British Columbia Institute of Technologywww.bcit.ca/study/courses/mktg3554

Important Notice: COVID-19 Institute response

BCIT

MKTG 3554 - Digital Branding

Marketing Management Part-time Studies Course

School of Business + Media

BCIT is planning for a substantial return to on-campus activity for the fall 2021 term as informed by BC Public Health Officer guidelines. Refer to each course listing for details.

Course Details

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

Credits

3.0

Cost

$664.56 - $674.56 See individual course offerings below for actual costs.

Spring/Summer 2021

Below are two offerings of this course for the Spring/Summer 2021 term.

CRN 66714

Tue Apr 06 - Tue Jun 22 12 Weeks

Class Meeting Times

Dates Days Times Locations
Apr 06 - Jun 22 Tue 18:30 - 21:30 Online Delivery
See Notes below

Instructor

Carson McKee

Course Outline

Cost

$674.56

Notes

  1. Students are permitted to register up until the first week without approval. This is not a self-paced course. You will be expected to be available and online on the posted days and times shown on your registration schedule. It is important you have a stable and consistent internet connection to access course content. Course content, type and quality of assignments, and general standards for this online course are the same as classroom courses. To be successful in this online course, plan to spend 7-10 hours per week on your studies, or more for a condensed course, starting Week 1. Important course information will be sent to your myBCIT account prior to your course start date.
  2. Important course information will be sent to you prior to your course start date. Check your myBCIT email account to access this information.

This course offering is in progress. Please check back next term or subscribe to receive email updates.

In Progress

CRN 65913

Sat May 29 - Sat Jul 03 6 Weeks

Class Meeting Times

Dates Days Times Locations
May 29 - Jul 03 Sat 09:00 - 16:00 Online Delivery
See Notes below

Instructor

Carson McKee

Course Outline

TBD – see Learning Outcomes in the interim

Cost

$664.56

Notes

  1. Students are permitted to register up until the first week without approval. This is not a self-paced course. You will be expected to be available and online on the posted days and times shown on your registration schedule. It is important you have a stable and consistent internet connection to access course content. Course content, type and quality of assignments, and general standards for this online course are the same as classroom courses. To be successful in this online course, plan to spend 7-10 hours per week on your studies, or more for a condensed course, starting Week 1. Important course information will be sent to your myBCIT account prior to your course start date.
  2. Important course information will be sent to you prior to your course start date. Check your myBCIT email account to access this information.

This course offering is full. Please check back next term or subscribe to receive email updates.

Full

Learning Outcomes

Upon successful completion of the course, the student will be able to:

  • Discuss fundamentals of digital branding, digital brand strategy and measurement.
  • Determine critical success factors for measuring digital brand return on investment (ROI).
  • Gain insight into a user’s digital journey.
  • Leverage digital brand data within multiple online channels.
  • Explain the contents of a brand’s digital toolkit.
  • Discuss the importance of data in providing salient and meaningful digital strategies for established or emerging brands.

Effective as of Fall 2014

Related Programs

MKTG 3554 is offered as a part of the following programs:

School of Business + Media

  1. Marketing Management
    Part-time   Certificate
  2. Marketing Management (Marketing Communications Option)
    Part-time   Certificate
  3. Marketing Management (Professional Sales Option)
    Part-time   Certificate
  4. Marketing Management - Customer Relationship Marketing
    Part-time   Associate Certificate
  5. Marketing Management - Entrepreneurship
    Part-time   Associate Certificate
  6. Marketing Management - Event Marketing
    Part-time/Distance & Online Learning   Associate Certificate
  7. Marketing Management - Marketing Communications
    Part-time/Distance & Online Learning   Associate Certificate
  8. Marketing Management - Public Relations
    Part-time/Distance & Online Learning   Associate Certificate
  9. Marketing Management - Retail Marketing Management
    Part-time/Distance & Online Learning   Associate Certificate
  10. Media Techniques and Marketing Communications
    Part-time   Certificate
  11. Social Media and Digital Marketing
    Part-time/Distance & Online Learning   Statement of Completion

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Registration is currently open for the Spring/Summer 2021 term.

The sneak preview for the Fall 2021 term starts Fri, May 21 at 8:30 am (PDT).

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