Bachelor of Commerce (Digital Marketing) - Postsecondary ...

Recommendations
Give students hands-on experience in
measurement analytics. Strategic planning and
analytics go hand-in-hand.
Ensure that competitive strategy and the analysis
of external environments is included.
Include database and online marketing as well as
database development.
Provide an opportunity to develop technical
skills (e.g., HTML and CSS) to improve their
ability to work with developers.
Expand the scope of program to include
management of staff.
Outcomes encompass, explicitly where possible,
critical soft (or “people”) skills.
Include product or service development.
Incorporate creativity and innovation into the
learning outcomes and embed these concepts
into the program curriculum.
Ensure that policy development (e.g., use of
digital media in the workplace) is captured in the
outcomes.
Implementation in Curriculum
(Course name in boldface)
Marketing Metrics & Analysis
• Customer, competitor and market analysis,
forecasting and decision modeling
• Information acquisition, manipulation and
management as relevant to organizational
decision-making
• Experience in the use of web analytics and
other IT applications provided
Customer Relationship Management
• Deals with the current challenge of capturing,
managing and using customer data to
maximize customer satisfaction, loyalty and
profitability
• Database marketing techniques to be used to
manage relationships at all customer touch
points
Strategic Web Site Management
• Fusion of an organization’s business
objectives with the web design process:
organization’s goals, target needs, actions to
we want our audience to take, site integrated
with our other communications activities,
facilitation of testing and measurement,
optimized for search, etc.
• Students also need to have an understanding
of and appreciation for the programming
function and will be taught basic to advanced
construction techniques and coding language
via hands-on projects.
Management Fundamentals
Organizational Behaviour
Operations Management
Leaders & Leadership
Capstone
Strategic Policy
Marketing 2
Creative Decision-making
Product & Channel Management
Digital Marketing
Current Trends
Strategic Policy
Additional External Focus Group recommendations are addressed below:
Consider separating CRM and Social Media – implemented
Bachelor of Commerce (Digital Marketing) 53