COURSE LIST - INTERNET AND DIGITAL MARKETING
This academic progression plan represents the 2-year regular-track profile for this program. However, students have the option of enrolling in the 1-year intensive profile, which allows them to take fewer courses per session. Please speak with our advisor to inquire.
410-101-TV INTRODUCTION TO INTERNET MARKETING AND MULTIMEDIA
This course will allow the student to examine the tasks, skills, and behaviors specific to the work functions of an Internet marketing technician as well as the market trends in this field. This course will also introduce the student to the basics and best practices of Internet marketing and multimedia communication by covering topics such as sales strategies, sales fundamentals, target markets and their demographics, branding, the importance of clear and concise sales messages, advertising analysis, visual communication, distribution channels, and customer interactions. The student will be able to analyze the marketing needs of a company or institution, establish objectives and a sales strategy. In addition, the student will be able to establish a mass communication plan by analyzing the commercial image and determining the objectives and appropriate means of communication.
410-104-TV WEBSITE ARCHITECTURE AND CONTENT MANAGEMENT SYSTEMS
This course will allow the student to acquire a precise recognition of the different languages, software, and information sources applicable to web programming by addressing topics such as website architecture, the relationship between web technologies and data, web programming languages, online data organization, navigation structures and uses of common web functions. The student will be able to understand, analyze and adapt the interactivity of web pages and screens, as well as create navigation schemes using the main technologies and industry practices related to content management systems and online commerce.
410-105-TV MULTIMEDIA AND INTERNET DESIGN
This course will allow the student to learn how to analyze the communication structure of a web page according to the methods, tools, and best practices of the industry. The student will be able to analyze the design, propose adaptations to the design of web pages using standard tools for editing images, videos, and audio content using Adobe Photoshop and Adobe Premiere. Finally, the student will learn the theoretical and practical basics of web page design within a standard frame of reference and a logical navigation scheme.
410-107-TV Web programming I
This first web programming course will provide the student with the basics of web programming. The student will be able to analyze programming needs, determine appropriate web technologies, methodically organize information, accurately determine logical structures, produce and verify algorithms. The student will also be able to program and code the interactivity of the content of web pages in accordance with the initial scenario, technical parameters, algorithms, libraries, databases, structure, dynamic links, and functionalities specific to the chosen programming language.
410-102-TV ONLINE MARKETING RESEARCH
This course will enable the student to accurately identify the context of a business or organization in terms of product positioning, advertising plan, promotional plan, and target audience analysis. By addressing the key strategies and tools used to conduct accurate and effective online market research, this course will enable the student to analyze an information need, determine the appropriate research and statistical processing method and data collection methods. Finally, the student will learn the methods and tools to evaluate the effectiveness of a promotional campaign.
410-103-TV COMMUNICATION AND NETWORKING
This course will enable the student to learn business terminology in the field of Internet marketing, in both French and English, in order to understand, interpret and write current documents. Through activities that cover topics such as leadership and networking skills and attitudes in the workplace, teamwork, team presentations, methods of presenting ideas and critiquing the positions of others, analysis of existing business situations, and business networking, this course will enable students to research and market information relevant to their needs and identify future business opportunities.
410-106-TV WEB INTEGRATION
This course will provide the student with the knowledge and techniques for integrating multimedia content into various modern environments, devices, and Internet browsers. The student will be able to organize information in web pages using industry-standard software and respecting the initial design concept. The student will be able to edit the media, program the interactivity of the web-screen pages and validate the quality. Emphasis will be placed on the various types of environments, as well as on the tools necessary for integration while maximizing display compatibility.
410-108-TV PROJECT MANAGEMENT
This course will enable the student to understand the challenges of a team environment where members occupy different roles and to learn the main concepts, tools, and steps – start-up, structure, development, implementation, supervision, control, and ‘delivery’ – of managing projects of various sizes and complexities in the Internet domain. The student will be able to analyze a project request and its feasibility as well as plan and organize the activities. The student will be able to identify the objectives and priorities of a project, judiciously plan the human, material, and financial resources required, use the appropriate planning tools, establish a schedule, and fairly share the responsibilities of the project.
