Course Outline

School: Business

Department: Marketing & Entrepreneurship

Course Title: Digital Marketing

Course Code: MKTG 229

Course Hours/Credits: 56

Prerequisites: MKTG 116

Co-requisites: N/A

Eligible for Prior Learning, Yes

Assessment and Recognition:

Originated by: Michael Ryan, Linda Traill

Creation Date: Summer 2013

Revised by: Michael Ryan, Peter Bannon, Ana

Caracaleanu

Revision Date: Fall 2022

Current Semester: Winter 2023

Approved by:

Chairperson/Dean

Students are expected to review and understand all areas of the course outline.

Retain this course outline for future transfer credit applications. A fee may be charged for
additional copies.

This course outline is available in alternative formats upon request.

MKTG 229 CENTENNIAL COLLEGE Digital Marketing

Acknowledgement of Traditional Lands

Centennial is proud to be a part of a rich history of education in this province and in this city. We
acknowledge that we are on the treaty lands and territory of the Mississaugas of the Credit First Nation
and pay tribute to their legacy and the legacy of all First Peoples of Canada, as we strengthen ties with
the communities we serve and build the future through learning and through our graduates. Today the
traditional meeting place of Toronto is still home to many Indigenous People from across Turtle Island and
we are grateful to have the opportunity to work in the communities that have grown in the treaty lands of
the Mississaugas. We acknowledge that we are all treaty people and accept our responsibility to honor all
our relations.

Course Description
This course introduces digital marketing concepts and strategies which are widely regarded as key to
effectively communicating with today’s online consumers. Digital marketing, as examined in this course,
is based on the imperatives of ubiquitous access, consumer engagement and the democratization of
media. The course will use a five phase digital process outlined in the course textbook (Rob Stokes - Red
& Yellow 6th Edition). This process has five components: 1. Think: research, plan and strategize for
organizations, brands and campaigns 2. Create: build well designed, highly functional assets and content
for those brands and campaigns 3. Engage: use the power of the connected web to drive traffic to those
assets 4. Retain: leverage the available channels to build strong customer relationships 5. Optimize:
relentlessly use data and analysis to improve all marketing efforts.

The first part of the course focuses on a review of core marketing practice, digital marketing strategy
development and history, foundation and application of direct marketing campaigns. Additionally students
learn how to create an organization-wide customer-centric approach to the marketplace along with
specific strategies for building long-term relationships with customers (customer lifetime value).

The remainder of the course is concentrated on digital marketing. Students learn how to develop a digital
marketing strategy; use digital marketing tools, acquire implementation skills practice how to present their
ideas and plans. Learning to understand customers and how marketers are connecting with them to
achieve measurable results. The course will pay particular attention to:

•digital CRM and content marketing

•web property analysis (strategy, design, and navigation), including SEO
•social media marketing- choosing the right tool and measuring success
•mobile marketing
•web advertising; Google AdWords certification
•data analytics using Google Analytics
•e-commerce and web business models – customer acquisition and conversion
•direct and video marketing
•digital marketing’s relationship to entrepreneurship

Program Outcomes
Successful completion of this and other courses in the program culminates in the achievement of the
Vocational Learning Outcomes (program outcomes) set by the Ministry of Colleges and Universities in the

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MKTG 229 CENTENNIAL COLLEGE Digital Marketing

Program Standard. The VLOs express the learning a student must reliably demonstrate before
graduation. To ensure a meaningful learning experience and to better understand how this course and
program prepare graduates for success, students are encouraged to review the Program Standard by
visiting http://www.tcu.gov.on.ca/pepg/audiences/colleges/progstan/. For apprenticeship-based programs,
visit http://www.collegeoftrades.ca/training-standards.

