Marketing Management - Digital Media


Course List

Term 1

BUS-1883: Business Analytics

Strong computer skills are essential to finding employment in management and administration. This course provides students with resources and guidance to develop skills in Microsoft Office Excel and apply data processing and data analysis to real world business scenarios. Students develop skills in time management, self-discipline, and having an eye for detail and improve their ability to read and follow written instructions. Business Analytics is a course delivered using practical hands-on applications in the computer lab, student self-assessments, and online resources all designed to provide flexibility in learning. This course prepares students for further opportunities to apply their spreadsheet skills and expand upon as they continue in their areas of study.

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-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.

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 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.

PHL-1253: Ethical Leadership and Critical Decision Making

This interdisciplinary course combines insights from the field of business with social psychology and applied ethics to challenge students with an introspective look at some of today's most important ethical dilemmas. Students in PHL-1253 learn that the ethical standards employed by businesses and corporations ultimately concern the quality of human behaviours in those organizations. Human behaviour evolves from many influences: our past relationships, the ways we think and feel, how we respond to pressures in various social contexts, and how we deliberate in our daily thoughts and actions. Each of these influences is intimately involved with the quality of our ethical decision making.

Term 2

DIM-2003: Digital Marketing Presentation

In this course students will learn how to create a presentation based on data and analysis of information in order 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-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-1043: Tools for Digital 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.

MKT-3503: Sales Technology

Students will be introduced to how to leverage technology in order to strengthen sales and marketing as well as understand how these tools can bring value to customer relationship. Students will learn how to implement a measurable and repeatable approach to internet marketing which enables businesses to track customer relationships and assess the effectiveness of strategies. Internet and marketing tools such as social media, Google Analytics, Google AdWords, and search engine optimization will be discussed and the importance and benefits of integrating them together will be examined. Students will learn the advantages of sales force automation in improving sales productivity and win rates, while at the same time reducing, sell-cycle times and selling costs.

MKT-3403: Selling

This course is designed to provide students with an introduction to the sales process, and it is intended to help students to develop their selling, communication, and negotiation skills in order to be successful in a sales career. Topics presented include the following: the steps in the selling process, ethical issues in selling, the importance of the sales function, and integrating technology in the sales process. Students also learn how to develop negotiation skills, establish successful customer relationships, and develop winning communication skills in a variety of presentation situations. This course is highly interactive, and each student will be expected to fully participate online. Each student will be required to prepare and deliver a sales presentation as a part of this course.

CPP-1001: Co-op Preparation

This course will provide students with employment preparatory skills specifically related to Co-operative Education. This will include understanding the Co-operative Education & Internship Policy, understanding the support system available through the Co-op and Career Services department, utilizing social media, preparing effective cover letters & resume as well as the fundamentals of behavioural based interviewing.

Academic Break

Academic Break

Term 3

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-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.

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: Online Marketing

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 AdWords (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.

MKT-6103: Marketing Strategy

This course is develops the skills necessary for effective strategic marketing planning and decision making. Students develop a strategic understanding of the marketing function in an organization. Through a project students research and present a strategic marketing plan which incorporates the impact on the finances, return on investment and business goals of the organization. This plan is grounded in market research to support it. Aligning the company's mission and vision, and go-to-market strategy to marketing is important for making decisions around marketing spend, organization and resource allocation. Emphasis is on the ability to develop marketing strategies based on an understanding of market opportunities and corporate objectives. Developing an analytical approach in assessing the ever-changing internal and external environments in which a business operates is a key goal.

Term 4

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:

CPL-5559: WIL Project

Work Integrated Learning Project is aimed at enriching student success by connecting different program areas of study, cutting across subject -matter lines, and emphasizing unifying concepts. The focus is on making connections, allowing students to engage in relevant, meaningful activities that are connected and practiced in real life. This will attempt to enhance and strengthen the student's employability prospects post-graduation by exposing them to skills and knowledge in demand from 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.

*In order to be eligible to participate in a full-time Co-op Work Term (CPL-1049) students must have a GPA of 2.8 or greater.

Failing to do so will require the students to enroll in CPL-5559 WIL Project at an additional cost to the student.

See the Additional Fees tab for current fees.

Program Maps

Students are required to follow their prescribed program map and are not allowed to take unscheduled breaks for any reason.

Current Students

Current students can view program maps from previous years on the mylambton website. 

You will need to login with your C# and password in order to access your program map.


Lambton College reserves the right to alter information including admission requirements and fees and to cancel at any time a program or course; to change the location and/or term in which a program or course is offered; to change the program curriculum as necessary to meet current competencies or changes in the job market or for budgetary reasons; to change the pathways third-party certification bodies; or to withdraw an offer of admission both prior to and after its acceptance by an applicant or student because of insufficient applications or registrations, over-acceptance of offers of admission, budgetary constraints, or for other such reasons.  In the event Lambton College exercises such a right, Lambton College’s sole liability will be the return of monies paid by the applicant or student to Lambton College.

For more information, please contact the appropriate campus:

905-890-7833 x 222
Sarnia/Main Campus

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