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 101 - Fundamentals of Digital Marketing C21

Academic Credit Value:
3 units
Course Delivery Mode:
Hours of Study:
36 hours
Course Prerequisite(s):
Course Anti-requisite(s):
Instructor Name:
Gail Ordogh
Course Dates:
05/06/2019 - 07/28/2019

Required Course Materials:
The Art of Digital Marketing, Ian Dodson - ISBN: 978-1-119-26570-2
Optional Course Materials:
Course Description:
Incorporating the foundational principles of marketing, with best practices, theories and experiential activities relevant to the digital space, this course gives professionals the essential tools and industry current tactics to be strong strategic digital marketers. The importance and relevance of strategic digital marketing, including social media and mobile practices, email marketing, analytics, search engine marketing, search engine optimization and content management will be examined through visual and online text communications.

Application activities involving digital marketing tools, such as Google Analytics, platforms such as Facebook and Twitter, PPC samples, and a focus on optimizing all digital platforms will form the basis of this course.
Learning Outcomes:
Upon completion of this course, students will be able to:
1. Create a digital marketing plan to support traditional marketing efforts.
2. Analyze relevant data and make adjustments to identify and modify digital marketing tools.
3. Identify appropriate digital marketing tools to use to reach a variety of audiences.
4. Analyze marketing and environmental trends to determine impact on digital marketing campaigns.
5.     Differentiate between ethical and unethical digital marketing tactics.  

Course Evaluation
The final grade is calculated based on the following components:
Participation 20 %
Bi-weekly Assignments        50 %
Final Assignment 30 %
Course Format:
This course is delivered online asynchronously through McMaster’s Learning Management System, Avenue to Learn. The course is designed to present the fundamental concepts and theories in digital marketing 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 assignments will be subject to a 2% per day late penalty (includes weekends and holidays) for up to seven (7) days. After this date, no assignments will be accepted and a grade of zero (0) will be applied.  Extensions for course work must be approved by the instructor before the due date (see Academic Regulations below), and will be granted for illness or emergencies only. Students may be asked to submit supporting documentation for an extension request. 

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 include email, class discussion and lessons on Avenue to Learn, as well as the use of external web sites and images. 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.
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 ( policies#Dropping).
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:
Grade Equivalent
Grade Point
Equivalent Percentages
A+ 12 90-100
A 11 85-89
A- 10 80-84
B+ 9 77-79
B 8 73-76
B- 7 70-72
C+ 6 67-69
C 5 63-66
C- 4 60-62
D+ 3 57-59
D 2 53-56
D- 1 50-52
F 0 0-49
Course Schedule:
Topics Assignments/Graded Components
Week 1 - Introduction to Digital
Participation* – 2.5% percent
Week 2 – Strategy and Planning Assignment 1 – 10 percent
Participation – 2.5% percent
Week 3 – Social Media Part 1 Participation – 2.5% percent
Week 4 - Social Media Part 2 Assignment 2 – 10 percent
Participation – 2.5% percent
Week 5 - Email Marketing Participation – 2.5% percent
Week 6 - Search Engine Optimization Assignment 3 – 10 percent
Participation – 2.5% percent
Week 7 - Search Engine Marketing Participation – 2.5% percent
Week 8 - Web Design and Web
Assignment 4 – 10 percent
Participation – 2.5% percent
Week 9 - Mobile Marketing Participation – 2.5% percent
Week 10 - Content Creation

Assignment 5 – 10 percent
Participation – 2.5% percent
Week 11 - Online PR and Reputation
Participation – 2.5% percent

Week 12 - Analysis and Analytics

Final Assignment – 30 percent
Participation – 2.5% percent














* Each week's participation is worth 2.5% towards your final grade to a maximum final participation mark of 20%. Only 8 of 12 discussion topics will be included within the final participation mark of 20% (ie. your lowest four grades will be dropped).