Digital Marketing I

Curriculum Guideline

Effective Date:
Course Code
MARK 3235
Digital Marketing I
Commerce & Business Administration
Start Date
End Term
Not Specified
Semester Length
15 Weeks
Max Class Size
Course Designation
Industry Designation
Contact Hours

Lecture: 2 hours/week

Seminar: 2 hours/week

Method(s) Of Instruction
Learning Activities

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

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 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
    Means of Assessment

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

    Class participation


    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.

    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.


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

    • No corequisite courses

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

    • No equivalency courses