MKTG 1352 Digital Marketing
|School||School of Business + Media|
|Minimum Passing Grade||50%|
|Start Date||January 04, 2021|
|End Date||March 27, 2021|
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 to provide|
|Office Hours||Instructor to provide|
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.
This section of MKTG 1352 will be using online digital marketing simulation software, Marketplace Microsimulations. The cost of the software is $12 USD. Instructions on where to purchase the software will be shared in the first week of class.
There is no textbook for this course. A variety of websites, online tools, PDFs, and other free digital resources will be shared weekly via D2L. 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.
- Lab Assignments 60%
- Microsimulations 15%
- Final Exam 25%
There are different options for most assignments, so you can choose the assignment that provides the most value to you and your learning.
Due dates for all assignments occur at the end of a week, which for this course is designated as Sunday at 11:59 pm (except for the last week, when the deadline will be on a Friday).
Late assignments will not be accepted for marks.
This course will be delivered completely online, which means that you will be responsible for logging in multiple times each week, reviewing course materials, and completing scheduled course activities (including simulations, discussions, quizzes and assignments).
This course is set up for asynchronous delivery (no scheduled class meeting times). Virtual classroom sessions (lectures) will be recorded and typically become available a few hours after the session closes. For this course, live virtual sessions will occur on Monday at 5pm PST. Attendance at these live sessions is not mandatory.
Course Schedule and AssignmentsCourse schedule
Subject to change at the instructor’s discretion. Changes will be posted to the BCIT Learning Hub. The instructor will post due dates and times for class assignments, quizzes, and exams on the BCIT Learning Hub.
January 4 - 10
Introduction to Digital Marketing
January 11 - 17
Websites, Web pages, and Landing Pages
Jan 18 - 24
Landing Pages, Testing & Optimization
Landing page assignment
Jan 25 - 31
Google Analytics and Reporting
Google Analytics assignment
Feb 1 - 7
Search Engine Optimization (SEO)
Feb 8 - 14
Search Engine Marketing (SEM)
Feb 15 - 21
Feb 22 - 28
March 1 - 7
Social Media Marketing
March 8 - 14
Display, Video & Messaging
Social Media Assignment
March 15 - 21
Mobile, Apps & Emerging Tech
March 22 - 26*
Digital Strategy & Exam Review
*note that this course ends on a Friday.
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
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.
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.
I verify that the content of this course outline is current.
Amalia Fowler, Instructor
December 18, 2020
I verify that this course outline has been reviewed.
Danielle Wilson, Program Head
December 19, 2020
I verify that this course outline has been reviewed.
Tracey Renzullo, Program Head
December 21, 2020
I verify that this course outline has been reviewed and complies with BCIT policy.
Morgan Westcott, Associate Dean
December 21, 2020
Note: Should changes be required to the content of this course outline, students will be given reasonable notice.