Skip to main content

Course Outlines

MKTG 1352 Digital Marketing

School School of Business + Media
Course Credits 3
Minimum Passing Grade 50%
Start Date January 05, 2021
End Date March 23, 2021
Total Hours 36
Total Weeks 12
Hours/Weeks 3
Delivery Type Lecture/Lab
CRN 86252

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 Richard Haire
E-mail Instructor to provide
Location
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

There is no textbook for this course. A variety of websites, online tools, PDFs, and other free digital resources will be shared weekly via the Learning Hub. Students are required to read the content. Students must be familiar with all content provided, including tools and platforms discussed.

Before starting the course, please make sure you familiarize yourself with the online learning environment (the Learning Hub) and all the features it has to make your experience with this course an enriching one. I recommend that you take the Guided Tour available from your Home page. You may register for the tour by clicking on the self-registration link, then choose the Hub Guided Tour. You'll then find the tour listed under your courses on the home page. Be sure to enable notifications in the Hub: you can receive course news posts, assignment reminders, and grades by text or email.

Course Goals

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 digital 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 digital 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.

Evaluation Criteria

Criteria % Comments
Discussion Posts20
Assignment10
Mid-term Exam20
Final Project30
Final Exam20

Course Schedule and Assignments

Week

Topics

Assignments

Week 1 – Jan 5

Course Introductions & Intro to Digital Marketing

Company Selection

Week 2 – Jan 12

Digital Marketing Planning

Target Market & Persona

Week 3 – Jan 19

Website Audit & Strategy

Website Audit

Week 4 – Jan 26

Search Engine Optimization

SEO Audit

Week 5 – Feb 2

Search Engine Marketing

SEM Campaign

Week 6 – Feb 9

Mid-term Exam

Mid-term Exam

Week 7 – Feb 16

Email Marketing

Email Marketing Campaign

Week 8 – Feb 23

Video Marketing

Video Marketing Campaign

Week 9 – Mar 2

Social Media Marketing

Social Media Campaign

Week 10 – Mar 9

Mobile Marketing & Affiliate Marketing

Blog Post Assignment

Week 11 – Mar 16

Measuring Marketing Results

Measuring Digital Results

Week 12 – Mar 23

Project Submission & Final Exam

Final Project & Exam

Course topics

  • Marketing Strategy
  • Website Fundamentals
  • Search Engine Optimization
  • Paid Advertising (Pay-per-Click)
  • Web Analytics
  • Email Marketing
  • Affiliate Marketing
  • Video 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.
Richard Haire, Instructor
December 16, 2020

I verify that this course outline has been reviewed.
Danielle Wilson, Program Head
December 17, 2020

I verify that this course outline has been reviewed.
Tracey Renzullo, Program Head
December 18, 2020

I verify that this course outline has been reviewed and complies with BCIT policy.
Morgan Westcott, Associate Dean
December 19, 2020

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