Marketing 20
Course Configurations
Suggested Modules for Middle Level Practical and Applied Arts Survey Courses
MARE7
Module 7: Digital and Traditional Promotion (Core)
Outcome
Analyze the use of digital and traditional marketing strategies.
Indicators
| (a) | Differentiate between traditional (e.g., print, television, direct mail and outdoor advertising such as signage) and digital marketing (i.e., online). |
| (b) | Identify visible applications of traditional and digital marketing within the community. |
| (c) | Relate traditional and digital marketing to the promotion “P” in the marketing mix. |
| (d) | Assess advantages and disadvantages associated with traditional and digital marketing. |
| (e) | Examine the relationship between user behaviour (i.e., of the target audience) to the selection and application of traditional and/or digital marketing strategies. |
| (f) |
Research how a variety of digital marketing models work, such as:
|
| (g) | Assess the impact on marketing strategies of limitations (e.g., blocking of cookies) imposed by digital platforms. |
| (h) | Examine the use and impact of animation and video in modern marketing. |
| (i) | Defend the use of traditional, digital, or a hybrid of both types of marketing for a variety of given marketing scenarios. |
| (j) | Identify ways that consumer behaviour (e.g., online or through SMS) can be tracked and leveraged for marketing purposes. |
| (k) | Examine the types of consumer information that can be tracked through digital marketing. |
| (l) | Debate the ethics of tracking and leveraging consumer behaviour for marketing purposes. |
| (m) | Describe the concept of advertising avoidance. |
| (n) | Discuss actions (e.g., not sharing information, blocking pop-up advertisements on the computer and unsubscribing from newsletters) that consumers can take to avoid viewing or receiving advertising. |
| (o) | Propose ways in which marketers can effectively deal with consumer advertising avoidance. |
| (p) | Investigate the origins, evolution and impact of influencer marketing to the present day. |
| (q) | Conduct an inquiry into the process for becoming, and succeeding as, an influencer marketer. |
| (r) | Propose marketing strategies that may be effective to reach consumers of the future. |
| (s) | Develop a plan for promoting a business, brand or product of personal choice as an influencer marketer. |
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