Digital Marketing I

Curriculum guideline

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Course
MARK 3235
Discontinued
No
Course code
MARK 3235
Descriptive
Digital Marketing I
Department
Marketing
Faculty
Commerce & Business Administration
Credits
3.00
Start date
End term
Not Specified
PLAR
No
Semester length
15 Weeks
Max class size
35
Course designation
None
Industry designation
PCM
Contact hours

Lecture: 2 hours/week

Seminar: 2 hours/week

Method(s) of instruction
Hybrid
Online
Lecture
Seminar
Learning activities

This course will be studied through lectures, videos, case studies, workshops, guest lecturers, group discussions, computer applications, and industry-related projects.

Course description
This course will introduce students to digital marketing and how organizations communicate, promote, price, and distribute products online. By examining various components of marketing in a digital context, students will develop the knowledge, comprehension, and techniques to market in the online environment. By the end of the course, students will be able to assess a company’s online presence and how to improve its use of digital marketing.
Course content
  1. Background and history of digital marketing 
  2. Situation analysis of the digital marketing environment 
  3. Strategic digital marketing planning
  4. Online market segmentation and positioning 
  5. The online marketing mix  
    • Online products and services 
    • Pricing online 
    • Online promotion and communication  
      • Email marketing 
      • Search engine marketing 
      • Social Media marketing
    • Distribution online 
  6. Customer relationship management online 
  7. Market research online 
  8. Search Engine Optimization (SEO)
  9. Building and maintaining an online presence 
  10. Business to Consumer (B2C) digital marketing 
  11. Business to Business (B2B) digital marketing 
  12. Analytics and measuring marketing success online 
  13. Evolving Digital Marketing trends
Learning outcomes

At the end of the course, a successful student should be able to: 

  1. Critique web design frameworks for improving conversion rates on a website. Apply these design frameworks to identify areas for website improvement  
  2. Identify and discuss the use of different online business models 
  3. Develop a strategic digital marketing plan 
  4. Explain the opportunities and challenges of conducting market research online 
  5. Assess the legal, ethical, regulatory, and social issues impacting digital marketing initiatives 
  6. Examine the role of digital media in identifying, anticipating and satisfying consumer needs and wants 
  7. Create and evaluate digital marketing programs 
  8. Critique distribution considerations due to the emergence of digital technologies 
  9. Examine how customers find products and services online 
  10. Explain the importance of digital brand management
  11. Analyze and optimize digital communications and content marketing
  12. Analyze Digital Marketing fundamentals such as: Search Engine Optimization (SEO), Digital Analytics, Online Advertising and Social Media
Means of assessment

Evaluation will be carried out in accordance with the Douglas College Evaluation Policy. 

Class participation

  5%-10%
Case studies, homework   0%-10%
Assignments (2 - 5)  25%-40%
Midterm examination  20%-30%
Final examination  20%-30%
Total 100%

Students must achieve at least 50% on the combined non-group components in order to obtain credit for the course, with the 50% calculated on a weighted average basis. 

Students must complete all projects, assignments and write all examinations in order to be eligible for a passing grade in 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.

Textbook materials

Larson, J., & Draper, S. Digital Marketing Essentials: a comprehensive digital marketing textbook. Stukent Inc.  latest edition.
and/or other textbook(s) and/or other material(s) approved by the department.

Prerequisites

MARK 1120

 

Corequisites

Courses listed here must be completed either prior to or simultaneously with this course:

  • No corequisite courses
Equivalencies

Courses listed here are equivalent to this course and cannot be taken for further credit:

  • No equivalency courses