This course is an advanced study and application of digital marketing strategy, online branding and digital communications. Students will learn how to effectively use digital marketing concepts applied to modern business scenarios and common marketing challenges. Special attention is given to social media, search marketing, online advertising, online reputation management, mobile marketing, web analytics, lead generation, emerging technologies and the overall integration of digital strategies with non-digital marketing.
1. Digital Marketing planning and results-oriented execution from concept to completion
2. The modern digital consumer and the consumer journey
3. Brand frameworks and their application in the digital environment
4. The application of the STP approach (segmentation, targeting, and positioning) to create a positioning strategy, select target audiences
5. The use of content creation as a way to reinforce online brand positioning and advance online results through the sales funnel
6. The integration of digital and traditional marketing using the concept of Integrated Marketing Communications (IMC)
7. Measurement of digital campaigns' return on investment (ROI) against initial objectives
8. Digital marketing and project management dashboards, calendars and other relevant tools
9. PR and online reputation management in the era of Social Media and real time marketing
10. Maintaining an effective online presence and building a personal brand and portfolio
11. Market intelligence gathering from reliable online marketing resources and market research
12. Privacy and ethical issues and regulations in digital media and digital marketing
13. New and upcoming digital trends and emerging technologies
14. Teamwork and collaboration; client and team management
15. Digital Marketing certifications
Methods of Instruction
A variety of pedagogical methods will be used in this course. They will include: lectures, group and class discussions, case discussions and presentations, guest speakers, web analysis and audio-visuals.
Means of Assessment
Class Participation 5-10%
Term Project 20-30%
Final Exam 20-30%
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.
At the end of the course, the successful student should be able to:
1. Integrate all elements of digital marketing into a strategic marketing plan
2. Determine the right promotional mix for integrated campaigns based on strategic goals and intended outcomes
3. Demonstrate, employ and measure the effectiveness of an online brand
4. Explain the role that digital media plays in today's consumers’ lives and how it affects their purchasing behaviour, both online and offline
5. Identify and compare online tools and platforms that deliver digital marketing effectiveness for modern businesses
6. Evaluate an organization’s online presence and recommend improvements to a brand’s positioning and the consumer experience it offers
7. Apply oral and written skills in project presentations
[MARK 4340 OR MARK 4240 OR MARK 4420] to be taken prior to or concurrently with this course. i.e. students are advised to take these courses prior to registering in MARK 4235, but will be allowed to take one or more of them in the same semester as MARK 4235 in order to allow for timely program completion.
MARK 4340 OR MARK 4240 OR MARK 4420
Courses listed here are equivalent to this course and cannot be taken for further credit:
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.
Below shows how this course and its credits transfer within the BC transfer system.
A course is considered university-transferable (UT) if it transfers to at least one of the five research universities in British Columbia: University of British Columbia; University of British Columbia-Okanagan; Simon Fraser University; University of Victoria; and the University of Northern British Columbia.
For more information on transfer visit the BC Transfer Guide and BCCAT websites.
If your course prerequisites indicate that you need an assessment, please see our Assessment page for more information.