Course Overview:

This course provides students with a strategic and applied understanding of digital marketing in a global context. Emphasizing both tactical tools and data-driven decision making, the course covers digital campaign development, search engine optimization, social media marketing, mobile advertising, and cross-platform integration. Students will explore how digital strategies support marketing objectives, analyze platform-specific metrics, and evaluate campaign effectiveness using tools like Google Analytics and AdWords. The course integrates digital marketing into broader marketing strategies by connecting online activities to traditional marketing efforts. Students will assess global market trends, adapt messaging for diverse audiences, and build digital marketing plans that reflect cultural, technological, and consumer differences across regions. Projects and simulations will allow students to create and critique real-world campaigns using current platforms and tools.

Prerequisite:

  • The students must have completed grade 12 or equivalent education, or mature student status (19 years or older).
  • All applicants must meet one of the following Language Proficiency Requirements (LPR):
    • Completion of 2 years of secondary education (including English 10 and 11 with grade of ‘C’ or higher) from a country where English is one of the principal languages, or
    • Completion of 2 years of full-time post-secondary education at an accredited institution where English is the language of instruction, or
    • Students from non-English speaking countries must have completed grade 12 or equivalent education and provide verified results for one of the English Language Proficiency tests with minimum scores listed below:
      • IELTS 6.0, TOEFL 50, CAEL 45, CELPIP 6.5, DET 105, PTE 47, PCE 175, CAMBRIDGE B2 Level, LANGUAGECERT B2 Level, MET B2 Level, ITEP 3.8, EIKEN Grade Pre-1. or
    • Provide proof of achieving at least 65% in Grade 12 English (or equivalent) from a recognized institution.
  • Mature Student Applicants
    • Applicants who are 19 years of age or older at the start of the program, are Canadian citizens or permanent residents, and are unable to provide official secondary or post-secondary education records may demonstrate English proficiency by:
      • Submitting a signed attestation confirming they have completed at least three years of full-time education in English in a country where English is one of the primary languages and
      • Completing the Accuplacer English Assessment (Next Generation: Reading, Writing, and WritePlacer) with the following minimum scores:
        • Reading: 235
        • Writing: 235
        • WritePlacer: 4

Learning Outcomes:

Upon successful completion of this course, the students will be able to:

  • Explain the strategic role of digital marketing within the broader framework of organizational goals, customer engagement, and brand development.
  • Identify and evaluate the use of key digital marketing channels and tools, including SEO, SEM, social media, email, and mobile platforms.
  • Analyze consumer behavior in digital environments and adapt digital strategies to effectively engage diverse audience segments across platforms.
  • Develop and implement integrated digital marketing campaigns using industry standard tools such as Google Analytics, Google Ads, and social media platforms.
  • Measure campaign performance by interpreting key performance indicators (KPIs), dashboards, and ROI metrics to inform data-driven decisions.
  • Assess the impact of emerging technologies and digital marketing trends, including AI, automation, and personalization.
  • Demonstrate ethical and responsible practices in the use of consumer data and in the execution of digital strategies in compliance with privacy standards.

Course Content & Topics:

Class 1: Introduction to Strategic Digital Marketing
Class 2: Digital Marketing Ecosystem & Consumer Behavior
Class 3: Search Engine Optimization (SEO)
Class 4: Search Engine Marketing (SEM) & Google Ads
Class 5: Content Marketing and Blogging
Class 6: Social Media Marketing (SMM)
Class 7: Email Marketing and Automation
Class 8: Mobile Marketing & App-Based Strategies
Class 9: Integrated Campaign Planning
Class 10: Analytics and Performance Measurement
Class 11: Digital Marketing Ethics & Privacy
Class 12: Emerging Technologies in Digital Marketing
Class 13: Final Project Presentation & Campaign Review

Credit Information:

  • Credits: 3

Duration:

  • 14 Weeks: 3 hrs/week

Course & Related Fees:

  • Domestic & International: $700 (Seven hundred dollars)

For a detailed breakdown, please refer to Policy #S-005 Programs & Course Fee Schedule

Non-Refundable Fees:

  • Application Fee: $50.00/course (payable online and non-refundable)