MRK634 - Driving Digital Media for Business

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Last revision date Jun 3, 2019 12:00:20 AM
Last review date Aug 2, 2019 12:15:00 AM

Subject Title
Driving Digital Media for Business

Subject Description
Media habits are changing. Canadians are consuming media differently, socializing in new ways, and demanding access to information anytime, anywhere. Based on this cultural shift digital solutions are in demand as viable solutions to achieve advertising objectives. Both advertisers and agencies are evaluating their current marketing mixes. The options within digital have grown at a rapid pace, are many and diverse. These digital options whether recommended as a singular solution or integrated with traditional media create huge potential and untapped opportunity within media plans. Concurrently, the change in technology consumption of information is now recognized as a useful business tool with its practical applications. With this evolution it has become apparent that there is a strong need for knowledge and talent in digital marketing to address the significant demand in the marketplace.

Credit Status
One full credit towards Business Administration - Marketing program.

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

  1. Demonstrate knowledge and understanding of digital marketing opportunities.
  2. Assess and integrate digital applications within the overall marketing mix.
  3. Evaluate and compare a multitude of digital options with the ability to propose solutions that are effective to achieve business objectives.
  4. Perform basic evaluation of revenue models, implementation, buying, planning and managing digital solutions.
  5. Prepare recommendations based on analytic reports for increased conversion of marketing initiatives.
  6. Compose and manage basic social media applications by creating digital accounts.
  7. Compose and present a digital overview as an advocate for digital solutions.

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.

Apply a systematic approach to solve problems.

Use a variety of thinking skills to anticipate and solve problems.

Locate, select, organize, and document information using appropriate technology and information systems.

Analyze, evaluate, and apply relevant information from a variety of sources.

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: 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 to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

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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.