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MKTG 6431 - Advanced Internet Marketing

Marketing Management Part-time Studies Course

School of Construction and the Environment

Course Details

This course will give students an in-depth understanding of how internet marketing can be used to build on the success of virtually every business, with special emphasis on the student's chosen profession. A key outcome of this course is to give students digital marketing skills that will help them excel in their careers. Students will research, critique, assess and develop online campaigns to build client relationships, grow revenues and attract new clients. The course will give students the knowledge and confidence to communicate and apply current trends and best practices in the evolving digital marketing landscape. The course covers internet-specific strategy development and campaign planning and tactical execution in many areas including: online professional branding, website design, content creation, search engine optimization, paid search, advertising, social media marketing, mobile marketing, e-mail marketing and online lead generation. A key outcome of the course requires students to apply all concepts learned to develop and manage their own online professional brand in their chosen profession. This final project will be an excellent portfolio piece for students to showcase their digital marketing capabilities, which will be invaluable in the job search process and in industry.


INTD 5100 and INTD 5110 and INTD 5300 and INTD 5310



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Learning Outcomes

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

  • Assess various online marketing strategies and objectives as to their ability to differentiate, create value and build client relationships and trust.
  • Outline the key attributes of a successful website (including blogs).
  • Critically evaluate various website designs and content as to their ability to create client value and encourage conversions.
  • Justify specific recommendations for website improvements.
  • Make detailed recommendations on how to drive qualified traffic to a website and blog with particular emphasis on search engine optimization, content, keywords, paid search, advertising and social media.
  • Outline and execute a plan to build relationships with an online community of influencers.
  • Develop and actively manage an online professional brand through the use of social media tools including blogs, micro-blogs, social networks, professional networks, video and photos.
  • Create an effective email marketing campaign using industry best practices.
  • Leverage email, social media marketing and public relations to build and nurture strong client relationships, generate revenue and attract new clients.
  • Interpret key internet marketing metrics.
  • Demonstrate public speaking skills and confidence in presentations.
  • Demonstrate ethical and professional behaviour in online interactions.

Effective as of Fall 2014

Related Programs

MKTG 6431 is offered as a part of the following programs:

School of Construction and the Environment

  1. Interior Design
    Full-time/Cooperative Education   Bachelor of Interior Design


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