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MKTG 1352 - Digital Marketing

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MKTG 1352 - Digital Marketing

§ About Me
§ Meet the Class
§ About the Course
§ Intro to Digital Marketing
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About Me
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Contact Info
§ Richard_Haire@bcit.ca
§ 604-451-7015 Office 8am – 4pm
§ www.linkedin.com/in/richardhaire/
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Meet the Class

§ Name?
§ Why are you taking the class?
§ How did you learn about this course at BCIT?
§ Interests or hobbies?
§ What interests you about Digital Marketing?
§ Favourite social media and why?
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Course Schedule
Week 1 Course Introduction & Intro to Digital Marketing
Week 2 Digital Marketing Planning
Week 3 Website Audit & Strategy
Week 4 Search Engine Optimization
Week 5 Search Engine Marketing
Week 6 Mid-term Exam
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Course Schedule
Week 7 Email Marketing
Week 8 Video Marketing
Week 9 Social Media Marketing
Week 10 Mobile Marketing & Affiliate Marketing
Week 11 Measurement and Customer Journey
Week 12 Final Project Submission
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Individual vs Group Work

§ All graded assignments – INDIVIDUAL
§ In-class / online discussions – GROUP
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Course Evaluation
Criteria % Comments

Discussion Posts 20% Participation in Discussions

Assignments 10% Blog Post
Midterm Exam 20%
Final Project 30% Individual
Final Exam 20%
Total 100%
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Attendance Policy
1. 2+ unexcused absence = course fail
2. Doctor note required for illness
3. Let me know ahead if you will miss class
4. Read the Attendance Policy 5101
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Participation – 20%
1. Participation in class discussions
2. Group work
3. One person acts as scribe for the group
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Mid-term Exam – 20%

§ Completed online in the Learning Hub
§ Multiple choice and short answer
§ Complete a website audit for a company
§ 2 hours long
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Assignment One – 10%

Blog Post
§ Write a blog post for your selected company
§ Use AI tools to create content
§ Include an AI created image
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Final Assignment – 30%

A complete Digital Marketing plan for a business
§ Pick a small/medium sized business
§ Build step by step throughout the course
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Final Exam – 20%

§ In-class, but completed online
§ Multiple choice and short answer
§ 2 hours long
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No Textbook
§ No textbook is required!
§ Course material compiled into a PDF
§ All learning materials and resources provided
§ All readings and class notes posted on
Learning Hub – learn.bcit.ca
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Key Terms
§ Internet § Web hosting
§ Extranet § ISP (Internet Service Provider)
§ Intranet § DNS (Domain Name Server)
§ World Wide Web § Front end, back end
§ URL (Uniform Resource Locator) § Tech stack
§ Domain name § Convergence
§ Subdomain § AI (Artificial Intelligence)
§ IP address (Internet Protocol) § Blockchain
§ Server § IoT (Internet of Things)
§ Cookie
§ Web browser
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What is Marketing?
Marketing is the process of communicating the
value of a product, service, or experience to
customers for the purpose of selling that product,
service or experience.
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What is Digital Marketing?

Digital marketing is the component of marketing
that utilizes internet and online based digital
technologies such as desktop computers, mobile
phones and other digital media and platforms to
promote products and services.
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Digital vs Traditional
§ Digital marketing is interactive. It offers
consumers control and requires active
participation. It is psychologically involving. It is
experiential.
§ Traditional marketing is passive and the
experience is generally limited.
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Digital Marketing Components

§ Website
§ Search Engine Optimization
§ Digital Advertising
§ Emails
§ Social Media
§ Video
§ Analytics
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Marketing Technologies
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Changes with Digital Marketing

§ Power shift to buyers
§ Speed of change and time expectations
§ Disintermediation (cut out the middle man)
§ Global reach
§ 24/7 access – always open
§ Automation
§ Scalability
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Paid, Owned, Earned Media

Paid-Owned-Earned Media (POEM). Without earned
media, there is nothing of value to promote and no
assets worthy of likes, retweets, or follows; without
paid media, owned media doesn't get the initial
exposure to generate earned reach; without earned,
owned media lacks authority and credibility and you'll
pay too much for the reach you need.
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Discussion Post 1.2

Review the three digital marketing campaigns
and answer the questions for each campaign:
§ What made this digital campaign unique?
§ How did they use digital marketing?
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Digital Marketing Examples

The Hashtag 500

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Digital Marketing Examples

Mattel BTS Dolls

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Digital Marketing Examples

JC Penny Super Bowl

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Brand Experience
Brand experience is a term used to describe the
total impression of a potential consumer of a
brand. There is no physical entity that can be
identified as brand experience. The term refers
to the total experience of the brand, which may
come from advertisements, actual use, reporting,
or other interactions with the brand.
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Brand Experience
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Positive Brand Experience

Brands that offer superior experiences:
§ Customers are more likely to consider brands
that promise better experiences
§ More likely to recommend brands based on
positive experiences
§ Willing to pay more for brands they associate
with superior experiences
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Digital Marketing Touch Points

When all of the touch points are executed in a
integrated and strategic manner, they deliver an
overall positive brand experience. A brands
digital assets can include :
§ websites § online advertising
§ email § social media
§ search engine rankings § video
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Discussion Post 1.3

Read the Most Influential Brands in Canada article and
select two companies to answer these questions:
§ What makes this brand influential?
§ What positive brand experience do they offer?
§ Why would you recommend this brand to a friend?
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Micro Conversions
Micro conversions are little interactions that
users frequently engage in and lead them to
your macro conversion.
§ Reading your blog
§ Researching your product and company online
§ Looking at the company social media accounts
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Micro Conversions
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Macro Conversions
Macro conversions are actions related to the
outcomes of your goals and objectives.
§ Ecommerce = purchase
§ Lead generation = a form completion
§ Newsletter sign up = email address
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Macro Conversions
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Discussion Post 1.4

Identify Macro and Micro Conversions on the
following websites:
§ Oakstreetbootmakers.com
§ Hubspot.com
§ Nandos.ca
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Weekly Assignment
Select one small local company that you would like
to do your digital marketing plan on. Email me your
selection to richard_haire@bcit.ca
§ Café, restaurant, retail shop, dentist, small
manufacturer, solo entrepreneur, etc.
§ Must have an existing website
§ Need approval for all companies
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Ask Yourself
§ What is the difference between digital
marketing and traditional marketing?
§ What are macro and micro conversions?
§ What makes a positive brand experience?