OR Digital Marketing plan
  • Promotion Principles
    10-104-103
    3Credit
    54
    108

    • Instructional Hours: 54
    • Outside Effort Hours: 108
    • Course Number: 10104103
    • Credits: 3.00

    Introduces the concept of integrated marketing communications. Students will apply communication and creative theory to develop strategies, plans, campaigns, and tactics that support marketing goals. The course will explore major promotional mix tools including branding, advertising, sales promotion, public relations, and digital marketing.

    Prereq: Marketing 1, Principles of 10104151 OR active in Digital Marketing plan
  • Business Communication
    10-104-106
    3Credit
    54
    108
    N/A

    • Instructional Hours: 54
    • Outside Effort Hours: 108
    • Course Number: 10104106
    • Credits: 3.00

    Focuses on the set of skills necessary to communicate professionally in sales and marketing careers. Students gain practical experience using tools such as emails, letters, positive and negative message responses, reports and presentations. The course also emphasizes the importance of both verbal and nonverbal communication, business etiquette, and team collaboration in a digital, social, mobile, and diverse global marketplace.

  • Marketing 1, Principles of
    10-104-151
    3Credit
    54
    108

    • Instructional Hours: 54
    • Outside Effort Hours: 108
    • Course Number: 10104151
    • Credits: 3.00

    Introduces students to the marketing function and process. Techniques for analyzing the marketing environment and understanding customers’ needs and wants are explored. Students apply marketing principles to select target markets, develop positioning and create marketing programs to serve markets. Topics include product management and development, pricing, distribution and promotion strategies.

  • Technology Tools for Marketing, Data
    10-103-108
    2Credit
    54
    54

    • Instructional Hours: 54
    • Outside Effort Hours: 54
    • Course Number: 10103108
    • Credits: 2.00

    Focuses on the basics of Microsoft Excel by showing how to work with marketing data sources using formulas and functions for analysis. Students will gain Microsoft Excel skills to apply pivot tables, different lookup types, basic troubleshooting and data manipulation commands.

  • Marketing Analytics
    10-104-101
    3Credit
    54
    108
    N/A

    • Instructional Hours: 54
    • Outside Effort Hours: 108
    • Course Number: 10104101
    • Credits: 3.00

    Focuses on how websites, social media and online campaign metrics can help businesses manage marketing programs. Students will be exposed to industry analytic tools, trends and concepts.

    Prereq: Marketing 1, Principles of 10104151; Coreq: Technology Tools for Marketing, Data 10103108
  • Content Creation
    10-104-107
    3Credit
    54
    108
    N/A

    • Instructional Hours: 54
    • Outside Effort Hours: 108
    • Course Number: 10104107
    • Credits: 3.00

    Learn how to create valuable marketing content that attracts, acquires, and engages target audiences. Students will gain hands-on experience planning and creating written and visual content for websites, blogs, posts, advertisements, videos, audio/podcasts, and email marketing campaigns. Content distribution concepts will be explored including strategies to maximize exposure through owned, earned, and paid media channels.

    Prereq: Technology Tools for Marketing, Communication 10103109 AND Marketing 1, Principles of 10104151
  • Social Media Marketing
    10-104-108
    3Credit
    54
    108
    N/A

    • Instructional Hours: 54
    • Outside Effort Hours: 108
    • Course Number: 10104108
    • Credits: 3.00

    Learn to successfully plan, deploy and establish a brand’s social media presence. A mix of online research projects, case studies and class exercises will be used to enhance student knowledge. Social media platforms and analysis tools to develop social media campaigns will also be used.

    Prereq: Technology Tools for Marketing, Communication 10103109 AND Coreq: Promotion Principles 10104103 OR active in Digital Media plan OR Professional Communications plan OR Public Relations plan
  • Digital Media Buying
    10-104-109
    3Credit
    54
    108
    N/A

    • Instructional Hours: 54
    • Outside Effort Hours: 108
    • Course Number: 10104109
    • Credits: 3.00

    Provides essential digital media buying framework on how to create an effective strategy that maximizes return on investment. Students will learn how to plan, buy, budget, and optimize digital marketing campaigns.

    Prereq: Promotion Principles 10104103 AND Technology Tools for Marketing, Communication 10103109
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Expected Competencies

For more information visit our Credit For Prior Learning page.