This course (BUSI 3204) was designed to develop a new generation of marketers, who are expected to have an excellent knowledge of marketing foundations and the most up-to-date tools and approaches employed in the field. The course involves web design, a digital marketing campaign, and a personal branding assignment, as well as lessons and certification on the Hootsuite social media management platform.
The format and content delivery of the classes were supported by a number of guest speakers and partnering business organizations.
Lizbeth James, a Digital and E-commerce Marketing Manager at Dorel Juvenile, shared behind-the-scenes challenges associated with building brands via social media. Lizbeth also presented an overview of various opportunities and challenges faced by marketers in the digital era.
Hands-on experience is the main value proposition in this course. Each group of students is required to conduct an audit for a local business and to design, implement, manage and monitor a social media campaign on its behalf.
PageCloud, an Ottawa-based website creation tool, provided a platform for the students to develop their personal websites as an important component of their online presence and brand. Henry Brown, Manager of Customer Acquisition, and Philip Westfall, Growth Marketer and SEO Ninja, visited the class to introduce the platform and offer their support throughout the students’ web development journey.
Trisha Cooke (VP Marketing) and her team—Monique Smith (Director, Marketing Communications) and Ankit Verma (Marketing Operations Lead)—walked the class through the steps of the digital campaign recently conceived and launched by You.i TV. The event also helped the class develop appreciation for the complexity of the TV and media landscape.
Sprott School of Business
The course followed the Hootsuite Social Media Academy. The students were required to complete the Hootsuite Platform Certification and were tested on a weekly basis upon their completion of the Hootsuite Social Media Lessons.