vcc.ca
DCOM 1105: Digital Marketing Strategy
Effective date
May 2026
Department
Visual Comm Design Diploma
School
Trades, Technology and Design
Description
This course focuses on implementing and optimizing advanced digital marketing strategies. Students will analyze marketing data, develop integrated digital campaigns, and create tailored content across multiple channels. The course highlights the strategic use of marketing tools, including email, social media, search engine optimization (SEO), and analytics, while integrating advanced concepts such as AI-driven marketing, personalization, and automation. Emphasis is placed on ethical considerations, privacy in digital marketing, and the use of emerging technologies to enhance customer experiences and campaign performance.
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:
- Develop and implement comprehensive digital marketing strategies.
- Analyze and interpret marketing analytics to inform strategic decisions.
- Create and optimize advanced content strategies for multiple digital channels.
- Explain how AI-driven tools and technologies enhance customer experiences through personalization, segmentation, and targeting.
- Critically analyze ethical implications of digital marketing practices.
- Explain the evolution of artificial intelligence technologies and their impact on modern marketing and business practices.
- Evaluate the role of AI in shaping modern marketing strategies and its impact on business practices.
Prior Learning Assessment & Recognition (PLAR)
None
Hours
Lecture, Online, Seminar, Tutorial: 42
Practicum, Self-Paced, Individual Learning: 12
Total Hours: 54
Practicum, Self-Paced, Individual Learning: 12
Total Hours: 54
Instructional Strategies
A combination of lecture, demonstration, production simulations, problem solving, practical labs and reflective discussion will be used throughout this course.
Grading System
Letter Grade (A-F)
Passing grade
C
Evaluation Plan
|
Type |
Percentage |
Assessment activity |
|
Participation |
10 |
|
|
Project |
30 |
Final project |
|
Lab Work |
30 |
May include in-class exercises, assignments, quizzes/tests, and work-in-progress |
|
Assignments |
30 |
Case studies |
Course topics
- Advanced Digital Marketing Strategy
- Marketing Analytics and Data Analysis
- Integrated Campaign Planning
- Advanced Content Strategy
- Marketing Automation Systems
- SEO and Conversion Optimization
- Cross-Channel Campaign Integration
- eCommerce Analytics and Optimization
- Digital Marketing Ethics and Privacy
- Emerging Digital Marketing Technologies
- Marketing Performance Measurement
- Digital Brand Strategy
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.