Digital Marketing Concepts and Execution

Code: DIGM300
Apply this course towards: Digital Marketing

Course description

This course offers a comprehensive introduction to the essential concepts and strategies of digital marketing. Participants will explore the foundational principles of marketing within the digital landscape, emphasizing the importance of strategic planning. Key areas of focus include social media and mobile marketing practices, email marketing, analytics, accessibility compliance, search engine marketing (SEM), and search engine optimization (SEO). Participants will learn how to define and develop target audiences, create and increase brand awareness, generate leads, and drive sales through effective digital engagement. The course covers the practical application of digital marketing tools such as Google Analytics, and platforms like Facebook, Twitter, and Pay-Per-Click (PPC) advertising. Additionally, it examines the components of visual and text communications and their role in successful digital marketing campaigns. Participants will also gain an understanding of the risks, challenges, and ethical considerations associated with digital marketing. The course explores the current and future landscapes of digital marketing, equipping participants with the knowledge to stay ahead in this dynamic field.

Learning objectives

  • Understand the fundamental principles of digital marketing, including key concepts such as SEM, SEO, social media marketing, and email marketing, and their role in strategic planning.
  • Apply digital marketing tools (e.g., Google Analytics, PPC platforms) to execute campaigns, analyze data, and optimize performance to drive brand awareness, lead generation, and sales.
  • Create targeted digital marketing strategies for various platforms, integrating social media, mobile marketing, and email tactics to reach and engage specific audience segments.
  • Evaluate the effectiveness of digital marketing efforts by analyzing performance data, identifying trends, and recommending improvements based on analytics.
  • Assess the ethical implications and risks associated with digital marketing practices, ensuring compliance with accessibility standards, privacy regulations, and industry best practices.

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Info you should know:

Continuing Studies statement on use of educational technology

This course will require the use of Zoom and may use other education technology such as internet-based applications, cloud services, or social media. In order to complete this course you will be required to either consent to the disclosure of your personal information outside of Canada to enable use of these technologies, or work with the Division of Continuing Studies to explore other privacy protective options (such as using an alias or nickname).