• Overview - 2019/2020

    Fanshawe's four-year Honours Bachelor of Commerce (Digital Marketing) degree program will provide you knowledge of the core fundamentals of business including business strategy, management, human resources, accounting and leadership. You'll also receive cutting-edge training with specialized digital marketing courses, including brand management and media integration, analytics, strategic website management and search engine marketing. You'll help connect your future clients to the on-line world where any dream is possible, and on multiple media platforms. Careers in areas of digital marketing, general marketing, direct marketing, communications, product marketing, customer relationship management, market analysis, search engine marketing/optimization, web analytics or entrepreneurial pursuits await graduates. Available in a traditional in-class format with a September admission.

    A requirement for graduation is the completion of a paid Co-operative Education work term. This process combines your studies with paid, related work experience. Fanshawe will be there to help you find the right business fit for your dream. You'll have access to consultants who will deliver classes, counsel and advise you as you move from the classroom, to the real business world.

    Upon graduation you may be eligible to complete a Master's degree program at many other post-secondary institutions or complement your degree with a graduate certificate offered at Fanshawe College. Students currently enrolled in the Business-Marketing program diploma or the Business Administration-Marketing advanced diploma program may be eligible to receive advanced standing in this degree program.

    You'll also be prepared to write certification exams within the digital marketing field upon graduation

     

    Program coordinator:

    Prof. Darren Johnson, M.Sc., MBA
    Phone: 519-452-4430 x2898

  • Admission Requirements - 2019/2020

    OSSD with courses from the University (U) or University/College (M) stream WITH:
    - Grade 12 English (U) 
       (Note: minimum final grade required is 65)
    -Mathematics ONE OF:
        - Grade 12 Advanced Functions (U)
        - Grade 12 Calculus and Vectors (U)
        - Grade 12 Mathematics of Data Management (U)
       (Note: minimum final grade required is 65)
    - Plus four additional Grade 12 University (U) or University/College (M) courses
    - Final minimum average of 65.0% based on the highest six Grade 12 University (U) or University/College (M) courses
    OR
    Mature Applicant with standing in the required courses and grades stated above
    OR
    Post-Secondary Standing* (if applicable)

    English Language Requirements

    Applicants whose first language is not English will be required to demonstrate proficiency in English by one of the following methods:

    • A Grade 12 College Stream or University Stream English credit from an Ontario Secondary School, or equivalent, depending on the program's Admission Requirements 
    • Test of English as a Foreign Language (TOEFL) test with a minimum score of 560 for the paper-based test (PBT), or 84 for the Internet-based test (iBT), with test results within the last two years
    • International English Language Testing System (IELTS) Academic test with an overall score of 6.5 with no score less than 6.0 in any of the four bands, with test results within the last two years
    • Canadian Academic English Language (CAEL) test with an overall score of 70, with test results within the last two years
    • Pearson Test of English Academic (PTE) with a minimum score of 59, with test results within the last two years
    • A Cambridge English Test (FCE/CAE/CPE) with an overall score on the Cambridge English Scale of 176 with no language skill less than 169, with test results within the last two years
    • An English Language Evaluation (ELE) at Fanshawe College with a minimum score of 75% in all sections of the test, with test results within the last two years
    • Fanshawe College ESL4/GAP5 students: Minimum grade of 80% in ESL4/GAP5 Level 9 or 75% in ESL4/GAP5 Level 10

    Recommended Personal Preparation

    • Consider focusing summer job searches in business/marketing/customer service related areas
    • Volunteer with a not-for-profit organization
    • Read or follow business/marketing related publications or blogs (e.g., Marketing Magazine, Ad Age, Brand Channel or Wired)
    • Follow marketing groups on LinkedIn or Twitter
    • Strengthen problem solving, critical thinking and time management skills prior to entering the program

