Upon completion of this course, students will be able to:

• Understand and explain the practical and strategic foundation in online advertising and pay-per-click platforms
• Explain the leading pay-per-click online advertising platforms, as well as related skills and issues such as keyword research, ad testing, bidding strategies, and search engine optimization
• Have an in-depth understanding of social media advertising
• Understand behavioural targeting and profiling
• Identify and explain the leading pay-per-click online advertising platforms, as well as related skills and issues such as keyword research, ad testing, bidding strategies, and search engine optimization
• Have an in-depth understanding of Facebook advertising
• Understand how to plan and deploy two highly effective permission-based marketing techniques: email marketing and mobile communications
• Implement and maintain an effective email marketing strategy
• Know how to develop a database of customers and stay engaged with them through the marketing cycle
• Be well versed on SMMS
• Understand global (GDPR, FTC, Competition Bureau) privacy rules and regulations