2844 - Foundations of Digital Strategy and Marketing Management
23549225
Delivery Options
ON-LINE
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Course Description
Digital marketing is no longer a single channel - it's the essential ecosystem where brands are built, customer relationships are developed, and revenue is generated. Mastering digital channels is essential for anyone in marketing, consulting, or business ownership. This course gives you a comprehensive foundation in the strategies, tactics, and creative skills you need to build a powerful digital presence. Through a mix of lectures, case studies, and hands-on exercises, you'll learn how to navigate the ever-evolving landscape of digital marketing.
Learning Outcomes
- Build a Strong Digital Strategy: Develop a strategic and omnichannel approach to digital marketing that integrates various channels for maximum impact.
- Learn Key Channels: Gain understanding and experience with critical digital channels, including search engine optimization (SEO), paid search advertising, social media, and email marketing.
- Create Engaging Content: Learn how to use content marketing to tell your brand's story and attract your target audience.
- Measure Your Success: Understand how to use web analytics and key performance metrics to track results and optimize your strategy.
- Optimize User Experience: Explore the fundamentals of website design and user experience (UX).
This course may be applied towards the SCS Certificate(s) in
- Advertising : Electives
- Digital Marketing Management : Required
- Marketing : Elective, electives option 2
- Marketing - Advanced : Main Courses
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Michelle Pellettier has taught digital marketing in the business and professional studies program since 2008. She is a digital marketing strategist, and has been conceiving and directing omnichannel marketing strategies that enhance online customer journeys for 15+ years. Michelle is a domain expert in digital marketing with specialties in programmatic advertising, B2B marketing and demand generation. She began her career in sales with IBM Canada and transitioned to marketing management roles working with F100 corporations, start-up and medium sized businesses in the high tech sector. With a passion for marketing and content, and a deep knowledge across all marketing disciplines, Michelle delivers a pragmatic and engaging approach to learning digital marketing management. She received an Honours, Bachelor of Commerce with a specialty in Marketing and Economics from University of Toronto, St. George Campus.