Course

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(s) Of Instruction
Hybrid
Online
Lecture
Seminar
Course Designation
None
Industry Designation
PCM
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
  • Learning Activities

    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

    Courses listed here must be completed either prior to or simultaneously with this course:

    • No corequisite courses

    Equivalencies

    Courses listed here are equivalent to this course and cannot be taken for further credit:

    • No equivalency 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

    These are for current course guidelines only. For a full list of archived courses please see https://www.bctransferguide.ca

    Institution Transfer Details for MARK 3235
    Camosun College (CAMO) CAMO MARK 440 (3)
    Capilano University (CAPU) CAPU BMKT 369 (3)
    Kwantlen Polytechnic University (KPU) KPU MRKT 2111 (3)
    Langara College (LANG) LANG MARK 2XXX (3)
    Simon Fraser University (SFU) SFU BUS 2XX (3)
    Thompson Rivers University (TRU) TRU BBUS 3XXX (3)
    Trinity Western University (TWU) TWU BUSI 2XX (3)
    University of British Columbia - Okanagan (UBCO) UBCO MGMT 2nd (3)
    University of British Columbia - Vancouver (UBCV) UBCV COMM 2nd (3)
    University of Victoria (UVIC) UVIC COM 4XX (1.5)
    Vancouver Island University (VIU) VIU MARK 430 (3)

    Course Offerings

    Fall 2022

    CRN
    Days
    Dates
    Start Date
    End Date
    Instructor
    Status
    CRN
    33925
    Mon Wed
    Start Date
    -
    End Date
    Start Date
    End Date
    Instructor Last Name
    Jang
    Instructor First Name
    Kimberly
    Course Status
    Waitlist
    Max
    Enrolled
    Remaining
    Waitlist
    Max Seats Count
    35
    Actual Seats Count
    34
    1
    Actual Wait Count
    2
    Days
    Building
    Room
    Time
    Mon Wed
    Building
    Anvil Office Tower
    Room
    816
    Start Time
    14:30
    -
    End Time
    16:20
    CRN
    Days
    Dates
    Start Date
    End Date
    Instructor
    Status
    CRN
    35387
    Tue Thu
    Start Date
    -
    End Date
    Start Date
    End Date
    Instructor Last Name
    Patterson
    Instructor First Name
    Lorne
    Course Status
    Full
    Max
    Enrolled
    Remaining
    Waitlist
    Max Seats Count
    35
    Actual Seats Count
    36
    -1
    Actual Wait Count
    0
    Days
    Building
    Room
    Time
    Tue Thu
    Building
    Anvil Office Tower
    Room
    807
    Start Time
    12:30
    -
    End Time
    14:20
    CRN
    Days
    Dates
    Start Date
    End Date
    Instructor
    Status
    CRN
    37291
    Tue
    Start Date
    -
    End Date
    Start Date
    End Date
    Instructor Last Name
    Jang
    Instructor First Name
    Kimberly
    Course Status
    Waitlist
    Max
    Enrolled
    Remaining
    Waitlist
    Max Seats Count
    35
    Actual Seats Count
    36
    -1
    Actual Wait Count
    2
    Days
    Building
    Room
    Time
    Tue
    Building
    None
    Room
    None
    Start Time
    18:30
    -
    End Time
    21:20
    CRN
    Days
    Dates
    Start Date
    End Date
    Instructor
    Status
    CRN
    37424
    Tue
    Start Date
    -
    End Date
    Start Date
    End Date
    Instructor Last Name
    Wang
    Instructor First Name
    Zhongyi
    Course Status
    Full
    Max
    Enrolled
    Remaining
    Waitlist
    Max Seats Count
    35
    Actual Seats Count
    35
    0
    Actual Wait Count
    0
    Days
    Building
    Room
    Time
    Tue
    Building
    None
    Room
    None
    Start Time
    18:30
    -
    End Time
    21:20