Digital Marketing Foundations

    EXSM 3915 is offered this winter:

section WI1  (Online)
starts in 3 months

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.

Offered:

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.
Jan 8, 2024Feb 26, 2024
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 Brand at the University of Alberta.

Class info
starts in 3 months
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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.

Email

codesign@ualberta.ca

Looking for
different course dates?

New course schedules are released each June and November.

EXSM 3915 is offered this winter:

section WI1  (Online)
starts in 3 months