Social Media and Web Marketing

In this course students will be provided the opportunity to review fundamental mathematical skills and apply them in a variety of business contexts.

In this course students will learn the key concepts of digital marketing. The course will explore the importance of branding, audience reach and demographics in the marketing strategies. Students will learn how to utilize analytics and the importance of goals as part of the marketing processes. The course will explore the importance of domain names, keywords, and how to leverage Search Engine Optimization strategies. Pay Per Click, Online marketing, email marketing, and budgeting are also discussed within the context of this course.

In this course students will be able to create a search engine-friendly website. Students will be introduced to the website planning process, and discover the web design tools, principles, and strategies that will allow them to design create and publish a fully functional web site. Students will become familiar with web hosting principles and integrate social media effectively on their websites. Topics include publishing fundamentals, graphic design principles and the creative aspect of web design, website security and analytics, Integration of e-commerce components such as shopping carts, Customer Relationship Management, and loyalty programs. Finally, students will learn to integrate multimedia, online advertising, and streaming channels to their websites.

This course provides the student with an overview of social media its evolution and how it has come to occupy such an important role in how companies do business and connect with their customers. The course will explore how social media can be integrated into a company’s traditional and online marketing initiatives. Students will learn how to leverage social media and its tools to implement reputation management, customer service, marketing, contests and other strategies. The importance of defining and setting goals as well as identifying the appropriate key performance indicators will be covered. The course will provide an overview of the various social media platforms, examine their similarities and differences and these can be leveraged for different marketing initiatives. Students will learn how to plan a social media persona and explore the fundamental features and functionality of the different platforms such as hashtags, sharing, and tagging. Finally, the course will explore the concept of online privacy and how social media addresses the issue of privacy. Students will learn about the ways, both negative and positive, that social media can impact one’s personal and professional life by exploring cases of use and misuse of the various social media platforms.

Content posted to social media platforms is potentially viewed by millions of viewers. It is imperative that the content is appropriate and meets the goals of the brand, campaign or initiative. This course will explore the different types of content that is posted to social media. Students will learn to write as their online persona and explore the different writing styles. The do’s and don’ts of writing are examined to ensure content has the desired effect. Students will learn to write with the purpose of responding to criticism and manage reputation. Students will learn how to write for marketing purposes including sales and lead generation. This course is rooted in the exploration of the use of Google AdWords to create keywords and ad copy configurations resulting in winning ad copy and pay-per-click campaign optimization. 

The goal of creating content and posting it to Social Media platforms is to create quality content in any platform with calls to action to generate interaction and sharing. This course focuses on the techniques methods and strategies used to create content that will be shareable with the intent of having it reach the largest possible audience. Students will learn sharing and collaborative strategies, hashtags and the creation of contests specifically to achieve the intended goals. 

Knowing what people and competitors are saying about you and your business is crucial information that allows a business to react and respond to trends, public image and ultimately make important decisions that impact the business as a whole.  In this course students will discover how to capture what others are saying about you and your business. The course will explore the different social media tools and software available to aggregate and find what others are saying. Students will 
learn how to capture KPI’s, sentiment, followers, negative content and complaints. Students will learn how to implement the use of Google AdWords and Google Analytics, to analyze and track the performance of their postings. 

Facebook is without question one of the most recognized and used social media platform. It goes without saying that it is an extremely important if not crucial platform when it comes to social media marketing initiatives. This course will provide a more in depth look at Facebook the platform, its role, its use, tools and its features in particular how these lend themselves well to social media marketing initiatives. Students will discover Facebook blueprint curriculum and certification paths. The course will explore the concept of organic posts versus promoted posts and advertising in relation to Facebook.

This course will provide a more in depth look at the Twitter platform, its role, its use, tools and its features in particular how these can be used for social media marketing initiatives. The course will explore the concept of organic posts versus promoted posts and advertising in relation to Twitter. Students will learn how to implement marketing strategies and initiatives using Twitter as the deployment vehicle, use twitter to reach and maintain a community and reach influencers and other members to grow a community. The course also explores how to create and manage Twitter Ads and build a content creation strategy. 

This course provides an overview of the Instagram Platform and its primary function as a mobile photo and video sharing service. Students will learn how marketing initiatives work in the Instagram platform. The course will explore and compare organic posts, promoted posts and advertising in the Instagram platform. This course will explore how to use Instagram to build your brand with the power of pictures.

The purpose of this course is to provide the students with an overview of additional Social Media platforms. Students will be provided with an overview of the function role and tools associated with a variety of newer or more specialized social media platforms including SnapChat, Reddit, LinkedIn and others. By gaining an understanding of the target audiences for these platforms, students will learn when to use these platforms and what types of marketing initiatives can be supported by them. Students will discover and explore the advertising opportunities within each platform.

YouTube is the most popular video sharing platform. This offers a multitude of possibilities for businesses to efficiently expose and display their products directly to potential customers globally. This course will explore in greater depth the marketing potential attached to YouTube. Students will start by exploring the features and use of industry standard video editing software allowing them to gain skill in the production and editing of video sequences that can be used within the YouTube platform. Students will explore the platform, its function, role, its features and tools and in particular how these can be leveraged for marketing strategies. Students will discover Google YouTube curriculum for YouTube ads and how it is used. Finally, the course will explore organic videos versus promoted videos versus advertising in relation to YouTube. 