    Advanced Standing

    • Applicants with a Fanshawe College Diploma in Business - Marketing with a minimum GPA of 3.5 can apply to Level 4 of the Honours Bachelor of Commerce (Digital Marketing) Degree.
    • Applicants with a Fanshawe College Advanced Diploma in Business Administration - Marketing with a minimum GPA of 3.0 can apply to Level 6 of the Honours Bachelor of Commerce (Digital Marketing) Degree.
    • Applicants applying for individual course credits from Canadian universities must provide a detailed course content of theory and laboratory exercises (if appropriate).
    • International applicants may apply for course credit achieved at the post-secondary level. Detailed course content of theory and laboratory exercises from the international institution must be included with a transcript as part of the request (official documents provided to the Office of the Registrar in a sealed envelope). If translation of the documents into English is necessary this must be performed by a recognized service.
    • Based on the guidelines established by the Postsecondary Quality Assessment Board for Honours Degree Programs, credits for advanced standing cannot exceed 50% of the program's total.

    Applicant Selection Criteria

    Where the number of eligible applicants exceeds the available spaces in the program, the Applicant Selection Criteria will be:
    1. Preference for Permanent Residents of Ontario
    2. Receipt of Application by February 1st (After this date, Fanshawe College will consider applicants on a first-come, first-served basis until the program is full)
    3. Achievement in the Admission Requirements
    4. Achievement in Post-Secondary Studies* (if applicable)
    Note:
    • *Applicants currently enrolled in a university or who have previously attended university or other post-secondary institutions and are applying to transfer into the Honours Bachelor of Commerce (Digital Marketing) program are considered on the basis of their post-secondary standing. Specifically, applicants currently enrolled in a university or who have previously attended university must maintain a minimum average of 65.0% on the last ten full credit or full credit equivalent courses in order to be considered for admission. Applicants with less than ten full credit courses must maintain a minimum average of 65.0% on all courses in order to be considered for admission. Applicants applying from a community college must have successfully completed a diploma program with an overall GPA of 2.5 in their program. In addition, all students applying from university or college must have completed the pre-requisite courses in Mathematics and English as stated in the Admission Requirements.
  • Courses

    Honours Bachelor of Commerce (Digital Marketing)-2019/2020

    Core Courses
    Take all of the following Mandatory (Core) Courses:
    The Minimum Cumulative GPA for Core Courses is 2.5
    <
    (Students who complete BMK Level 4 and enter Level 5 of the
    BDM program must also complete COMM-7021, LIBS-7001,
    MGMT-7008, MGMT-7011, ACCT-7014, LAWS-7002, MGMT-7007 and a
    General Education Elective course from previous levels of
    the program)
    <
    (Students who complete BAM Level 6 and enter Level 7 of the
    BDM program must also complete COMM-7021, LIBS-7001,
    MGMT-7008, MGMT-7011, MGMT-7016, FINA-7006, MGMT-7007,
    LAWS-7002, ACCT-7014 and 2 General Education Elective
    courses from previous levels of the program)
    <

    Group 1
    LEVEL 1
    In addition to the following mandatory courses,
    please refer to the Non-Core Level 1 requirement
    below
    MATH-7007Mathematics for Decision Making4
    In this course, students will study the fundamental mathematical concepts required to understand and analyze a variety of business-related applications. These applications include: mathematics of merchandising, cost-volume-profit analysis, simple and compound interest, annuities, debt retirement through amortization or sinking funds, bonds, net present value, internal rate of return and an introduction to probability.
    ACCT-7002Accounting 1-Intro4
    This introductory course in financial accounting gives students an overview of accounting concepts, the accounting cycle and the preparation of financial statements for various forms (proprietorship, partnership and corporation) and types (service and merchandising) of business. Other topics include: recording merchandising transactions using a perpetual vs. periodic inventory system, owner investments/withdrawals including shareholder equity transactions, cash flow and financial statement analysis.
    COMP-7012Computer Applications for Business3
    This is an introductory course where students will learn to use the major elements of the Microsoft Office application suite, specifically Word, Excel, Access and PowerPoint. The training is provided in a hands-on lab and entails the completion of weekly assignments pertaining to each of the application areas. Emphasis will be placed on developing analytical skills in Excel, and in using data extracted from databases. This course will prepare students to take an active role as knowledge workers.
    MGMT-7006Management Fundamentals3
    MGMT 7006 is a foundation course in the principles and practices of managing people and organizations. Structured around four functions of management-namely, leading, planning, organizing and controlling, the course looks at the challenges managers face in modern organizations. Topics include analysis of environmental constraints and the development of internal resources in relation to leading and planning and the role of structure, process and controls in organizing and controlling.


