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

Strategic Website
Management
Brand Management
and Media
Integration
Search Engine
Marketing
Customer Behaviour
the research efforts of others. Students will work in groups to complete a research
proposal, collect data and develop an online research strategy to address the
research needs of an organization.
This course will prepare the digital marketer to strategically manage a website – in
other words, use the website as a marketing tool to effectively achieve the
organization’s objectives. Topics covered will include creating a website within the
context of the organizational goals, target audience and overall marketing plan,
mechanics, SEO, usability, and security/privacy and legal issues. The course will
culminate in the development of a robust recommendation of improvements to
optimize an existing, publicly available website.
A strong brand allows organizations to not only separate themselves from their
competition but allows them to connect with consumers in meaningful ways.
Strong brands often become an organizations most valuable asset and can have a
dramatic impact on a consumers purchasing decision. This course will examine the
role of brands and the need to differentiate products and services in an
environment where consumers have multiple alternatives and choice. Students
will learn how to successfully develop a brand, how to measure brand equity and
brand effectiveness, and how to successfully integrate multiple media alternatives
into the brand plan.
Year 3 – Semester 6
This course will cover fundamental and advanced concepts in Search Engine
Marketing using the Google AdWords pay per click (ppc) advertising platform. All
students will participate in the Google Online Marketing Challenge in partnership
with a client from industry. Each student team will be charged with creating,
running and optimizing a live ppc campaign on behalf of their client. Project
deliverables include AdWords account set up, geo & language targeting, keyword
research, ad copywriting, goal setting, keyword bidding, campaign optimization and
ROI measurement. Advanced course topics include display advertising, ad
extensions, day parting, conversion tracking, remarketing, and demographic
targeting. Students will be prepared to write the Google Fundamentals of Search
Certification exam at the completion of the course.
Marketing begins and ends with the customer. To succeed in the marketplace,
organizations must understand the behaviors of their customers. This course will
introduce students to the major psychological, social and situational influences that
impact consumer choice. Marketing’s application of consumer theory will be
studied in traditional and digital buying environments. Students will also reflect on
their individual roles as consumers in a market‐driven society. The course includes
an overview of popular consumer research methods and addresses the evolving
role of marketing in the creation and diffusion of culture. Students will complete
projects using consumer behaviour theory and research to develop marketing
tactics.
64 Bachelor of Commerce (Digital Marketing)