Course Descriptions & Syllabi

Course Descriptions & Syllabi

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Note: some or all of the courses in the subjects marked as "Transfer" can be used towards a transfer degree: Associate of Science and Arts or Associate of Engineering Science at DACC. Transferability for specific institutions and majors varies. Consult a counselor for this information.

Areas of Study | | BMGT201 syllabus




COURSE NUMBER: BMGT201
COURSE TITLE:Digital Promotional Strategy
DIVISION:Business
IAI CODE(S):
SEMESTER CREDIT HOURS:3
CONTACT HOURS:60
STUDENT ENGAGEMENT HOURS:135
DELIVERY MODE:Online

COURSE DESCRIPTION:
This course focuses on an integrated approach to an organization’s promotional strategy that drives financial success while supporting the organization’s marketing goals. Students will develop knowledge and skills in the fundamentals of promotion planning, design, and implementation featuring multiple marketing channels. Digital tools and methods will be featured throughout the course and included in project requirements. Identification of appropriate metrics and analytics key to promotion campaign evaluation will be included as a project component. Students will gain promotion planning skills through simulated projects.

PREREQUISITES:
BMGT117, BOFF180 or consent of instructor.

NOTES:

STUDENT LEARNING OUTCOMES:
Upon completion of this course, students will be able to:
  • Develop successful written, interpersonal, and digital communication strategies in the workplace and competencies relating to managing and communicating with others.
  • Demonstrate knowledge and skills in planning, development, implementation, and evaluation of promotional campaigns.
  • Demonstrate knowledge of selection methods of promotional channels and digital communications tools.
  • Demonstrate knowledge of methods to identify market segment, target market, and relationship to communications mix.
  • Identify societal and global trends that impact the marketing environment and demonstrate knowledge of the necessity of a global perspective that encompasses an understanding of global and social elements impacting marketing.
  • Demonstrate knowledge of technology methods and trends relevant to business, the field of marketing, and society.
  • Demonstrate knowledge of the role digital tools and methods including web and mobile communications and information literacy for success.

TOPICAL OUTLINE:
  1. Digital marketing trends in promotions.
  2. Digital marketing channels. methods, metrics and analytics.
  3. Innovative Promotions through user engagement, social media, social presence initiatives-Promotional integration across channels.
  4. Segmenting and Targeting Markets for promotions and identification of best digital platforms for promotion placement.
  5. Publicity and Promotions using integrated and Digital Methods and Tools including social media and video hosting/watching tools.
  6. Strategic Marketing role in successful promotions.
  7. Integrated Marketing across all channels using Digital tools and methods. Digital tools featured in the following areas 1) organic social media 2) paid social media 3) email marketing 4) display retargeting 5) programmatic advertising 6) website testing 7) video hosting 8) content creation 9) content curation 10) website analytics 11) customer service 12) search engine optimization 13) affiliate marketing
  8. Promotional mix options to achieve campaign goals
  9. Incorporating the marketing process into successful promotions featuring digital tools and methods-Case Studies/Projects.

TEXTBOOK / SPECIAL MATERIALS:
See bookstore website for current book(s) at https://www.dacc.edu/bookstore

EVALUATION:
A point system will be utilized to calculate classroom performance. Checkpoints, projects, case studies, final exam, miscellaneous assignments, and participation points will be assigned. Total points will be determined for the semester. The following percentages will be used to assign grades:

90-100% = A

  80-89% = B

  70-79% = C

  60-69% = D

  59-below = F


BIBLIOGRAPHY:

STUDENT CONDUCT CODE:
Membership in the DACC community brings both rights and responsibility. As a student at DACC, you are expected to exhibit conduct compatible with the educational mission of the College. Academic dishonesty, including but not limited to, cheating and plagiarism, is not tolerated. A DACC student is also required to abide by the acceptable use policies of copyright and peer-to-peer file sharing. It is the student’s responsibility to become familiar with and adhere to the Student Code of Conduct as contained in the DACC Student Handbook. The Student Handbook is available in the Information Office in Vermilion Hall and online at: https://www.dacc.edu/student-handbook

DISABILITY SERVICES:
Any student who feels s/he may need an accommodation based on the impact of a disability should contact the Testing & Academic Services Center at 217-443-8708 (TTY 217-443-8701) or stop by Cannon Hall Room 103. Please speak with your instructor privately to discuss your specific accommodation needs in this course.

REVISION:
Spring 2019

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