ADVG36834
The Art & Business Science of Digital
 
  I: Administrative Information   II: Course Details   III: Topical Outline(s)  Printable Version   Public
 
Section I: Administrative Information
  Credit Value: 3.0
Credit Value Notes: N/A
Effective: Fall 2015
Prerequisites: (ADVG27028) AND (MKTG23921)
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Course Name (short): Art & Bus. Science of Digital
School: Business
Program(s): Advertising and Marketing Comm
Program Coordinator(s): Cathryn Oliver
Course Leader or Contact: Maureen Garbutt
Originator: Lesley Rumsby
Designate: Lesley Rumsby
Version: 2.0
Status: Approved (APPR)

Calendar Description
Students apply digital intelligence across a broad range of business functions. Students learn a variety of digital tools and theories used to improve the digital profitability, accessibility and the overall consumer digital experience.

Typical Instructional Format

Lecture
 42.0
Total hours: 42.0

Courses may be offered in other formats.

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:

  
2 Tests(@ 15 each)   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%

A student must average at least 50% on the non-group components of 
the evaluation plan (as well as at least 50% overall)in order to
receive credit for this course
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: Multiple PLA Contacts
Students may apply to receive credit by demonstrating achievement of the course learning outcomes through previous life and work experiences. 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: Fall 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%


Academic Honesty
The principle of academic honesty 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 faculty member, or otherwise submitting work that is not the student's own violates this principle and will not be tolerated. Instances of academic dishonesty, including assisting another student to cheat, will be penalized as detailed in the Student Handbook.

Students who have any questions regarding whether or not specific circumstances involve a breach of academic honesty are advised to discuss them with the faculty member prior to submitting the assignment in question.

Discrimination and Harassment
Sheridan is committed to provide a learning environment that respects 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 are available in the Student Handbook.
 
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