Rose Ferro
Office K218, Fall River

Bristol Community College
(774) 357-2027

CIT 170 Home

Welcome to CIT170 (Digital Experience Management)!

Course Description: Digital Experience Management combines traditional web content management and customer experience management.  Students will explore software options that manage relationships with customers including interacting with websites and social media, chat, email, phone and other options.  Topics include web analytics, content personalization, digital asset management and marketing automation.  Three lectures hours per week.  Instructional Support Fee applies. 3 credits Spring

This website will be updated often and will be your resource for learning about weekly homework assignments, quizzes, etc. Be sure to check it frequently! If you have any questions, please feel free to contact me via email. I am available for in person meetings as well (please send me a request if my office hours are not conducive to your schedule). I look forward to having you in my class and I look forward to a successful semester!

Topic #7: Exploring Social Media and Traditional Customer Touchpoints (due 4/5)

Part 1: Exploring the Variety Social Media Platforms

I would like you to research and identify at least 7 commonly utilized social media platforms for marketing communication. Identify each one, provide a brief synopsis of each as well as provide the source of your research and/or the direct URL for the social media platform.

Part 2: Exploring the Variety Social Media Platforms in Depth

Of the 7 social media marketing platforms you identified in part 1, I would like you to select 3 of which you would like to explore in depth. Document all of your findings, as well as clearly identify your preferred in depth research selections, in a Word document and submit them via email upon completion using the course required email subject. 

College Status UPDATE

As you may already be aware, the college is making decisions on how to move forward with the semester as they received updates from the health and higher education authorities. Please note that, given that this is an online course, I will continue to post assignments as initially scheduled. With that said, I will be using Spring Break as an opportunity to get caught up with the feedback that I may owe you. Please do not hesitate to reach out should you have any questions or concerns. Please also be sure to check your Bristol email, ongoing, for additional updates.

Topic #6: Marketing Automation (due 3/15)

Part 1: How to Conduct Effective Online Searches

Read the following Search Engine Tutorial (
Note: You do not need to complete any of the assessments posted to the tutorial website.

Part 2: All About Marketing Automation

This week, I would like you to explore the concept of Marketing Automation. Using the techniques that you learned on how to conduct effective searches online, I would like you to research the term Marketing Automation.

Using MS Word:

  • Elaborate on the meaning of the term.
  • Identify tools used to provide this service (pros and cons of at least 4 different tools). Please include at least 2 free options.
  • Based on your intended final project, elaborate on how Market Automation could be used in your intended business. If you feel that it could not, be sure to indicate that as well as explain your feeling as to why or why not.
  • Be sure to cite your sources.
  • Upon completion, submit your completed MS Word document via email.

Please note that you should be receiving additional feedback soon. Please don't hesitate to reach out should you have any questions. Thank you for your patience!

Topic #5: Digital Marketing and Final Project Preparation (due 3/5)

Part 1: All About Digital Marketing

This week, I would like you to explore the concept of Digital Marketing by reading the following article What Is Digital Marketing? which elaborates on the following key areas:

  • What is digital marketing?
  • Why digital marketing?
  • Digital Marketing Examples
  • What does a digital marketer do?
  • Inbound Marketing vs. Digital Marketing: Which is it?
  • Does digital marketing work for all businesses?
  • What is the role of digital marketing to a company
  • What types of digital content should I create?
  • How long will it take to see results from my content?
  • Do I need a big budget for digital marketing?
  • How does mobile marketing fit into my digital marketing strategy?
  • I'm ready to try digital marketing. Now what?

Part 2: Final Project Preparation (Rough Draft)

As we further explore the variety of concepts covered in this course, I would like you to begin brainstorming ideas for your final project which will entail developing a Digital Experience Management plan. To help you begin, I would like you to identify what type of real or fictitious business for which you would like to develop your plan. Some things to consider and identify as part of your submission:

  • Sector of Industry: Private/Public, Profit/Non Profit
  • Type of Business: Financial, Consumer Product, Service Based, etc.
  • Size of Business: Small, Medium, Large, How many employees are there?
  • Target Audience: Business Professionals, Children, Senior Citizens, Government Agents, etc.

Using MS Word, submit a one page summary identifying the type of business (and examples related businesses) that you would like to focus on as part of your final project. Again, this may be a real or fictitious business. As part of your submission, I would also like you to identify the components (based on what you have learned thus far) that you would include in your Digital Experience Management plan.

Additional Resource to review: Why Digital Marketing? (eText)

Topic #4: Personal Brand Identity (due 2/26)

Similar to the research you conducted last week, this week you will be focusing on personal brands. There are many famous individuals that rely on their personal brand to market themselves and/or their personal businesses. I would like you to identify some individuals that have been successful in this venture as well as those that have not been as successful (or may be on the cusp of success but have not yet become a household name). To give you an example of someone who fall into the category of success would be Kylie Jenner.

Topic #3: Exploring the Terms Brand and Business/Corporate Identity (due 2/16)

In order to manage a customer's (or one's own) digital identity, it is important to understand what defines a brand and business identity. This week, you will be exploring these terms and learning about how they relate to the digital environment.

Topic #2: Intro to Digital Experience Management (due 2/5)

In order to manage a customer's digital experience, it is important to understand what defines a digital experience. This week, you will be taking a critical look at your own, personal interaction with the digital world and providing me with your own evaluation as it pertains to the perspective of the customer.

Topic #1: Intro Survey (due 1/30)

Welcome to CIT 170. You should have received an email from me with your first homework assignment. Please email your completed survey as well as your resume to me by 1/30. Should you have any questions, please do not hesitate to reach out. As a reminder, my email address is at

Reading Assignments: