Digital & Social Media Marketing Course
Syllabus & Pacing Guide
Wilson Memorial High School
189 Hornet Road
Fishersville, VA 22939
Instructor: Mrs. Vickie Lilley
Textbooks/Materials: Content Area Exercises; Marketing and e-Commerce
Hardware: Networked IBM, Pentium processor computers; Laser Printer
Software: Windows 7, Microsoft Office 2016, Microsoft Expression Web, Adobe Photoshop CS3, Weebly, Google Classroom, Canvas
Description: This course introduces students to digital and social media marketing. Students explore principles, strategies, tools, and tactics related to consumers, branding, advertising, and promotions. Students explore how success is measured in a digital and social media marketing campaign. This course emphasizes ethics, laws, and security. Students also investigate business and marketing plans as well as careers in digital and social media marketing.
Mission: To show how everyone has the ability to be self-reliant, successful and prosperous with marketing and the internet and to demonstrate how the internet is a tool that brings people together to create an abundance of opportunity for millions worldwide.
Expectations of Students: Excellent attendance, prompt arrival to class, good attitude, good manners, good classroom behavior, good work ethic, willingness to learn, ability to read and follow directions, ability to work independently, completion of all computer assignments at school. Homework in this class is held to a minimum as long as work is completed in class.
Unit 1 History and Diverse Nature of Digital & Social Media Marketing (10 days)
- Identify individual responsibilities and security and safety precautions related to the Internet, according to school division technology policy.
- Explain the terms Internet, extranet, and intranet.
- Trace the development and use of Internet marketing.
- Demonstrate Web searching techniques and strategies.
Unit 2 Relationship between the Global Economy and Digital & Social Media Marketing (5 days)
- Describe the effects of competition in a private enterprise economy.
- Describe how diverse economic systems and cultures impact Internet business.
Unit 3 Marketing Functions (15 days)
- Explain the marketing concept and the marketing mix.
- Explain the functions of marketing and their relationship to Internet marketing.
- Distinguish between market segmentation and target marketing.
- Describe the importance of developing new products/services and the importance of branding in marketing.
- Describe the elements of the promotional mix.
- Describe channels of distribution.
- Explain the purpose of marketing research.
Unit 4 The Business Plan and the Marketing Plan (15 days)
- Explain the purpose and structure of a business plan.
- Explain the purpose of a marketing plan and its relationship to a business plan.
- Describe the basic structure of a marketing plan.
- Develop a marketing plan.
Unit 5 Tools and Techniques for Digital & Social Marketing (20 days)
- Describe the purposes of an organization's Web site.
- Explain the risks and rewards of having a Web site presence.
- Describe methods for promoting a Web site including e-mail and other communication methods.
- Explain affiliate marketing and partnership opportunities in Internet marketing.
- Describe the various types of advertising on the Internet.
- Explain the importance of customer relationship management.
- Describe methods for collecting customer/visitor data on a Web site.
- Identify emerging issues in Internet marketing including legal aspects.
Unit 6 Designing a Web Site (20 days)
- Establish goals and objectives for a Web site.
- Explain the concept of markup language.
- Identify guidelines for an effective functional design of a Web site.
- Identify writing strategies for the Web.
- Identify the steps for designing a Web site.
- Identify strategies for selecting, organizing, and managing Web content.
- Identify steps for uploading a Web site to a Web server.
- Explain the advantages and disadvantages of outsourcing design and maintenance of a Web site.
- Describe the collection and payment options for Web sites.
- Evaluate the effectiveness of a Web site.
- Create a Web site.
Unit 7 Preparing for a Career in Digital & Social Marketing (5 days)
- Describe career opportunities in Internet marketing, including entrepreneurship opportunities.
- Describe the basic strategies for seeking employment.
- Identify options for professional development in the field of Internet marketing.
- Grades in this class will be calculated using a 100-point numerical scale. Class work and tests will be given a numerical grade between 1 and 100.
- Class work must be turned in within a week of when the assignment is given to receive full credit. All class work must be turned a week before grades are due. Students will be notified of all deadlines. Assignments not turned in will receive a zero (0).
- All assignments fall under three categories and are given the following weight at the end of the grading period:
- 50% Major Assessments (Summative)
- Includes all tests and some major classwork assignments
- 40% Minor Assessments (Formative)
- Includes remaining classwork assignments
- 10% Practice/Participation
- Includes Class Attendance & Participation plus Bell Work assignments
- 50% Major Assessments (Summative)
- Note: Extra credit opportunities may be available
- A letter grade will be given using Augusta County’s standard as follows:
Class Attendance and Participation
In this category, this class is worth 20 points daily and each week using a scale of 0-100 a grade is given.
