Digital Marketing Program Chippewa Valley Technical College

Digital Marketing is one of three Marketing associate degrees available at Chippewa Valley Technical College

The Digital Marketing program explores aspects of the digital marketing age, including topics such as digital marketing analytics, SEO, social media marketing, mobile marketing and promotional design. When you complete the Digital Marketing program you will have a richer understanding of the foundations of the digital marketing landscape and acquire a set of skills, concepts, and tools to help you digitally create, distribute, and promote products and services. As a student in this program you'll be required to purchase and use a preapproved laptop to complete much of your coursework.

Throughout this program, you will gain digital marketing skills including:

  • Mobile Marketing Strategies
  • Social Media Campaigns
  • Audio/Video Recording and Editing
  • Digital Design Concepts
  • Search Engine Optimization (SEO)
  • Google Analytics
  • Search Engine Optimization (SEO)
  • Basic Coding for Marketers
  • Policies, Laws, and Ethics
  • Adobe Photoshop, Illustrator, InDesign, Premier, Dreamweaver, and Muse

The two year program has start dates in August and January. Primarily face-to-face courses, the program is fully financial aid-able. Estimated cost for the degree includes 60 credits of curriculum tuition, fees, and books for $11,815.

Here is more detailed information about each of the core courses.
Visual Design • 104-112 • 4 credits

Visual Design is a project-based course that develops career and communication skills in graphic design, illustration, and print and digital media, using Adobe Illustrator, Photoshop, InDesign, and Acrobat. The curriculum focuses on key skill areas of project management and collaboration, design, research and communication, and professional digital photography, illustration, and page layout. Each project adds more challenging skills to foundation proficiencies. Design work by its very nature is iterative, so the projects contain activities that require students to evaluate and then redesign and rework their communications. Specific attention has been paid to developing concepts and principles for thorough, effective design. Content prepares students to test for three Adobe Certified exams and Adobe Certified Associate Visual Design Specialist certification. This course meets Adobe certification and International Society of Technology Education (ISTE) standards.

Marketing Research • 104-105 • 3 credits

Explore market research to reduce business risks, and conduct external situational analysis to identify industry trends and sales opportunities. Identify sources of government market and industry data, trade publications and international marketplace business decision making resources for business owners seeking to sell their products abroad, reports on trade issues in countries across the globe and sources for U.S. companies to find new international business partners. Apply the steps of the market research process for quantitative and qualitative research. Students will plan and implement market research service learning projects for business.

Mobile Marketing • 104-162 • 3 credits

Mobile internet usage continues to explode as it fosters the ability to interact through multiple digital platforms. This course examines the evolution of mobile, geo-marketing, localized marketing, responsive design and web experiences, mobile advertising, composing succinct messages for mobile users, m-commerce and mobile spending, SMS, and mobile apps. Students learn how mobile marketing fits into an overall digital marketing strategy. This course supports Google AdWords certification and meets International Society of Technology Education (ISTE) standards.

Digital Video and Audio • 104-164 • 3 credits

Digital Audio and Video is a project-based course that develops key digital communication skills such as design, project management, research and communication, and video and audio design and production technical skills using Adobe Premiere. Students gain experience through real-world projects that help them understand roles and processes across a broad range of careers involving digital video. To simulate a professional work environment, students gradually migrate their audio and video work from an individual process to a group process, focused on personal and client work. Students film and edit projects in the in-house studio and Unlab. This course meets Adobe certification and International Society of Technology Education (ISTE) standards.

Social Media Marketing Strategy • 104-109 • 2 credits

Social media may seem spontaneous, but for successful organizations, it is not. This course emphasizes research, critical thinking, training, and profiling required in determining which social networks to use. After networks are determined, students plan campaign and general messages designed to better connect with audiences, deepen relationships, and drive profits. We use case studies and real world examples to learn from successes and failures.

Advertising • 104-125 • 3 credits

Advertising consists of communication activities that inform potential consumers about goods, services, images or ideas to achieve a desired outcome. Elements of the Promotional Mix: advertising, personal selling, publicity, and sales promotion are covered in detail. The course includes an introduction of creative elements in advertising.

Digital Marketing Campaigns • 104-153 • 3 credits

Digital Marketing Campaigns is a capstone-like course for students in the Digital Marketing program. Students are challenged to apply prior knowledge and skills by executing a social media marketing plan created in the Social Media Marketing Strategy course. The course includes development of a simple web site base, social media account creation, use of consistent branding and voice, regular content development for a variety of social media channels, participation in and monitoring of social media activity, inclusion of traditional marketing efforts, AdSense incorporation, affiliate marketing opportunities, and evaluating effectiveness. The final project is students presenting their campaigns to area industry professionals.

Social Media Ethics and Policies • 104-163 • 3 credits

Technology is moving fast, but the basic concepts of ethics still play a prevalent role. Students examine topics including privacy and confidentiality, cyberharassment, transparency and misrepresentation, informed consent, boundaries and multiple relationships, endorsing, and friending. Areas of online and social media regulation with a focus on how the law is evolving to deal with new technologies and platforms, defamation, libel, slander, censorship, and freedom of speech are covered. Students audit existing social media policies, prepare for crisis situations and turnover, create a social media policy, and exercise best practices to help reduce legal and social risks associated with illegal, inappropriate, or unethical social media content and behaviors.

Digital Design Web Building • 152-148 • 3 credits

Digital Design takes Visual Design one step further to hone design skills. It focuses on the foundations of web design that teaches digital communication skills in the context of the professional web design and development process. Students use Adobe Dreamweaver, Illustrator, Photoshop, and Adobe Firework. Skills gained in this course prepare students to test for the Adobe Associate Certification.

Digital Marketing Analytics • 104-174 • 2 credits

Digital media is an effective business strategy, but knowing the financial impacts and who your customers are as a result of your efforts assists with increasing profits. Students explore the most effective strategies for evaluating captured data that determines consumer insights. The course explores how to answer key questions that influence digital campaigns, their impact on return on investment and other business decisions. Examine social media analytical tools and discover how to monitor feeds to find out what followers are saying about your brand. Students have the opportunity to earn Google Analytics Certification.

Personal Branding in the Digital Age • 104-184 • 2 credits

This course prepares students to interview for a job in the marketing field. Students increase self-understanding, set specific career goals, and create and update career credentials necessary to compete in a competitive employment market. Students prepare a professional career portfolio that is a strong personal sales tool for their future. In addition, the course takes an in-depth review of the job search process outlining techniques and pathways to opportunities.

Digital Marketing Internship • 104-153 • 1 credit

Students apply knowledge gained throughout their courses in digital marketing and individually work with area businesses. Each student creates a digital marketing strategy for a business, executes the strategy, provides measurement and metrics, and assists in training how to successfully use digital platforms. Upon completion, each student creates a customized digital marketing policy for their specific business client.

Created By
Laurie Boettcher

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