Digital Marketing Strategy and Planning (Online)

  • Formats:



  • Duration:

    40 hours

  • Registration Fee:

    $795 (Domestic)

    $1093.75 (International)

Start Date


Part-Time: This course will be offered again in 2023.

Have questions about the program?

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Digital Marketing Strategy and Planning: 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.

For BC Realtors, attending this course can be counted towards Self-Directed PDP Hours.

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

Admission Requirements



Subject to change without notice

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.

Naomi Buchanan-Nguyen

Naomi Buchanan-Nguyen has worked as an educator at various Canadian colleges for over 15 years. She believes teaching is her calling and 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.


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.




  • This course will be offered again in 2023.
    • Students must devote at least 10 hours per week to attend live webinars
    • Webinars will be held from Monday to Friday from 5:30 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. Philip Kotler, Kevin Lane Keller, Alexander Chernev. Pearson. 2022. ISBN: 9780135887035, 0135887038


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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