- Background and history of digital marketing
- Situation analysis of the digital marketing environment
- Strategic digital marketing planning
- Online market segmentation and positioning
- The online marketing mix
- Online products and services
- Pricing online
- Online promotion and communication
- Email marketing
- Search engine marketing
- Social Media marketing
- Distribution online
This course will be studied through lectures, videos, case studies, workshops, guest lecturers, group discussions, computer applications, and industry-related projects.
Evaluation will be carried out in accordance with the Douglas College Evaluation Policy.
|Case studies, homework||0%-10%|
|Assignments (2 - 5)||25%-40%|
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.
At the end of the course, a successful student should be able to:
- Critique web design frameworks for improving conversion rates on a website. Apply these design frameworks to identify areas for website improvement
- Identify and discuss the use of different online business models
- Develop a strategic digital marketing plan
- Explain the opportunities and challenges of conducting market research online
- Assess the legal, ethical, regulatory, and social issues impacting digital marketing initiatives
- Examine the role of digital media in identifying, anticipating and satisfying consumer needs and wants
- Create and evaluate digital marketing programs
- Critique distribution considerations due to the emergence of digital technologies
- Examine how customers find products and services online
- Explain the importance of digital brand management
- Analyze and optimize digital communications and content marketing
- Analyze Digital Marketing fundamentals such as: Search Engine Optimization (SEO), Digital Analytics, Online Advertising and Social Media
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.
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.
|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 -|