Digital Marketing Foundations

Explore key con­cepts used by mar­ket­ing pro­fes­sion­als to help inte­grate dig­i­tal mar­ket­ing into an over­all mar­ket­ing strat­e­gy. Be intro­duced to dig­i­tal engage­ment as a means to define and devel­op a tar­get audi­ence, cre­ate and increase brand aware­ness, gen­er­ate leads, and ulti­mate­ly dri­ve sales and oth­er busi­ness objec­tives. Under­stand the risks, chal­lenges, and eth­i­cal con­sid­er­a­tions asso­ci­at­ed with dig­i­tal mar­ket­ing as well as cur­rent and future dig­i­tal mar­ket­ing landscapes.
Course at a glance
  • In this project-based course, you’ll learn through interactive group discussions, activities, and assignments, as well as hands-on practice with building the various components that inform digital marketing strategies.
  • Understand how to set strategic objectives, choose key performance indicators (KPIs), and analyze a competitor’s digital presence.
  • Aimed at business owners, managers, entrepreneurs, those working in not-for-profits, traditional marketers wanting to upskill, and workers looking to reskill into the rapidly growing field of digital marketing.
  • Fully online asynchronous course accessible through eClass, the University of Alberta’s eLearning management tool.
What you will learn

Course content covers these career-enhancing skills:

Click on a skill for overview & job postings data

By the end of this course, you should be able to:

  • Understand how to build an effective online presence through a strong digital marketing strategy.
  • Understand the basic terms and language used by digital marketers to describe concepts and techniques.
  • Learn to analyze your audience and begin audience segmentation.
  • Build a customer journey map and assess both digital and brick-and-mortar touchpoints.
  • Learn how to assess your organization’s unique competitive landscape from a digital perspective.
  • Explore issues such as data privacy, ethics, and other human factors that need to be considered in digital marketing.
This course has no prerequisites

Students from all educational backgrounds welcome. You can register for this course without applying and enrolling in a program.

Take note:

  • To take this course, you’ll need a computer with a camera and a microphone, as well as reliable internet access.
  • Recommended browsers are Google Chrome, Firefox, or Edge (certain activities can’t be accessed through Internet Explorer).
  • No textbook is required; a list of online reading materials will be provided by the instructor.
Currently counts towards:

Applicants intending to enrol in a program are encouraged to apply as soon as possible to lock in their course requirements since they are prone to change.

*If you are already enroled in this program, please refer to your specific program requirements as outlined at the time of your admission: Bear Tracks > Academic Advisement.

When will
this course be offered?

New course schedules are released each June and November.

Scheduled for Fall/Winter:

Info & Register