WOA102 - Online Marketing

Outline info
Last revision date 2018-07-20 12:02:25.473
Last review date 2018-07-20 12:03:08.129

Subject Title
Online Marketing

Subject Description
In this subject students learn about the various forms of online marketing, campaign measurement and optimization strategies to help marketing managers maximize their advertising budgets. A further dive into Google Analytics will be performed for campaign tracking and analysis, along with keyword research, pay-per-click (PPC) campaign development and execution using a live Google Adwords account. Online marketing (including email marketing) concepts and best practices will be heavily discussed.

Credit Status
Students must attend 70% of classes to receive a certificate of attendance. This subject is part of the Web Optimization Analyst Recognition of Achievement program.

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

Upon successful completion of this subject the student will be able to:
1. Describe the role of online marketing in modern day business.
2. Communicate the various online marketing methodologies and channels.
3. Tag campaigns using Google Analytics for tracking performance.
4. Analyze Key Performance Indicators (KPIs) and their relationship to marketing objectives.
5. Create dashboards and website reporting to track marketing performance and ROI.
6. Set up a Google Adwords account and execute pay-per-click (PPC) campaigns.
7. Optimize online marketing ads for better performance.

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.

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.


Topic Outline

The role of websites in modern day business

  • History or marketing and future of online interactive marketing
  • Cheaper, faster, highly targeted, and measurable
  • Identify measurable business outcomes tied to marketing initiatives
  • Online resources, associations, blogs of interest

Online marketing concepts
  • Pay-per-click and search engine marketing
  • Banner and affiliate marketing
  • Leveraging web analytics for marketing measurement effectiveness 
  • Multi-channel marketing (including email)
  • Competitive research

Google Analytics II & Google Adwords
  • Measuring online marketing using Google Analytics
  • Creating and managing marketing campaigns
  • Tagging campaign links using URL parameters
  • Understanding key reports and functions as they relate to marketing
  • Setting up a Google Adwords account with analytics

Online marketing testing and optimization
  • Identifying KPIs for marketing campaigns as they relate to business outcomes
  • Understanding shifts in KPIs and what they mean to the business
  • Communicating web reporting to key stakeholders
  • Analyzing for actionable insight and web optimization

Mode of Instruction
The primary mode of learning is through classroom lecture and instruction, and hands on labs. Additional modes of instruction include class discussion, lecture and question and answer period.

Prescribed Texts

Required Supplies
USB Flash Drive 

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)
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
This subject is part of the Web Optimization Analyst program. Those students choosing to pursue their Web Optimization Analyst Recognition of Achievement are required to complete assessment(s). The passing grade for each course is 70%. All courses are graded as SAT (Satisfactory) for students who achieve 70% or higher or UNSAT (Unsatisfactory) for students who achieve less than 70%.

Approved by: Sharon Estok