Course Overview
The digitization of our world has fundamentally changed the ways that marketers are creating value and connecting with consumers. One thing that hasn't changed is the understanding that consumers are at the heart of marketing that drives business results and that brands and branding are foundational to effective marketing in any medium. Students in this course will first examine the tenets of branding and then look at markets and the role of marketing, how to select a target market to create a strategic competitive advantage. Students will learn how to create user psonas and customer journey maps that are research and data-driven. From there, students will learn the importance of content creation and SEO in developing digital-first marketing campaigns.
Prerequisite(s)
- 50% in MKTG 1102
Credits
4.0
- 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:
- Discuss the role of a value proposition in building a brand relationship.
- Define brand culture and explain its role in creating brand relationships.
- Define and discuss the components of brand value.
- Develop data-driven user personas and customer journey maps.
- Define content marketing and outline the process of content marketing.
- Explain the basics of how search engines work and how search engine "reads" a website.
- Apply the key on-page and technical SEO factors in optimizing a webpage for search.
Effective as of Winter 2023
Related Programs
Digital Brands and Consumers (MKTG 2020) 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.