- Actively participating in the class will be worth up to 10 points each day. This involves listening to and following all of the instructor’s directions, taking notes, not disturbing those around you, and staying on task throughout the class period.
- Bad attitudes, not keeping the room clean, and putting materials away improperly will also result in lost points.
Attendance is very important. If you need to be absent, please refer to both Google Classroom and Canvas to get your assignments.
- Actually being in class will be worth up to 10 points each day for participation.
- If a student is absent and it is unexcused, no points will be received for that day.
- If a student is absent and it is excused, the student will receive 8 of the 10 points. Students may come into the lab before and after school to make up the missed time in class and regain the points.
- If a student receives an unexcused tardy, 3 points will be deducted.
Completion of two business courses with a grade of A or B earns the designation of “Career & Technical Completer” at graduation.
Special Opportunity: DECA
DECA, the co-curricular student organization for Marketing, provides many opportunities through its program of work for students to apply the knowledge, skills, and processes learned in a variety of courses. The purposes of DECA's program of competitive events are as follows:
- To contribute to the development of skills necessary for careers in marketing, merchandising, management, and entrepreneurship
- To evaluate student achievement of the skills through careful measurement devices (performance indicators)
- To provide opportunities for student and team recognition
- To provide constructive avenues for individual or team expression, initiative, and creativity
- To motivate students to assume responsibility for self-improvement and self-discipline
- To provide a vehicle for students to demonstrate (via performance indicators) their acquired skills through individual or team activities
- To assist students in acquiring a realistic self-concept through individual and team activities
- To help students participate in an environment of cooperation and competition
- To provide visibility for the educational goals and objectives of marketing education.
Common Skills Developed When Participating in DECA Events
- Communication skills—The ability to exchange information and ideas with others through writing, speaking, reading, or listening
- Analytical skills—The ability to derive facts from data, findings from facts, conclusions from findings, and recommendations from conclusions
- Critical thinking and problem-solving skills
- Production skills—The ability to take a concept from an idea and make it real
- Teamwork—The ability to plan, organize, and conduct a group project
- Priorities/time management—The ability to determine priorities and manage time commitments
- Assessment skills—The ability to evaluate presentations
DECA partners with many business organizations and looks excellent on resumes! Finish Line, JC Penny, and other retail stores use DECA as their training grounds for future employees! They also offer scholarships to DECA students.
How to Join DECA
- Pay the $20 dues to Mrs. Lilley by November 1st!
- $8 Goes to State
- $7 Goes to National
- $5 Stays in Activity Account to help fund club activities.
For additional information about the student organization, contact DECA, Inc., 1908 Association Drive, Reston, VA 20191, phone (703) 860-5000, FAX (703) 860-4013. See the DECA, Inc. home page at http://www.deca.org and the Virginia DECA home page at http://www.vadeca.org.
State of Virginia Career & Technical Education Competencies
A correlation between each state-approved CTE course and Virginia Standards of Learning (SOL) for English, History and Social Science, Mathematics, and Science has been completed by teams of CTE and academic specialists. The correlation identifies, on a statewide basis, standards reinforced by specific tasks/competencies within each course. Detailed descriptions of tasks for each competency are available at http://www.cteresource.org/verso/courses/8125/digital-marketing-formerly-internet-marketing-tasklist.
Correlated Applicable Related Standards of Learning (SOLs)
As stated in The Correlation of the Standards of Learning for Virginia Public Schools to Vocational-Technical Programs in Virginia and Standards of Learning for Virginia Public Schools:
- English4, 11.7, 11.8, 11.9, 11.10, 12.4, 12.7, 12.8
- History and Social Science1, GOVT.9, GOVT.11, GOVT.12, GOVT.14, GOVT.15, GOVT.16, GOVT.17, GOVT.18, VUS.14, WG.7
- Mathematics3, A.4, COM.1, COM.7, COM.8, COM.15, PS.1, PS.4, PS.8, PS.9
- Reinforces all 5th and 8th-grade Computer/Technology Standards (C/T 8.1-8.4)
- Complete list at http://www.cteresource.org/verso/courses/8125/digital-and-social-media-marketing-solcorrelations.