Social Media and Digital Marketing

Marketing 1102 is an introduction to the fundamentals of marketing. In addition to the "four Ps" of marketing—product, price, place, and promotion—students will be introduced to how marketers create customer-driven marketing strategies based on their research and understanding of the marketing environment and customers. Students will plan a strategy for and compete in an online marketing simulation. After the simulation, students will evaluate their performance and deliver a marketing plan for their simulation company, which will be assessed on students' application of marketing terminology and processes and in the professionalism of their work. Additionally, students will complete assignments, quizzes, and exams.

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.

Every company that leverages a website, blog, video channel, podcast, email newsletter, and/or social media needs effective and efficient content planning. By learning a multi-step, iterative, content planning process, students build new digital skills that can be applied in real world contexts. Content planning saves time, creates more professional content, enhances brand consistency, and assists in building relationships with customers. The focus of this course will be to provide the student with content planning strategies and content creation techniques to fuel the digital marketing efforts of any organization.

In this course, you will look out how planning a strategy for design work helps build a strong and effective ad. You will learn the stages of design production, copywriting and how to design for print, out of home and interactive ads. While using Adobe InDesign, an industry-standard software, you will develop your own marketing materials and start building a portfolio. The course is ideal for aspiring graphic designers and 'ad creatives' as well as marketers who want to better manage their creative resources.

This practical course is for BCIT Computing and Business students who want to learn about laws and policies applicable to the Internet and information technology, as well as intellectual property rights. Topics covered in this course include the following: copyright, patents, trade secret, trademarks, domain names, cybercrime, privacy, e-commerce and online contracts, and online advertising.

​This hands-on course provides an introduction to basic web technologies, including scripting with HTML5 and CSS3. COMP 1850 is the foundation for several advanced web courses in BCIT Computing. Students are shown how to hand code web pages according to W3C standards using HTML plus style text and content with CSS. In addition to learning the foundational web scripting languages, students receive an introduction to web interface design concepts. Information architecture, and basic interactivity using web forms will also be discussed. There is a brief introduction to JavaScript and the concept of the DOM (Document Object Model). Labs and exercises focus on how to build fluid layouts using CSS flexbox and grid. Students will also create mobile phone and tablet friendly websites using modern mobile-first responsive web development techniques. COMP 1850 is a required course for Web Development Fundamentals and several Associate Certificates including: Applied Web Development, AWD; Applied Computer Information Systems, ACIS; Applied Computer Applications, ACA; Technical Writing, some Business programs, as well as the Computer Systems Certificate, CSC. By the end of this course successful students will be able to design, develop, and deploy effective modern and responsive web sites. After completing COMP 1850 students are prepared to move on to the next level COMP 2132 -Web Development with JavaScript..
Prerequisite(s): COMP 1002 or equivalent knowledge of using a Windows 10 PC and file management on a network.

​Learn about current social media platforms and how to use them strategically to market your business. With a heavy emphasis on tactical, experiential, hands-on learning, as well as case studies, students will gain experience creating business accounts for several leading social media platforms and how to apply best practices for content creation on each platform.

Search engines create opportunities for businesses to attract more traffic and more customers to their website, product or service pages, videos, social media, and even to their brick-and-mortar location. In this course, students will learn about organic or unpaid search engine marketing, known as search engine optimization or SEO, and paid search engine marketing, often called SEM or pay-per-click PPC or just Google Ads (since Google is the dominant search engine). This course covers the foundations of SEO and SEM, starting with an understanding of search engines and the business case for SEO. Students will then use various tools to conduct SEO audits, research keywords, and create and present strategies for on-page SEO, technical SEO, and link building. After exploring the organic side of search, students will learn the value of paid search. Using a company of their choice as a case study, students will create and present a paid search campaign, including a well-structured account, budget, keyword strategy, and effective ads. Students will create and pitch both an SEO and a paid search plan for a local business or not-for-profit organization of their choosing. (For online and asynchronous courses, these presentations will be recorded and posted on the Learning Hub for the class to view and discuss.)
Prerequisite(s): MKTG 1102 and MKTG 1352

