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
- Study the evolution of tools utilized in digital advertising and promotions.
- Review current trends in digital advertising and promotions – these include social media, email, content and search engine optimization marketing.
- Assess dashboard tools to measure campaign results and how to connect with the audience.
- 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.
- Examine design concepts for digital advertising and promotions.
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
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.
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
- 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.