Lifelong Learning for a Brighter World

Ngoc Nguyen, McMaster University Continuing Education Marketing graduate Ngoc Nguyen, McMaster University Continuing Education Marketing graduate


There's marketing in everything.

Fast track to earn your diploma in 12 months!
*Not applicable for Digital Marketing concentration

DMK 102 - Digital Marketing Strategy C21

Academic Credit Value:
3 units
Course Delivery Mode:
Hours of Study:
36 hours
Course Prerequisite(s):
Course Anti-requisite(s):
Instructor Name:
Chris Rotolo
Course Dates:
01/14/2019 - 04/07/2019

Required Course Materials:
Digital Marketing Strategy: An Integrated Approach to Online Marketing
Optional Course Materials:
Course Description:
Strategic planning and the execution of digital marketing campaigns will be the focus of this course. Explore and examine the development of strategic analysis, e-commerce, CRM management , basic analytics practices and public relations online. Exercises are designed for students to analyze websites and campaigns in order to understand the connections between design, strategy, accessibility, operations, and maintenance in order to produce powerful digital marketing results.
Learning Outcomes:

Upon completion of this course, students will:

  • Explain the strategic view, process and frameworks required for a digital strategy
  • Specify objectives for a digital strategy to guide the achievement of business goals
  • Analyze target markets using appropriate research methods and tools to determine consumer behaviours and insights
  • Select digital tactics and channels for target audiences that align with campaign parameters
  • Create a digital strategy using the insights garnered during the strategic process
  • Evaluate emerging digital innovations and disruptions to determine their impact on future strategy development
Course Evaluation

The final grade is calculated based on the following components:

  • Discussion Forum Participation: 10%
  • Business Profile: 10%
  • Case Studies: 30%
  • Group Project: 50%
Course Format:
This course is designed to present the fundamental concepts and theories in digital marketing strategy and promote the application to the workplace and professional practice. Course activities will include instructor presentations, required readings and experiential learning activities (i.e. case studies, group discussions, projects, etc.).
Assignment Submission:
Course assignments are submitted to the appropriate A2L Assignment folder by the specified due date
Late Coursework:
Late submissions will be penalized 5% per day (including weekends and holidays) up to seven (7) days past the due date. After seven days, the Assignments folder will close, no further assignments will be accepted, and a grade of zero (0) will be assigned for the course work item unless otherwise specified by the Instructor. Requests for extensions must be submitted to the Instructor before the assignment due date (see Coursework Policies). Extensions are permitted for exceptional circumstances only; supporting documentation may be requested.

Policy & Procedures:

Academic Regulations (Attendance, Coursework, Tests/Exams):

In accordance to McMaster University’s General Academic Regulations, “it is imperative that students make every effort to meet the originally scheduled course requirements and it is a student’s responsibility to write examinations as scheduled.” Therefore, all students are expected to attend and complete the specific course requirements (i.e. attendance, assignments, and tests/exams) listed in the course outline on or by the date specified. Students who need to arrange for coursework accommodation, as a result of medical, personal or family reasons, must contact the course instructor within 48 hours of the originally scheduled due date. It is the student’s responsibility to contact the Program Manager to discuss accommodations and procedures related to deferred tests and/or examinations within 48 hours of the originally scheduled test/exam, as per policy. Failure to contact the course instructor, in the case of missed coursework, or the Program Manager, in the case of a missed test/examination, within the specified 48-hour window will result in a grade of zero (0) on the coursework/exam and no further consideration will be granted.

*Note: Supporting documentation will be required but will not ensure approval of accommodation(s).

Academic Integrity

You are expected to exhibit honesty and use ethical behaviour in all aspects of the learning process. Academic credentials you earn are rooted in principles of honesty and academic integrity. Academic dishonesty is to knowingly act or fail to act in a way that results or could result in unearned academic credit or advantage. This behaviour can result in serious consequences, e.g. the grade of zero on an assignment, loss of credit with a notation on the transcript (notation reads: “Grade of F assigned for academic dishonesty”), and/or suspension or expulsion from the university.

It is your responsibility to understand what constitutes academic dishonesty. For information on the various types of academic dishonesty please refer to the Academic Integrity Policy, located at

The following illustrates only three forms of academic dishonesty:

  1. Plagiarism, e.g. the submission of work that is not one’s own or for which other credit has been obtained.
  2. Improper collaboration in-group work.
  3. Copying or using unauthorized aids in tests and examinations.
Academic Accommodations:
Students with disabilities who require academic accommodations must contact the Student Accessibility Centre (SAS) to meet with an appropriate Disability Services Coordinator. To contact SAS, phone 905-525-9140 ext. 28652, or email For further information, consult McMaster University’s Policy for Academic Accommodation for Students with Disabilities.
On-line Elements:
In this course, we will be using on-line elements, which may include email, Avenue to Learn, WebEX, and external web sites.  Students should be aware that, when they access the electronic components of this course, private information such as first and last names, user names for the McMaster e-mail accounts, and program affiliation may become apparent to all other students in the same course. The available information is dependent on the technology used. Continuation in this course will be deemed consent to this disclosure. If you have any questions or concerns about such disclosure please discuss this with the course instructor.
In this course, we will be using a web-based service ( to reveal plagiarism.  Students will be expected to submit their work electronically to so that it can be checked for academic dishonesty.  Students who do not wish to submit their work to must still submit a copy to the assigned Assignment folder and add a note in the comment section that they do not wish to have the paper scanned by Turnitin.  Those files will not be selected for submission.  No penalty will be assigned to a student who does not submit work to  All submitted work is subject to normal verification that standards of academic integrity have been upheld (e.g., on-line search, etc.).  To see the Policy, please go to
Course Changes:
The instructor reserves the right to modify elements of the course and will notify students accordingly.
Course Withdrawal Policy:
Policies related to dropping a course and course withdrawals are posted to the Centre for Continuing Education’s program webpage, FAQs & Policies (
Storm Closure Policy:
In the event of inclement weather, the Centre for Continuing Education will abide by the University’s Storm Closure Policy:, and will only close if the University is closed. All in-class courses, exams and room bookings by internal and external clients will be cancelled if the Centre for Continuing Education is closed. On-line courses will take place as scheduled.
Grading Scale:



Equivalent Grade Point

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Course Schedule:


Topic & Readings

Assignments/Graded Components

An Introduction to Digital Strategy


Disruptive Innovation


Assignment 1: Business Profile

Strategic Frameworks


Campaign Types


Assignment 2.1: Case Study



Assignment 3: Digital Strategy Foundation (Part 1)

Data-Driven Insights


Assignment 2.2: Case Study

Format of the Deliverable


Digital Tactics (Part 1)


Assignment 3.1: Digital Strategy Foundation (Part 2)

Digital Tactics (Part 2)


Assignment 2.3: Case Study

Digital Tactics (Part 3)


Digital Tactics (Part 4)


Assignment 2.4: Case Study

Targeting the Funnel


Assignment 3.2: Digital Strategy Deliverable

Assignment 3.3: Peer Feedback