EXSM 3915 - Digital Marketing Foundations
1027207
Language of Delivery
English
Delivery Options
Online - Asynchronous
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Course Description
Explore key concepts used by marketing professionals to help integrate digital marketing into an overall marketing strategy. Be introduced to digital engagement as a means to define and develop a target audience, create and increase brand awareness, generate leads, and ultimately drive sales and other business objectives. Understand the risks, challenges, and ethical considerations associated with digital marketing as well as current and future digital marketing landscapes.Who Should Take This Course?
Aimed at business owners, managers, entrepreneurs, those working in not-for-profits, traditional marketers wanting to upskill, and workers looking to reskill into the rapidly growing field of digital marketing.Learner Outcomes
By the end of this course, you should be able to: Understand how to build an effective online presence through a strong digital marketing strategy. Understand the basic terms and language used by digital marketers to describe concepts and techniques. Learn to analyze your audience and begin audience segmentation. Build a customer journey map and assess both digital and brick-and-mortar touchpoints. Learn how to assess your organization’s unique competitive landscape from a digital perspective. Explore issues such as data privacy, ethics, and other human factors that need to be considered in digital marketing.Notes
In this project-based course, you’ll learn through interactive group discussions, activities, and assignments, as well as hands-on practice with building the various components that inform digital marketing strategies. Understand how to set strategic objectives, choose key performance indicators (KPIs), and analyze a competitor’s digital presence. Fully online asynchronous course accessible through eClass, the University of Alberta’s eLearning management tool. To take this course, you’ll need a computer with a camera and a microphone, as well as reliable internet access. Recommended browsers are Google Chrome, Firefox, or Edge (certain activities can’t be accessed through Internet Explorer). No textbook is required; a list of online reading materials will be provided by the instructor.Recommendations
Applicants intending to complete a program are encouraged to apply as soon as possible to lock in their course requirements.Applies Towards the Following Programs
- Digital Marketing Certificate : Core Courses
- Digital Marketing for Business Series : Courses in the Series
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