Digital Marketing Foundations

    EX 1111 is offered this summer:

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.
What you will learn

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.

Offered:

Jul 5, 2021Aug 22, 2021
Asyn­chro­nous online learning, eClass

In asynchronous online courses, students are expected to move through the course material at the same pace as their peers, but there are no real-time virtual classroom sessions to attend. All components of this type of course are accessible through eClass, the University of Alberta’s eLearning management tool. for­mat details

Your Instructor

Laurenne SprattID: laurenne-spratt

Laurenne Spratt is an award-winning marketing and communications leader with more than a decade of experience in business administration, digital marketing, e-commerce, online reputation, and marketing strategy. A true believer in lifelong learning, she holds a BA and an MBA, in addition to Google Ads and Analytics certifications, a Digital Marketing Professional certification, and an in-progress PhD in Management. Laurenne comes from a retail family business background and specializes in using digital strategies to grow customer experience and engagement. She has been teaching business, communications, and marketing at post-secondary institutions for several years. Laurenne is currently the Director of Marketing and Strategic Insights at the U of A’s Faculty of Extension.

Class info
  • This is an asyn­chro­nous learn­ing course. To start your online learn­ing expe­ri­ence at the Fac­ul­ty of Exten­sion, vis­it https://​ext​-leo​.ca/​s​t​u​d​e​n​t​s​/​e​c​l​a​s​s​-​e​s​s​e​n​t​ials/
  • Cost assistance: May be eli­gi­ble for the Cana­da-Alber­ta Job Grant and the Canada Training Benefit. (view all)
    Cor­po­rate mul­ti-reg­is­tra­tion pack­ages (groups of 4 or more) are avail­able for most Exten­sion cours­es. Con­tact us at corporate.learning@ualberta.ca for pre­ferred pricing.
  • Open for registration until July 5, 2021. Register at least one week before the course start date to secure your spot. If space is available you may register until the day the course starts. Refunds, withdrawals & transfers policies
This course has no prerequisites

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

You can register for and take a course without applying and enrolling into the program.

Looking for
different course dates?

New course schedules are released each June and November.

EX 1111 is offered this summer: