Degree “Major” Courses BCBA-Digital Marketing

Course Number and Name Description
BUS1145 Sales [Course Description]
BUS1343 Marketing [Course Description]
TSC1230 Social Media Landscape & Strategy Basics [Course Description]
TSC1235 Audience Research & Personas [Course Description]
TSC1240 Content Planning & Calendars [Course Description]
TSC1245 Platform Tools & Publishing [Course Description]
TSC1250 Ethics, Community, and Brand Safety [Course Description]
TSC1255 Social Media SEO & Discoverability [Course Description]
TSC1260 Advanced Analytics & A/B Testing [Course Description]
TSC1265 Campaign Architecture & Budgeting [Course Description]
TSC1280 Copywriting & Visual Storytelling [Course Description]
TSC1285 Analytics & KPIs [Course Description]
TSC1290 Paid Social Basics [Course Description]
TSC1300 Capstone Campaign & Exam Preparation [Course Description]
BUS1145 Sales

COURSE DESCRIPTION

The “Sales” course provides a comprehensive overview of the principles, techniques, and strategies essential for becoming a successful salesperson. This course covers every stage of the sales process, from prospecting and lead generation to negotiation and closing deals. By combining theoretical knowledge with practical skills, students will gain a deep understanding of how to create value for customers, build long-lasting relationships, and achieve business objectives.

This course also emphasizes the importance of customer-centric selling, with a focus on consultative approaches that prioritize understanding client needs. Participants will learn how to tailor their pitches, handle objections, and use data-driven techniques to forecast sales and set achievable targets. Whether students are new to sales or looking to refine their expertise, this course equips them with the tools needed to thrive in competitive markets.

Key Points

  1. Prospecting and Lead Generation: Understanding the significance of identifying potential customers and developing strategies for effective prospecting is critical in any sales process. This module covers techniques such as cold calling, leveraging social media, and using multi-channel approaches to expand the prospect base.
  2. Building Rapport and Consultative Selling: Sales success often depends on building trust and establishing meaningful connections with prospects. Students will explore consultative selling, where the focus shifts from pushing products to understanding the prospect’s needs and offering tailored solutions that bring real value.
  3. Overcoming Objections: Objections are an inevitable part of the sales process, but they present opportunities to strengthen a pitch. This key point covers strategies for handling common objections, such as price concerns or product hesitations, by addressing them with empathy and providing well-crafted responses.
  4. Negotiation and Closing the Sale: Closing deals requires a combination of persuasive negotiation tactics and the ability to address last-minute objections. This section provides insights into different closing techniques, ensuring that both parties reach a win-win agreement that leads to successful long-term relationships.
  5. Sales Forecasting and Target Setting: A crucial part of sales management involves predicting future sales and setting realistic targets for sales teams. This point delves into both qualitative and quantitative forecasting methods, helping students develop accurate predictions and set goals that align with broader business objectives.
  6. Performance Evaluation and Continuous Improvement: The final module focuses on measuring sales performance using key metrics such as conversion rates, customer acquisition costs, and quota attainment. Students will learn how to use this data to improve their processes and boost overall team productivity.

Core Learning Outcomes

  • Identify and Execute Effective Prospecting Techniques: Develop and implement strategies for lead generation and expanding the customer base through various channels.
  • Establish Trust and Apply Consultative Selling Techniques: Build meaningful relationships with prospects by understanding their needs and delivering value through tailored solutions.
  • Handle and Overcome Sales Objections: Apply effective strategies for addressing common objections, transforming potential barriers into opportunities for engagement.
  • Master Negotiation Tactics and Closing Techniques: Execute successful negotiation strategies and closing techniques to secure mutually beneficial agreements and build lasting relationships.
  • Forecast Sales and Set Realistic Targets: Utilize both qualitative and quantitative forecasting methods to set achievable sales targets aligned with business objectives.
  • Evaluate Sales Performance for Continuous Improvement: Measure and analyze key sales metrics to enhance individual and team performance, contributing to long-term success.
BUS1343 Marketing

COURSE DESCRIPTION

The Marketing course provides a comprehensive and advanced understanding of marketing strategies, tools, and techniques needed to succeed in a competitive business environment. This course is designed for professionals seeking to deepen their expertise in modern marketing practices, with a strong focus on digital marketing, customer engagement, brand management, and data analytics. Through a combination of theoretical frameworks and practical applications, participants will learn how to design and execute marketing plans that drive business growth, build brand equity, and foster long-term customer relationships.

The course covers critical aspects of the marketing process, from market research and product development to brand positioning and customer retention strategies. Participants will gain insights into how to adapt marketing techniques to evolving market conditions and leverage the latest marketing technologies and platforms. By the end of the course, students will be equipped with the skills necessary to make informed marketing decisions and lead successful marketing campaigns in a dynamic, global marketplace.

Key Points

  1. Marketing Strategy and Planning: This key point focuses on how to develop comprehensive marketing strategies that align with business goals. Participants will learn the importance of conducting market research, performing competitive analysis, and creating targeted marketing plans. Topics include setting clear marketing objectives, identifying target markets, and crafting strategies that adapt to market trends and customer needs.
  2. Digital Marketing Strategies: In this section, participants will explore various digital marketing tools and strategies, including social media, content marketing, SEO, and paid advertising. The importance of integrating digital platforms into marketing efforts and measuring their effectiveness through analytics will be emphasized.
  3. Brand Management and Positioning: This key point covers the principles of building strong brands that resonate with target audiences. Participants will learn how to develop brand positioning strategies that differentiate their offerings in the marketplace. Topics include brand equity, brand identity, and creating consistent messaging that aligns with the company’s values and mission.
  4. Customer Relationship Management (CRM) and Retention: Building and maintaining long-term customer relationships is critical for business success. This section focuses on CRM systems, customer segmentation, and retention strategies, with insights into personalizing marketing efforts to enhance customer experience and loyalty.
  5. Market Research and Data Analytics: Participants will learn how to use market research and data analytics to inform marketing decisions, covering both qualitative and quantitative research methods, data collection, and analysis to gain insights into customer preferences and market trends.
  6. Content Marketing and Influencer Strategies: This final key point focuses on creating valuable content to attract and retain customers, covering content marketing strategies like blogs, videos, podcasts, and influencer marketing for reaching new audiences and building brand credibility.

Core Learning Outcomes

  • Develop Strategic Marketing Plans: Formulate marketing strategies that align with business goals, supported by comprehensive market research and competitive analysis.
  • Execute Digital Marketing Strategies: Utilize digital marketing tools, including SEO, social media, and content marketing, to drive engagement and business growth.
  • Implement Effective Brand Management: Develop and manage brand positioning strategies that strengthen brand equity and differentiate offerings.
  • Enhance Customer Retention through CRM: Apply CRM techniques and customer retention strategies to build long-term relationships and loyalty.
  • Apply Market Research and Data Analytics: Utilize data analytics to gain insights into market trends and customer preferences, supporting data-driven marketing decisions.
  • Leverage Content and Influencer Marketing: Develop content marketing strategies and engage with influencers to enhance brand reach and credibility.
TSC1230 — Social Media Landscape & Strategy Basics

COURSE DESCRIPTION

This course provides a focused study of Social Media Landscape & Strategy Basics within digital and social media marketing. Its instructional sequence is organized around four areas: The Modern Social Media Ecosystem; The Strategic Role of Social Media in Brand Positioning; Lifecycle and Long-Term Growth Planning; and Integrating Social Media into Organizational Strategy. Together, these areas build the conceptual foundation needed to understand and apply the subject in a professional setting.

Scenario-based exercises and a final applied task move the material from explanation to workplace use. Throughout the course, students practice audience-centered strategy, brand safety, measurable performance, ethical communication, and continuous campaign optimization, producing evidence of learning that can be discussed in exam-style questions and transferred to professional assignments.

KEY POINTS

  1. The Modern Social Media Ecosystem: Establishes the terminology, principles, and professional context needed to understand the topic’s significance and its connection to sound decisions.
  2. The Strategic Role of Social Media in Brand Positioning: Examines practical workflows, tools, and standards that support consistent, efficient, and defensible execution.
  3. Lifecycle and Long-Term Growth Planning: Develops the ability to recognize risks or constraints, compare alternatives, and select appropriate controls, methods, or responses.
  4. Integrating Social Media into Organizational Strategy: Connects course knowledge to planning, documentation, measurement, collaboration, and continuous improvement.
  5. Applied Practice: Uses scenarios and practical exercises to create a research brief, content plan, campaign asset, analytics report, or integrated marketing deliverable and to justify decisions with evidence and accepted professional practice.
  6. Professional Standards and Readiness: Reinforces accurate terminology, ethical conduct, clear communication, and audience-centered strategy, brand safety, measurable performance, ethical communication, and continuous campaign optimization for exam-style review and workplace application.

CORE LEARNING OUTCOMES

  1. Foundational Knowledge: Explain the principles, purpose, and professional significance of Topic 1, “The Modern Social Media Ecosystem,” within digital and social media marketing.
  2. Methods and Tools: Apply structured methods, appropriate tools, and accepted practices to the work addressed in Topic 2, “The Strategic Role of Social Media in Brand Positioning.”
  3. Analysis and Judgment: Analyze the conditions presented in Topic 3, “Lifecycle and Long-Term Growth Planning”; identify significant risks or opportunities; and select a defensible response.
  4. Solution Development: Develop and justify a practical approach to Topic 4, “Integrating Social Media into Organizational Strategy.”
  5. Applied Deliverable: Produce a research brief, content plan, campaign asset, analytics report, or integrated marketing deliverable that demonstrates accurate, ethical, and well-documented application of course concepts.
  6. Professional Communication: Communicate findings and recommendations using terminology, documentation standards, and evidence appropriate to digital and social media marketing.
TSC1235 — Audience Research & Personas

COURSE DESCRIPTION

Designed for students preparing to work in digital and social media marketing, this course examines Audience Research & Personas from both operational and strategic perspectives. Instruction progresses through four reviewed areas: Foundations of Audience Research in Social Media; Developing Personas and Cohort Profiles; Data Collection, Testing, and Refinement Methods; and Integrating Insights into Campaign Strategy. Emphasis is placed on accurate decisions and repeatable professional practice.

Scenario-based exercises and a final applied task move the material from explanation to workplace use. Throughout the course, students practice audience-centered strategy, brand safety, measurable performance, ethical communication, and continuous campaign optimization, producing evidence of learning that can be discussed in exam-style questions and transferred to professional assignments.

KEY POINTS

  1. Foundations of Audience Research in Social Media: Establishes the terminology, principles, and professional context needed to understand the topic’s significance and its connection to sound decisions.
  2. Developing Personas and Cohort Profiles: Examines practical workflows, tools, and standards that support consistent, efficient, and defensible execution.
  3. Data Collection, Testing, and Refinement Methods: Develops the ability to recognize risks or constraints, compare alternatives, and select appropriate controls, methods, or responses.
  4. Integrating Insights into Campaign Strategy: Connects course knowledge to planning, documentation, measurement, collaboration, and continuous improvement.
  5. Applied Practice: Uses scenarios and practical exercises to create a research brief, content plan, campaign asset, analytics report, or integrated marketing deliverable and to justify decisions with evidence and accepted professional practice.
  6. Professional Standards and Readiness: Reinforces accurate terminology, ethical conduct, clear communication, and audience-centered strategy, brand safety, measurable performance, ethical communication, and continuous campaign optimization for exam-style review and workplace application.

CORE LEARNING OUTCOMES

  1. Foundational Knowledge: Explain the principles, purpose, and professional significance of Topic 1, “Foundations of Audience Research in Social Media,” within digital and social media marketing.
  2. Methods and Tools: Apply structured methods, appropriate tools, and accepted practices to the work addressed in Topic 2, “Developing Personas and Cohort Profiles.”
  3. Analysis and Judgment: Analyze the conditions presented in Topic 3, “Data Collection, Testing, and Refinement Methods”; identify significant risks or opportunities; and select a defensible response.
  4. Solution Development: Develop and justify a practical approach to Topic 4, “Integrating Insights into Campaign Strategy.”
  5. Applied Deliverable: Produce a research brief, content plan, campaign asset, analytics report, or integrated marketing deliverable that demonstrates accurate, ethical, and well-documented application of course concepts.
  6. Professional Communication: Communicate findings and recommendations using terminology, documentation standards, and evidence appropriate to digital and social media marketing.
TSC1240 — Content Planning & Calendars

COURSE DESCRIPTION

Content Planning & Calendars introduces learners to the principles, terminology, and professional practices that shape digital and social media marketing. Four connected topics anchor the course: Fundamentals of Content Strategy and Workflow Design; Content Calendars and Campaign Scheduling; Balancing Evergreen and Timely Content; and Omnichannel Integration and Workflow Management. This progression helps students see how the major elements work together in realistic organizational environments.

Scenario-based exercises and a final applied task move the material from explanation to workplace use. Throughout the course, students practice audience-centered strategy, brand safety, measurable performance, ethical communication, and continuous campaign optimization, producing evidence of learning that can be discussed in exam-style questions and transferred to professional assignments.

KEY POINTS

  1. Fundamentals of Content Strategy and Workflow Design: Establishes the terminology, principles, and professional context needed to understand the topic’s significance and its connection to sound decisions.
  2. Content Calendars and Campaign Scheduling: Examines practical workflows, tools, and standards that support consistent, efficient, and defensible execution.
  3. Balancing Evergreen and Timely Content: Develops the ability to recognize risks or constraints, compare alternatives, and select appropriate controls, methods, or responses.
  4. Omnichannel Integration and Workflow Management: Connects course knowledge to planning, documentation, measurement, collaboration, and continuous improvement.
  5. Applied Practice: Uses scenarios and practical exercises to create a research brief, content plan, campaign asset, analytics report, or integrated marketing deliverable and to justify decisions with evidence and accepted professional practice.
  6. Professional Standards and Readiness: Reinforces accurate terminology, ethical conduct, clear communication, and audience-centered strategy, brand safety, measurable performance, ethical communication, and continuous campaign optimization for exam-style review and workplace application.

