Marketing
Pathways Overview
Program Pathways are a series of courses and experiences carefully selected to help you earn your credential and prepare for your career or university transfer. Program Pathway Maps guide you through quarter-by-quarter coursework, indicate when you’ll need to complete important steps, and describe popular careers in this pathway. Some course sequences or recommended courses can be customized or adjusted by speaking with an advisor.
Marketing is a field that is both creative and analytical and currently in high-demand both locally and nationally. Our courses offer a solid grounding in marketing principles and also give you an opportunity to explore advertising, digital / online marketing, and social media platforms to equip you with skills to build the brand awareness of a company or nonprofit, generate leads and revenue, and help you interact and build connections with your customers. We also offer a 30-credit Marketing Certificate that includes a variety of marketing courses, a project management course, portfolio preparation, and an internship.
Following are brief descriptions of our current offerings for Winter Quarter:
Advertising and Sales Promotion (BUS 226)
Learn the elements of advertising and sales promotion. Gain an understanding of strategy, branding, lead generation, messaging, creative choices, and selection of appropriate media – traditional and digital. Learn the importance of a cohesive, integrated marketing communications plan, and how to track and analyze campaigns to measure their effectiveness and optimize them. The class will also study the social, ethical, and economic aspects of advertising and promotion. RECOMMENDED PREREQUISITE: BUS 114 Introduction to Marketing or marketing experience
Digital Marketing (BUS 227)
Digital marketing is the fastest growing marketing channel. Learn about digital marketing as an important part of the integrated marketing campaign. Investigate and gain experience with Search Engine Marketing (SEM), search engine optimization (SEO), design best practices for Web sites/ mobile, content development, display ads, social media, and analytics/measurement. RECOMMENDED PREREQUISITE: BUS 114 Introduction to Marketing or marketing experience.