vcc.ca
MKTG 1034: Introduction to Digital Marketing
Effective date
January 2023
Department
Marketing Technology Diploma
School
Hospitality, Food Studies and Applied Business
Description
This course examines the function of digital media in marketing. The role of digital media in identifying, anticipating, and satisfying consumer needs and wants is explored. The internet impacts the way organizations communicate, conduct research, promote themselves, price, and distribute their products. These effects, as well as others, will be explored while taking into consideration legal and ethical implications.
Credits
3.0
Year of study
1st Year Post-secondary
Prerequisites
None
Corequisites
None
Course Learning Outcomes
Upon successful completion of this course, students will be able to:
- Explain techniques and strategies used in digital marketing
- Identify and explain the use of different online business models
- Discuss the importance of online brand management
- Assess online pricing options and implications
- Explain distribution considerations in an online environment
- Explain the role of digital media in identifying, anticipating, and satisfying consumer needs and wants
- Assess the legal, ethical, regulatory, and social issues impacting digital marketing initiatives
- Explain the opportunities and challenges of conducting market research onlinelectures, group discussions, case study analyses
Prior Learning Assessment & Recognition (PLAR)
None
Hours
Lecture, Online, Seminar, Tutorial: 45
Total Hours: 45
Total Hours: 45
Instructional Strategies
lectures, group discussions, case study analyses
Grading System
Letter Grade (A-F)
Passing grade
D
Evaluation Plan
|
Type |
Percentage |
Assessment activity |
|
Participation |
10 |
Actively contributes to course discussions and activities |
|
Project |
35 |
Team-based project on Digital Marketing |
|
Assignments |
30 |
Software evaluation, case studies, or current events |
|
Quizzes/Tests |
25 |
|
Course topics
- Fundamentals of Web design
- Search Engine Optimization (SEO)
- Paid Search Marketing
- Email Marketing
- Social Media
- Mobile Marketing
- Online Reputation Management
- Display Advertising
- Digital Marketing Foundations
Notes:
- Course contents and descriptions, offerings and schedules are subject to change without notice.
- Students are required to follow all College policies including ones that govern their educational experience at VCC. Policies are available on the VCC website at:
https://www.vcc.ca/about/governance--policies/policies/. - To find out if there are existing transfer agreements for this course, visit the BC Transfer Guide at https://www.bctransferguide.ca.