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Course Outlines

MKTG 1352 Digital Marketing

School School of Business + Media
Program Marketing
Course Credits 3
Minimum Passing Grade 50%
Start Date January 04, 2021
End Date March 29, 2021
Total Hours 36
Total Weeks 12
Hours/Weeks 3
Delivery Type Lecture/Lab
CRN 82117

Acknowledgement of Territories

The British Columbia Institute of Technology acknowledges that our campuses are located on the unceded traditional territories of the Coast Salish Nations of Sḵwx̱wú7mesh (Squamish), səl̓ilwətaɁɬ (Tsleil-Waututh), and xwməθkwəy̓əm (Musqueam).

Instructor Details

Name Andrew Naiberg
E-mail Instructor to provide
Location N/A - I don't have an office at BCIT
Office Hours Instructor to provide

Course Description

The focus of this course will be to provide the student with e-Marketing techniques and strategies that can help any forward-thinking organization be competitive in today's business environment. Key areas that promise to leverage the power of Internet are: customer relationship management (CRM); 1:1 marketing; permission-based e-mail marketing; viral marketing; attributes of a good Website and Website marketing goals; Website promotion/search engine positioning/ranking, and key Internet technologies/terminologies/acronyms.

Course Learning Outcomes/Competencies

Upon successful completion, the student will be able to:

  • Analyze any website from the perspective how its user experience supports business goals.
  • Articulate how to integrate Internet marketing programs, tactics and strategies into traditional marketing strategies and plans to meet corporate objectives.
  • Audit a company’s organic search engine presence and make recommendations to elevate its position for desired keywords.
  • Define important Internet Marketing terminology and acronyms.
  • Measure the effectiveness of various Digital Marketing channels, such as website performance, email and PPC advertising.
  • Use email marketing to build programs that drive awareness, as well as loyalty and retention.
  • Utilize paid search engine marketing programs to drive qualified traffic to an organization’s website.

Learning Resources

No textbook required - material is provided in class lecture notes and extensive online resources.

Course Goals

This is an introductory course designed to provide students with an overview of the fundamentals and key channels of digital marketing. The course spends roughly one class on each channel. No prior experience/familiarity is assumed.

Evaluation Criteria

Criteria % Comments
Mid-Term Exam30Approximately 75 questions multiple choice
Final class project42Marketing assessment and strategic plan
Small class assignments246 assignments @ 4% each
Hootsuite Certification4Optional introduction to social media and Hootsuite tools

Attendance Requirements

Attendence is expected during live online classes, and it'll be better for everyone if you participate actively in the class.

Course Schedule and Assignments

Planned class schedule - subject to change.

The goal of all assignments - especially the final project - is to demonstrate that you understand the marketing techniques and can apply them to real-life situations. Do your own work (don't just copy material you find online) and provide your own analysis/insights/opinions where appropriate (don't just describe what you see; explan what it means, if it's good or bad, and how to fix/improve it).

ClassDateClass TopicAssignment (due the following week)
1Jan 4

Class Intro

Marketing Strategy & Channels Overview

Assignment #1: Marketing strategy & planning
2Jan 11Website FundamentalsWebsite subjective analysis and recommendations/re-design (part 1 of 2-part assignment); submit assignment after next week's part 2.
3Jan 18Search Engine OptimizationAssignment #2: Website SEO analysis (combine with last week's subjective website analysis assignment and submit as one assignment)
4Jan 25Paid AdvertisingAssignment #3: Google Ads PPC campaign
5Feb 1Web AnalyticsNo submitted assignment, in-class example
6Feb 8Email MarketingAssignment #4: Email campaign
Feb 15No class - Family Day Holiday
7Feb 22Mid-Term ExamApprox. 75 multiple-choice questions, written online
8March 1

Mid-Term Review

Affiliate Marketing

Optional: Submit part 1 of class project for comments/suggestions (not marked)
9Mar 8Content MarketingAssignment #5: Content Marketing - 6 content titles
10Mar 15Social Media MarketingAssignment #6: Social Media plan
11Mar 22

Social Media cont'd

Mobile Marketing

12Mar 29Presentations or makeupClass project presentations or makeup if required to complete course material
April 2Final Class Project uploaded to D2L by 6:00pm on Friday, April 2
Apr 4Hootsuite completed by noon on Sunday, April 4 (certificate uploaded to D2L)

Course topics

  • Marketing strategy
  • Marketing campaign development process
  • Website fundamentals
  • Search Engine Optimization
  • Paid Advertising (Pay-per-Click search advertising, social media advertising)
  • Web Analytics
  • Email Marketing
  • Affiliate Marketing
  • Content Marketing
  • Social Media Marketing
  • Mobile Marketing

BCIT Policy

Any student who needs special assistance in the event of a medical emergency or building evacuation (either because of a disability or for any other reason) should promptly inform their course instructor(s) and Accessibility Services of their personal circumstances.

Human Rights, Harassment and Discrimination:
The BCIT community is made up of individuals from every ability, background, experience and identity, each contributing uniquely to the richness and diversity of the BCIT community as a whole. In recognition of this, and the intrinsic value of our diversity, BCIT seeks to foster a climate of collaboration, understanding and mutual respect between all members of the community and ensure an inclusive accessible working and learning environment where everyone can succeed.

Respect, Diversity, and Inclusion is a supportive resource for both students and employees of BCIT, to foster a respectful learning and working environment. Any student who feels that they are experiencing discrimination or harassment (personal or human rights-related) can confidentially access this resource for advice and support. Please see Policy 7507 – Harassment and Discrimination and accompanying procedure.

Students should make themselves aware of additional Education, Administration, Safety and other BCIT policies listed at https://www.bcit.ca/about/administration/policies.shtml

Guidelines for School of Business + Media

Attempts:
Students must successfully complete a course within a maximum of three (3) attempts at the course. Students with two attempts in a single course will be allowed to repeat the course only upon special written permission from the Associate Dean. Students who have not successfully completed a course within three attempts may not be eligible to graduate from their respective program.

Attendance:
Regular attendance in lectures and labs is seen as integral to student success, therefore, attendance in class is monitored. Unexcused absences in excess of 10% of the time prescribed for this course may result in the assignment of a failing grade. Attendance may be taken at any time during class. A student not present for attendance will be marked absent. A student who leaves class for a period of time deemed excessive by the instructor may be considered absent regardless of whether they are present when attendance is taken.

In case of illness or other unavoidable absence, students must communicate with the instructor, or the appropriate Program Head, as soon as possible (preferably in advance) indicating the reason for the absence. Students who are seeking accommodation for a medical absence must have a BCIT-approved medical certificate ). For other absences, students must be prepared to provide appropriate supporting documentation.

A student who has unexcused absences in excess of 10% of the time prescribed for the course by the Withdrawal Deadline is considered to have ‘Vanished’ and will be assigned a grade of ‘V’. In these cases, no further work will be graded.

These requirements are set out in accordance with BCIT Policy 5101 Student Regulations. More information regarding withdrawals from PTS courses is available at https://www.bcit.ca/pts/pts_withdrawals.shtml.

Approved

I verify that the content of this course outline is current.
Andrew Naiberg, Instructor
December 22, 2020

I verify that this course outline has been reviewed.
Danielle Wilson, Program Head
December 28, 2020

I verify that this course outline has been reviewed.
Tracey Renzullo, Program Head
December 28, 2020

I verify that this course outline has been reviewed and complies with BCIT policy.
Morgan Westcott, Associate Dean
December 28, 2020

Note: Should changes be required to the content of this course outline, students will be given reasonable notice.