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.
- 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.
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%
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.
- 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.
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.