410-201-TV WEB PROGRAMMING II
This second web programming course is a continuation of the ‘Web Programming I’ course and will allow the student to the student to deepen the notions, knowledge, and skills to create program-specific web features in addition to editing and modifying existing code. The student will be able to operate a database management system on the Internet and adapt the programming to different platforms, environments, devices, and web browsers. Finally, the student will learn to document his or her programming work in a clear and understandable manner.
410-202-TV MARKETING AND SOCIAL MEDIA
This course will enable the student to clarify the objectives of a media plan in the technical, legal, and creative context of an advertising and promotional campaign. By examining popular social media platforms such as Facebook, Twitter, LinkedIn, and YouTube as tools of choice for their proximity to the customer experience and their value to persuade, the student will be able to propose media placement strategies in relation to social media sales campaigns to solicit customers, create brand awareness and sales. The student will also be able to write sales and promotional texts adapted to the positioning of the advertising and promotional campaign, to the laws and rules in effect, and to the specific context of the social media users.
410-204-TV WEBSITE ANALYSIS (GOOGLE ANALYTICS)
This course covers the fundamental skills and knowledge required to properly collect, interpret and organize data crucial to making decisions about online marketing strategies. Using industry-standard tools such as Google Analytics, emphasis will be placed on the analysis of advertising campaigns, website performance, conversion strategies, and search engine optimization effectiveness. Upon completion of this course, students will be able to collect, process, and analyze data using appropriate statistical methods and in a manner relevant to the needs of an advertising campaign. The student will be able to evaluate the effectiveness of a campaign and be able to clearly present the results.
410-205-TV SEARCH ENGINE OPTIMIZATION (SEO)
This course will teach the student the concepts, principles, and techniques of search engine optimization (SEO). By addressing the factors that influence search engine optimization (SEO) and how the indexing robots of the major search engines such as Google, Yahoo, and Bing work, the student will be able to integrate, as a strategy within a media plan, the design and writing of optimized websites so that the main keywords of his advertising campaign direct the search engines to his website.
410-206-TV SEARCH ENGINE MARKETING (SEM)
This course will present the basics, concepts, techniques, and best practices in the field of search engine marketing (SEM) on the major Internet networks and channels such as Google, Yahoo, Bing, YouTube, and Facebook. By addressing the concepts of ‘Pay per Click’, ‘click-through-rate’, conversion rate, and keyword optimization, the student will be able to process data and use the appropriate statistical tools to interpret the effectiveness of a keyword advertising campaign on the major search engines and present the results. Upon completion of this course, the student will be able to write and use keywords relevant to a promotional campaign and integrate search engine marketing as a tool and strategy within a media plan.
410-203-TV EMAIL MARKETING
This course will teach the student the effective use of email advertising campaigns with an emphasis on the importance of capturing quality email banks, the evaluation, and analysis of key parameters in mass emailing as well as the legal context, anti-spam laws, regulations, and standards surrounding mass emailing. At the end of this course, the student will be able to use mass emailing as a strategy within a media plan while being able to write advertising texts adapted to this type of tool and to the overall promotional campaign.
410-207-TV INTERNET MARKETING PROJECT
This 90-hour team-based course will take place in the second session. Through a practical project in Internet marketing, simulating the challenges faced by real small or large modern businesses, the student will integrate, consolidate and complete all the skills acquired in the previous courses in addition to producing an online multimedia product, developing the required project management and teamwork skills.
In this last course, the student will have the opportunity to complete an internship of 225 hours over 8 weeks where they will be paired with a participating company and will have to contribute to a project in Internet marketing. The student will be able to apply the skills acquired throughout the program as well as interact with real players in the business world by dealing and negotiating with suppliers. At the end of this course, the student will have developed a network of contacts and will be able to integrate into the Internet marketing job market.