Digital Marketing 400

*This program is currently waiting for PTIB approval.

Category :

Career Program

96 weeks | 1920 hours (Including working experience 960 hours)

Tuition Fee:


Start Date:



Jan 2/ Jan 29 / Feb 26 / Mar 25 / April 22/ May 21 / July 2 / July 29 / Aug 26 / Sep 23 / Oct 21/ Nov 18


Jan 6/  Feb 3 / Mar 3 / April 7/ May 5 / June 2 / July 7 / Aug 5 / Sep 2 /  Oct 6/ Nov 3 / Dec 1

Live – available
Recording – not available


Students will learn the fundamentals of marketing and explore techniques and tools for discovering and defining the target audience. They will examine concepts that are integral to the field of marketing including marketing environment, customer behavior, marketing research, product analysis, distribution, pricing strategies and promotion. They apply these concepts in developing a marketing project. Furthermore, they will become familiar with a number of research methods to help discover and understand the motivations, challenges and subtle characteristics of their target markets. Students will develop a marketing project and they will work on a series of assignments throughout this course.

Instructional Activities, Design and Delivery Mode

 This course is an advanced study and application of digital marketing strategy, online branding and digital communications. Students will learn how to effectively use digital marketing concepts applied to modern business scenarios and common marketing challenges. Special attention is given to social media, search marketing, online advertising, online reputation management, mobile marketing, web analytics, lead generation, emerging technologies and the overall integration of digital strategies with non-digital marketing.

A variety of pedagogical methods will be used in this course. They will include: lectures, group and class discussions, case discussions and presentations, guest speakers, web analysis and audio-visuals.

At the end of the course, the successful student should be able to: 

  1. Integrate all elements of digital marketing into a strategic marketing plan

  2. Determine the right promotional mix for integrated campaigns based on strategic goals and intended outcomes

  3. Demonstrate, employ and measure the effectiveness of an online brand

  4. Explain the role that digital media plays in today’s consumers’ lives and how it affects their purchasing behaviour, both online and offline

  5. Identify and compare online tools and platforms that deliver digital marketing effectiveness for modern businesses

  6. Evaluate an organization’s online presence and recommend improvements to a brand’s positioning and the consumer experience it offers

  7. Apply oral and written skills in project presentations

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Program Outline

Program Organization

Students must complete all of:

Title of Course # of Hours
Digital Marketing Fundamentals 80
Marketing Research 80
Social Media Marketing 80
Content Marketing 80
Search Engine Optimization (SEO) 80
Strategic Web Design 80
Search Engine Marketing 80
Digital Marketing Analytics 80
Marketing Automation & Building Online Community 80
Strategy Brand Management 80
Integrated Marketing Communication 80
E-Commerce 80

Program and Homework Duration

  • Total program hours: In-class (960 hours/48 weeks) + Work Experience (960 hours/48 weeks) 

    = 1920 hours = 96 weeks = 2 years

  • Homework hours per week: 6 – 18 hours

Required Program Materials

Title of Textbook:

  • The Ultimate Guide to Digital Marketing, Digital
  • Learning Web Design, 4th Edition, Jennifer Niederst Robbins, O’Reilly
  • Digital Marketing Handbook
  • The Big Book of Digital Marketing, A Publication from Digital Firefly Marketing

Admissions Requirements

  • Minimum 18 years old.
  • Proof of English proficiency through one of the following:
    • BC English 12 with a minimum C+ grade
    • IELTS 5.5 or TOEFL band 46 – 59 or TOEC band 605 – 780
    • Glenn College English Proficiency Test with an 80% minimum
    • Glenn College Level 5 PST course

Methods of Evaluation

  • Final course examinations
  • individual assignments
  • Group assignments
  • Weekly course chapter tests

Delivery Method

  • In-class instruction, seminar format

Graduation Requirements

  • Minimum of 70% grade per course of the program to obtain the GC Digital Marketing Diploma.

Career Occupations

  • Digital Marketing Manager
  • SEO Specialist
  • Search Engine Marketer
  • Social Media Marketer
  • Web Analyst/Data Analyst
  • Content Marketer 
  • Inbound Marketer