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Online Marketing Ontario College Graduate Certificate - Part-time

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  • Objectives
    This program is designed to prepare students for today's online marketplace. Sales and marketing departments are undergoing major transformations as prospecting and customer communication moves online. Practical skills are developed to enable graduates to effectively leverage the range of online marketing tools. Graduates of this program will possess the skills and abilities to work with subject matter specialists to blueprint/outline integrated online marketing programs, execute detailed plans, and measure the results.
  • Academic Title
    Online Marketing Ontario College Graduate Certificate
  • Course description
    BUS8110      Project Management
    Description: Using industry standard project management software, students will build a project plan based on an online project. Students will establish objectives based on identified needs, set milestones, identify resources, estimate costs, and evaluate the plan’s potential effectiveness. Students will also write a business impact document that includes budgetary information and a return on investment analysis.
    Hours: 45
    Credits: 3

    BUS8210     Managing the Workplace
    Description: This course will prepare students to function effectively within different organizational environments and to interact with internal and external contacts. Topics will include: team work, conflict management, power and politics, organizational culture, leadership styles, decision making, resource allocation, and outsourcing. Students will also practice writing project documents and developing and delivering presentations to different stakeholders.
    Hours: 60
    Credits: 4

    BUS8220     Business Intelligence and Analytics
    Description: In this course students will identify and apply appropriate measured marketing methodologies and common measurement approaches used in industry, including traditional measures and website analytics. Metrics and benchmarks for other online tools such as email marketing and blogs will be discussed. The ethical use and reporting of measures will also be covered. Students will prepare analytical reports.
    Hours: 60
    Credits: 4

    CDEV8030     Self Marketing
    Description: Students will learn to critically evaluate their skills, attitudes, and expectations and to evaluate and interpret available opportunities in the workplace. Self-marketing using online techniques, resumes, cold-calls and other strategies will be learned. The expectations, rules, and regulations that apply in industry regarding social, cultural, organizational, and ethical issues will be examined.
    Hours: 30
    Credits: 2

    COOP8030     Co-op Work Term
    Description: This course will provide the student with college-approved work experience in an environment that uses online marketing strategies to meet business needs. This work experience will increase the student’s understanding of employer expectations regarding the attitudinal, practical, and academic skills required to gain employment in this field. These essential employability and technical skills areas will be improved during the work term while the student responsibly performs the duties as defined in the job description, in accordance with course and program outcomes.
    Hours: 420
    Credits: 14
    Pre-Requisites: BUS8210, BUS8220, MKT8130, MKT8140, MKT8150

    DMED8070     Digital Best Practices
    Description: In this course students will gain an understanding of the characteristics of effective BtoC (Business to Consumer) and BtoB (Business to Business) websites. Students will also examine the business impact of websites and the role of websites in IMC (Integrated Marketing Communications) through the analysis and critique of existing customer focused sites. In addition students will develop basic web page designs and create start-up, operational and maintenance plans.
    Hours: 60
    Credits: 4

    INFO8040     Creative Design Principles
    Description: This course will introduce students to a graphics design program and HTML coding. Students will assess creative web applications and design elements. The principles of copyright, business ethics and corporate responsibility will also be examined.
    Hours: 60
    Credits: 4

    INFO8050     Online Technology Foundations

    Description: In this course students will be provided with an overview of computer servers, domain names, database hosting, scripting, and security. This course will also provide marketers with an understanding of online terminology such as extranets and intranets while exploring their relevant applications and software. Students will also learn and use software to build a database, conduct queries and prepare analytical and usage reports.
    Hours: 60
    Credits: 4

    MKT8120     Search Marketing

    Description: Search engine optimization is increasingly important in the complex online environment. In this course students will examine how search engines function and how sites are ranked based on criteria as well as learning diagnostic tools to enhance the ranking of sites. Search Engine Optimization/Search Engine Marketing and Paid Search will be examined.
    Hours: 45
    Credits: 3

    MKT8130     Interactive Marketing Tools
    Description: Through the application of direct marketing principles students will learn how to build a permission list, and how to engage the community and create tangible business benefits. The role of IMC (Integrated Marketing Communications) principles in the use of interactive marketing tools will be examined. Email marketing, acquisition strategies, message formats, testing, quality assurance, deployment and measurement will be covered along with surveys and other feedback mechanisms. Students will also be exposed to writing creative briefs and other types of messages as well as publishing strategies. Such online marketing tools as RSS feeds, SMS, pop-up blogs, and banners will be explored.
    Hours: 60
    Credits: 4

    MKT8140     Online Marketing Strategy

    Description: The development of a strategy for online marketing is a complex endeavor that must be comprehensive in addressing the total environment including the needs of the organization’s customers and the expectations regarding return on investment. Marketing professionals must have a clear understanding of their company’s marketing and business objectives before undertaking the development of a marketing plan. In this course, students will assess marketing plans and develop business case justifications based upon supporting financial and other data. Students will develop and present a comprehensive marketing plan for an online environment that incorporates integrative marketing concepts and creative problem solving. Specific reference will be made to standards, regulations and legislation, ethical issues such as privacy, and service level agreements.
    Hours: 45
    Credits: 3

    MKT8150     Selling in an Online Environment
    Description: Both verbal and written communication skills are critical to business. Marketers need to be good listeners and present points of view through clear and persuasive communication. This course will prepare students to effectively present and sell their ideas and to promote integrated marketing communications programs to internal stakeholders. In addition, methods to generate revenue will be explored as well as merging online technology with proven sales methods.
    Hours: 45
    Credits: 3

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