Course Learning Outcomes

The student will reliably demonstrate the ability to:
1. Explore the ever changing customer and technology environments of the digital world and their
impact on issues such as privacy, data security and consumer research and media consumption.
2. Evaluate the user design content and the effective use of interactive marketing tools on the web
and on mobile devices.
3. Explore the strong connection and enabling nature of digital marketing and e-commerce to
entrepreneurship.
4. Explain how analytics, including the application of industry specific tools, can contribute to long-
term customer relationships and drive business profitability.
5. Characterize the scope and breadth of digital marketing in the acquisition and retention of targeted
customers - specifically using social media and mobile marketing.
6. Analyze email marketing best practices and the historical context of direct marketing tactics.
7. Explore customer relationship management systems and their importance in building customer
loyalty and advocacy.
8. Develop an integrated digital marketing strategy and implementation plan.

Essential Employability Skills (EES)

The student will reliably demonstrate the ability to*:
1. Communicate clearly, concisely and correctly in the written, spoken, and visual form that fulfills the
purpose and meets the needs of the audience.
2. Respond to written, spoken, or visual messages in a manner that ensures effective
communication.
5. Use a variety of thinking skills to anticipate and solve problems.
7. Analyze, evaluate, and apply relevant information from a variety of sources.
9. Interact with others in groups or teams in ways that contribute to effective working relationships
and the achievement of goals.
*There are 11 Essential Employability Skills outcomes as per the Ministry Program Standard. Of these 11 outcomes, the following will be
assessed in this course.

Global Citizenship and Equity (GC&E) Outcomes

The student will reliably demonstrate the ability to*:
2. Identify beliefs, values and behaviours that form individual and community identities and the basis
for respectful relationships.
*There are 6 institutional Global Citizenship & Equity outcomes. Of these 6 outcomes, the following will be assessed in this course.

Text and other Instructional/Learning Materials

Text Book(s):
The textbook for the course is eMarketing: The essential guide to marketing in a digital world 6th Edition

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MKTG 229 CENTENNIAL COLLEGE Digital Marketing

by Rob Stokes and the Creative Minds of Red & Yellow, 2018
97 Durham Avenue, Cape Town, South Africa
First Published 2008 by Quirk eMarketing (Pty) Ltd.
@Copyright 2008, 2009, 2010, 2011, 2013, 2018 Red and Yellow Holdings (Pty) Ltd.
ISBN: 978-0-620-78058-2
Online Resource(s):
http://www.redandyellow.co.za/wp-
content/uploads/2021/11/RedYellow_eMarketing_Textbook_6thEdition.pdf
Material(s) required for completing this course:
A Google Account

Evaluation Scheme
➮ Ongoing Term Assessment (In-Class Evaluation): Preparation (reading/watching course materials),
Participation (speaking, voicing supported opinion) - through a combination of in-class /exercises
evaluations throughout the term - reflection, quiz, group discussion and Think Pair Share - students
need to participate to receive a grade
➮ Assignment #1: Mobile Marketing or Web Design and Development (Individual Assignment)
➮ Assignment #2: Social Media Marketing Certification (Hootsuite) or Google
AnalyticsCourses/Certifications Certification (Individual Assignment)
➮ Assignment #3: Google AdWords Certification (Individual Assignment)
➮ Major Term Project - Assignment #4: Digital Marketing Strategy & Implementation Plan:
Written Report (18%), Website/App Presentation (5%), Check-ins with professor (2%)(Group
Assignment)
➮ Test #1: Test (Covers all course content to date - Individual)
➮ Test #2: Comprehensive (Covers all course material to date weighted mostly to second half -
individual)
Evaluation Name CLO(s) EES GCE Weight/100
Outcome(s) Outcome(s)
Ongoing Term Assessment (In-Class Evaluation) 1, 2, 3, 4, 5, 1, 2, 5, 7, 9 2 15
6, 7
Assignment #1 1, 2, 3 1, 2, 5, 7 10
Assignment #2 1, 4, 5 1, 2, 5, 7, 9 5
Assignment #3 1, 2, 4 5, 7 5
Major Term Project - Assignment #4 1, 2, 3, 4, 5, 1, 2, 5, 7, 9 2 25
6, 7, 8
Test #1 1, 2, 3, 4 1, 5, 7 20
Test #2 4, 5, 6, 7 1, 5, 7 20
Total 100%
If students are unable to write a test they should immediately contact their professor or program Chair for
advice. In exceptional and well documented circumstances (e.g. unforeseen family problems, serious
illness, or death of a close family member), students may be able to write a make-up test.

All submitted work may be reviewed for authenticity and originality utilizing Turnitin®. Students who do not
wish to have their work submitted to Turnitin® must, by the end of the second week of class,
communicate this in writing to the instructor and make mutually agreeable alternate arrangements.

When writing tests, students must be able to produce official Centennial College photo identification or
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MKTG 229 CENTENNIAL COLLEGE Digital Marketing

they may be refused the right to take the test or test results will be void.

Tests or assignments conducted remotely may require the use of online proctoring technology where the
student’s identification is verified and their activity is monitored and/or recorded, both audibly and visually
through remote access to the student's computer and web camera. Students must communicate in writing
to the instructor as soon as possible and prior to the test or assignment due date if they require an
alternate assessment format to explore mutually agreeable alternatives.

Student Accommodation
The Centre for Accessible Learning and Counselling Services (CALCS) (http://centennialcollege.ca/calcs)
provides programs and services which empower students in meeting their wellness goals,
accommodation and disability-related needs. Our team of professional psychotherapists, social workers,
educators, and staff offer brief, solution-focused psychotherapy, accommodation planning, health and
wellness education, group counselling, psycho-educational workshops, adaptive technology, and peer
support. Walk in for your first intake session at one of our service locations (Ashtonbee Room L1-04,
Morningside Room 190, Progress Room C1-03, The Story Arts Centre Room 285, Downsview Room 105)
or contact us at calcs@centennialcollege.ca, 416-289-5000 ext. 3850 to learn more about accessing
CALCS services.

Use of Dictionaries
• Dictionary use is not permitted in test or examination settings.

Program or School Policies

Every assignment submitted to The Business School should follow APA referencing guidelines. This is
expected and standard in both the academic world and the business world.
Please visit the link for more information on APA referencing guidelines:
https://e.centennialcollege.ca/content/enforced/42585-
SOBStudentToolkits.dev/The%20Business%20School%20APA%20referencing%20guidelines.pdf

Course Policies
N/A

College Policies
Students should familiarize themselves with all College Policies that cover academic matters and student
conduct.

All students and employees have the right to study and work in an environment that is free from
discrimination and harassment and promotes respect and equity. Centennial policies ensure all incidents
of harassment, discrimination, bullying and violence will be addressed and responded to accordingly.

Academic Honesty

Academic honesty is integral to the learning process and a necessary ingredient of academic integrity.

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MKTG 229 CENTENNIAL COLLEGE Digital Marketing

Forms of academic dishonesty include cheating, plagiarism, and impersonation, among others. Breaches
of academic honesty may result in a failing grade on the assignment or course, suspension, or expulsion
from the college. Students are bound to the College’s AC100-11 Academic Honesty and Plagiarism
policy.

To learn more, please visit the Libraries information page about Academic Integrity
https://libraryguides.centennialcollege.ca/academicintegrity and review Centennial College's Academic
Honesty Module:
https://myappform.centennialcollege.ca/ecentennial/articulate/Centennial_College_Academic_Integrity_M
odule_%202/story.html

Use of Lecture/Course Materials

Materials used in Centennial College courses are subject to Intellectual Property and Copyright
protection, and as such cannot be used and posted for public dissemination without prior permission from
the original creator or copyright holder (e.g., student/professor/the College/or third-party source). This
includes class/lecture recordings, course materials, and third-party copyright-protected materials (such as
images, book chapters and articles). Copyright protections are automatic once an original work is created,
and applies whether or not a copyright statement appears on the material. Students and employees are
bound by College policies, including AC100-22 Intellectual Property, and SL100-02 Student Code of
Conduct, and any student or employee found to be using or posting course materials or recordings for
public dissemination without permission and/or inappropriately is in breach of these policies and may be
sanctioned.

For more information on these and other policies, please visit www.centennialcollege.ca/about-
centennial/college-overview/college-policies.

Students enrolled in a joint or collaborative program are subject to the partner institution's academic
policies.

PLAR Process
This course is eligible for Prior Learning Assessment and Recognition (PLAR). PLAR is a process by
which course credit may be granted for past learning acquired through work or other life experiences. The
PLAR process involves completing an assessment (portfolio, test, assignment, etc.) that reliably
demonstrates achievement of the course learning outcomes. Contact the academic school to obtain
information on the PLAR process and the required assessment.

This course outline and its associated weekly topical(s) may not be reproduced, in whole or in
part, without the prior permission of Centennial College.

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MKTG 229 CENTENNIAL COLLEGE Digital Marketing

Semester: Winter 2023 Professor Name: Ana Caracaleanu

Section Code: 003 Contact Information: acaracal@my.centennialcollege.ca
Meeting Time & Location: n/a Office Hours: By appoitment
Delivery Method: Online

Topical Outline (subject to change):

Week Topics Readings/Materials Weekly Learning Outcome(s) Instructional Evaluation Evaluation
Strategies Name and Date
Weight
1 1a 1a 1A Lecture
Introduction to the Course Outline 1. Identify the key success factors (KSF) for Class discussion
Course students in this course: student expectations, SMART worksheet
Textbook Appendix 22 evaluations and learning outcomes Padlet for
Understanding the – pg. 2. Develop an understanding of the Introductions
Internet 576-583 interrelated nature of the course components
3. Discover the history of the Internet Introduce:
1b 1b Assignment #1,
Introduction to Textbook, Chapter 1 1B Assignment #2
Digital Marketing (Strategy and 1. Explain how the Internet evolved including and Assignment #3
Strategy and Tactics Context) its impact on the 4P's
2. Describe how a domain name works
3. Differentiate between strategy and tactics
in marketing campaign planning
4. Give examples of specific, measurable,
attainable, relevant and timely (SMART)
objectives

2 THINK 2a 2a. Lecture

2a Understanding 1. Explain how Digital Marketing fits into the Class discussion
Who is your Consumer Behaviour - overall marketing picture You Tube
customer Textbook Chapter 2 2. Discuss the importance of a consumer Handout Customer
centric Digital Marketing strategy Persona Template or
2b 2b 3. Explain user experience mapping Demonstrate Xtensio
Market Research Data-Driven Decision 4. Develop a customer persona and/or
Making Textbook Demonstrate Survey
Chapter 3 2b. Monkey
Market Research 1. Review of quantitative and qualitative
Chapter 4 research
2. Explain the importance of online research
panels
3. Describe how to develop surveys online

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MKTG 229 CENTENNIAL COLLEGE Digital Marketing

Week Topics Readings/Materials Weekly Learning Outcome(s) Instructional Evaluation Evaluation

Strategies Name and Date
Weight
and how to get responses
4. Discuss consumer bias and choice
architecture design
5. Discuss our digital footprint, protection of
personal data in context of privacy, ethical
considerations and responsibilities for its use

