MKTG 2005: Marketing Automation
Effective date
September 2022
Department
Marketing Technology Diploma
School
Hospitality, Food Studies and Applied Business
Description
In this course students learn to use marketing automation software to improve the overall effectiveness of marketing campaigns. Students integrate knowledge from previous courses to plan marketing funnels and drip campaigns using a variety of software platforms. They also learn how to collect, store, segment and utilize data to retain customers.
Year of study
2nd Year Post-secondary
Prerequisites
MKTG 2031, MGMT 1006.
Course Learning Outcomes
Upon successful completion of this course, students will be able to:
- Explain the principles, strategies and practices used in marketing automation
- Identify the steps in a customer's purchasing journey and apply them to an automated marketing strategy
- Use relevant data across all digital platforms to guide a marketing automation strategy
- Use marketing automation to enhance meaningful communications with customers
- Use marketing automation strategies to improve customer retention
- Explain the ethical, legal and privacy issues that arise when implementing a marketing automation strategy
- Demonstrate inbound marketing techniques that range from content creation to social promotion to converting and nurturing leads and beyond
Prior Learning Assessment & Recognition (PLAR)
None
Hours
Lecture, Online, Seminar, Tutorial: 45
Total Hours: 45
Instructional Strategies
Lectures, Demonstrations, Lab activities. Individual and group projects.
Grading System
Letter Grade (A-F)
Evaluation Plan
Type
|
Percentage
|
Assessment activity
|
Participation
|
10
|
Actively contributes to course discussions and activities
|
Assignments
|
30
|
Marketing Automation Software Demo
|
Lab Work
|
35
|
Marketing Automation Business Scenario
|
Quizzes/Tests
|
25
|
|
Course topics
- Introduction to Marketing Automation
- Working with Data and Leads
- The Customer Journey
- Running Automation Campaigns
- Mixing, Scoring and Generating Reports
- Advanced Automation Techniques
- Inbound Marketing
- Inbound Sales
- Content Marketing
- Converting and Nurturing Leads
- Social Promotion
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.