Course Syllabus
Course: DGMA 1010
Division: Business and Applied Tech
Department: Business
Title: Content Marketing and Marketing Analytics
Semester Approved: Summer 2022
Five-Year Review Semester: Summer 2027
End Semester: Spring 2028
Catalog Description: This Content Marketing & Analytics course is designed to help students become proficient in content marketing, web design, and marketing analytics using today’s leading platforms. The course will cover content marketing best practices, content marketing strategy, creating marketing content, website design, website creation, tracking marketing analytics, and measuring and reporting on marketing efforts. Students will learn through lectures, guest speakers, presentations, and hands-on applications the best practices and strategies of content marketing.
After the completion of this course, students will be able to obtain an entry-level position as a content marketer.
Semesters Offered: TBA
Credit/Time Requirement: Credit: 4; Lecture: 4; Lab: 0
Clock/Hour Requirements: 120
Justification: Digital Marketing is a 5-star job, and since many digital marketing jobs can be done remotely, this will open up a strong career path for Central Utah. Content marketing and analytics are essential skills for digital marketers to master.
This is a required course in the new Digital Marketing and Analytics program.
Student Learning Outcomes:
Students will learn why content marketing is an important part of a company's overall marketing strategy. This will be assessed through a Group Project
Students will learn content marketing key terminology and definitions. This will be assessed through Quizzes and Exams
Students will learn when and how to use content marketing to maximize their return on investment. This will be assessed through Individual Assignments
Students will learn content marketing best practices and strategies. This will be assessed through Quizzes and Exams
Students will create a variety of different marketing content. This will be assessed through a Group Project
Students will become proficient at using the most popular content marketing platforms and tools. This will be assessed through Individual Assignments
Students will learn and practice content promotion strategies. This will be assessed through a Group Project
Students will create and manage a personal website. This will be assessed through Individual Assignments
Students will get hands-on training while they create and manage content for their personal websites. This will be assessed through Individual Assignments
Students will learn and report on content marketing analytics This will be assessed through a Group Project
Students will become proficient in using leading marketing analytics tools. (exp. Google Analytics) This will be assessed through Individual Assignments
Content:
The course will cover content marketing best practices, content marketing strategy, creating marketing content, website design, website creation, tracking marketing analytics, and measuring and reporting on marketing efforts.
This course is designed to foster talent in all students. Students will be encouraged to share personal experiences and opinions and to create content for diverse audiences. A wide variety of examples will be presented to help students understand the global effect of marketing.
Key Performance Indicators:
Quizzes/Exams 10 to 40%
Individual Assignments 10 to 40%
Group Project 20 to 50%
Representative Text and/or Supplies:
Mattar, Content Marketing: Planning, Creating, and Distributing Content, Stukent (or equivalent)
Pedagogy Statement:
This course will be taught primarily as an online class. The class will also feature an optional in-person immersion during which the students will complete their group projects. Students will learn through lectures, guest speakers, presentations, and hands-on applications the best practices and strategies of content marketing.
Faculty will strive to foster an environment of respect for the differences that are found in the classroom and marketing world. Students will work on a variety of formative assignments to gain confidence in their skills before performing summative assessments.
Instructional Mediums:
Lecture
Online
Hybrid
Maximum Class Size: 25
Optimum Class Size: 20