CORE LEARNING OUTCOMES

  1. Foundational Knowledge: Explain the principles, purpose, and professional significance of Topic 1, “Fundamentals of Content Strategy and Workflow Design,” within digital and social media marketing.
  2. Methods and Tools: Apply structured methods, appropriate tools, and accepted practices to the work addressed in Topic 2, “Content Calendars and Campaign Scheduling.”
  3. Analysis and Judgment: Analyze the conditions presented in Topic 3, “Balancing Evergreen and Timely Content”; identify significant risks or opportunities; and select a defensible response.
  4. Solution Development: Develop and justify a practical approach to Topic 4, “Omnichannel Integration and Workflow Management.”
  5. Applied Deliverable: Produce a research brief, content plan, campaign asset, analytics report, or integrated marketing deliverable that demonstrates accurate, ethical, and well-documented application of course concepts.
  6. Professional Communication: Communicate findings and recommendations using terminology, documentation standards, and evidence appropriate to digital and social media marketing.
TSC1245 — Platform Tools & Publishing

COURSE DESCRIPTION

This course provides a focused study of Platform Tools & Publishing within digital and social media marketing. Its instructional sequence is organized around four areas: Platform Management Tools and Dashboards; Governance Frameworks and Compliance Standards; Scaling Practices and Workflow Automation; and Professional Role Assignments and Collaboration Models. Together, these areas build the conceptual foundation needed to understand and apply the subject in a professional setting.

Scenario-based exercises and a final applied task move the material from explanation to workplace use. Throughout the course, students practice audience-centered strategy, brand safety, measurable performance, ethical communication, and continuous campaign optimization, producing evidence of learning that can be discussed in exam-style questions and transferred to professional assignments.

KEY POINTS

  1. Platform Management Tools and Dashboards: Establishes the terminology, principles, and professional context needed to understand the topic’s significance and its connection to sound decisions.
  2. Governance Frameworks and Compliance Standards: Examines practical workflows, tools, and standards that support consistent, efficient, and defensible execution.
  3. Scaling Practices and Workflow Automation: Develops the ability to recognize risks or constraints, compare alternatives, and select appropriate controls, methods, or responses.
  4. Professional Role Assignments and Collaboration Models: Connects course knowledge to planning, documentation, measurement, collaboration, and continuous improvement.
  5. Applied Practice: Uses scenarios and practical exercises to create a research brief, content plan, campaign asset, analytics report, or integrated marketing deliverable and to justify decisions with evidence and accepted professional practice.
  6. Professional Standards and Readiness: Reinforces accurate terminology, ethical conduct, clear communication, and audience-centered strategy, brand safety, measurable performance, ethical communication, and continuous campaign optimization for exam-style review and workplace application.

CORE LEARNING OUTCOMES

  1. Foundational Knowledge: Explain the principles, purpose, and professional significance of Topic 1, “Platform Management Tools and Dashboards,” within digital and social media marketing.
  2. Methods and Tools: Apply structured methods, appropriate tools, and accepted practices to the work addressed in Topic 2, “Governance Frameworks and Compliance Standards.”
  3. Analysis and Judgment: Analyze the conditions presented in Topic 3, “Scaling Practices and Workflow Automation”; identify significant risks or opportunities; and select a defensible response.
  4. Solution Development: Develop and justify a practical approach to Topic 4, “Professional Role Assignments and Collaboration Models.”
  5. Applied Deliverable: Produce a research brief, content plan, campaign asset, analytics report, or integrated marketing deliverable that demonstrates accurate, ethical, and well-documented application of course concepts.
  6. Professional Communication: Communicate findings and recommendations using terminology, documentation standards, and evidence appropriate to digital and social media marketing.
TSC1250 — Ethics, Community, and Brand Safety

COURSE DESCRIPTION

Designed for students preparing to work in digital and social media marketing, this course examines Ethics, Community, and Brand Safety from both operational and strategic perspectives. Instruction progresses through four reviewed areas: Digital Ethics and Professional Conduct; Community Management and Moderation Strategies; Brand Safety, Reputation Management, and Crisis Response; and Global Ethics, Accessibility, and Policy Adaptation. Emphasis is placed on accurate decisions and repeatable professional practice.

Scenario-based exercises and a final applied task move the material from explanation to workplace use. Throughout the course, students practice audience-centered strategy, brand safety, measurable performance, ethical communication, and continuous campaign optimization, producing evidence of learning that can be discussed in exam-style questions and transferred to professional assignments.

KEY POINTS

  1. Digital Ethics and Professional Conduct: Establishes the terminology, principles, and professional context needed to understand the topic’s significance and its connection to sound decisions.
  2. Community Management and Moderation Strategies: Examines practical workflows, tools, and standards that support consistent, efficient, and defensible execution.
  3. Brand Safety, Reputation Management, and Crisis Response: Develops the ability to recognize risks or constraints, compare alternatives, and select appropriate controls, methods, or responses.
  4. Global Ethics, Accessibility, and Policy Adaptation: Connects course knowledge to planning, documentation, measurement, collaboration, and continuous improvement.
  5. Applied Practice: Uses scenarios and practical exercises to create a research brief, content plan, campaign asset, analytics report, or integrated marketing deliverable and to justify decisions with evidence and accepted professional practice.
  6. Professional Standards and Readiness: Reinforces accurate terminology, ethical conduct, clear communication, and audience-centered strategy, brand safety, measurable performance, ethical communication, and continuous campaign optimization for exam-style review and workplace application.

CORE LEARNING OUTCOMES

  1. Foundational Knowledge: Explain the principles, purpose, and professional significance of Topic 1, “Digital Ethics and Professional Conduct,” within digital and social media marketing.
  2. Methods and Tools: Apply structured methods, appropriate tools, and accepted practices to the work addressed in Topic 2, “Community Management and Moderation Strategies.”
  3. Analysis and Judgment: Analyze the conditions presented in Topic 3, “Brand Safety, Reputation Management, and Crisis Response”; identify significant risks or opportunities; and select a defensible response.
  4. Solution Development: Develop and justify a practical approach to Topic 4, “Global Ethics, Accessibility, and Policy Adaptation.”
  5. Applied Deliverable: Produce a research brief, content plan, campaign asset, analytics report, or integrated marketing deliverable that demonstrates accurate, ethical, and well-documented application of course concepts.
  6. Professional Communication: Communicate findings and recommendations using terminology, documentation standards, and evidence appropriate to digital and social media marketing.
TSC1255 — Social Media SEO & Discoverability

COURSE DESCRIPTION

Social Media SEO & Discoverability introduces learners to the principles, terminology, and professional practices that shape digital and social media marketing. Four connected topics anchor the course: Understanding Social Media SEO and Its Algorithms; Strategic Keyword and Hashtag Optimization; Metadata, Captions, and Content Accessibility; and Analytics and Continuous SEO Improvement. This progression helps students see how the major elements work together in realistic organizational environments.

Scenario-based exercises and a final applied task move the material from explanation to workplace use. Throughout the course, students practice audience-centered strategy, brand safety, measurable performance, ethical communication, and continuous campaign optimization, producing evidence of learning that can be discussed in exam-style questions and transferred to professional assignments.

KEY POINTS

  1. Understanding Social Media SEO and Its Algorithms: Establishes the terminology, principles, and professional context needed to understand the topic’s significance and its connection to sound decisions.
  2. Strategic Keyword and Hashtag Optimization: Examines practical workflows, tools, and standards that support consistent, efficient, and defensible execution.
  3. Metadata, Captions, and Content Accessibility: Develops the ability to recognize risks or constraints, compare alternatives, and select appropriate controls, methods, or responses.
  4. Analytics and Continuous SEO Improvement: Connects course knowledge to planning, documentation, measurement, collaboration, and continuous improvement.
  5. Applied Practice: Uses scenarios and practical exercises to create a research brief, content plan, campaign asset, analytics report, or integrated marketing deliverable and to justify decisions with evidence and accepted professional practice.
  6. Professional Standards and Readiness: Reinforces accurate terminology, ethical conduct, clear communication, and audience-centered strategy, brand safety, measurable performance, ethical communication, and continuous campaign optimization for exam-style review and workplace application.

CORE LEARNING OUTCOMES

  1. Foundational Knowledge: Explain the principles, purpose, and professional significance of Topic 1, “Understanding Social Media SEO and Its Algorithms,” within digital and social media marketing.
  2. Methods and Tools: Apply structured methods, appropriate tools, and accepted practices to the work addressed in Topic 2, “Strategic Keyword and Hashtag Optimization.”
  3. Analysis and Judgment: Analyze the conditions presented in Topic 3, “Metadata, Captions, and Content Accessibility”; identify significant risks or opportunities; and select a defensible response.
  4. Solution Development: Develop and justify a practical approach to Topic 4, “Analytics and Continuous SEO Improvement.”
  5. Applied Deliverable: Produce a research brief, content plan, campaign asset, analytics report, or integrated marketing deliverable that demonstrates accurate, ethical, and well-documented application of course concepts.
  6. Professional Communication: Communicate findings and recommendations using terminology, documentation standards, and evidence appropriate to digital and social media marketing.
TSC1260 — Advanced Analytics & A/B Testing

COURSE DESCRIPTION

This course provides a focused study of Advanced Analytics & A/B Testing within digital and social media marketing. Its instructional sequence is organized around four areas: The Role of Analytics in Social Media Management; Designing and Running A/B Tests; Interpreting Data and Applying Insights; and Integrating A/B Testing with Analytics Systems. Together, these areas build the conceptual foundation needed to understand and apply the subject in a professional setting.

Scenario-based exercises and a final applied task move the material from explanation to workplace use. Throughout the course, students practice audience-centered strategy, brand safety, measurable performance, ethical communication, and continuous campaign optimization, producing evidence of learning that can be discussed in exam-style questions and transferred to professional assignments.

KEY POINTS

  1. The Role of Analytics in Social Media Management: Establishes the terminology, principles, and professional context needed to understand the topic’s significance and its connection to sound decisions.
  2. Designing and Running A/B Tests: Examines practical workflows, tools, and standards that support consistent, efficient, and defensible execution.
  3. Interpreting Data and Applying Insights: Develops the ability to recognize risks or constraints, compare alternatives, and select appropriate controls, methods, or responses.
  4. Integrating A/B Testing with Analytics Systems: Connects course knowledge to planning, documentation, measurement, collaboration, and continuous improvement.
  5. Applied Practice: Uses scenarios and practical exercises to create a research brief, content plan, campaign asset, analytics report, or integrated marketing deliverable and to justify decisions with evidence and accepted professional practice.
  6. Professional Standards and Readiness: Reinforces accurate terminology, ethical conduct, clear communication, and audience-centered strategy, brand safety, measurable performance, ethical communication, and continuous campaign optimization for exam-style review and workplace application.

