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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 February 22, 2021
End Date March 29, 2021
Total Hours 36
Total Weeks 6
Hours/Weeks 6
Delivery Type Other
CRN 88378

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 Ramin Shadmehr
E-mail Instructor to provide
Location SE14-121a
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

Provided by instructor

Evaluation Criteria

Criteria%Comments
Participation10online Attendance and discussions
Quiz15
Assignments20
Midterm Exam15
Final Exam15
Final Project25
Total100

Course Schedule and Assignments

Week 1

Course Introductions & Intro to Digital Marketing

Online Marketing Planning

Class discussion and quiz

Digital Marketing Plan Project: outline provided

Week 2

Website Audit & Strategy

Search Engine Optimization

Web Audit Assignment

Week 3

Search Engine Marketing

Mid-term Quiz

SEO assignment

Week 4

Email Marketing

The Role of Social Media

Email marketing assignment

Week 5

Social Engagement

Mobile Marketing

Social Media Campaign assignment

Week 6

Measurement
Course review

Final Exam

Class Discussion

Final Project submission

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.
Ramin Shadmehr, Program Head
December 30, 2020

I verify that this course outline has been reviewed.
Danielle Wilson, Program Head
December 30, 2020

I verify that this course outline has been reviewed.
Tracey Renzullo, Program Head
January 03, 2021

I verify that this course outline has been reviewed and complies with BCIT policy.
Morgan Westcott, Associate Dean
January 03, 2021

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