Digital Marketing I

Faculty
Commerce & Business Administration
Department
Marketing
Course Code
MARK 3235
Credits
3.00
Semester Length
15 Weeks
Max Class Size
35
Method Of Instruction
Lecture
Seminar
Online
Hybrid
Typically Offered
To be determined

Overview

Course Description
This course will introduce students to digital marketing and how organizations communicate, promote, price, and distribute products online. By examining various components of marketing in a digital context, students will develop the knowledge, comprehension, and techniques to market in the online environment. By the end of the course, students will be able to assess a company’s online presence and how to improve its use of digital marketing.
Course Content
  1. Background and history of digital marketing 
  2. Situation analysis of the digital marketing environment 
  3. Strategic digital marketing planning
  4. Online market segmentation and positioning 
  5. The online marketing mix  
  • Online products and services 
  • Pricing online 
  • Online promotion and communication  
    • Email marketing 
    • Search engine marketing 
    • Social Media marketing
  • Distribution online 
  • Customer relationship management online 
  • Market research online 
  • Search Engine Optimization (SEO)
  • Building and maintaining an online presence 
  • Business to Consumer (B2C) digital marketing 
  • Business to Business (B2B) digital marketing 
  • Analytics and measuring marketing success online 
  • Evolving Digital Marketing trends
  • Methods Of Instruction

    This course will be studied through lectures, videos, case studies, workshops, guest lecturers, group discussions, computer applications, and industry-related projects.

    Means of Assessment

    Evaluation will be carried out in accordance with the Douglas College Evaluation Policy. 

    Class participation

      5%-10%

    Case studies, homework   0%-10%
    Assignments (2 - 5)  25%-40%
    Midterm examination  20%-30%
    Final examination  20%-30%
    Total 100%

    Students must achieve at least 50% on the combined non-group components in order to obtain credit for the course, with the 50% calculated on a weighted average basis. 

    Students must complete all projects, assignments and write all examinations in order to be eligible for a passing grade in the course.

    Students may conduct research as part of their coursework in this class. Instructors for the course are responsible for ensuring that student research projects comply with College policies on ethical conduct for research involving humans, which can require obtaining Informed Consent from participants and getting the approval of the Douglas College Research Ethics Board prior to conducting the research.

    Learning Outcomes

    At the end of the course, a successful student should be able to: 

    1. Critique web design frameworks for improving conversion rates on a website. Apply these design frameworks to identify areas for website improvement  
    2. Identify and discuss the use of different online business models 
    3. Develop a strategic digital marketing plan 
    4. Explain the opportunities and challenges of conducting market research online 
    5. Assess the legal, ethical, regulatory, and social issues impacting digital marketing initiatives 
    6. Examine the role of digital media in identifying, anticipating and satisfying consumer needs and wants 
    7. Create and evaluate digital marketing programs 
    8. Critique distribution considerations due to the emergence of digital technologies 
    9. Examine how customers find products and services online 
    10. Explain the importance of digital brand management
    11. Analyze and optimize digital communications and content marketing
    12. Analyze Digital Marketing fundamentals such as: Search Engine Optimization (SEO), Digital Analytics, Online Advertising and Social Media
    Textbook Materials

    Larson, J., & Draper, S. Digital Marketing Essentials: a comprehensive digital marketing textbook. Stukent Inc.  latest edition.
    and/or other textbook(s) and/or other material(s) approved by the department.

    Requisites

    Prerequisites

    Corequisites

    No corequisite courses.

    Equivalencies

    No equivalent courses.

    Course Guidelines

    Course Guidelines for previous years are viewable by selecting the version desired. If you took this course and do not see a listing for the starting semester / year of the course, consider the previous version as the applicable version.

    Course Transfers

    Institution Transfer Details Effective Dates
    Camosun College (CAMO) CAMO MARK 440 (3) 2020/01/01 to -
    Capilano University (CAPU) CAPU BMKT 369 (3) 2003/05/01 to -
    Kwantlen Polytechnic University (KPU) KPU MRKT 2111 (3) 2008/01/01 to -
    Langara College (LANG) LANG MARK 2XXX (3) 2008/01/01 to -
    Simon Fraser University (SFU) SFU BUS 2XX (3) 2008/01/01 to -
    Thompson Rivers University (TRU) TRU BBUS 3XX (3) 2008/01/01 to 2010/08/31
    Thompson Rivers University (TRU) TRU BBUS 3XXX (3) 2010/09/01 to -
    Trinity Western University (TWU) TWU BUSI 2XX (3) 2014/09/01 to -
    University of British Columbia - Okanagan (UBCO) UBCO MGMT 2nd (3) 2013/09/01 to -
    University of British Columbia - Vancouver (UBCV) UBCV COMM 2nd (3) 2013/09/01 to -
    University of the Fraser Valley (UFV) UFV BUS 390G (3) 2008/01/01 to 2008/08/31
    University of Victoria (UVIC) UVIC COM 4XX (1.5) 2008/01/01 to -
    Vancouver Island University (VIU) VIU MARK 430 (3) 2020/01/01 to -

    Course Offerings

    Fall 2021

    CRN
    Days
    Dates
    Start Date
    End Date
    Instructor
    Status
    33546
    Wed
    07-Sep-2021
    - 08-Dec-2021
    07-Sep-2021
    08-Dec-2021
    Wang
    Zhongyi
    Full
    This course will include synchronous on-line activities. Students should plan to be available on-line at scheduled course times. Access to computer with reliable internet, webcam and speakers/mic or headset will be required.
    Max
    Enrolled
    Remaining
    Waitlist
    35
    36
    -1
    0
    Days
    Building
    Room
    Time
    Wed
    18:30 - 21:20
    CRN
    Days
    Dates
    Start Date
    End Date
    Instructor
    Status
    33925
    Tue Thu
    07-Sep-2021
    - 08-Dec-2021
    07-Sep-2021
    08-Dec-2021
    Patterson
    Lorne
    Full
    Max
    Enrolled
    Remaining
    Waitlist
    35
    36
    -1
    0
    Days
    Building
    Room
    Time
    Tue Thu
    Anvil Office Tower
    807
    12:30 - 14:20