MKTG70060
Digital Marketing Strategy and Planning
Sheridan
 
  I: Administrative Information   II: Course Details   III: Topical Outline(s)  Printable Version
 
Section I: Administrative Information
  Total hours: 30.0
Credit Value: 2.0
Credit Value Notes: N/A
Effective: Spring/Summer 2021
Prerequisites: N/A
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): N/A
Program Coordinator(s): N/A
Course Leader or Contact: N/A
Version: 20210517_01
Status: Approved (APPR)

Section I Notes: Access to course materials and assignments will be available on Sheridan's Learning and Teaching Environment (SLATE). Students will need reliable access to a computer and the internet.

 
 
Section II: Course Details

Detailed Description
Students will learn fundamental marketing theories and apply the knowledge they acquire towards the development of a digital marketing campaign plan that meets a company's business and marketing goals. Students will analyze internal and external forces affecting business operations using a SWOT analysis and explore potential audiences and personas to target with the campaign. At the conclusion of the course, students will have determined a budget, identified scheduling details, selected appropriate marketing channels, and developed a digital marketing plan which they can add to their professional portfolio.

Course Critical Performance and Learning Outcomes

  Critical Performance:
At the end of this course, students will have demonstrated the ability to create a complete marketing campaign plan for consumer and business markets.
 
Learning Outcomes:

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

  1. Assess a company's business and marketing goals to develop marketing campaign objectives.
  2. Evaluate internal and external forces affecting business operations and campaign strategies.
  3. Identify an appropriate target audience for the campaign.
  4. Create the campaign's value proposition to engage with the target audience.
  5. Develop a campaign's budget and schedule.
  6. Construct a digital marketing campaign plan to meet company's business and marketing goals.

Evaluation Plan
Students demonstrate their learning in the following ways:

 Evaluation Plan: ONLINE
 Quizzes (4 x 5%)20.0%
 Assignment 130.0%
 Assignment 225.0%
 Assignment 325.0%
Total100.0%

Evaluation Notes and Academic Missed Work Procedure:
TEST AND ASSIGNMENT PROTOCOL The following protocol applies to every course offered by 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:


 

Essential Employability Skills
Essential Employability Skills emphasized in the course:

  • Communication Skills - Communicate clearly, concisely and correctly in the written, spoken, visual form that fulfills the purpose and meets the needs of the audience.
  • Communication Skills - Respond to written, spoken, or visual messages in a manner that ensures effective communication.
  • Numeracy - Execute mathematical operations accurately.
  • Critical Thinking & Problem Solving Skills - Use a variety of thinking skills to anticipate and solve problems.
  • Critical Thinking & Problem Solving - Apply a systematic approach to solve problems.
  • Interpersonal Skills - Show respect for the diverse opinions, values, belief systems, and contributions of others.
  • Interpersonal Skills - Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.

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 and Portfolio
    Notes:  This course requires both a portfolio and challenge exam.

 
 
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.
Instruction Mode: Online
Professor: Multiple Professors
Resource(s):
 TypeDescription
OptionalOtherRecommended Readings: 1. Chaffey, D. and Ellis-Chadwick, F. Digital Marketing: Strategy, Implementation and Practice, 6th Edition. Toronto: Pearson. 2. Guolla, M. A., Belch, G. E. and Belch, M. A. Advertising & Promotion: An integrated Marketing Communications Perspective, 7th Canadian Edition. Toronto: McGraw-Hill Education.

Applicable student group(s): Continuing and Professional Studies Students.
Course Details:

Module 1 : Introduction

Marketing Campaign Planning

Module 2 : Situation Analysis

SWOT Analysis

SWOT Strategy

Quiz 1 (Module 1 and 2) 5%

Quiz 2 (Module 2) 5%

Assignment 1 SWOT Analysis and Strategy: 30%

Module 3 : Marketing Campaign Strategy

Target Market, Target Audience and Persona

Persona’s Buying Journey

USP, Value Proposition and Message Appeals

Quiz 3 (Module 3) 5%

Assignment 2 Target Audience and Value Proposition: 25%

Module 4 : Marketing Campaign Tactics

Promotion Channels and Campaign Schedule

Campaign KPIs and Budget

Quiz 4 (Module 4) 5%

Assignment 3 Promotion Channels, Schedule and Budget: 25%

 



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.


[ Printable Version ]

Copyright © Sheridan College. All rights reserved.