Digital Marketing and Marketing Analytics Courses

This course presents a practical study of Canadian business law, including the legal and administrative systems, torts, contracts, employment laws, and general legal considerations that arise for a business. In addition, students will assess intellectual property, patent, trademark, copyright, and franchising laws and apply them to business cases.

In this course, students explore their many career options and continue to work on their own personal brand. As the business world makes a virtual paradigm shift, business professionals’ ability to communicate ideas, create their personal brand and network, and develop interpersonal skills has become more challenging. This course provides tools and techniques designed to enhance personal communication styles, while challenging students to step outside their comfort zone to adapt to the needs of a virtual world through developing persuasive and motivating messages to lead a professional career upon graduation. In this course, students will be exposed to mock interviews to better prepare them for the future. Students will also build their marketable skills through involvement with a volunteer organization. Employers and graduates will interact with students as various career paths are investigated.

Digital marketing relies heavily on strong storytelling, and there is no better way to get a corporate message across than with an exciting video. During this course, students will explore how industry professionals start with the spark of an idea and evolve this into a captivating video experience that audiences will never forget. In today's world, as the target viewer must be engaged in less than 8 seconds, this course will investigate ways to grab hold of that person and sell an idea quickly. Regardless of skill level, all students will complete this class with a healthy understanding of the production workflow, while gaining a healthy respect for the time and work needed to create an engaging marketing video.

Effective business professionals not only have good communication and negotiation skills, they understand that different cultures often interact in very different ways. In this course, students will learn the fundamentals of negotiation, developing the knowledge and skills to negotiate deals, resolve disputes and make team decisions across cultural boundaries. Students will expand their understanding of what culture is, and why being able to anticipate and adapt to cultural differences matters in the global business environment. The course includes a series of simulated negotiations to hone students’ cross-cultural communication and negotiation skills.

In this introductory course in marketing, students will become acquainted with current Canadian marketing concepts, terminology and practices, examine strategies to apply them to contemporary marketing situations, and gain an understanding of how they affect an organization's profitability. The student gains insight into the many variables involved in developing successful marketing strategies. The strategic marketing planning process is introduced, along with the specific concepts and principles involved in the four key components of the marketing plan - Product, Price, Distribution, and Promotion Strategies. Students will also explore consumer and business marketing, marketing research, product planning, distribution, pricing and promotion. Students will apply their knowledge in producing a marketing plan where they will set marketing objectives, develop a marketing mix, along with developing marketing strategies. This course provides a basic understanding of Canadian marketing structures and techniques including defining and segmenting target markets.

In this course, students will understand barriers to intercultural communication, assess cultural differences, and apply strategies to communicate effectively with colleagues and clients from other cultures. Students will apply principles of plain language to communicate effectively to diverse audiences using a variety of communication channels. They will apply research strategies to evaluate sources of information and will apply APA standards of documentation and style to academic work. Students will analyse audience and purpose to create business correspondence using the direct approach.

This course will provide students with an introduction to the history of colonization of Indigenous communities in Canada. Contemporary Indigenous community issues within Northwestern Ontario (NWO) and Canada will be examined. Students will explore the unique socio-political relationships between Canada and Indigenous peoples with an emphasis on colonial, legal and political issues. With a broader understanding of the context of colonization, students will analyze contemporary relationships and efforts towards renewed relationships and reconciliation.

In this course, students will study the conceptual foundation and practical techniques necessary for creating a comprehensive and effective social media marketing plan. The focus will be on identifying target audiences, setting attainable social media objectives, devising realistic platform-specific strategies and tactics and monitoring and measuring progress and feedback of the plan. Students will be encouraged to engage in social media with a business focus and, wherever possible, work with real clients in the development of their social media marketing plan.

If a picture speaks a thousand words, then just imagine what can be achieved through video. Transmedia storytelling, music, animation, compelling video and a great story all converge to build visceral and long-lasting impressions on the viewer. In today's digital marketing space, storytelling is one of the most valuable skills a person can have and when partnered with engaging video productions, a potential customer can be touched, forever. In this course, students will explore how productions are planned and executed for Digital Marketing purposes, using the latest non-linear editing and animation tools. Common hardware, like cell phones, will be explored to see how deeply engaging content can be made at low costs, while gaining a healthy respect for what the industry truly does to sell a product with video.

In this course, learners will receive hands-on experience with the top trending social media platforms in the market today. Students explore how to monitor and measure the impact of a social media strategy or social media efforts. Students will identify the challenges of ongoing measurement in a rapidly changing field and explore strategies for addressing these challenges. Tools for monitoring and measuring social media efforts are described.

