vcc.ca
MKTG 2078: Digital Advertising
Effective date
January 2023
Department
Marketing Technology Diploma
School
Hospitality, Food Studies and Applied Business
Description
The digital age has opened new channels of communication and new types of messages. This course will offer students real world experience in planning, implementing, and measuring a digital marketing campaign that is embedded in an integrated marketing strategy. Students will explore Google Ads certification and learn to plan, execute, and measure digital advertising campaigns.
Credits
3.0
Year of study
2nd Year Post-secondary
Prerequisites
None
Corequisites
None
Course Learning Outcomes
Upon successful completion of this course, students will be able to:
- Explore the fundamentals of how to develop an effective online advertising campaign
- Analyze online data and evaluating the data to optimize campaign performance
- Determine effective approaches to developing digital marketing plans
- Explain the impact of an effective digital advertising strategy
- Demonstrate effective presentation skills and techniques
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 |
Google marketing challenge or equivalent |
|
Assignments |
30 |
Google Ads certification, presentations |
|
Quizzes/Tests |
25 |
|
Course topics
- Google Ad words
- Search campaigns
- Measurement campaigns
- Client and market analysis
- Developing a marketing strategy
- Tracking and optimizing
- Presentations
- Marketing analysis
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.