Course curriculum

  • 1

    Class Resources

    • Log into Live Zoom Meeting

    • How to use this Platform

    • Program Orientation

    • Program Brochure

    • Understanding the RSTS Grant Process

    • Course Instructors

    • Menti.com

  • 2

    WEEK 1 - MARKETING FUNDAMENTALS

    • Marketing Fundamentals - Note Pages

    • Learning Outcomes & Housekeeping

    • Simon Sinek on Asking Questions

  • 3

    Introduction to Marketing

    • Ice Breaker Group Activity

    • Introduction to Marketing

    • Dr Brynn Wineguard on Influence & Pursuasion

    • Introduction to Marketing Cont'd

    • The Power of a bookbook

    • Marketing: A Cost or an Invesmtent?

  • 4

    Branding

    • Branding

    • Balancing Lead Generation & Branding

    • Branding Cont'd

    • The Evolution of the Apple Logo

    • Branding Cont'd

  • 5

    Marketing Planning 101

    • Creating your Marketing Plan

  • 6

    Recap & Capstone Activities

    • Zoom Recording

    • CAPSTONE - Reflect, Relate, & Apply - Week 1

    • CAPSTONE - Goals & Aspirations

    • CAPSTONE- Assessing Your Brand

    • CAPSTONE - SWOT Analysis

    • Course Feedback

  • 7

    WEEK 2 - CUSTOMER CENTRIC MARKETING

    • Customer Centric Marketing - Notes Pages

    • Learning Outcomes & Housekeeping

  • 8

    Customer Centric Marketing

    • Customer Centric Marketing

    • Creating Buyer Personas

    • Customer Centric Marketing Cont'd

    • Different personas within the same brand

    • Customer Centric Marketing Cont'd

    • The Dollar Shave Club

    • Customer Centric Metric Cont'd

  • 9

    Understanding the Customer Experience

    • Customer Experience

  • 10

    Marketing During COVID

    • Marketing During COVID

  • 11

    Recap & Capstone Activities

    • Zoom Recording

    • CAPSTONE - Reflect, Relate, & Apply

    • CAPSTONE - Segmentation & Personas (B2C)

    • CAPSTONE - Segmentation & Personas (B2B)

    • CAPSTONE - Customer Journey Map

    • CAPSTONE - Customer Experience Innovation

    • Course Feedback - Week 2

  • 12

    WEEK 3- WEBSITE DESIGN & SEO

    • Website & SEO Notes Pages

    • Learning Outcomes & Housekeeping

    • Group Activity

  • 13

    Website Design

    • Why do I need a website?

    • Website Basics

    • Designing A Website

    • Group Activity

    • Designing A Website Cont'd

  • 14

    Search Engine Optimization

    • SEO

    • Minority Report - Personalization

    • SEO Cont'd

  • 15

    Recap & Capstone Activities

    • Zoom Recording

    • Website & SEO Tools

    • SEObility Instructional Video (SEO tool)

    • Fat Rank Instructional Video (SEO tool)

    • Google Analytics Instructional Video (SEO tool)

    • Keyword Revealer Instructional Video (SEO tool)

    • Added Video - Why build a website when you have Social Media

    • CAPSTONE - Reflect, Relate & Apply

    • CAPSTONE - Measure your overall website SEO readiness (existing website)

    • CAPSTONE - Website Planning Template

    • CAPSTONE - Site Navigation Bar Worksheet

    • CAPSTONE - Website & SEO Best Practices Checklist

    • Course Feedback - Week 3

  • 16

    WEEK 4 - SOCIAL MEDIA MANAGEMENT

    • Social Media Notes Pages

    • Learning Outcomes & Housekeeping

    • Group Activity

  • 17

    Social Media Platforms

    • Introduction

    • Facebook

    • Twitter

    • Instagram

    • Pinterest

    • LinkedIn

    • YouTube

    • Canva YouTube Introduction Video

    • YouTube Cont'd

    • Tik Tok

    • How to become TikTok Famous

    • The State of Tik Tok in Canada

  • 18

    Social Media Posting

    • Posting

    • Bombay Gin Video

    • Posting Cont'd

    • Sailor Jerry Rum

    • Posting Cont'd

    • Nike Ad

    • Posting Cont'd

    • Why Videos Go Viral

  • 19

    Bonus Material: Social Media Influencers

    • What is a Social Media Influencer?

    • How Social Media Influencers have Transformed Marketing

    • Social Media Influencers in Saskatchewan

    • 20 Killer Examples of Influencer Marketing

    • How to Market with Social Media Influencers

    • Canadian Guidelines for Paid Influencer Ads

  • 20

    Recap & Capstone Activities

    • Zoom Recording

    • Social Media Tools

    • CAPSTONE - Reflect, Relate, & Apply

    • CAPSTONE - Social Media Posting

    • Canva Tutorial

    • Course Feedback - Week 4

  • 21

    WEEK 5 - DIGITAL ADVERTISING

    • Digital Advertising Notes Pages

  • 22

    Social Media Advertising

    • Social Media Advertising

    • Volkswagon TikTok Ad

    • Social Media Advertising Cont'd

    • Believe in Good Video

    • Social Media Advertising Cont'd

  • 23

    Reputation Management

    • Reputation Management

  • 24

    Search Engine Marketing

    • Search Engine Marketing.pdf

  • 25

    Recap & Capstone Activities

    • Zoom Recording (Incomplete)

    • CAPSTONE - Reflect, Relate, & Apply

    • CAPSTONE - Create a Google Adwords Account

    • CAPSTONE - Create a Facebook Business Manager Account

    • Course Feedback - Week 5

  • 26

    WEEK 6 - ADDITIONAL MARKETING CHANNELS

    • Learning Outcomes & Housekeeping

    • Group Activity

    • Email Maketing

    • Buyer Types Segmented Based on User Behaviour

    • Characteristics of Traditional vs Digital Mediums

    • Print Media

    • Broadcast-Radio

    • Outdoor Advertising

  • 27

    Recap & Capstone Activities

    • Zoom Recording

    • CAPSTONE - Reflect, Relate, & Apply

    • CAPSTONE - Create an Email Campaign

    • Course Feedback - Week 6

  • 28

    WEEK 7 - CONTENT MARKETING

    • Introduction & Housekeeping

    • Content Driven Marketing

    • Creating Quality Content

    • Filming with iPhone like a Pro

    • Making Videos With Moovly

    • Brand Storytelling

    • Brand Storytelling Intro

    • Brand Storytelling Cont'd

    • 5 Captivating Brand Storytelling Examples

    • Brand Storytelling Cont'd

    • A Snowball's Chance in Hell

    • Brand Storytelling Cont'd

    • #1 - Dove Real Beauty Sketches

    • #2 - Nike Equality Video

    • #3 - Land of the Land Rovers

  • 29

    Bonus: Guerilla Marketing

    • What is Guerilla Marketing

    • Guerilla Marketing Examples - Hubspot

  • 30

    Recap & Capstone Activities

    • Week 7 Zoom Recording

    • CAPSTONE- Reflect, Relate, & Apply

    • CAPSTONE - Create a Content Plan

    • CAPSTONE - Create Your Own Brand Story

    • Course Feedback - Week 7

  • 31

    WEEK 8 - EXECUTION & STRATEGY

    • Learning Outcomes & Housekeeping

    • Execution & Strategy

    • Miro Online Sticky Note Annual Calendar Template

    • Creating an Annual Content Plan

  • 32

    Recap & Capstone Activities

    • CAPSTONE - Reflect, Relate, & Apply

    • CAPSTONE - Set Your SMART Goals

    • CAPSTONE - Create a Social Media Plan

    • CAPSTONE - Create your Marketing Budget

    • Course Feedback - Week 8

    • Week 8 Zoom Recording

  • 33

    WEEK 9 - MARKETING ANALYTICS

    • Getting Started with Marketing Analytics

    • Google Analytics Academy

    • HubSpot Academy

    • Facebook Ads Manager Walkthrough

    • Twitter Analytics Walkthrough

    • LinkedIn Analytics Walkthrough

    • Instagram Insights walkthrough

    • TikTok Analytics Walkthrough

    • Youtube Analytics Walkthrough

    • Pinterest Analytics Walkthrough

    • Connecting Google Analytics & Your Social Media Channels

  • 34

    Recap & Capstone Activities

    • CAPSTONE - Reflect, Relate, & Apply

    • Setting your KPI's Worksheet

    • Goals & KPI's Filled Example

    • Week 9 Course Feedback

    • Week 9 Zoom Recording

  • 35

    TERMS & BENCHMARKS

    • 2021 Social Media Industry Benchmarks

    • Pay Per Click (SEM) Benchmarks

    • Digital Marketing Terms Glossary