MKTG70020
Fundamentals of Digital Marketing Management
Sheridan
 
  I: Administrative Information   II: Course Details   III: Topical Outline(s)  Printable Version
 

Land Acknowledgement

Sheridan College resides on land that has been, and still is, the traditional territory of several Indigenous nations, including the Anishinaabe, the Haudenosaunee Confederacy, the Wendat, and the Mississaugas of the Credit First Nation. We recognize this territory is covered by the Dish with One Spoon treaty and the Two Row Wampum treaty, which emphasize the importance of joint stewardship, peace, and respectful relationships.

As an institution of higher learning Sheridan embraces the critical role that education must play in facilitating real transformational change. We continue our collective efforts to recognize Canada's colonial history and to take steps to meaningful Truth and Reconciliation.


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

It is recommended that students read the following policies in relation to course outlines:

  • Academic Integrity
  • Copyright
  • Intellectual Property
  • Respectful Behaviour
  • Accessible Learning
All Sheridan policies can be viewed on the Sheridan policy website.

Appropriate use of generative Artificial Intelligence tools: In alignment with Sheridan's Academic Integrity Policy, students should consult with their professors and/or refer to evaluation instructions regarding the appropriate use, or prohibition, of generative Artificial Intelligence (AI) tools for coursework. Turnitin AI detection software may be used by faculty members to screen assignment submissions or exams for unauthorized use of artificial intelligence.

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. 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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