MRK412 - Marketing Digitally

Outline info
Semester
School
Last revision date 2017-11-02 16:59:08.649
Last review date 2017-11-02 16:59:08.65


Subject Title
Marketing Digitally

Subject Description
This course introduces a variety of web-based and digital marketing approaches.  Students will examine the new and fast-changing opportunities for marketers resulting from the changing use of digital media, including search engine strategies, websites, social media, and mobile communication.  The course provides students with the opportunity to observe, evaluate and recommend online marketing strategies with an emphasis on measurement of online marketing activity.

Credit Status
One Full Credit.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

 

  1. Describe the relevant trends in internet usage, buyer behavior and associated marketing opportunities.
  2. Observe and critique current examples of a variety of approaches to digital marketing.
  3. Identify and explain the function of search engines and apply concepts of search marketing for both organic and paid search.
  4. Identify and explain the basic principles of web analytics to analyze web traffic and measure ROI of a digital marketing program.
  5. Identify and explain the use of social media in a digital marketing program.  Recommend appropriate SMM (social media marketing) approaches.
  6. Identify and explain the use of mobile marketing in a digital marketing program.  Recommend appropriate mobile marketing approaches.
  7. Recommend and justify appropriate digital marketing approaches to address a business opportunity.
  8. Demonstrate an ability to remain current and informed about the changing practices and opportunities associated with digital marketing.

Essential Employability Skills
Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

Apply a systematic approach to solve problems.

Locate, select, organize, and document information using appropriate technology and information systems.

Analyze, evaluate, and apply relevant information from a variety of sources.

Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on http://library.senecacollege.ca for further information regarding cheating and plagiarism policies and procedures.

Discrimination/Harassment
All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at student.conduct@senecacollege.ca.

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.

Prerequisite(s)
MRK106

Topic Outline

  • Trends in Digital Marketing
  • The Digital Marketing Plan
  • Search Engine Strategies (SES)s and Search Engine Optimization (SEO)
  • Paid Search
  • Web Design and Analytics
  • Social Media Marketing (SMM)
  • Mobile Marketing

Mode of Instruction
In-Class
A combination of teaching methods will be utilized which may include lectures, case studies, discussions, group and individual work.

Online
This course is delivered online.  This may involve the use of digital materials and/or a text, group discussions, interaction with your instructor and online activities.

Prescribed Texts
Online:

No book required

Reference Material
None.

Required Supplies
None.

Promotion Policy

Grading Policy
A+ 90%  to  100%
A 80%  to  89%
B+ 75%  to  79%
B 70%  to  74%
C+ 65%  to  69%
C 60%  to  64%
D+ 55%  to  59%
D 50%  to  54%
F 0%    to  49% (Not a Pass)
OR
EXC Excellent
SAT Satisfactory
UNSAT Unsatisfactory

For further information, see a copy of the Academic Policy, available online (http://www.senecacollege.ca/academic-policy) or at Seneca's Registrar's Offices.


Modes of Evaluation
Assignments are due on the dates specified. Should extenuating circumstances arise, please contact your instructor prior to the assignment due date so that an appropriate course of action can be established. Late assignments may be subject to a penalty of up to 10% per week and will not generally be accepted beyond two weeks from the due date.
 
In cases of cheating or plagiarism, the College Academic Policy will prevail. Please ensure that all assignments and reports are properly documented.
 
Students are referred to the following website for Seneca College Library style guides, Academic Honesty Policy and Copyright guidelines:  http:/senecacollege.ca/library
 
Dates for evaluations are specified in the weekly schedule addendum to this outline. The evaluation process may include, but is not limited to, tests, exams, assignments or presentations. Any absences or missed submissions due to medical or other reasons must be supported by medical or other appropriate documentation within one (1) week of the due date. The faculty and program area must be notified immediately in the event of a missed evaluation. Upon acceptance of the documentation, the weighting of the missed deliverable will normally be applied to the final exam.
 
English Competency
The ability to communicate effectively is essential for success in business. Therefore, you must demonstrate English competency in this course in both oral and written work. Ensure your written work includes correct sentence structure, spelling and punctuation. Always spell check, edit and proofread your work.
 
Grading is based on the following marking scheme:

In-class and Online Delivery:

Blog Assignment 42%
Digital Marketing Project 30%
Marketing Plan Peer Discussion Activities 18%
Participation 10%

For Online Delivery: All the academic policies of the College at which you registered apply. This includes, but is not limited to policies related to grading, supplemental exams, deferred exams and accommodations.

Please retain this course outline document for future educational and/or employment use.

Academic Program Manager:
Emiliano Introcaso

Approved by: Academic Program Manager Emiliano Introcaso