Digital Promotions and Social Media

Faculty
Commerce & Business Administration
Department
Marketing
Course Code
MARK 4340
Credits
3.00
Semester Length
15 Weeks X 4 Hours per Week = 60 Hours
Max Class Size
35
Method Of Instruction
Lecture
Seminar
Online
Hybrid
Typically Offered
To be determined
Campus
New Westminster

Overview

Course Description
This course examines how practical application of digital promotional tools are used in a larger strategy to bolster Business to Consumer and Business to Business channels. The tools learned in this course will propel students and forward-thinking organizations to leverage the power of digital promotions and social media in a strong combination. Key areas include mobile, social, content marketing, and promotions. From this course, you will develop a portfolio through the term project.
Course Content
  1. Study the evolution of tools utilized in digital advertising and promotions.
  2. Review current trends in digital advertising and promotions – these include social media, email, content and search engine optimization marketing. 
  3. Assess dashboard tools to measure campaign results and how to connect with the audience. 
  4. Practice copywriting skills for effective digital promotions and advertising. Recognize the difference between advertising and promotions directed at business to business and business to consumer markets. 
  5. Examine design concepts for digital advertising and promotions.
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

Class Participation                                 5-10%
Assignments and/or Case Presentations 15-30%
Midterm examination                            20-25%
Term Project                                        25-40%
Final Exam                                           20-30%
Total                                                      100%

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. 

Learning Outcomes
  • Examine the evolution of the digital tools and how they impact business and communication goals along with client engagement. 
  • Apply different tools in the owned, paid, and earned spaces of digital promotions. 
  • Analyze the effectiveness of your competitors and companies social and digital promotions. 
  • Discover current trends in Search Engine Optimization, Social Media, Video, Digital Marketing, and how these relate to digital promotions. 
  • Use the latest digital tools in an effective manner as they relate to impacting business, communication goals, and client engagement.
  • Identify the many promotional techniques for social media, email, content, and SEO marketing. 
  • Apply PR techniques to digital promotions.
Textbook Materials

McStay, A. Digital Advertising. Palgrave Macmillian.  Latest edition or equivalent as approved by the Department.

Scott. D. The New Rules of Marketing & PR. Wiley.  Latest edition or equivalent as approved by the Department.

 

Requisites

Prerequisites

MARK 3235 and MARK 3340

Corequisites

No corequisite courses.

Equivalencies

No equivalent courses.

Requisite for

This course is not required for any other course.

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
Athabasca University (AU) AU MKTG 3XX (3) 2019/05/01 to -
College of the Rockies (COTR) COTR MKTG 3XX (3) 2019/05/01 to -
Kwantlen Polytechnic University (KPU) KPU MRKT 2111 (3) 2019/05/01 to -
LaSalle College Vancouver (LCV) LCV DFV 252 (3), This course can be used as a studio elective in the Bachelor of Graphic Design degree program. 2019/05/01 to -
North Island College (NIC) NIC BUS 3XX (3) 2019/05/01 to -
Simon Fraser University (SFU) SFU BUS 2XX (3) 2019/05/01 to -
Thompson Rivers University (TRU) TRU MKTG 4XXX (3), May not take TRU MKTG 4422 for further credit. 2019/05/01 to -
University Canada West (UCW) UCW MRKT 4XX (3) 2019/05/01 to -
University of Northern BC (UNBC) UNBC COMM 3XX (3) 2019/05/01 to -
University of the Fraser Valley (UFV) UFV BUS 3XX (3) 2019/05/01 to -

Course Offerings

Fall 2020

There aren't any scheduled upcoming offerings for this course.