Digital data analytics is used to gain insights into consumer behaviors with data being collected from all forms of digital internet traffic. By analyzing data, students will gain insights into marketing effectiveness and assess potential business opportunities in the internet space. Students will study measurement, collection, analysis and reporting of digital data to understand and optimize marketing channels. In this course. students will utilize digital data tracking systems and Google Analytics to track data usage and marketing metrics, interpreting results so that they can create, convert and enhance customer relationships.

After completing this course, students will be well-versed in how to use the right social media platform(s) and how to best utilize the features offered by each platform to enable them to help corporations to reach their target audience and achieve their goals. Seven channels are examined in-depth: Facebook, Twitter, Instagram, LinkedIn, YouTube, Yelp, and Pinterest. For each of the channels, the course will explore the following aspects: the channel’s history, the user’s experience, the business’ experience, advertising, running a targeted campaign, and analytics.

This course will introduce students to the content and skills needed to build effective search engine marketing campaigns including Search Engine Optimization (SEO). 

In this course students will learn how to use SEO best practices by examining how to build a website and mobile websites, to take advantage of key words, category hierarchies that have great and appropriate Google friendly contents, and use methods that make ranking effective.  

In this course students will learn the importance of proper keyword research and related tools. The course will explore how to effectively nitrate keywords into content and pages within a site.  Students will gain an understanding of the limitations of search engine optimization and how to tie into search engine marketing through buying keywords and planning an SEM strategy for highly competitive keywords that you want to show up for. 

This course will explore the use of keyword research and trends to help strategize a search engine marketing plan as part of a digital marketing strategy. Students will learn how a robust competitor analysis is a key component to understanding the competition that you know versus those competing on your keywords that may not even be in the same vertical as you are. The course will examine the different types of bidding strategies and how to define and set goals and key performance indicators. Students will learn to plan a search engine marketing strategy and track its success using budgets and return on investment approaches. Various search engine marketing platforms will be presented to discover their similarities and differences and students will explore the different targeting options including demographics, location and remarketing. Finally, the course will provide an overview of automated bidding software tools and Google AdWords certification curriculum. 

This course focuses on content and display marketing and its relation to Search Engine Marketing. Content / display marketing will be examined in comparison to Search Engine Marketing to identify similarities and differences. Students will learn how to integrate a content / display plan as part of a digital marketing strategy. Different content / display platforms will be presented, compared and contrasted. The course will continue to explore Google AdWords curriculum and certifications.

This course continues to explore marketing initiatives with a focus on Video and multi-media marketing. Video/multi-media marketing will be presented and compared to content and display marketing highlighting the similarities and differences. Students will learn how to integrate a Video/multi-media plan as part of your overall digital marketing strategy. The common video and multimedia platforms will be reviewed, compared and contrasted. The use of Google and YouTube AdWords will continue to be explored. 

This course focuses on the importance of tracking search engine marketing initiatives and the tools and processes used to properly track them. Goal setting and defining the appropriate KPI’s will be reinforced. Students will learn the importance of tracking ROI and how to properly do this. Customer Relationship Management software, what they do, how they are used and the various CRM tools will be presented. Students will gain a more detailed perspective of Web Analytics, what Web Analytics do and the different Web Analytics tools that are available. Finally, students will learn how to tie all the analytics and reporting tools together through API’s and dashboard software. 

This course will provide the student with the know-how to effectively plan, budget and resource social media marketing campaigns. Students will develop the skills to create a social media marketing strategy. Everything from budgeting, personnel selection and analytics, to reputation management and social customer service is covered in this course. Students will be able to integrate the use of Google AdWords and Google Analytics as part of a complete social media solution.

This course will provide the students with the opportunity to integrate their acquired knowledge and skills to create a social media strategy for a company of choice. Students will be required to create a variety of social media profiles and integrate them into an online/offline strategy

This course builds on the skills learned in the Student Success Strategies course or its equivalent. It provides information on how to use the communication skills learned in order to make a successful presentation to a prospective employer. Students also learn how to uncover the hidden job market and identify employment opportunities. Self-assessment during this course allows students to identify their personal skills that are transferable to the workplace and to describe these skills to a prospective employer. Students may be videotaped during a mock interview and will participate in the analysis of their performance in the “interview”.

This field placement will prepare students for their transition to the workforce. The practicum will be completed in a business / marketing environment working under the supervision of experienced personnel.  Students are provided with a description of duties he/she will perform on the job.  At the end of the placement, the practicum host will provide an evaluation on the student and the student will provide the college with an evaluation on the placement.

This is the capstone project component of the Social Media and Web Marketing program, which is the opportunity for students to apply their knowledge and skills from the classroom portion of the program to practical situations typically encountered in a digital marketing environment. Thevariety of tasks to perform as part of the capstone project will be aligned to a typical working environment and real life situations.