BUS 215 - Digital Marketing

Credits: 5
Provides an in-depth understanding of the principles and practices of using the Internet to market goods and services. Includes ethical, social, cultural, and legal issues surrounding digital marketing. Students will have an opportunity to develop and present a comprehensive digital marketing plan for a business.
Course Outcomes:

Identify and explain major digital marketing channels and how they support different stages of the customer journey and business goals.
Evaluate website effectiveness using usability metrics, content, and search best practices to identify opportunities for improvement.
Define target audiences using available customer and market information and select appropriate digital channels to reach them.
Create digital marketing content appropriate for different platforms and campaign objectives.
Demonstrate how current tracking and measurement methods are used to monitor digital marketing performance.
Analyze digital marketing results and recommend adjustments to improve effectiveness.
Develop an integrated digital marketing plan that includes channel selection, basic budgeting, timelines, and performance measurement.

Last Updated:
03/20/2026
Course Topics:

Websites and landing pages
Search engine fundamentals
Audience identification and targeting
Digital content formats and platform considerations
Organic and paid digital marketing options
Email and customer relationship management concepts
Performance measurement and tracking methods
Digital marketing tools and planning frameworks
Integrated digital campaign planning

LEC Credits: 5
LEC hours per week: 5
Formerly: EMRK 215.
Course Attribute(s): None
OEE Permitted: Yes
Grading Basis: Graded
Instructor/Department Consent Required: No Consent
CIP Code: 52.0201
Default Section Size/Cap: 25
Quarter(s) offered:

Winter
Spring