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    This document outlines the topics, assignments, and schedule for an Integrated Digital Marketing course over 15 weeks. The course covers key areas of digital marketing including content marketing, mobile marketing, search engine optimization, online advertising, email marketing, social media marketing, and metrics. Students are assessed through case studies, in-class projects, a midterm exam, and a final group integrated marketing communications plan and presentation. The plan is developed throughout the course and presented to a client in the final weeks.

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    This document outlines the topics, assignments, and schedule for an Integrated Digital Marketing course over 15 weeks. The course covers key areas of digital marketing including content marketing, mobile marketing, search engine optimization, online advertising, email marketing, social media marketing, and metrics. Students are assessed through case studies, in-class projects, a midterm exam, and a final group integrated marketing communications plan and presentation. The plan is developed throughout the course and presented to a client in the final weeks.

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    4 views1 page

    Course Outline

    Uploaded by

    qbwh2sn69r
    This document outlines the topics, assignments, and schedule for an Integrated Digital Marketing course over 15 weeks. The course covers key areas of digital marketing including content marketing, mobile marketing, search engine optimization, online advertising, email marketing, social media marketing, and metrics. Students are assessed through case studies, in-class projects, a midterm exam, and a final group integrated marketing communications plan and presentation. The plan is developed throughout the course and presented to a client in the final weeks.

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    Integrated Digital Marketing (MARK4006) Course Outline

    Week Topic / Task Outcomes Content (Blackboard) Deliverables/ Activities


    1 - Sept 5 Introduction & Online • Introduction to Digital Marketing • Group formations and Cases
    Behaviour • Industry Trends Assigned
    • IMC Plan Assigned
    2 – Sept 12 Content Marketing & • Site Design and Usability • Cases 1 & 2 (10%)
    Video • Domain Name System • In-Class Project Work:
    • Content Marketing Content Strategy
    3 – Sept 19 Mobile Marketing & • Trends in Mobile Marketing • Cases 3 & 4 (10%)
    Geolocation • Mobile Apps • In-Class Project Work: Mobile
    • Geolocation Marketing Micro-Moments
    4 – Sept 26 Search Marketing • How Search Engines Work • Cases 5 & 6 (10%)
    • Paid vs. Organic Searches • In-Class Project Work:
    Keywords
    5 – Oct 3 Online Advertising & • Applications for Online • Cases 7 & 8 (10%)
    Email Advertising • In-Class Project Work: Email
    • Designing Email Campaigns Design
    6 – Oct 10 Social Media • Social Media Marketing • Midterm Review
    Applications • Cases 9 & 10 (10%)
    • Viral Marketing Campaigns • In-Class Project Work: Social
    Media Contest
    7 – Oct 17 Midterm Exam Midterm Exam (25%) Blackboard Weeks (1 – 6)
    8 – Oct 24 INTERSESSION WEEK
    9 – Oct 31 IMC Planning (online) • IMC planning and integration • IMC Plan Reviewed
    • Goal setting, and strategy and
    tactical implementation
    • Market Segments & Personas
    10 – Nov 7 Metrics • Measuring web, banner, search, • In-Class Workshop: Define
    email, social, and mobile media Your KPIs (5%)
    • Assessing ROI and Testing
    11 – Nov 14 Privacy • Privacy and Anti-Spam legislation • Exam Review
    (CASL/ PIPEDA), and Frameworks • In-Class Workshop: Privacy
    • International Privacy Legislation (5%)
    12 – Nov 21* FINAL Exam All Final Exam (25%) Blackboard
    13 – TBC Client Q&A* All Final opportunity for students to Interactive Q&A
    ask questions for their group IMC
    plan
    14 – Dec 4 & Group Presentations All MARK4006/SPMK presentations Group IMC Plan Due (20%)
    5 Presentations (10%)
    15 – TBC Client All Finalist MARK4006/ SPMK Client Presentations
    Presentations* presentations

    * Dates subject to change due to client availability

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