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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

$626.39

Winter 2018

Below are two offerings of this course for the Winter 2018 term.

CRN 83051

Mon Jan 08 - Sat Mar 31 12 Weeks

Class Meeting Times

Dates Days Times Locations
Jan 08 - Mar 31 Online

Instructor

Brad Laviolette

Course Outline

Cost

$626.39

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 in progress and full. Please check this page for other currently available offerings or subscribe to receive email updates.

In Progress and Full

CRN 83350

Fri Feb 16 - Sun Feb 25 3 Weeks

Class Meeting Times

Dates Days Times Locations
Feb 16 Fri 17:30 - 20:30 DTC Rm. 370
Feb 17 - Feb 18 Sat/Sun 09:00 - 16:30 DTC Rm. 370
Feb 23 Fri 17:30 - 20:30 DTC Rm. 370
Feb 24 - Feb 25 Sat/Sun 09:00 - 16:30 DTC Rm. 370

Instructor

Brad Laviolette

Course Outline

Cost

$626.39

Notes

  1. Due to the intensive and interactive nature of this course students are required to attend all classes. Classes will run February 16-18 and 23-25 with the following class times: Fridays 1730 - 2030 Saturdays and Sundays 0900-1630

This course offering is in progress. Please check this page for other currently available offerings or subscribe to receive email updates.

In Progress

Spring/Summer 2018

Below are two offerings of this course for the Spring/Summer 2018 term.

CRN 63923

Mon Apr 09 - Sat Jun 30 12 Weeks

Class Meeting Times

Dates Days Times Locations
Apr 09 - Jun 30 Online

Instructor

Brad Laviolette

Course Outline

TBD – see Learning Outcomes in the interim

Cost

$626.39

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.

CRN 63988

Fri May 11 - Sun May 27 3 Weeks

Class Meeting Times

Dates Days Times Locations
May 11 Fri 17:30 - 20:30 DTC Rm. 678
May 12 - May 13 Sat/Sun 09:00 - 16:30 DTC Rm. 678
May 25 Fri 17:30 - 20:30 DTC Rm. 678
May 26 - May 27 Sat/Sun 09:00 - 16:30 DTC Rm. 678

Instructor

TBD

Course Outline

TBD – see Learning Outcomes in the interim

Cost

$626.39

Notes

  1. Due to the intensive and interactive nature of this course students are required to attend all classes. Classes will run May 11-13 and 25-27 with the following class times: Fridays - 1730 - 2030 and Saturdays and Sundays - 0900-1630. 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. No class May 18-20.

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.

Winter 2018

Books for Winter 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.

Digital Branding
Author Daniel Rowles
Publisher Kogan Page
Copyright 2014
Binding Paperback
ISBN 978-0-74946-995-5
Price $35.95
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.

Digital Branding
Author Daniel Rowles
Publisher Kogan Page
Copyright 2014
Binding Paperback
ISBN 978-0-74946-995-5
Price $35.95
Required

Spring/Summer 2018

Books for Spring/Summer 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 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.

Digital Branding: A Complete Step-by-Step Guide to Strategy, Tactics, Tools and Measurement
Author Daniel Rowles
Publisher Kogan Page
Copyright 2018
Binding Paperback
ISBN 978-0-74948-169-8
Price $32.95
Required

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