Course Outlines

MKTG 1352 Digital Marketing

School	School of Business + Media
Program	Part Time Studies
Course Credits	3
Minimum Passing Grade	50%
Start Date	January 04, 2021
End Date	February 08, 2021
Total Hours	36
Total Weeks	6
Hours/Weeks	6
Delivery Type	Other
CRN	88376

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	Stefanie Gajdecki
E-mail	Instructor to provide
Location	Zoom
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

This section of MKTG 1352 will use a variety of websites, online articles and tools, PDFs, and other free digital resources shared weekly via the Learning Hub. There is no textbook for this course. Students are required to read the content assigned and participate in the posted discussions. 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 of 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.

Evaluation Criteria

Criteria	%	Comments
Participation	10	Weekly reading will be assigned and participation in the course materials monitored. Refer to the Learning Hub weekly for links to articles, simulations and videos.
Discussions	30	These group discussions are mandatory. Refer to the Learning Hub for start and end dates.
Assignments	20	These individual assignments are mandatory. Refer to the Learning Hub for start and end dates.
Quiz 1	10	Thursday, January 14, 2021
Quiz 2	15	Thursday, January 21, 2021
Quiz 3	15	Thursday, February 11, 2021

Attendance Requirements

This course will be delivered completely online, which means that you will be responsible for logging in multiple times each week, reviewing course materials, participating in posted discussions, and completing scheduled course activities (including readings, simulations discussions, assignments, and quizzes).

This course is set up for asynchronous delivery (meaning, no scheduled class meeting times). Virtual classroom sessions (online lectures and discussions) will all be recorded and typically become available a few hours after the session closes. Weekly office hours with the instructor will be available via Zoom.

The weekly lecture will be posted on Sunday evening, per week.

Course Schedule and Assignments

Week	Topics	Assignments
Week 1 - Jan 4	Course Introductions & Introduction to Digital Marketing, Customer Journey, Brand Marketing	Personal Introductions Discussion
Week 2 - Jan 11	Website Audit & Strategy, Search Engine Optimization (SEO), Content Marketing	Group Keyword Discussion Post Quiz 1 (10%) Jan 14 Assignment 1 - Website Audit (10%) due Jan 17
Week 3 - Jan 18	Search Engine Marketing (SEM), Social Media Advertising	Quiz 2 (15%) - Jan 21
Week 4 - Jan 25	Social Media, Influencer Marketing, Affiliate Marketing, Mobile Marketing	Assignment 2 - Social Media Campaign - due Feb 5
Week 5 - Feb 1	Email Marketing, Marketing Automation, Customer Relationship Management (CRM), Analytics and Metrics	Group Email Marketing Discussion Post
Week 6 - Feb 8	Creating a Digital Strategy, Emerging Tech, Apps, Digital Career Paths Course Feedback	Quiz 3 (15%) - Feb 11

Course topics

Important dates and information:

• Personal Introduction Discussion post - due by January 10

• Group Discussion Post 1 - Opens Jan 11, 2021 at 6pm - Closes Jan 17, 2021 @ 6pm

• Assignment 1 - Due January 17, 2021, by midnight

• Quiz 1 - January 14, 2021

• Quiz 2 - January 21, 2021

• Group Discussion Post 2 - Opens Feb 1, 2021 at 6pm - Closes Feb 7, 2021 @ 6 pm

• Assignment 2 - Due February 5, 2021, by midnight

• Quiz 3 - February 11, 2021

• Group Discussion posts are graded and scheduled for week 2 and week 5. The discussion topic will be posted in the Learning Hub. The discussion will open each Monday at 6 pm, and close on Sunday at 6 pm of the same week posted.

• Weekly class lectures and information for the current week are posted Sunday at 6 pm for the next week’s topic and can be found in the Learning Hub

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.
Stefanie Gajdecki, Instructor
December 09, 2020

I verify that this course outline has been reviewed.
Danielle Wilson, Program Head
December 10, 2020

I verify that this course outline has been reviewed.
Tracey Renzullo, Program Head
December 13, 2020

I verify that this course outline has been reviewed and complies with BCIT policy.
Morgan Westcott, Associate Dean
December 14, 2020