Course

Digital Asset Management for Marketers

Faculty
Commerce & Business Administration
Department
Marketing
Course code
MARK 4250
Credits
3.00
Semester length
15 Weeks
Max class size
35
Method(s) of instruction
Lecture
Seminar
Course designation
None
Industry designation
None
Typically offered
To be determined

Overview

Course description
This course provides students with the knowledge and skills to build, manage, and optimize digital assets—including websites, automation workflows, and customer engagement platforms—without requiring coding experience. By integrating no-code/low-code tools, AI-powered automation, and UX/UI best practices, students will develop hands-on experience in executing digital marketing strategies effectively.
Course content

This course will cover the use of no-code, low-code, and AI-powered tools for managing digital assets and optimizing marketing workflows.

  1. Introduction to no-code, low-code, and AI-powered technologies

  2. Role of digital asset management in modern marketing environments

  3. Overview of Webflow, Wix, Zapier, and AI automation platforms

  4. No-code website and application development fundamentals

  5. Principles of UX/UI design for digital interfaces

  6. Website and landing page creation using Webflow or Wix

  7. Marketing automation using Zapier, HubSpot, and AI chatbots

  8. AI-driven customer engagement and content recommendation

  9. A/B testing and optimization of user experience

  10. CRM integration for customer relationship and engagement strategies

  11. Use of HubSpot, Meta Business Suite, and Google Analytics for CRM

  12. Data analytics for website performance and user behaviour

  13. Application of Google Analytics 4 and data visualization tools

  14. Personalization techniques using machine learning and AI

  15. Ethical considerations and data privacy laws in AI-driven marketing

  16. Addressing bias in AI algorithms for digital marketing

  17. Emerging trends in MarTech and digital transformation

  18. Development of digital asset and marketing optimization strategies

  19. Strategic refinement of websites, automations, and personalization

Learning activities

This course integrates theory with applied experiences through the following methods:

  • Case Studies & Industry Engagement: Real-world applications of digital asset strategies.
  • Hands-On Workshops: Practical exercises in no-code development and AI integration.
  • Project-Based Learning: Individual and group assignments focused on digital asset management.
  • Guest Speaker Series: Insights from industry professionals in digital marketing, UX/UI, and MarTech.
  • Industry Certifications: Encouragement to complete Google, HubSpot, or Meta certifications.
Means of assessment

Assessment will be based on course objectives and will be carried out in accordance with the Douglas College Evaluation Policy. An evaluation schedule is presented at the beginning of the course. This is a graded course.

Assessment Component

Weight

Applied Assignments (No-Code and AI Applications)

30-40%

Digital Strategy Project (Group or Individual)

25-30%

Quizzes on Digital Tools and Concepts

15-20%

Case Study Analysis

10-20%

STUDENTS MUST COMPLETE ALL COMPONENTS OF THE COURSE AND ACHIEVE A MINIMUM AVERAGE GRADE OF AT LEAST 50 PERCENT ON THEIR TOTAL NON-GROUP EVALUATIONS TO OBTAIN CREDIT FOR THE COURSE. 

Note: No single assignment to be worth more than 40%.

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

By the end of this course, students will be able to:

  1. Design and optimize websites and applications using no-code/low-code platforms.
  2. Implement AI-driven automation for marketing tasks and customer engagement.
  3. Utilize data analytics platforms to inform marketing decisions.
  4. Apply UX/UI principles to enhance digital customer experiences.
  5. Manage and integrate digital marketing technologies into business strategies.
Textbook materials

Textbooks and materials are to be purchased by students.  A list of required and textbooks and materials is provided for students at the beginning of the semester. Example texts and materials may include:

  • No-Code/Low-Code Platforms: Webflow, Bubble, Wix, Airtable, Zapier.
  • AI-Powered Tools: Canva Magic Studio, ChatGPT, AI Magicx.
  • Digital Analytics & CRM Tools: Google Analytics 4, Meta Business Suite, HubSpot.

Latest edition or equivalent as approved by the Department 

Requisites

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.

(Current)

Course Transfers to Other Institutions

Below are current transfer agreements from Douglas College to other institutions for the current course guidelines only. For a full list of transfer details and archived courses, please see the BC Transfer Guide.

Institution Transfer details for MARK 4250
There are no applicable transfer credits for this course.

Course Offerings

There are no course offerings this semester.