MKTG70020
Fundamentals of Digital Marketing Management
Sheridan
 
  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 2019
Prerequisites: N/A
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Canadian Institute of Manageme, Digital Marketing Management, Entrepreneurship and Small Bus, Marketing & Sales Certificate
Program Coordinator(s): N/A
Course Leader or Contact: N/A
Version: 20190107_00
Status: Approved (APPR)

Section I Notes: This is a Sheridan College course that is offered through Sheridan FCAPS. Students who register for the course through Sheridan will receive credit from Sheridan College only. Access to the course materials will be through OntarioLearn.com. This course is part of the Faculty of Continuing and Professional Studies Digital Marketing Management Recognition of Achievement (ROA) program.This course is delivered online and in a blended format. Students taking this course will need reliable access to the internet and should have a basic level of comfort using computers as well as the self- discipline to study online. Students taking the blended version of this course will also need to spend a portion of this course in a classroom. Students can expect to spend an additional three hours per week for online activities such as postings, discussions, and homework.

 
 
Section II: Course Details

Detailed Description
Students develop and implement digital marketing strategies in business and consumer markets. Students explore a variety of strategic and creative marketing principles including email marketing, search, design, content, and measurement. Through student collaboration, research, and discussions students assess how a Business to Consumer (B2C) business utilizes digital strategies to acquire, convert, retain, and add value for their customers. Students develop a digital marketing plan for a business.

Program Context

 
Canadian Institute of Manageme Program Coordinator(s): N/A
N/A

Digital Marketing Management Program Coordinator(s): N/A
N/A

Entrepreneurship and Small Bus Program Coordinator(s): N/A
N/A

Marketing & Sales Certificate Program Coordinator(s): N/A
This course is part of the Marketing and Sales certificate, the Digital Marketing Management Recognition of Achievement (ROA), and the Entrepreneurship and Small Business Recognition of Achievement (ROA) programs.


Course Critical Performance and Learning Outcomes

  Critical Performance:
By the end of this course, students will have demonstrated the ability to create a digital marketing plan that exemplifies sound marketing principles in alignment with the global marketplace.
 
Learning Outcomes:

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

  1. Develop marketing strategies related to Business to Consumer (B2C) Marketing and Business-to-Business (B2B) Marketing.
  2. Analyze customer behaviour, segmentation, positioning, and value proposition in a digital environment.
  3. Evaluate critical strategic Digital Marketing issues relating to communications, convenience, cost, and customer value.
  4. Identify technologies and marketing strategies that are unique to the Internet.
  5. Describe current digital trends that affect the changing marketplace and know how to use them to develop effective marketing strategies.
  6. Design a Digital Marketing Plan for a new or existing business.

Evaluation Plan
Students demonstrate their learning in the following ways:

 Evaluation Plan: IN-CLASS & ONLINE INSTRUCTION
 Online Discussions/In class activities40.0%
 Assignments ( x 2)40.0%
 Mid-term Exam10.0%
 Final Exam10.0%
Total100.0%



Evaluation Plan: ONLINE
 Online Discussions40.0%
 Assignments (x2)20.0%
 Mid-term Exam10.0%
 Digital Marketing Plan20.0%
 Final Exam10.0%
Total100.0%

Evaluation Notes and Academic Missed Work Procedure:
TEST AND ASSIGNMENT PROTOCOL The following protocol applies to every course offered by the Faculty of Continuing and Professional Studies 1. Students are responsible for staying abreast of test dates and times, as well as due dates and any special instructions for submitting assignments and projects as supplied to the class by the instructor. 2. Students must write all tests at the specified date and time. Missed tests, in-class/online activities, assignments and presentations are awarded a mark of zero. The penalty for late submission of written assignments is a loss of 10% per day for up to five business days (excluding Sundays and statutory holidays), after which, a grade of zero is assigned. Business days include any day that the college is open for business, whether the student has scheduled classes that day or not. An extension or make-up opportunity may be approved by the instructor at his or her discretion.

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


 

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
    Notes:  This course is not eligible for Prior Learning Assessment Recognition.
  • Other
    Notes:  This course is delivered through OntarioLearn at ontariolearn.com and is hosted by (Sheridan College) SH-MKTG70020.

 
 
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.
Print Instruction Mode Professor Applicable Student Group(s)
Online Multiple Professors Continuing and Professional Study Students: Online Students
In-class & Online Instruction Multiple Professors Continuing and Professional Study Students: Blended Students

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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