CORE LEARNING OUTCOMES

  1. Foundational Knowledge: Explain the principles, purpose, and professional significance of Topic 1, “The Role of Analytics in Social Media Management,” within digital and social media marketing.
  2. Methods and Tools: Apply structured methods, appropriate tools, and accepted practices to the work addressed in Topic 2, “Designing and Running A/B Tests.”
  3. Analysis and Judgment: Analyze the conditions presented in Topic 3, “Interpreting Data and Applying Insights”; identify significant risks or opportunities; and select a defensible response.
  4. Solution Development: Develop and justify a practical approach to Topic 4, “Integrating A/B Testing with Analytics Systems.”
  5. Applied Deliverable: Produce a research brief, content plan, campaign asset, analytics report, or integrated marketing deliverable that demonstrates accurate, ethical, and well-documented application of course concepts.
  6. Professional Communication: Communicate findings and recommendations using terminology, documentation standards, and evidence appropriate to digital and social media marketing.
TSC1265 — Campaign Architecture & Budgeting

COURSE DESCRIPTION

Designed for students preparing to work in digital and social media marketing, this course examines Campaign Architecture & Budgeting from both operational and strategic perspectives. Instruction progresses through four reviewed areas: The Marketing Funnel and Campaign Structure; Budget Planning and Allocation; Campaign Mapping and Workflow Coordination; and Performance Evaluation and Optimization. Emphasis is placed on accurate decisions and repeatable professional practice.

Scenario-based exercises and a final applied task move the material from explanation to workplace use. Throughout the course, students practice audience-centered strategy, brand safety, measurable performance, ethical communication, and continuous campaign optimization, producing evidence of learning that can be discussed in exam-style questions and transferred to professional assignments.

KEY POINTS

  1. The Marketing Funnel and Campaign Structure: Establishes the terminology, principles, and professional context needed to understand the topic’s significance and its connection to sound decisions.
  2. Budget Planning and Allocation: Examines practical workflows, tools, and standards that support consistent, efficient, and defensible execution.
  3. Campaign Mapping and Workflow Coordination: Develops the ability to recognize risks or constraints, compare alternatives, and select appropriate controls, methods, or responses.
  4. Performance Evaluation and Optimization: Connects course knowledge to planning, documentation, measurement, collaboration, and continuous improvement.
  5. Applied Practice: Uses scenarios and practical exercises to create a research brief, content plan, campaign asset, analytics report, or integrated marketing deliverable and to justify decisions with evidence and accepted professional practice.
  6. Professional Standards and Readiness: Reinforces accurate terminology, ethical conduct, clear communication, and audience-centered strategy, brand safety, measurable performance, ethical communication, and continuous campaign optimization for exam-style review and workplace application.

CORE LEARNING OUTCOMES

  1. Foundational Knowledge: Explain the principles, purpose, and professional significance of Topic 1, “The Marketing Funnel and Campaign Structure,” within digital and social media marketing.
  2. Methods and Tools: Apply structured methods, appropriate tools, and accepted practices to the work addressed in Topic 2, “Budget Planning and Allocation.”
  3. Analysis and Judgment: Analyze the conditions presented in Topic 3, “Campaign Mapping and Workflow Coordination”; identify significant risks or opportunities; and select a defensible response.
  4. Solution Development: Develop and justify a practical approach to Topic 4, “Performance Evaluation and Optimization.”
  5. Applied Deliverable: Produce a research brief, content plan, campaign asset, analytics report, or integrated marketing deliverable that demonstrates accurate, ethical, and well-documented application of course concepts.
  6. Professional Communication: Communicate findings and recommendations using terminology, documentation standards, and evidence appropriate to digital and social media marketing.
TSC1280 — Copywriting & Visual Storytelling

COURSE DESCRIPTION

Designed for students preparing to work in digital and social media marketing, this course examines Copywriting & Visual Storytelling from both operational and strategic perspectives. Instruction progresses through four reviewed areas: The Power of Narrative in Social Media Marketing; Advanced Copywriting Techniques; Visual Storytelling and Design Principles; and Integrating Copy and Visuals for Strategic Impact. Emphasis is placed on accurate decisions and repeatable professional practice.

Scenario-based exercises and a final applied task move the material from explanation to workplace use. Throughout the course, students practice audience-centered strategy, brand safety, measurable performance, ethical communication, and continuous campaign optimization, producing evidence of learning that can be discussed in exam-style questions and transferred to professional assignments.