3 CREATE Textbook 3A Lecture

Chapter 5 1. Explain the process of creating user centric Class Discussion
3a User Experience and effective digital assets. Potential Guest
User experience/UX 2. Discuss web design focusing on mobile Speaker
Design Textbook (responsive design)
Chapter 6 3. Discover the 6 principles of good user Re-Introduce
3b Web Design and design Assignment #1
Web Development Development (Individual) - Web
3B. Design and Dev or
1. Explain the web development process Mobile Marketing-Due
Review ways to design for persuasion, best Week 5
practices in website development
2. Discuss soft skills imperatives for project Re-introduce
teams with focus on: team leadership, assignments #2 due
managing expectations and negotiation Week 9 & #3 due
3. Optional: practice Figma for wireframe Week 11.
design
4 CREATE 4ca 4A Lecture
4a Mobile Channels Textbook 1. Discover the framework governing mobile Class discussion
and Apps Chapter 7 - Mobile specific channels Potential Guest
specific channels and 2. Discuss core characteristics of mobile Speaker
4b Writing for digital app creation users Form Groups for
3. Explore specific mobile marketing channels Project
https://simonpan.com/ SMS marketing and push notifications
work/uber/ marketing
4. Review why apps are important
4b
Textbook 4B.
Chapter 9 Digital 1. Discover different types of digital content
Copywriting 2. Explore best practices with the use of
examples in web copy-writing for headings,
call to action and advertisements
3. Discuss digital audiences and how to meet
their needs with great content
4. Discover what html is and how it helps

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MKTG 229 CENTENNIAL COLLEGE Digital Marketing

Week Topics Readings/Materials Weekly Learning Outcome(s) Instructional Evaluation Evaluation

Strategies Name and Date
Weight
structure online content

5 5a/b 5a 5A Lecture Assignment

Search Engine Textbook 1. Explain how search engines work and how Class Discussion #1 DUE -
Optimization (SEO) Chapter 8 SEO they deliver results You Tube Individual
5b- Textbook 2. Discuss the differences between PPC (pay (10%)
Chapter 15 - Content per click) and SEO (search engine
marketing Strategy optimization)
3. Compare search ranking factors to explain
the Google search engine algorithm

5B

1. Explain how to plan, research and

implement an effective key word strategy
across all content
2. Discuss the importance of optimizing
content for key phrases/words
3. Explore offsite Search Engine Optimization
(SEO) strategy and the importance of
backlinks
4. Analyze how a website can get more links
6 6a and 6b Textbook 6A Lecture Submit Group
e-Commerce Chapter 10 e- Class Discussions Project Status
Commerce 1. Explain the various types of e-Commerce Case analysis or Report
websites: B2C, B2B and C2C in class exercise
Case study 2. Examine m-commerce including mobile
payments
3. Define s-commerce and its benefits
4. Explain and discuss Omnichannel, multi-
channel and cross-channel commerce

6B

1. Explore CMS platforms for e-commerce

such as Wix, Squarespace, Shopify and
Wordpress
2. E-commerce case study or in class
exercise (create a website)

7 7a. 7a. N/A 7A TEST #1 -

Test #1 Test #1 will cover all course content to date. Individual

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MKTG 229 CENTENNIAL COLLEGE Digital Marketing

Week Topics Readings/Materials Weekly Learning Outcome(s) Instructional Evaluation Evaluation

Strategies Name and Date
Weight
7b. (20%)
7b. Textbook 7B Explore the anatomy of a search
Search Advertising Chapter 11- Search advertisement.
Advertising Review how to target your search ad at
relevant users.
Explore the process of bidding on key
phrases and how this affects your ad ranking.
Review how to plan, set up and run your own
search advertising campaign.
8 ENGAGE 8a 8A. Lecture
8a Online Textbook 1. Review the various business objectives you Class discussion
Advertising Chapter 12 - Online can achieve with online advertising.
Advertising 2. Discuss the various ad formats, payment
8b Social Media models and ad types available.
Platforms 8b. 3. Explore examples of how and where to
Textbook publish your adverts.
Chapter 16 - Social
Media 8B
1. Discuss the fundamental concepts of social
media marketing
2. Review different social media platforms
and their audiences
3. Review social media analytics tools and
metrics
9 ENGAGE 9a 9A Lecture Assignment
9a Chapter 17 - Social 1. Review the strategic roles that social media Class discussion #2 DUE -
Social Media Media Strategy plays in acquiring, engaging and retaining Potential Guest Social Media
strategy 9b customers speaker Marketing
9b Textbook Chapter 13 2. Analyze various features of social media (Hootsuite) or
Social media - Social Media management tools to be used in the planning Demonstrate Social Google
advertising Advertising process Media management Analytics
3. Explore a social media schedule and how it tools (Hootsuite, (5%)
fits in a company's overall content calendar. Later, Sproutsocial
etc)
9B
1. Explore advertising objectives on the Demonstrate the
Facebook advertising platform Facebook ad platform
2. Choose budgets for the Facebook
advertising platform
3. Select your audience for Facebook and
Instagram ads
4. Evaluate placements for Facebook and

