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. This course will first examine markets and the role of marketing, and the importance of developing a customer-centric approach to creating marketing plans. Students will then 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)
- No prerequisites are required for this course.
Credits
3.0
- Retired
- This course has been retired and is no longer offered. Find other Flexible Learning courses that may interest you.
Learning Outcomes
Upon successful completion of this course, the student will be able to:
- 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 a search engine “reads" a website.
- Learn the key on-page and technical SEO factors in optimizing a webpage for search.
- 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.
- Identify 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 2024
Programs and courses are subject to change without notice. Find out more about BCIT course cancellations.