KEY POINTS

  1. The Power of Narrative in Social Media Marketing: Establishes the terminology, principles, and professional context needed to understand the topic’s significance and its connection to sound decisions.
  2. Advanced Copywriting Techniques: Examines practical workflows, tools, and standards that support consistent, efficient, and defensible execution.
  3. Visual Storytelling and Design Principles: Develops the ability to recognize risks or constraints, compare alternatives, and select appropriate controls, methods, or responses.
  4. Integrating Copy and Visuals for Strategic Impact: Connects course knowledge to planning, documentation, measurement, collaboration, and continuous improvement.
  5. Applied Practice: Uses scenarios and practical exercises to create a research brief, content plan, campaign asset, analytics report, or integrated marketing deliverable and to justify decisions with evidence and accepted professional practice.
  6. Professional Standards and Readiness: Reinforces accurate terminology, ethical conduct, clear communication, and audience-centered strategy, brand safety, measurable performance, ethical communication, and continuous campaign optimization for exam-style review and workplace application.

CORE LEARNING OUTCOMES

  1. Foundational Knowledge: Explain the principles, purpose, and professional significance of Topic 1, “The Power of Narrative in Social Media Marketing,” within digital and social media marketing.
  2. Methods and Tools: Apply structured methods, appropriate tools, and accepted practices to the work addressed in Topic 2, “Advanced Copywriting Techniques.”
  3. Analysis and Judgment: Analyze the conditions presented in Topic 3, “Visual Storytelling and Design Principles”; identify significant risks or opportunities; and select a defensible response.
  4. Solution Development: Develop and justify a practical approach to Topic 4, “Integrating Copy and Visuals for Strategic Impact.”
  5. Applied Deliverable: Produce a research brief, content plan, campaign asset, analytics report, or integrated marketing deliverable that demonstrates accurate, ethical, and well-documented application of course concepts.
  6. Professional Communication: Communicate findings and recommendations using terminology, documentation standards, and evidence appropriate to digital and social media marketing.
TSC1285 — Analytics & KPIs

COURSE DESCRIPTION

Analytics & KPIs introduces learners to the principles, terminology, and professional practices that shape digital and social media marketing. Four connected topics anchor the course: Understanding Social Media Analytics; Defining and Selecting Key Performance Indicators; Executive-Level Reporting and Data Visualization; and Integrating Analytics into Strategic Decision-Making. This progression helps students see how the major elements work together in realistic organizational environments.

Scenario-based exercises and a final applied task move the material from explanation to workplace use. Throughout the course, students practice audience-centered strategy, brand safety, measurable performance, ethical communication, and continuous campaign optimization, producing evidence of learning that can be discussed in exam-style questions and transferred to professional assignments.

KEY POINTS

  1. Understanding Social Media Analytics: Establishes the terminology, principles, and professional context needed to understand the topic’s significance and its connection to sound decisions.
  2. Defining and Selecting Key Performance Indicators: Examines practical workflows, tools, and standards that support consistent, efficient, and defensible execution.
  3. Executive-Level Reporting and Data Visualization: Develops the ability to recognize risks or constraints, compare alternatives, and select appropriate controls, methods, or responses.
  4. Integrating Analytics into Strategic Decision-Making: Connects course knowledge to planning, documentation, measurement, collaboration, and continuous improvement.
  5. Applied Practice: Uses scenarios and practical exercises to create a research brief, content plan, campaign asset, analytics report, or integrated marketing deliverable and to justify decisions with evidence and accepted professional practice.
  6. Professional Standards and Readiness: Reinforces accurate terminology, ethical conduct, clear communication, and audience-centered strategy, brand safety, measurable performance, ethical communication, and continuous campaign optimization for exam-style review and workplace application.

CORE LEARNING OUTCOMES

  1. Foundational Knowledge: Explain the principles, purpose, and professional significance of Topic 1, “Understanding Social Media Analytics,” within digital and social media marketing.
  2. Methods and Tools: Apply structured methods, appropriate tools, and accepted practices to the work addressed in Topic 2, “Defining and Selecting Key Performance Indicators.”
  3. Analysis and Judgment: Analyze the conditions presented in Topic 3, “Executive-Level Reporting and Data Visualization”; identify significant risks or opportunities; and select a defensible response.
  4. Solution Development: Develop and justify a practical approach to Topic 4, “Integrating Analytics into Strategic Decision-Making.”
  5. Applied Deliverable: Produce a research brief, content plan, campaign asset, analytics report, or integrated marketing deliverable that demonstrates accurate, ethical, and well-documented application of course concepts.
  6. Professional Communication: Communicate findings and recommendations using terminology, documentation standards, and evidence appropriate to digital and social media marketing.
TSC1290 — Paid Social Basics

COURSE DESCRIPTION

This course provides a focused study of Paid Social Basics within digital and social media marketing. Its instructional sequence is organized around four areas: Understanding Paid Social Advertising; Creative Testing and Optimization; Remarketing and Audience Retention; and ROI Analysis and Budget Allocation. Together, these areas build the conceptual foundation needed to understand and apply the subject in a professional setting.

