Course Syllabus
Course: DGMA 1110
Division: Business and Applied Tech
Department: Business
Title: Digital Advertising
Semester Approved: Summer 2022
Five-Year Review Semester: Fall 2027
End Semester: Spring 2028
Catalog Description: This Digital Advertising course is designed to help students become proficient in Search Engine Marketing using today’s leading platforms. The course will cover Digital Advertising best practices, Search Ads, Display Ads, Video Ads, Digital Ad Optimization, Analyzing Ad Performance, and current leading Digital Advertising Platforms. Students will learn through lectures, guest speakers, presentations, and hands-on applications the best practices and strategies of Digital Advertising.
After the completion of this course, students should be able to obtain an entry-level position as a Digital Advertising Specialist.
Semesters Offered: TBA
Credit/Time Requirement: Credit: 3; Lecture: 3; Lab: 0
Clock/Hour Requirements: 90
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. This course contains 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 digital advertising is an important part of a company's overall marketing strategy. This will be assessed through a Group Project.
Students will learn digital advertising key terminology and definitions. This will be assessed through Quizzes and Exams.
Students will learn when and how to use Digital Advertising to drive website traffic, leads, and sales. This will be assessed through a Group Project.
Students will learn digital advertising best practices and strategies. This will be assessed through Quizzes and Exams.
Students will learn and practice search ads on current leading advertising platforms. This will be assessed through Individual Assignments.
Students will learn and practice display ads on current leading advertising platforms. This will be assessed through Individual Assignments.
Students will learn and practice video ads on current leading advertising platforms. This will be assessed through Individual Assignments.
Students will learn and practice shopping ads on current leading advertising platforms This will be assessed through Individual Assignments.
Students will become proficient at using digital advertising tools. (exp. Ahrefs & SEMRUSH) This will be assessed through Individual Assignments.
Content:
The course will cover:
- Digital Advertising best practices,
- Search Ads,
- Display Ads,
- Video Ads,
- Digital Ads Optimization Analyzing Ad Performance, and
- current leading Digital Advertising Platforms.
The course is designed to foster talent in all students. Students will be encouraged to share personal experiences and a wide variety of examples will be presented to help students understand the global effect of marketing. Examples of how to market to diverse groups and markets may be included.
Key Performance Indicators:
Quizzes/Exams 10 to 40%
Individual Assignments 10 to 40%
Group Project 20 to 50%
Representative Text and/or Supplies:
Larson & Draper. Digital Marketing Essentials, Stukent (Or similar)
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 application of the skills needed to be modern-day digital marketers.
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