Did you know that more video content is uploaded to the internet in a single month than network television has produced in three decades? And most of it is uploaded to YouTube. As the world’s second largest search engine (and owned by the world’s largest), YouTube is a powerful driver of website traffic. Marketers use video as the primary media for their content strategy, creating YouTube channels for presentations to drive leads and sales, for explainer videos to increase product and service understanding, for advertising, and more. This course will introduce students to the basics of setting up a YouTube channel, learning how to create content that is optimized for search, managing the analytics to hone and tweak successful YouTube performances, and using YouTube to deliver on business objectives.
Prerequisite(s): MKTG 1102 and MKTG 1352

This hands-on course combines concepts and practice as students work through all stages of designing and writing a quality Help system, including analyzing user needs, designing information and visual schemas, writing, indexing, and testing. Students will have the opportunity to learn about industry-standard authoring tools and publishing formats, and discuss the future trend of online Help. NOTE: Students do not need to submit transcripts for entrance to this course. BUT, in the case of formal or informal grade appeals or reviews they will be asked to show proof of their English requirements. Students who wish to confirm their English level are strongly advised to take COMM 0015.
Prerequisite(s): Students must have one of the following: 1) English 12 "67%" (C+) or equivalent (refer to BCIT's Admission page); 2) COMM 0015 score of 70 or better.

This hands-on introduction to UX/UI is aimed at those who want to experience the development of user interfaces for applications, web sites, mobile applications, and information systems. COMP 1011 follows an iterative and agile approach focusing on User-Centered Design (UCD) as the motivator for product direction. Participants are expected to work within interdisciplinary teams, there will be an emphasis on collaboration, brainstorming, and the continued evolution of an interface concept based on UCD. User Experience (UX) encompasses a wide range of activities including User Interface (UI) design, Information Architecture (IA) and user research. Usability design and testing, tight integration and collaboration with software development processes are included in UX. COMP 1011 is required in the Computer Systems Certificate, CSC and is an elective in several other Computing programs. Upon completion, successful students will be able to incorporate user-centered iterative design principles and processes into a wide variety of IT projects.
Prerequisite(s): COMP 1002

Our shift to a digital economy has created new digital marketing opportunities for both online (including e-commerce) and bricks-and-mortar organizations. This course will provide the fundamentals of online promotion planning, strategies, tactics, and metrics. You will be introduced to website marketing, online analytics, search engine optimization (SEO), search engine marketing (SEM), online advertising, social media marketing, email marketing, mobile marketing, and more.

Once your firm's strategic objectives have been identified, the target market selected, and the desired positioning for the company, product or brand has been determined, how do you best implement the chosen strategy? This intensive course provides you with practical experience applying the fundamentals of project management from a marketing frame of reference. At the conclusion of the course, you will be able to create a project life cycle, statement of work, work breakdown structure, schedule, budget and a risk management plan. You will apply project management fundamentals and work in groups to develop a project plan for a real marketing project.

This course explores the fundamentals of marketing research – what it is, how it is used, why it is used, and its role in and importance to the marketing function. Secondary, qualitative, and quantitative research methods and tools will be explored. Particular emphasis will be placed on identifying and locating online sources of secondary data; evaluating and selecting appropriate methods for conducting primary research; the proper design of qualitative and quantitative data gathering tools; conducting effective survey fieldwork; understanding the nature and use of basic quantitative data analyses; and the proper reporting of research findings. Students will be taken through the steps of a major multi-method marketing research project.

The traditional view of branding is going through significant transitions due to an array of influences including new technologies, Big Data and rapidly changing global demographics. This course takes a detailed look at the fundamentals of digital branding. The course is designed to help professionals gain a better appreciation for and a deeper understanding of best practices and developing trends in digital branding. It is also designed for consultants covering the marketing industry who are seeking insight into how to build a brand online - including multichannel marketing, social media, search, mobile, online advertising, email, and marketing automation. The course will present a combination of focused case studies, interactive exercises and a final project to foster new insights and strategies. Key topics include: (1) Best practices and trends in digital branding. (2) The user’s digital journey. (3)Customer relationship management (CRM) and marketing automation. (4) The role of analytics and the importance of core reports in establishing brand strategy.
Prerequisite(s): MKTG 1352