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

Consider combining Consumer Behaviour and Market Research – not implemented,
curriculum too comprehensive for one course
Ensure direct marketing is included – implemented in Digital Marketing, Search Engine
Marketing (not in a dedicated course)
Ensure media planning/media buying (beyond SEM) is included – implemented from a
theoretical perspective but not in a distinct, dedicated course
Include e-commerce – implemented in final semester course
Set two co-op semesters as the preferred minimum – not implemented due to need to remain
competitive; however, delivery model allows for extension of minimum one semester
Adjust placement of courses depending on placement of the co-op semester to ensure students
have taken as many tactical/technical courses as possible prior to co-op semester –
implemented
Move two non-core (breadth) mandatory courses into later semesters – implemented
Move Entrepreneurship to Level 5 or 6 – implemented
Committee members reviewed the above changes and suggested three additional curriculum
revisions:
1. Include “sales” in vocational learning outcomes to ensure sales skills are encompassed in the
program curriculum if not in a distinct course.
2. Consider also offering a fast track model that allows students to complete Level 8 in the Summer
semester after completing their minimum co-op semester, rather than waiting until the Fall
semester.
3. Ensure “content marketing” is included in the curriculum; possible course placement includes
Current Trends, Digital Marketing, and Website Management.
10. Proposed Program Description
Sherry presented the proposed program description, noting that the description is for MTCU purposes
only and is not intended for marketing purposes. The description indicates that the program offers a
broad-based business curriculum in Years 1 and 2 followed by a specialized marketing curriculum in
Years 3 and 4 with a focus on digital marketing. Committee members agreed that the proposed
description accurately reflects the scope of the program.
11. Proposed Vocational Learning Outcomes
Sherry and Ross reviewed proposed Vocational Learning Outcomes, again noting that the outcomes
are not used for marketing, but are for MTCU purposes as well as internal mapping purposes.
The Program Advisory Committee endorsed the proposed Vocational Learning Outcomes, offering
the following suggestions:
Add sales skills (as noted above)
VLO #4 – revise to remove “compared to”; remove focus from comparing to assessing
VLO #9 – no change required; suggest this outcome could be met in the following courses:
Management Fundamentals, Leaders and Leadership, and Co-op Integration (non-credit)
VLO #11 – consider changing “multicultural sensitivity” to “cultural diversity” or “diversity”
to broaden scope. This content would be presented across the curriculum, including in the
54 Bachelor of Commerce (Digital Marketing)