    Group 2
    LEVEL 2
    In addition to the following mandatory courses,
    please refer to the Non-Core Level 2 requirement
    below
    MKTG-7001Marketing 13
    High performing businesses create value for their customers and build profitable customer relationships. This course introduces students to the methods used to understand the marketplace and the consumer. Through the use of case studies and brand examples, students will learn the techniques used to segment a market and identify target customers. They will also learn methods marketers use to develop a compelling value proposition through the integration of product (service) mix, pricing, promotion and channel management strategies. The course culminating project is the creation of a marketing plan.
    ECON-7005Microeconomics3
    Microeconomics is the study of how households and firms make decisions and interact within defined markets. This course will provide an overview of fundamental models utilized to explain economic phenomena including, opportunity cost; demand and supply; price elasticity; government interaction in private and public markets; industry structure and international trade. Students will apply these models to explain historical and current Canadian domestic activity and its interaction(s) in the global environment.
    SYST-7001Business Information Systems3
    This course provides a strategic view of management issues associated with the governance, development, acquisition and deployment of information systems. With an emphasis on the strategic importance of Information Systems the following topics will be explored: IT governance; systems development analysis, design and issues; systems implementation, testing and support; networks; ecommerce/EDI; IS operational and security issues; and the human side of Information Systems management.


    Group 3
    LEVEL 3
    In addition to the following mandatory courses,
    please refer to the Non-Core Level 3 requirement
    below
    ACCT-7014Accounting for Managers4
    This course introduces students to the role of a manager and the managers need for information for decision making in strategic planning, implementation and organizational control. Students are provided with instruction toward a fundamental understanding of cost concepts and terminology, such that they are able to isolate areas of cost and costing techniques leading to sound information for management decision making. The main topics covered are professional ethics for management accountants, the role of the manager in the strategic direction of the organization, cost accounting fundamentals, traditional and contemporary approaches to product costing, the budgeting process, reporting control, relevant costing, and the application of a selection of cost analysis and planning techniques.
    ECON-7006Macroeconomics3
    Macroeconomics is the study of economy wide phenomena including inflation, unemployment and economic growth. This course will explain the how these major economic forces impact the economy through analysis and application of concepts such as gross domestic product; cost of living calculations; unemployment; economic growth theories; Canadas banking system; aggregate demand and supply and government domestic and international policy strategies (monetary policy, fiscal policy and international policy). The student will apply these macroeconomic concepts to describe historical and current Canadian performance in both a domestic and international context.
    MGMT-7007Human Resources Management3
    This foundational HR course will introduce students to the strategic role of the human resources professional in the context of the human resources management field and the current business environment. Topics include organizational goals and strategic objectives, job analysis, training and development, recruitment and selection, planning, performance management, employment legislation, and career development. Students will apply their knowledge and understanding of HR management to critically analyse and propose revisions to a human resources strategy and plan.This course is HRPA approved and is required to write the Comprehensive Knowledge Exam 1 (CKE1) and/or the Comprehensive Knowledge Exam 2 (CKE2). These exams are part of the attainment of the externally accredited entry level Certified Human Resources Professional (CHRP) designation (CKE1) and/or the advanced level Certified Human Resources Leader (CHRL) designation (CKE2), respectively. You must achieve a minimum of 65% in any one of the nine CHRP/CHRL courses and an overall average of 70% in these nine courses to be eligible to write the CKE1 and/or CKE 2. For further information on this designation, please see: http://www.hrpa.ca/RegulationandHRDesignations/Pages/HR-Designations.aspx
    METH-7022Statistics for Business3
    The purpose of this course is to introduce students to the field of statistics and its many applications to the business world. Applications of data analysis and statistical methodology will form an integral component of the course, supported by the sound development of statistics and appropriate computer software. Topics include: presentation and description of data, summary measures, probability, probability distributions, sampling distributions, confidence intervals, hypothesis testing and regression analysis.
    MGMT-7011Leaders & Leadership3
    Leadership is about getting results over the long-term. In an organization, the leaders main role is to not only move the entire organization forward but to create leadership in everyone with whom they work. Students will learn to apply a proven leadership process in the workplace of the 21st Century by understanding the role of credibility, values, vision, ethics, empowerment, human relations, communication, developing others and effective feedback. They will build leadership skills, insight and judgment enabling them to make a significant impact on the operational effectiveness of an organization.