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MKTG 229 CENTENNIAL COLLEGE Digital Marketing

Week Topics Readings/Materials Weekly Learning Outcome(s) Instructional Evaluation Evaluation

Strategies Name and Date
Weight
Instagram ads
5. Explore ad creative in Facebook and
Instagram advertising
6. Investigate social media advertising metrics
to validate campaign success

10 10A 10 a 10A Lecture Workshop #1

Influencer Marketing Belanche, D., Flavián, 1. Discover the evolving influencer landscape Class discussion 1%
M., & Ibáñez- 2. Compare different types of fashion You Tube
10B Sánchez, S. (2020). influencers (i.e. celebrities, macro and micro
Project Workshop #1 Followers’ reactions to influencers) Group project
influencers’ instagram 3. Identify risks and ethical issues workshop
posts. Spanish surrounding influencer marketing
Journal of 4. Review Influencer contract building best
Marketing:https://www practices
.emerald.com/insight/c 10B
ontent/doi/10.1108/SJ Group project check in with professor -
ME-11-2019- Workshop #1
0100/full/html

10 b
n/a

11 RETAIN/OPTIMIZE 11a. 11A Lecture Assignment

11 A Conversion Textbook 1. Explore the different stages of the digital Class discussion #3 DUE -
Rate Optimization Chapter 20 marketing funnel Demonstrate Google Google
2. Investigate Key Performance Indicators Analytics - demo Adwords (5%)
11B 11b. (KPIs) for each stage in the digital marketing account
Data Analytics Textbook funnel
Chapter 21 3. Evaluate examples of conversion rate
optimization tactics
Chapter 15 - Content 4. Explore A/B testing and implications on
Marketing conversion rate optimization

11B
1. Evaluate the importance of data analytics
to digital marketing
2. Analyze how to capture web analytics data
and how to build insights
3. Investigate various features of analytics
tools to measure the success of digital
marketing campaigns

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MKTG 229 CENTENNIAL COLLEGE Digital Marketing

Week Topics Readings/Materials Weekly Learning Outcome(s) Instructional Evaluation Evaluation

Strategies Name and Date
Weight

12 RETAIN 12A 12A Lecture

12a Customer Textbook 1. Explain the different types of CRM
Relationship Chapter 14 - 2. Explain how using CRM can give a Class discussion
Management (CRM) Customer company useful information that can be
Relationship applied to digital marketing channels and
12b Management communication
Email Marketing and 3. Calculate lifetime customer value and
Video Marketing 12B examine the power of customer retention
Textbook 4. Review the steps in building a CRM
Chapter 18: Direct strategy
and Email Marketing
Chapter 19: 12B
Video Marketing 1. Define and give examples of direct
marketing techniques
2. Discover the steps in developing an email
marketing strategy
3. Analyze the structure of an effective email
4. Evaluate techniques for measuring and
optimizing your email campaigns
4. Review why and how has video marketing
become a powerful marketing channel
13 13 A 13a/b. 13A Test Test #2 - 20%
TEST#2 n/a Test #2 (Cumulative, weighted heavier on the
weeks after Test#1) Group project Workshop 2 -
13B workshop 1%
WORKSHOP #2 13B
Group project check in with professor -
Workshop #2

14 14a. N/A 1. Develop a digital marketing plan for Group projects review Group
Final group products/service as part of the business go- Presentation
presentations to-market strategy and reports
14b. 2. Evaluate the potential of various digital due (23%)
Final group marketing plans
presentations 3. Present the website/ app prototype for a
product/service

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