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.
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.
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 and full. Please check back next term or subscribe to receive email updates.
Due to the intensive and interactive nature of this course students are required to attend all classes. Classes will run February 21-23 and February 28, 29, March 01 with the following class times: Fridays 1730 - 2030 Saturdays and Sundays 0900-1630
This course offering is full. Please check back next term or subscribe to receive email updates.
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
MKTG 3554 is offered as a part of the following programs:
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