The Digital Marketing course begins with an overview of the main tools used in internet marketing, including search engine optimization, social media, pay-per-click and display advertising, web analytics, email marketing, and mobile as a marketing channel. In the second part of the semester we move on to web site planning and design, with hands-on experience of building a simple business website using WordPress as a content management system. [Access the Course outline for Summer 2017]

Use this page to find information about assignments and due dates, plus links to all the required readings and video for each week of the course.

Assignment information and instructions

Internet marketing topic presentation and in-class application exercises (Team assignment) Due: Weekly (weeks 3-4)

Web project Parts 1 & 2: Website planning document and website built in WordPress
Due: Friday August 4th by 4:30pm
Web plan samples to assist with planning document

Required readings, class ppt slides, and videos for each week of the course. Select the week / topic from the choices below:

Week 1, June 19 – June 23 – Differences between traditional and digital marketing / owned, earned and paid media / Social media and authentic customer engagement

Week 2, June 26 – June 30 – Mobile as a marketing channel / Display advertising / Paid media on social

Week 3, July 3 – July 7 – Measuring success on social media / Search engine advertising

Week 4, July 10 – July 14 – eMail marketing / Website analytics

Week 5, July 17 – July 21 – Website planning and meeting user and organizational goals / Using WordPress as a web content management system / Domain name selection and registration / Web form design / Working with images and media on the web

Week 6, July 24 – July 28 –  Search engine optimization / Building your WordPress website

Week 7, July 31 – Aug 4 – Building your WordPress website

SOME SOURCES OF RESEARCH DATA RE DIGITAL MARKETING

Statistics Canada Individual and Household Internet Use
The Digital Consumer Report 2014 (Neilsen)
Pew Internet and American Life Project (rich source of data re online activities in the US)
Demographics of Social Media Users (Pew, 2016)
Digital behaviour of teeens (Research from Piper Jaffrey)
Good source of industry statistics: Comscore.com
DataMine for free stats (Comscore)
eMarketer (research data on internet marketing)
Neilsen– some free reports available
Forrester Research – some free reports
Interactive Advertising Bureau (IAB) Research
Marketing Charts
Media in Canada
Techvibes
Canadian Digital Media Network/Research Reports
Wall Street Journal Data Points
CIRA Internet Fact Book 2014
2015 Canadian Digital Future in Focus (Comscore – registration needed)
2016 U.S. Cross-Platform Future in Focus (Comscore – registration needed)
Tech and Media Outlook 2016 (Wall Street Journal Digital 2016)
Internet Trends 2017 (Mary Meeker, KPCB)