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

• Understand and explain the practical and strategic foundation in online advertising
• 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
• Understand how to plan and deploy permission-based marketing techniques
• 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
• Understand global (GDPR, FTC, Competition Bureau) privacy rules and regulations

NOTE:  Students should budget approximately $50 for course materials.  Instructor to provide more information via Nexus.