Course Overview
Building on the marketing foundation established in MKTG 2020 Digital Brands and Consumers, students will learn advanced marketing tactics to achieve business results in the digitized world where the fight for consumer attention is paramount. Students will apply learning in marketing automation and analytic and gain an understanding of how to generate earned marketing opportunities and develop paid marketing campaigns on search engines and social media platforms. Throughout the course, students will become Google, Hootsuite and Hupspot certified.
Prerequisite(s)
- 50% in MKTG 2020
Credits
3.0
- Not offered this term
- This course is not offered this term. Notify me to receive email notifications when the course opens for registration next term.
Learning Outcomes
Upon successful completion of this course, the student will be able to:
- Distinguish between SEO, SEM, PPC, search marketing, and online advertising.
- Explain the use and value of search engine marketing.
- Describe the variables at the Account, Campaign, Ad Group, and Ad Level and their importance.
- Identify the different classifications of influencers and the advantages and disadvantages of each.
- Develop an influencer outreach campaign.
- Describe best practices for developing a social media marketing strategy.
- Describe common applications of marketing automation, such as onboarding, retargeting, shopping cart, abandonment, product recommendations, and lead nurturing.
Effective as of Fall 2023
Related Programs
Marketing in the Attention Economy (MKTG 3010) is offered as a part of the following programs:
- Indicates programs accepting international students.
- Indicates programs eligible for students to apply for Post-graduation Work Permit (PGWP).
School of Business + Media
- Digital Design and Development
Diploma Full-time
Programs and courses are subject to change without notice. Find out more about BCIT course cancellations.