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Course Description

Explore the dynamic field of Digital Marketing and discover how businesses engage audiences online.  This course introduces foundational marketing principles through global examples of strategies, analytics, and tactics used by digital marketers today.  Students will become familiar with essential digital tools and concepts in owned, earned, and paid media such as Search Engine Optimization, Search Engine Marketing, and Customer Relationship Management. Students will work together to develop a high-level digital marketing strategy for a chosen product, service, or cause.

What You'll Learn

Upon successful completion of this course, you will be able to:

  • Explain foundational marketing principles and how they apply to real-world digital environments. 
  • Analyze consumer behavior in a digital context and evaluate how different digital marketing tactics influence purchase decisions and brand engagement. 
  • Develop proficiency with key digital marketing tools such as Search Engine Optimization (SEO), Search Engine Marketing (SEM), and Customer Relationship Management (CRM) systems to create effective marketing strategies. 
  • Use marketing insights from analytics to develop a comprehensive digital marketing strategy with owned, earned, and paid media for a product, service, or cause.   
  • Evaluate the ethical and legal considerations in digital marketing and assess how these impact marketing campaigns and reputation management in an increasingly connected world. 

Additional Requirements

Restriction(s): Restricted to MKMN/MKMN:C

Please view the Technical Considerations.

Technical Requirements

You are responsible for ensuring that your computer system meets the necessary system requirements. Use the browser check tool to ensure your browser settings are compatible and up to date (results will be displayed in a new browser window).

*Course details are subject to change.

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Section Title
Digital Marketing Essentials
Type
Online
Dates
January 05, 2026 to April 06, 2026
Contact Hours
36.0
Delivery Options
Online  
Course Fee(s)
Domestic Tuition Fee $683.39 Click here to get more information
Domestic Tuition Fee - Non-Ontario $815.35 Click here to get more information
International Tuition Fee $3,787.68 Click here to get more information
Available for Credit
4.0 units
Reading List / Textbook
You may purchase your course textbook, or other required/supplementary reading and learning materials, from the University of Guelph Bookstore or the Guelph Campus Co-op Bookstore, or from another third-party seller. 

Section Notes

Note:  If you are in a degree program at the University of Guelph, please DO NOT register using the link above.  You must register through WebAdvisor.

Note:  This course is six-weeks in duration.

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