MCS*4910 - Digital Marketing Essentials
Course Description
Explore the dynamic field of Digital Marketing and discover how businesses engage audiences online. This course introduces foundational marketing principles through global examples of strategies, analytics, and tactics used by digital marketers today. Students will become familiar with essential digital tools and concepts in owned, earned, and paid media such as Search Engine Optimization, Search Engine Marketing, and Customer Relationship Management. Students will work together to develop a high-level digital marketing strategy for a chosen product, service, or cause.
Learning Outcomes
By the end of the course, the learner should be able to:
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Explain foundational marketing principles and how they apply to real-world digital environments.
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Analyze consumer behavior in a digital context and evaluate how different digital marketing tactics influence purchase decisions and brand engagement.
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Develop proficiency with key digital marketing tools such as Search Engine Optimization (SEO), Search Engine Marketing (SEM), and Customer Relationship Management (CRM) systems to create effective marketing strategies.
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Use marketing insights from analytics to develop a comprehensive digital marketing strategy with owned, earned, and paid media for a product, service, or cause.
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Evaluate the ethical and legal considerations in digital marketing and assess how these impact marketing campaigns and reputation management in an increasingly connected world.
Course Topics
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Unit 1: Our Digital World
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Unit 2: Creating Value for Consumers
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Unit 3: Consumer Behaviour
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Unit 4: Websites
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Unit 5: Search Engine Optimization
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Unit 6: Search Engine Marketing
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Unit 7: E-mail Marketing
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Unit 8: Social Media and Community Marketing
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Unit 9: Mobile Marketing
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Unit 10: Digital Reputation
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Unit 11: Legal and Ethical Considerations
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Unit 12: The Future of Digital Marketing
Additional Requirements
Equate(s): MCS*2010
Restriction(s): Restricted to MKMN/MKMN:C
Assessment
| Assessment Item | Weight | Learning Outcomes |
| Quizzes (Weekly) | 30% | 1, 2, 4 |
| Textbook SmartBook Learning Activities (Weekly) | 20% | 1, 2 |
| Application-Based Activities (x2) | 10% | 3, 4, 5 |
| Discussions (x3) | 10% | 1, 3, 5 |
| Final Exam | 30% | 1, 2, 5 |
| Total | 100% |
Note:
This course will use the following:
- McGrawHill CONNECT platform
- Respondus tool to invigilate one or more exams.
Please view the Technical Considerations.
Technical Requirements
You are responsible for ensuring that your computer system meets the necessary system requirements. Use the browser check tool to ensure your browser settings are compatible and up to date (results will be displayed in a new browser window).
*Course details are subject to change.