Scenario-based exercises and a final applied task move the material from explanation to workplace use. Throughout the course, students practice audience-centered strategy, brand safety, measurable performance, ethical communication, and continuous campaign optimization, producing evidence of learning that can be discussed in exam-style questions and transferred to professional assignments.

KEY POINTS

  1. Understanding Paid Social Advertising: Establishes the terminology, principles, and professional context needed to understand the topic’s significance and its connection to sound decisions.
  2. Creative Testing and Optimization: Examines practical workflows, tools, and standards that support consistent, efficient, and defensible execution.
  3. Remarketing and Audience Retention: Develops the ability to recognize risks or constraints, compare alternatives, and select appropriate controls, methods, or responses.
  4. ROI Analysis and Budget Allocation: Connects course knowledge to planning, documentation, measurement, collaboration, and continuous improvement.
  5. Applied Practice: Uses scenarios and practical exercises to create a research brief, content plan, campaign asset, analytics report, or integrated marketing deliverable and to justify decisions with evidence and accepted professional practice.
  6. Professional Standards and Readiness: Reinforces accurate terminology, ethical conduct, clear communication, and audience-centered strategy, brand safety, measurable performance, ethical communication, and continuous campaign optimization for exam-style review and workplace application.

CORE LEARNING OUTCOMES

  1. Foundational Knowledge: Explain the principles, purpose, and professional significance of Topic 1, “Understanding Paid Social Advertising,” within digital and social media marketing.
  2. Methods and Tools: Apply structured methods, appropriate tools, and accepted practices to the work addressed in Topic 2, “Creative Testing and Optimization.”
  3. Analysis and Judgment: Analyze the conditions presented in Topic 3, “Remarketing and Audience Retention”; identify significant risks or opportunities; and select a defensible response.
  4. Solution Development: Develop and justify a practical approach to Topic 4, “ROI Analysis and Budget Allocation.”
  5. Applied Deliverable: Produce a research brief, content plan, campaign asset, analytics report, or integrated marketing deliverable that demonstrates accurate, ethical, and well-documented application of course concepts.
  6. Professional Communication: Communicate findings and recommendations using terminology, documentation standards, and evidence appropriate to digital and social media marketing.
TSC1300 — Capstone Campaign & Exam Preparation

COURSE DESCRIPTION

This course provides a focused study of Capstone Campaign & Exam Preparation within digital and social media marketing. Its instructional sequence is organized around four areas: Integrating Campaign Strategy and Operations; Professional Reporting and Executive Presentation; Certification Exam Readiness and Professional Standards; and Capstone Campaign Execution. Together, these areas build the conceptual foundation needed to understand and apply the subject in a professional setting.

As a capstone experience, the course requires learners to integrate knowledge from the program into a coherent professional project and presentation. Review activities strengthen exam readiness, while the applied work emphasizes audience-centered strategy, brand safety, measurable performance, ethical communication, and continuous campaign optimization and the ability to explain, document, and defend recommendations.

KEY POINTS

  1. Integrating Campaign Strategy and Operations: Establishes the terminology, principles, and professional context needed to understand the topic’s significance and its connection to sound decisions.
  2. Professional Reporting and Executive Presentation: Examines practical workflows, tools, and standards that support consistent, efficient, and defensible execution.
  3. Certification Exam Readiness and Professional Standards: Develops the ability to recognize risks or constraints, compare alternatives, and select appropriate controls, methods, or responses.
  4. Capstone Campaign Execution: Connects course knowledge to planning, documentation, measurement, collaboration, and continuous improvement.
  5. Capstone Integration: Brings the course sequence together through a research brief, content plan, campaign asset, analytics report, or integrated marketing deliverable that demonstrates planning, analysis, execution, and professional judgment.
  6. Exam and Career Readiness: Reinforces core terminology, ethical conduct, clear communication, and audience-centered strategy, brand safety, measurable performance, ethical communication, and continuous campaign optimization for certification-style review and career application.

CORE LEARNING OUTCOMES

  1. Foundational Knowledge: Explain the principles, purpose, and professional significance of Topic 1, “Integrating Campaign Strategy and Operations,” within digital and social media marketing.
  2. Methods and Tools: Apply structured methods, appropriate tools, and accepted practices to the work addressed in Topic 2, “Professional Reporting and Executive Presentation.”
  3. Analysis and Judgment: Analyze the conditions presented in Topic 3, “Certification Exam Readiness and Professional Standards”; identify significant risks or opportunities; and select a defensible response.
  4. Solution Development: Develop and justify a practical approach to Topic 4, “Capstone Campaign Execution.”
  5. Applied Deliverable: Produce a research brief, content plan, campaign asset, analytics report, or integrated marketing deliverable that demonstrates accurate, ethical, and well-documented application of course concepts.
  6. Professional Communication: Communicate findings and recommendations using terminology, documentation standards, and evidence appropriate to digital and social media marketing.