Marketing Management - Digital Media

MKT-1143: Marketing Fundamentals

This course introduces students to the foundations of successful marketing and prepares them for advanced marketing courses. The emphasis is on learning and applying marketing concepts in an ever-changing Canadian business environment that is becoming more global in nature. Topics covered include the following: understanding the marketing environment, consumer and business behaviour, marketing intelligence, and the design and implementation of effective marketing strategies and marketing mix elements.

DIM-1501: Industry Certifications for Digital Marketing

Industry certifications are an important part of a digital marketing manager's success in marketing and communications. Students will learn how to effectively work with key digital marketing platforms such as Google, Facebook (Meta), Instagram, YouTube, and others in this course.

COM-3013: Professional Communications

This course is designed for international students with diplomas or degrees. It focuses on polishing communications skills acquired through one's academic career and workplace experience. Through various business writing and speaking scenarios, students learn Canadian business practices and communication styles. Close attention is paid to proper incorporation of the intellectual property of others to ensure academic integrity. Students will practice organized and dynamic speaking and will strive for polished business documents.

DIM-1223: Trends in Digital Marketing

Explore past and recent trends in Digital Marketing to better understand the journey and evolution of Digital Marketing tools, strategies and tactics. Students will explore how different data points and technologies have changed over the course of time to allow for better understanding of how we can produce successful campaigns and stronger interactions with users. This course will also look at how behaviour and the customer/user journey has changed to demand more of organizations and advertisers.

DIM-1603: Digital Marketing Analytics

Digital marketing analytics is foundational to digital marketing because it is the language used to optimize and connect results across all digital marketing tactics (search, social media, email, display, video, etc.) An effective digital marketing analyst is a vital data translator for a business. You can be a digital marketing analyst and establish yourself as an indispensable employee. Becoming an analyst requires the cultivation of both technical and soft skills. In this course, students will learn these skills and the in-course simulations will give students the opportunity to apply different learning concepts to real-world digital marketing scenarios.

DIM-3304: Digital Media Integration and Management

This course helps students understand how to integrate digital media tools to create a successful online campaign. The focus of this course is on the 'mechanics' of integration to demonstrate "how things fit together." Using skills learned from the program courses such as SEO, SEM, PPC, landing page development/testing, online advertising, email marketing, social media and analytics, students learn through practical application how to use tools with one another and how they integrate on a technical level. Students study how to use preference settings between platforms and tools to ensure a seamless campaign. Students are also introduced to key tools to manage/deploy content and to streamline workflow.

BUS-6103: e-Commerce

This course is designed to give senior business students an introduction to electronic commerce. Its aim is to provide students with an understanding of the concepts, components, technology overviews, and functions of electronic commerce in the business environment. The course explores the organizational implications of implementing electronic commerce by an enterprise.

MKT-4103: Customer Relationship Management Tools

This course examines the principles, methods and strategies of customer relationship management (CRM) and effective customer interaction that creates a competitive advantage. CRM manages a company's interaction with current and potential customers by using data analysis about customers' history with the company to improve business relationships with customers. This improves customer retention and drives sales growth. An emphasis is placed on assessing customer needs and improving the organization's ability to meet those needs. The course looks at how to develop and implement a CRM strategy which uses systems to compile data from a range of different sources including a company's website, social media, telephone, email, chat bots and live chat. Through CRM, businesses learn more about their target audiences and how to best meet their needs. An emphasis is placed on identifying, interacting and retaining and maximizing profitable customers through customized products and services based on information derived through metrics, establishing customer loyalty and improved target marketing.

DIM-3353: Online Marketing Communications

In today's marketing world, all strategies and tactics need to be approached from an omni-channel perspective. The customer experiences several touchpoints during their journey to conversion. This course focuses on the integration of digital into overarching communication and marketing plans and how to achieve a digital first marketing strategy. This course will introduce methods and tactics to integrate digital throughout the customer journey touchpoints to ensure a seamless experience all the way through to conversion. Students will use this knowledge to build their own comprehensive marketing communications plan for a selected product or service.

DIM-3103: Asset Creation for Digital Media

Adobe Photoshop and Adobe Illustrator are critical graphics tools necessary for every online marketing professional. Mastering these tools can broaden a digital marketer's toolset, significantly increase their graphics skillset and to expand their service offering to potential clients and employers while improving a student's ability to deliver more compelling and visually rich digital media campaigns. This course focuses specifically upon developing skills to create and edit online media graphics content for the web, social media, SEO/SEM/landing pages, email campaigns and mobile strategies.

DIM-2003: Digital Marketing Presentation

This course emphasizes the development of practical selling skills and building of self- confidence required to perform successfully in today's fast-paced business environment. Students will study major topics such as the steps in the selling process and how to apply these steps in real-world situations; the importance of the selling function across organizations; the role of relationships, networking, ethics and effective selling communications. Students will learn how to create a presentation based on data and analysis of information to affect change management and deliver strategies. Learning to persuade a group to invest in digital, as well as persuading and educating, are core tenets of managing digital media and marketing. This course will build on educating with data and catering to your audience. We will create thoughtful presentations designed to express a strategy and deliver an outcome.

