MRK644 - Digital Marketing II

Outline information
Semester
Schools offering this subject
Last revision date Sep 24, 2018 12:00:31 AM
Last review date Dec 3, 2018 12:15:04 AM

Subject Title
Digital Marketing II

Subject Description
In Digital Marketing II, we are going to take students' previous digital marketing learning and put it together, using real world case studies, examples and assignments to forge a lifelong understanding of digital marketing concepts and best practices.  By the end of the class, students will be able to identify and evaluate various digital marketing opportunities, create execution plans and ROI models to evaluate the efficacy and optimize for future campaigns.

In addition to reading David Meerman Scott's classic book The New Rules of Marketing and PR, we will also have guest lecturers throughout the term to understand our learnings through real world applications.  Students will also be encouraged to follow some of the top digital marketing and PR blogs - a fantastic source of current and real world thought leadership.

Credit Status
One Credit

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

1. Discuss the new digital marketing landscape and create marketing programs that take advantage of new opportunities.
2. Demonstrate proficiency in target market segmentation techniques, including persona and scenario development and buyer intent models, to deliver the message content at the right time.
3. Create a content strategy for a new or existing product or service.
4. Articulate how social media is changing the way that brands interact with their customers.
5. Identify the Key Performance Indicators of digital marketing in order to evaluate and optimize marketing initiatives.
6. Demonstrate proficiency in using some of the popular marketing automation tools that are at a marketer’s disposal.
7. Evaluate search engine opportunities based on organic and paid keyword analysis.
8. Articulate how the PR landscape has changed and demonstrate how the change has created new opportunities and challenges.
9. Create an exclusively digital marketing plan to launch a new product or service.

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.