DCOM 2120: Campaign Strategy

Description

This advanced course equips students with the skills to develop content strategies that resonate with diverse audiences and deliver measurable results. Through a combination of case studies and hands-on projects, students will explore strategic content planning, audience segmentation, and platform-specific optimization for digital channels such as social media, email, and paid advertising. The course emphasizes designing cohesive, cross-channel marketing campaigns that align with business objectives, adapt to emerging trends, and address ethical considerations in marketing practices.

Credits

3.0

Year of study

2nd Year Post-secondary

Prerequisites

DCOM 1205.

Course Learning Outcomes

Upon successful completion of this course, students will be able to:

Create and optimize advanced content strategies for multiple digital channels.
Design and execute integrated cross-channel marketing campaigns.
Leverage advanced analytics to evaluate and optimize the performance of marketing campaigns.
Develop a cohesive visual identity system that ensures consistency across all campaign media.
Use market research to inform marketing decisions across a campaign.
Discuss concerns with ethics and values in researching, planning, and implementing marketing campaigns.
Evaluate the cultural, economic, and social impact of marketing campaigns.

Prior Learning Assessment & Recognition (PLAR)

None

Hours

Lecture, Online, Seminar, Tutorial: 42
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

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

Course topics

Content strategy and calendar development
Design strategies for multiple-platform campaigns
KPI and ROI forecasting
Email campaigns
Social media campaigns
Cross-channel marketing
Brand design systems
Market research

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.