DIM-1043: Digital Tools for Marketing

Moving beyond traditional business software, this course is designed to expose students to emergent trends and media tools in digital marketing. Students are provided an introduction to key software in audience analysis, behaviour, retention, campaign analysis and content management and basic HTML required to enact campaigns. The course exposes students to industry leading digital marketing and optimization tools and students gain hands on practice to improve their own digital marketing efforts. By the end of the term, the students feel comfortable understanding these tools to improve their web, social media and digital media marketing campaigns.

MAN-2103: Project Management

This course will provide the student with an overview of the structured processes and knowledge areas of project management within the context of organizations. It will contrast the differences between operational management and project management. It will provide the student with numerous tools and techniques used to initiate, plan, execute, monitor and control, and close a project. Students learn the vocabulary, definitions, principles and concepts of project management and working in a project team.

JSS-1001: Job Search and Success

This course is designed to give the student an understanding of how to conduct a job search and how to succeed in the work place. This includes self-reflection, effectively designing a cover letter and resume, online job searches utilizing social media, behavioural based interviewing as well as marketing oneself effectively in a job interview. Job safety, successful work strategies and harassment and discrimination plan of action is also discussed.

Academic Break

DIM-3203: Content Creation

The way in which one communicates online can be remarkably different than how one does in the more formal and structured offline context. The course addresses the speed at which information needs to be delivered-succinctly, effectively and compellingly. Additionally, the limitations of digital media and social media platforms as it relates to language are introduced. Online cultural nuances that need to be considered, the strategic choice of words required for SEO while maintaining a compelling narrative and the ability to create emotional appeal to one's audience are addressed to improve the success of online campaigns. Students will test their choice of words and headlines in A/B variant testing to optimize the effectiveness of online ads, landing page development and social media and email campaign development.

DIM-3404: Digital Analytics and Campaign Analysis

Campaign analysis is a key skill required by digital marketers in order to deploy, optimize and present the status of campaigns to their clients. In this course, successful campaigns are broken down to their constituent pieces to introduce students to both the mechanics and the emotional appeal required for success. These elements include: audience research, strategy development, the language, the pitch and offer, the development of appealing and compelling content, among others. This course also introduces students to key analytics relating to SEO, SEM, social media, email and mobile marketing. Tools such as Google Analytics, HooteSuite, Crazy Egg and others will be used in deep detail. Students translate their analytics knowledge to acquire and retain users while driving better conversion rates. Upon completion, students are able to make objective data driven choices and be able to make strategic recommendations to improve online campaign results.

DIM-3503: Digital Marketing Tactics

The digital marketing landscape is vast and varied. In this course students are introduced to 6 fields of online marketing that increase awareness and conversion: SEO, SEM (Pay per click), landing page design and optimization, email marketing, social media marketing and online/mobile advertising. Students are guided in depth to each of them. Through practical application students learn how to analyze and optimize a site for search engines, use keywords to drive traffic to media sites, become comfortable using Google Ads (PPC), develop, test and optimize landing pages, create conversion enhanced email marketing campaigns, be introduced to social media marketing concepts, and become familiar with the online advertising environment.

DIM-6303: Capstone Project - Digital Media

In the field of digital marketing, the ability to craft sound recommendations and propose digital marketing solutions based that will connect with consumers and sell products is essential. Students will use the skills gained throughout the Digital Marketing Management program to build a digital marketing plan for a fictional business and a fictional product of their choice (use your creativity) grounding it in research and ensuring it hits all the marks to ensure its success. Projects will emphasize the students' expertise in research, analytics, content creation, business intelligence, SEO, and more.

DIM-1334: Business Intelligence

This course is designed to develop research techniques and skills to meet the needs of digital marketing media. Students will identify and evaluate opportunities and potential roadblocks in the marketing and business development for an organization. This course will provide insight into how to use data and information to understand, evaluate and solution issues. Students will learn to gather, evaluate, analyze and report using various sources of data. Creating reports and charts and providing insights will be a key component of business intelligence.

CPL-1049: Work Term - Full-Time*

Co-operative education provides students with the opportunity to apply classroom learning to the workplace, undertake career sampling and gain valuable work experience that may assist students in leveraging employment after graduation. For further information regarding co-op, please refer to: https://www.lambtoncollege.ca/co-op_and_career/

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CPL-5559: WIL Project

Work Integrated Learning (WIL) Project is aimed at enriching students by connecting different program areas of study, cutting across subject-matter lines, and emphasizing unifying concepts. The focus of the WIL Project is to make connections between study and industry by engaging students in relevant and meaningful activities that are connected to and practiced within the professional workplace. WIL Project allows students to enhance and strengthen their employability prospects post-graduation by fine tuning skills and knowledge and meeting the expectations of today's employers. Students are required to attend the scheduled shifts in the WIL office, reporting to the WIL Supervisor. Weekly real-world challenges are presented in the WIL office, designed by industry professionals. In addition to the weekly assigned deliverables, students are also offered professional development sessions, and exposed to industry guest speakers, enhancing their opportunity to develop their professional network.