This course examines the various techniques available to marketers to drive digital business management practices that aim to generate revenue and Return on Investment (ROI). From the monetization of mobile marketing, games and apps to lead generation and e-Commerce portals and through user interfaces that shape our online experiences, this course explores how businesses in our digital world manage their marketing spend effectively. In addition, the regulations that surround those practices from legal to privacy and ethical perspectives are examined for their impacts.
- The evolution of Digital Business Management in marketing strategy.
- Mobile marketing, games and apps in marketing strategies.
- Sales funnels and lead generation practices from understanding buyer behaviour through Calls to Action (CTA) on website landing pages and microsites.
- Customer Relationship Management (CRM), Marketing Automation software, sales funnels, online lead generation and the health of marketing and sales organizations.
- e-Commerce portals from marketing to purchase right through distribution to end consumers.
- Website User Interface (UI) design and User Experience (UX) outcomes.
- The impact of legal, ethical and privacy regulations that impact digital business management, marketing programs and tactics.
Methods of Instruction
The course will involve a blend of lectures, discussions, videos, workshops, online activities, computer applications, group work, and industry-related projects.
Means of Assessment
Assignments and/or Case Presentations 15-40%
Midterm Examination 20-25%
Term Project 25-40%
Final Exam 20-25%
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:
- Analyze the use and importance of digital business management via mobile marketing, games and apps for monetization.
- Generate insights into the use and importance of sales funnels and lead generation and the relevant tools, dashboards and platforms available to monitor impact.
- Evaluate e-Commerce platforms for products and services.
- Analyze the attributes of successful website, platform and application User Interface (UI) design, what defines great User Experience (UX) and how to measure them.
- Analyze the implications of legal, ethical and privacy regulations that impact digital business management, marketing programs and tactics.
Courses listed here must be completed either prior to or simultaneously with this course:
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.