Course details
Digital Marketing
MARK 20118A
Digital marketing now lies at the heart of organizational transformation and represents the largest share of marketing communication budgets for Canadian companies. In a world driven by artificial intelligence, data, and automation, brands must design personalized, mobile-first, consistent, and ethical experiences at every touchpoint.
The customer journey is no longer linear : it unfolds across social platforms, search engines, communities, conversational commerce, and immersive environments. Differentiation depends on the ability to understand, anticipate, and co-create with consumers.
High-performing companies embrace a seamless omnichannel strategy where content, AI-powered search, influencer marketing, programmatic advertising, and e-commerce reinforce one another. Short videos, content creators, and the attention economy are reshaping brand communication. The rise of predictive AI, voice search, and sustainable marketing calls for new skills and constant agility. Marketing has become a strategic driver of innovation, impact, and purpose. Reinvention is no longer optional : it is the foundation of growth and relevance.
High-performing companies embrace a seamless omnichannel strategy where content, AI-powered search, influencer marketing, programmatic advertising, and e-commerce reinforce one another. Short videos, content creators, and the attention economy are reshaping brand communication. The rise of predictive AI, voice search, and sustainable marketing calls for new skills and constant agility. Marketing has become a strategic driver of innovation, impact, and purpose. Reinvention is no longer optional : it is the foundation of growth and relevance.
Themes covered
1.Managing the Digital Experience
2.Digital Branding
3.Content Marketing
4.Social Media Marketing Strategy
5.Search Engine Optimization
6.Digital Publicity
7.Mobile Marketing
Important notes
Course in French : MARK 20118
Prerequisite(s) : MARK 10100(A/E)
Course code
MARK 20118A
Subject
Marketing
Program
Bachelor’s degree (BBA)
Location
Côte-des-Neiges
Instruction mode
On-site learning
Credits
3