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

Digital Marketing
This course will explore the role of digital marketing in contemporary marketing,
challenging students to employ a critical evaluation of tactics that will prepare
them to manage an ever‐changing digital Marketing mix. Tactics explored will
include display media, search, affiliate, email, social and mobile; privacy, policy,
ethical and legal issues will also be considered and relevant metrics will be
introduced. The course will culminate in the development of an online marketing
plan, leveraging the student’s understanding of the relevance of a variety of online
marketing tactics in fulfilling marketing objectives.
Managing Programs
& Projects
Product and Channel
Management
Marketing Metrics
and Analysis
Managing Customer
Relationships
This course gives management students the leadership skills to develop a project
selection and prioritization process within a PMO (Project Management Office).
The course also focuses on program and project leadership, the various methods of
leadership, project integration and assesses legal and ethical project management
issues. Students learn the process of analyzing, creating and managing the project
plan and the project management processes for managing and controlling the
overall program/project. This course covers all of the PMI (Project Management
Institute) knowledge areas of project management together into a consolidated
whole, and gives the student a higher‐level leadership view of portfolio, program
and project management and the tools and techniques to plan, execute and control
various types of projects.
Year 4 – Semester 7
Product management and distribution channel management represent two of the
four main elements in an organization’s marketing mix. This course will provide an
overview for the key decisions and processes marketers encounter when planning,
developing and distributing products and services to provide value for customers.
Recent trends impacting new product/service development and channel design,
evaluation and control will be addressed. Students will work in groups to design a
distribution strategy for a new product.
This course teaches the student decision‐making theory and methods of analysis
that support the web analytics discipline. Topics include customer, competitor, and
marketing analysis. Students are introduced to the concepts and principles of
information acquisition, manipulation and management as it relates to website
visitor metrics, website traffic acquisition, and website content management.
Advanced experience in the use of the Google Analytics platform will be provided.
Students will complete and present a detailed website analysis for a client in
industry as the culminating project in this course.
This course deals with the current challenge of capturing, managing and using
customer data to maximize customer satisfaction, loyalty and profitability.
Database marketing techniques will be used to manage relationships at all
customer touch points. Marketing metrics such as customer lifetime value will be
used to determine appropriate marketing tactics for various customer segments.
Bachelor of Commerce (Digital Marketing) 65