VCDP 2480: Online Marketing
Effective date
January 2023
Department
Visual Comm Design Diploma
School
Trades, Technology and Design
Description
In this course, students will learn different marketing approaches used to promote products and services online. The course will introduce students to basic general marketing principles and then focus on training students in skills and knowledge related specifically to online marketing, including email campaigns, social media marketing, search engine optimization, marketing analytics, and website content strategy. Students will practice strategic thinking while analyzing market research, creating a marketing plan, and designing content for an online campaign. The course will also cover web design principles that can boost the effectiveness of websites that aim to sell products and services online.
Year of study
2nd Year Post-secondary
Course Learning Outcomes
Upon successful completion of this course, students will be able to:
- Identify online marketing practices
- Describe how research is used to inform marketing decisions and evaluate marketing performance
- Create content for social media and email marketing campaigns
- Create an on-brand online marketing strategy
- Use social media for self-promotion
- Integrate online marketing principles into website designs to help them more effectively sell products and services
- Discuss the cultural influence of marketing and the related ethical concerns designers should consider
Prior Learning Assessment & Recognition (PLAR)
1. Interview with department to discuss previous experience
2. A portfolio assessment of previously completed related work OR
3. The demonstration of skills via the successful completion of 1-4 related projects/assignments similar to those completed in the course, chosen at the discretion of the department
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)
Evaluation Plan
Type
|
Percentage
|
Assessment activity
|
Project
|
30
|
Final project
|
Assignments
|
30
|
Assignments
|
Lab Work
|
30
|
May include in-class exercises, assignments, quizzes/tests, and work-in-progress
|
Participation
|
10
|
Participation and professionalism
|
Course topics
- Marketing principles
- Marketing analytics
- Marketing campaigns
- Search engine optimization
- Email campaigns
- Website content strategy
- Social media marketing
- eCommerce principles
- Ethics of marketing
- Cultural influence of marketing
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.