Sheridan Course Outlines

ADVG36834
The Art & Business Science of Digital

I: Administrative Information II: Course Details III: Topical Outline(s) Printable Version

Section I: Administrative Information

Total hours: 42.0
Credit Value: 3.0
Credit Value Notes: N/A
Effective: Winter 2015
Prerequisites: (ADVG27028) AND (MKTG23921)
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Advertising and Marketing Comm
Program Coordinator(s): Cathryn Oliver
Course Leader or Contact: Maureen Garbutt
Version: 1.0
Status: Approved - Under Rev (AREV)

Section I Notes: This course is delivered in lab (2 hours) and lecture (1 hour).

Section II: Course Details

Detailed Description
Students apply digital intelligence across a broad range of business functions. Students learn a variety of tools and theories used to improve the digital profitability, accessibility and the overall consumer digital experience. They examine the digital space with focus on social media, web analytics and the digital ecosystem as a whole. Following trends, best practices and industry standards, students are able to demonstrate how the digital ecosystem functions. By studying the various digital options, students are able to identify the relationship between business objectives and web goals, providing detailed and relevant insights. Students utilize industry examples and benchmarks for determining appropriate questions and analysis that need to be addressed in order to make recommendations based on intended functionality. Students learn through interactive lectures, demonstration with immediate application, case studies and problem based learning.

Program Context

Advertising and Marketing Comm

Program Coordinator: Cathryn Oliver

This course is a mandatory sixth semester course that builds on the interactive and emerging trends courses.

Course Critical Performance and Learning Outcomes

 Critical Performance

By the end of this course, students will have demonstrated the 
ability to apply digital concepts to achieve the objectives of a 
digital advertising campaign.

Learning Outcomes
To achieve the critical performance, students will have demonstrated 
the ability to:

1.  Identify the business objectives and web goals of a company.
2.  Determine questions that need to be asked of the technical 
    designers, based on the intended functionality.
3.  Analyze the digital presence of a business, using digital best 
    practices, to determine the efficiency of the content and 
    placement.
4.  Compile recommendations to achieve specific advertising 
    objectives.
5.  Defend recommendations made, to improve upon a digital profile.
6.  Explain the relationship between the various levels of the 
    digital ecosystem.
7.  Segment analytic data to uncover trends from sub-groups.
8.  Evaluate the effectiveness of digital marketing strategies using 
    relevant analytics tools.
9.  Assess the social media presence of a business.
10. Describe the privacy and legal regulations of the digital 
    landscape.

Evaluation Plan
Students demonstrate their learning in the following ways:

Students demonstrate their learning in the following ways:
2 Tests(@ 15each)   30%
In-class activities:  25%
-	Activity 1:  5%
-	Activity 2:  5%
-	Activity 3: 10%
-	Activity 4:  5%
Client digital presence analysis - Part 1 15%
Client digital presence analysis - Part 2 30%

TOTAL:  100%

Provincial Context
The course meets the following Ministry of Training, Colleges and Universities requirements:

Essential Employability Skills
Essential Employability Skills emphasized in the course:

X	Communication	X	Critical Thinking & Problem Solving	X	Interpersonal
	Numeracy	X	Information Management		Personal

Notes: N/A

Prior Learning Assessment and Recognition
PLAR Contact (if course is PLAR-eligible) : Office of the Registrar
Students may apply to receive credit by demonstrating achievement of the course learning outcomes through previous relevant work/life experience, service, self-study and training on the job. This course is eligible for challenge through the following method(s):

Challenge Exam	Portfolio	Interview	Other	Not Eligible for PLAR
	X	X

Notes: Students must successfully complete both elements of the PLA in order to be considered for credit.

Section III: Topical Outline

Some details of this outline may change as a result of circumstances such as weather cancellations, College and student activities, and class timetabling.
Effective term: Winter 2015
Professor: Multiple Professors
Textbook(s):

Clifton, Brian, 2010, Advanced Web Metrics with Google Analytics, 
Second Edition, Books 24/7
Berkman, Robert, 2008.  The Art of Strategic Listening:  Finding 
Market Intelligence through Blogs and Other Social Media, Books 24/7

Recommended Reading:  Marketing Magazine

Applicable student group(s): Sixth Semester Advertising and Marketing Communications Management Advanced Diploma
Course Details:

Module 1: Digital design and functionality
-	Technical development
-	Native application vs. Web application
IN CLASS ACTIVITY 1 5%


Module 2: Business Objectives and Web Goals
-	Identify links
-	Develop strategy

        IN CLASS ACTIVITY 2  5%

Module 3: Web Analytics
-	Data collection and storage
-	Path Analysis
-	Digital Segmentation
-	Digital KPIs

        IN CLASS ACTIVITY 3  10%

Test 15% - Modules 1-3

Client digital presence analysis - Part 1  15%


Module 4: The Social Media Intelligence
-	Transformation of Businesses
-	Listening to the social channels
-	Effect on the bottom line

         IN CLASS ACTIVITY 4 :  5%

Module 5: Privacy and Legal regulations of digital
-	Research various organizations involved

Test 15% - Modules 4-5

Client digital presence analysis - Part 2  30%

Sheridan Policies

All Sheridan policies can be viewed on the Sheridan policy website.

Academic Integrity: The principle of academic integrity requires that all work submitted for evaluation and course credit be the original, unassisted work of the student. Cheating or plagiarism including borrowing, copying, purchasing or collaborating on work, except for group projects arranged and approved by the professor, or otherwise submitting work that is not the student's own, violates this principle and will not be tolerated. Students who have any questions regarding whether or not specific circumstances involve a breach of academic integrity are advised to review the Academic Integrity Policy and procedure and/or discuss them with the professor.

Copyright: A majority of the course lectures and materials provided in class and posted in SLATE are protected by copyright. Use of these materials must comply with the Acceptable Use Policy, Use of Copyright Protected Work Policy and Student Code of Conduct. Students may use, copy and share these materials for learning and/or research purposes provided that the use complies with fair dealing or an exception in the Copyright Act. Permission from the rights holder would be necessary otherwise. Please note that it is prohibited to reproduce and/or post a work that is not your own on third-party commercial websites including but not limited to Course Hero or OneNote. It is also prohibited to reproduce and/or post a work that is not your own or your own work with the intent to assist others in cheating on third-party commercial websites including but not limited to Course Hero or OneNote.

Intellectual Property: Sheridan's Intellectual Property Policy generally applies such that students own their own work. Please be advised that students working with external research and/or industry collaborators may be asked to sign agreements that waive or modify their IP rights. Please refer to Sheridan's IP Policy and Procedure.

Respectful Behaviour: Sheridan is committed to provide a learning environment that supports academic achievement by respecting the dignity, self-esteem and fair treatment of every person engaged in the learning process. Behaviour which is inconsistent with this principle will not be tolerated. Details of Sheridan's policy on Harassment and Discrimination, Academic Integrity and other academic policies are available on the Sheridan policy website.

Accessible Learning: Accessible Learning coordinates academic accommodations for students with disabilities. For more information or to register, please see the Accessible Learning website (Statement added September 2016)

Course Outline Changes: The information contained in this Course Outline including but not limited to faculty and program information and course description is subject to change without notice. Any changes to course curriculum and/or assessment shall adhere to approved Sheridan protocol. Nothing in this Course Outline should be viewed as a representation, offer and/or warranty. Students are responsible for reading the Important Notice and Disclaimer which applies to Programs and Courses.

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