In this course, students will enhance their writing skills to produce routine workplace correspondence in a business setting. Students will be exposed to handling instant messaging and texting professionally. They will also prepare different types of informal reports and business documents. Students will combine collaborative methods with advanced research, written and oral skills to produce and present an infographic.

This introduction to consumer behavior shows how the behavioral sciences help answer questions about why people choose one product or brand over another, how they make their choices and how organizations use this knowledge to develop, evaluate and implement effective marketing strategies and to create value for the consumer. In addition, actual applications of consumer behavior concepts to marketing situations are designed and executed by the students. As well, on a macro level, students will examine the social/cultural environment and will debate and discuss the ethical concerns that consumers have about behavioral marketing applications.

Marketers require a solid foundation in advertising, sales, promotion, public relations strategy, media techniques and applications. In this course, students will develop their skills as they apply fundamental principles and practices of marketing communications in a variety of industry, product, and service situations. Students will prepare a detailed situation analysis on a brand, summarize its target audience, and recommend targeting and segmentation strategies, as well as specific media vehicle selection and scheduling within an assigned budget. Students will work in collaboration with a local industry partner and develop a comprehensive Integrated Marketing Communication (IMC) plan while designing effective creative strategies to support this plan, as well as describe how they would be integrated across each IMC function. Students will continue to apply their skills in current design software and gain experience creating effective ad layouts. Further insight into current trends and developments in interactive and digital communications, media relations, event marketing and sponsorship, tradeshow, and public relations will be explored. They will also learn various methods marketers can employ to assess the effectiveness of an IMC campaign.

In this course, students learn about Customer Relationship Management (CRM) within the overall framework of digital marketing strategy: a special emphasis on social media explores two-way communication between customers and brands. As a discipline with increasing importance in today’s individualized marketing environment, CRM is more important than ever as consumers turn to social platforms for engagement, conversation and support. Students apply their learning by developing a CRM plan for an organization or brand.

In this course, students investigate the foundational and emerging concepts of qualitative research in the digital environment. Students apply their learning of the latest social media platforms to relevant analysis tools. Online observation and listening to help improve marketing initiatives is a major theme of the course. Core elements of marketing research are discussed as well as trending topics and developments in the digital space. Students will apply their learning by conducting qualitative research for an organization or brand.

In this course, students continue to receive hands-on experience with digital marketing tools used by industry. The course builds on the learning from Social Media Applications and Measurement I. A deeper dive fosters understanding on both the strategic and tactical levels. Challenges in a rapidly changing field are addressed as well as the significance of monitoring and measuring social media efforts for organizational success. Students are encouraged to complete industry-leading certifications of social media applications and software.

In this course, students will develop managerial skills to propose, plan, secure resources, budget, and lead project teams to successful completion of projects. Students will also learn why organizations have developed a formal project management process supported by the Project Management Institute (PMI) and its Project Management Body of Knowledge (PMBOK) to gain a competitive advantage. The case study approach will be used along with an investigation of software and collaboration tools that aid in carrying out activities of project planning and project execution.

This course introduces students to the nature of business and entrepreneurship. Students will obtain an overview of entrepreneurship and the entrepreneurial process and then expand into key concepts, including business types, customers, marketing, financials and human resources. The options of franchising and purchasing existing businesses are also covered in this course. Students will outline and assess the components of a Business Plan.

The emerging new normal for business management is doing it ethically, responsibly and sustainably. In this course, students will explore how and why mangers from around the world, in organizations of all shapes and sizes, are increasingly taking this approach. Through a blend of deep-dive discussions and applied activities, students will gain the knowledge, skills and self-perception to be a professional manager and global citizen.

In this course, students collaborate with an industry partner to apply their learning from the program in a real-world project. Students are tasked with solving a digital marketing problem and/or capitalizing on an opportunity presented by a client. Students research the industry and organization, gathering vital data to address the issue at hand. Students demonstrate problem solving skills, professional behaviours, effective communication and analytical skills.

In this course, students learn the importance of data relating to analytics and effective decision-making. Research methods and analysis are examined with a special emphasis on preparing data for its specific business intelligence and digital marketing applications. Students use industry-leading data analytics software to gather vital information and develop compelling visuals to communicate insights and findings. The course is especially crucial in an age of data protection technology, consumer privacy and increasing government regulations.