| DPS 52030 | 36 hours |
This course will provide a practical and strategic foundation in online display advertising and pay per click platforms. This will include developing a customer database, understanding behavioural targeting and profiling, and keeping customers engaged throughout the marketing cycle. Students will also receive instruction and best practices related to the Canadian Anti-Spam Law.
Prerequisites
Outcomes
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
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Students must first successfully complete the following course: