Digital Marketing Strategy and Planning (Live Online)

  • Formats:

    Live Online

  • Duration:

    40 hours

  • Registration Fee:

    $ 795 (Domestic)

    $ 1093.75 (International)

Start Date

Live Online live-logo

Part Time: May 02, 2022 – May 13, 2022

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Overview

The Digital Marketing Strategy and Planning course focuses on the introduction of digital marketing principles and management skills. Students will learn how to develop strategic marketing plans and execute digital campaigns. The course offers a holistic view of the digital world by exploring a wide range of channels, tactics, and tools that impact business growth. Exercises are designed to analyze the connection between online channels, strategy, consumer intent, and engagement in order to maximize results.

Please note that this course is part of the Certificate in Digital Marketing Program. Students can earn course credentials one at a time and then apply those credits toward the certificate program.

Topics Covered/Learning Objectives

Upon completion of this course, the successful student will have reliably demonstrated the ability to:

  • Discuss the importance of strategic planning in marketing
  • Identify frameworks of an integrated marketing communications plan
  • Select appropriate digital tactics that align with corporate objectives and campaign goals
  • Develop segments and customer personas using market analysis and segmentation strategies
  • Understand the principles of website design and content, social media, email marketing, web analytics, search engine marketing and measurement
  • Discuss the different relationship marketing strategies

Instructors*

Naomi Buchanan-Nguyen

Naomi Buchanan-Nguyen has worked as an educator at various Canadian colleges for over 15 years. She believes that teaching is her calling, and she derives much joy from helping students achieve their goals and dreams. She teaches with stories as much as possible and involves students in the stories to help with learning and memory retention. Professionally, Naomi has extensive experience in graphic design, digital marketing, eLearning course creation and social media management. Her personal philosophy is that a day without learning something new is a day that has been misused. She believes that we are all continually learning, broadening our vision, and changing our minds.

 

 

Wallaa Ali

Wallaa has over 20 years of experience driving business growth through creative and innovative digital marketing strategies. She holds an executive MBA from Harvard Business School and a master’s degree in Digital Marketing from the Digital Marketing Institute. She got her start in digital tech with Microsoft, where she was mentored by some of the world’s most exemplary leaders, marketers, developers, and designers. Throughout her career, Wallaa partnered with global businesses in various industries to help them grow and achieve their goals by executing and implementing integrated digital marketing strategies. As an educator, her expertise includes digital marketing strategy, content marketing, email marketing, social media, paid and organic advertising, performance marketing, analytics, and reporting.

 

Justin Lee

Justin is a digital marketing consultant who has worked with Fortune 500 companies to drive business results using digital marketing solutions. He holds an Honours Bachelor of Arts from the University of Toronto. With a strong background in search marketing, he is a data-driven marketing consultant equipped with technical expertise in ad tech, paid media operations and customer acquisition programs. With over six years of direct client and agency-level consulting experience, Justin currently manages the national digital sales and marketing strategy and execution for TELUS Home Solutions. Previously, he has worked at various consulting agencies such as iQuanti, Edelman and DAC, where clients included: CIBC, American Express, the Chicago Tribune, Humana, and HomeEquity Bank.

Outside of work, Justin is settling into his new hometown of Vancouver having moved from Toronto earlier this year. Inspired by the likes of Anthony Bourdain, his favourite thing to do is see new places and eat delicious meals, either cooked at a restaurant or by himself.

*Subject to change without notice

Dates

Live Online

Part Time:

  • May 02, 2022 – May 13, 2022
    • Students must devote at least 10 hours per week to attend live webinars
    • Webinars will be held from Monday to Friday from 5:30 pm to 7:30 pm PST
    • Outside of live instructional periods, students will be expected to take part in various independent and/or group activities

Required Materials

  • Marketing Management, 16th Edition. Authors: Philip Kotler, Kevin Lane Keller & Alexander Chernev. ISBN-13: 9780135886816
  • MKTG: Principles of Marketing. Authors: Charles Lamb, Joe Hair, Marc Boivin, David Gaudet & Janice Shearer. ISBN-13: 978-0176723682

Fees

The registration fee for this course is $795 (Domestic) and $1093.75 (International).

Technical Requirements

Live Online Students

Ashton College uses web conferencing tools for conducting online classes and online learning management systems for managing resources, assignments, and grades. These tools help instructors and students connect live online as well as asynchronously. The basic requirements for online learning include a computer, webcam, speakers, and a microphone or a headset and headphones, along with a reliable internet connection. Though online learning can be pursued using smartphones and tablets, the use of laptops or desktop computers is encouraged for an enhanced learning experience.

 

This course does not require approval by the Private Training Institutions Branch of the Ministry of Advanced Education, Skills & Training. As such, it was not reviewed.

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