Digital Marketing – Undergraduate Version – MKT370

Overview of MKT 370: Digital Marketing

In my digital marketing course, MKT 370 at Colorado State University, students spend approximately 8 weeks building an independently hosted WordPress website for a small business or nonprofit, followed by 8 weeks learning essential digital marketing tools, tips, and tricks.

This is a project-based course that focuses on practical, hands-on learning, equipping students with the skills and experience necessary for success in the digital marketing field. The course is designed for those looking to gain experience rather than just theoretical knowledge.

Importantly, it allows students to fill out an entire resume based on what they learn, even if they have no prior work or digital marketing experience. In the final class, students are taught how to effectively write up their resumes to showcase their newly acquired skills and experiences.

There is no midterm or final exam; instead, students are required to acquire industry certifications, including the HubSpot Digital Marketing Certification, the HubSpot Email Marketing Certification, and the GA4 Certification.

Digital Marketing Skills Learned In This Course:

Website Development
SEO (Search Engine Optimization)
Keyword Research
On-Site SEO
Off-Site SEO
Content Writing
Email Marketing
Google Analytics
Google Search Console
Google Tag Manager
Google Ads
Web Design Principles
Image Optimization
UX Design
Social Media Marketing
Mobile Optimization
Local Search Marketing
Digital Marketing Strategy Development

Key Features of the Course:

  1. Project-Based Learning: Students engage in creating independently hosted WordPress websites for themselves, a local small business, or a nonprofit organization. Unlike platforms such as WordPress.com or Wix, this course emphasizes real, functional websites that allow students to develop genuine digital marketing skills and experience.
  2. Hands-On Experience: The course emphasizes the use of industry-standard tools and techniques. Students will learn to build and manage websites using WordPress, optimize for search engines (SEO), and utilize Google Analytics for site performance evaluation. Each week introduces new skills that students immediately apply, reinforcing their learning through practical experience.
  3. Interactive Lab Environment: Class time is structured as an interactive lab where students can work on their websites with expert guidance available. This setup allows for immediate assistance, troubleshooting, and feedback, ensuring that students can effectively implement their digital marketing strategies under professional supervision.
  4. Real-Time Feedback: I prioritize providing personalized guidance during class. Students are encouraged to complete their assignments during class sessions, allowing me to offer immediate feedback and support, ensuring they remain on track with their projects.
  5. Focus on Essential Skills: The curriculum covers critical digital marketing areas, including web hosting, site design, content management, local search visibility, email marketing campaigns, and analytics. By the end of the course, students will leave with not only completed projects but also a portfolio demonstrating their capabilities.
  6. Preparation for the Workforce: This course is geared towards preparing students for entry-level roles in digital marketing. They will graduate with practical skills and a solid understanding of the digital marketing landscape, making them job-ready.

In summary, MKT 370 offers a dynamic learning environment that equips students with the essential tools and experience needed in the ever-evolving field of digital marketing. If you’re looking to develop your skills through real projects and gain valuable insights into the industry, this course is an excellent choice.

Class Success: What You Need to Know

This course is held in a computer lab, providing you with hands-on access to the tools and resources you’ll need. The atmosphere is relaxed—digital marketing thrives in a laid-back and creative space. My approach is simple: if you show up, put in the effort, and make use of the resources available, you’ll succeed.

I assign work every day, and if you attend class, you can request that I check your work before you leave. This means you’ll leave each session confident that your work is up to standard. However, I don’t take attendance. It’s up to you whether you attend, but here’s the reality: students who show up regularly and leverage the in-class feedback tend to perform far better. Those who skip often struggle to keep up. Being present, completing the daily assignments, and taking advantage of feedback can make all the difference in your success.

Week-by-Week Course Outline

Week 1: Introduction to Digital Marketing

  • Overview of the course and expectations
  • Registering a URL with Namecheap
  • Setting up hosting on Namecheap and configuring DNS

Week 2: WordPress Installation

  • Installing WordPress on the server
  • Initial setup and configuration of the WordPress.
  • Creating a simple, one page website to learn how WordPress works.

Week 3: WordPress Theme and Design

  • Choosing and installing a WordPress theme (Themify)
  • Configuring theme settings and customizing the look of the website
  • Learning how to use plugins and layouts.
  • Creating a resume website to learn how to use Themify.

Week 4: Client Website Project Begins

  • Installing WordPress in subdirectories.
  • Introduction to client website projects
  • Editing images with PhotoPea
  • Understanding client requirements and goals
  • Installing and configuring WordPress in a subdirectory for client website

Week 5: Client Branding and WordPress Menus

  • Client logo and branding
  • Creating pages in wordpress
  • Configuring Antivirus and securing websites
  • Creating and formatting a menu in WordPress

Week 6: Image Optimization and Client Website Homepage

  • Developing and designing the homepage for the client website
  • Image Optimization for website speed and seo.
  • Web design best practices for a modern looking website.
  • Implementing UI/UX best practices
  • How to use fonts in WordPress

Week 7: Continued Work on Client Website

  • Adding additional features to the client website
  • AI for writing content on website
  • Margins and padding for whitespace in website design
  • Troubleshooting and addressing design issues
  • Creating a website footer

Week 8: Finalizing Client Website Homepage

  • Completing and polishing the client homepage for website
  • Submit client homepages for review

Week 9: Website Submission and Certification

  • Complete remaining four pages on client website
  • Submit Completed Website

Week 10: Mobile Optimization

  • Understanding mobile responsiveness
  • Techniques for optimizing the website for mobile users
  • Make a mobile friendly website for client

Week 11: Keyword Research & On-Site Optimization

  • How to conduct keyword research for a client
  • Introduction to SEO
  • Implementing on-page SEO strategies

Week 12: On-Site and Off-Site Optimization

  • On-Site SEO continued
  • Strategies for link building and off-site SEO

Week 13: Google Analytics and Google Tag Manager

  • Setting up Google Analytics with Google Tag Manager
  • Understanding website traffic and user behavior

Week 14: Advanced Google Analytics

  • In-depth analysis of Google Analytics reports
  • Setting up goals and tracking conversions

Week 15: Local Search Marketing

  • Strategies for improving local search visibility
  • Setting up and optimizing Google My Business

Week 16: Career Preparation and Resumes

  • Overview of essential digital marketing tools
  • Tips and tricks for effective digital marketing campaigns
  • Preparing for entry-level roles in digital marketing
  • Building a professional resume and portfolio presentation

Final Resume Students Create Based on Class:

Digital Marketing Resume 2