MKM915 - Digital Marketing

Outline information
Semester
Schools offering this subject
Last revision date Jun 3, 2019 12:00:21 AM
Last review date Aug 2, 2019 12:15:00 AM

Subject Title
Digital Marketing

Subject Description
Canadians are consuming media differently, socializing in new ways, and demanding access to information anytime, anywhere. The line between personal and business are now blurred. Based on this cultural shift, creating effective digital marketing strategies and utilizing appropriate tactics to achieve marketing and organizational objectives is critical. Digital options whether recommended as a singular solution or integrated with traditional media are now an expected component of marketing plans. The personal brand is distinct from and yet part of the organizational brand.

Credit Status
This subject is a required one-credit course towards a Graduate Certificate in Brand Management.

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

  1. Create and utilize basic social media accounts, apps, tools and platforms.
  2. Propose digital marketing strategies that are consistent with organizational objectives.
  3. Categorize and assess digital marketing applications for fit within the overall marketing mix.
  4. Compare digital marketing tactics in the context of ethics.
  5. Build a personal brand portfolio that illustrates how digital marketing tools can be used in business.

Essential Employability Skills
Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

Respond to written, spoken, or visual messages in a manner that ensures effective communication.

Show respect for diverse opinions, values, belief systems, and contributions of others.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: http://www.senecacollege.ca/about/policies/academic-integrity-policy.html Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website http://open2.senecac.on.ca/sites/academic-integrity/for-students to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

Discrimination/Harassment
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 Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.