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

BCIT

MKTG 3554 - Digital Branding

Marketing Management Part-time Studies Course

School of Business

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

$626.94

Fall 2018

Below are three offerings of this course for the Fall 2018 term.

CRN 45012

Mon Sep 17 - Sat Oct 27 6 Weeks

Class Meeting Times

Dates Days Times Locations
Sep 17 - Oct 27 Online

Instructor

Danielle Wilson

Course Outline

Cost

$626.94

Notes

  1. Internet delivery format.
  2. ***This is not a self-paced course. There will be specific timelines for assignments and exams.*** Course content, kind and quality of assignments and general standards for this online course are the same as classroom courses. To be successful in our online courses, plan to spend 7-10 hours per course each week on your studies, starting Week 1. Our courses are paced and highly interactive with participation requirements weekly. Frequent contributions to asynchronous (not real time) online discussions are required to achieve a passing final grade. You must have an email address and access to a computer capable of downloading basic documents. Important course information will be sent to you prior to your course start date. Check your myBCIT email account to access this information.
  3. Important course information will be sent to you prior to your course start date. Check your myBCIT email account to access this information.

CRN 43305

Mon Sep 10 - Sat Dec 01 12 Weeks

Class Meeting Times

Dates Days Times Locations
Sep 10 - Dec 01 Online

Instructor

Brad Laviolette

Course Outline

TBD – see Learning Outcomes in the interim

Cost

$626.94

Notes

  1. Internet delivery format.
  2. Students are allowed to register up until the end of the first week without approval. ***This is not a self-paced course. There will be specific timelines for assignments and exams.*** Course content, kind and quality of assignments and general standards for this online course are the same as classroom courses. To be successful in our online courses, plan to spend 7-10 hours per course each week on your studies, starting Week 1. Our courses are paced and highly interactive with participation requirements weekly. Frequent contributions to asynchronous (not real time) online discussions are required to achieve a passing final grade. You must have an email address and access to a computer capable of downloading basic documents. Important course information will be sent to you prior to your course start date. Check your myBCIT email account to access this information.
  3. 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 this page for other currently available offerings or subscribe to receive email updates.

Full

CRN 41281

Thu Sep 13 - Thu Nov 29 12 Weeks

Class Meeting Times

Dates Days Times Locations
Sep 13 - Nov 29 Thu 17:30 - 20:30 DTC Rm. 652

Instructor

Brad Laviolette

Course Outline

TBD – see Learning Outcomes in the interim

Cost

$626.94

Notes

  1. This class will be held in a BYOD (Bring Your Own Device) classroom. Students must supply their own devices. Plug in outlets will be provided at each station. Please ensure you bring a laptop or device to every class.

This course offering is full. Please check this page for other currently available offerings 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

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

Books & Supplies

The BCIT bookstore carries textbooks, general reference books, software, and stationery. Please visit bcit.ca/bookstore for more information.

Fall 2018

Books for Fall 2018 offerings of this course are available in the following BCIT online bookstores. Please choose the bookstore appropriate for the offering you are considering.

BCIT Downtown Campus Bookstore

If you are taking this course at the BCIT Downtown Campus (DTC), please purchase books for this course at the BCIT Downtown Campus Bookstore.

Image not available
Digital Branding, 2Nd Edition
Author Rowles
Copyright 2018
Binding Paperback
ISBN 978-0-74948-169-8
Price $45.50
Required

BCIT Distance & Online Learning Bookstore

If you are taking this course through either Distance Education or Online Learning, please purchase books for this course at the BCIT Distance & Online Learning Bookstore.

Image not available
Digital Branding, 2Nd Edition
Author Rowles
Copyright 2018
Binding Paperback
ISBN 978-0-74948-169-8
Price $45.50
Required

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