Digital Marketing

You need digital and social media to play an effective role in your marketing and communication plans. Most of us are prepared to try some new ideas and tools, but would also like to learn from what others have tried to the extent there are best practices in this new space. You need to know more than “what is a tweet”, but you don’t need to be “the expert” ready for the speaking circuit. You recognize it is not about the technology but what we do with it. This highly interactive session includes a combination of presentation of material, exercises, group discussion, case studies and examples.

Course Content includes:

• Are the strategic fundamentals in place?
  a. Integrated Campaigns
  b. Branding in a Digital World
  c. Examples
• Are the operational fundamentals in place?
  d. Organizing for effective digital and social media use
  e. Choosing and Optimizing Social Media Platforms
  f. Writing for Digital Media
  g. Monitoring, Measurement and Evaluation
• Examples and case studies, for learning that can be reapplied

This course is designed for
– people in the marketing and communication profession
– individuals who understand the basics (like what is a tweet) but don’t need to be the expert
– individuals who want to think about digital and social media on a strategic level
– individuals who operationalize marketing and communications plans, that is take the plans to market

ABOUT THE INSTRUCTOR

Tema Frank has worked in marketing, communications and research for three decades. In 2001, she created one of the world’s first marketing research firms to use statistically significant numbers of people to provide feedback on website effectiveness (Web Mystery Shoppers Inc.) Using social media strategies before “social media” existed, she built an online panel of 75, 000 people worldwide. Clients included the Royal Bank of Canada, ING Direct, the Government of Alberta, Cruise Ship Centres and many others. In October 2012, Tema launched the Frank Online Marketing Show (http://frankonlinemarketing.com/show), a weekly podcast devoted to profiling Canadian companies that are succeeding online and teaching others how to do so. Tema also interviews guests of and blogs for the Market Research Intelligence Association.

Register online at

https://www.macewan.ca/wcm/SchoolsFaculties/SchoolofContinuingEducation/Search/index.htm#p=0&q=marketing

MacEwan School of Continuing Education

Ad Club members will receive a registration discount. Contact 780-497-5207 to request the discount coupon.

(course number PRDV 0634)