    Group 4
    LEVEL 4
    In addition to the following mandatory courses,
    please refer to the Non-Core Level 4 requirement
    below
    LAWS-7002Business Law3
    This course is an introductory survey of Canadian Business Law with a focus on Ontario legislation and common law. Topics include; the Canadian constitution and court system, torts (particularly negligence and professional responsibility), contracts, property (personal, real and intellectual), security interests, agency, forms of business organization, the legal aspects of credit, and employment law. The purpose of the course is to enhance the students decision making ability with respect to various legal and ethical issues that arise in a business setting.
    MGMT-7008Operations Management3
    Students will learn the art and science of ensuring that goods and services are created and delivered successfully through the value chain to the end customer. The course covers practical applications of operations in both the manufacturing and services environments with an emphasis on operational strategy, leadership, decision making and customer satisfaction. Topics will include: competitiveness, strategy and productivity, forecasting, Lean System, Total Quality Management (TQM) and the ability to analyze key issues and problems in operations management.
    MGMT-7009Principles of Organizational Behaviour3
    Beginning with the concept of the organization as an open system, students will examine key elements pertaining to the behaviour of people within an organization. They will examine models of motivation, group dynamics, teamwork, change management and communication. They will then analyze the effects of the organization's leadership, structure and external environment on culture, climate and on human behaviour. They will apply this knowledge and understanding to recommend strategies for a minor transformation and develop an appropriate change plan.
    MKTG-7002Marketing 23
    This course advances the study of buyer behaviour and strategic marketing management practices in both business-to-consumer and business-to-business markets. Students utilize the case study method and apply the use of quantitative and qualitative tools to analyze the market and assess the impact of marketing decisions domestically and globally. The successful student will demonstrate the ability to solve marketing problems using a combination of creative thinking and appropriate application of marketing theory and principles. The course culminating project is the creation of a marketing plan based on a case study scenario.


    Group 5
    LEVEL 5
    In addition to the following mandatory courses,
    please refer to the Non-Core Level 5 requirement
    below
    FINA-7006Financial Management3
    This course provides the framework for making decisions affecting a firms present and future cash flow. Aimed at future non-financial managers of a firm it provides the foundations for sound financial management. Starting from the purpose of financial statements participants will be able to address how they can be used in day to day operations and in order to make future decisions. Performance of the firm is analyzed against its own past performance or the performance of comparable companies. Working capital is vital to the survival or expansion of a firm and it will be explored in detail. Sources of financing (short or long term) will be explored.
    METH-7024Applied Research Methods3
    Research plays an important role in all aspects of our lives. Research skills are fundamental to success in business degree programs. This course will introduce students to the major qualitative and quantitative applied research methods, statistical concepts and research applications used by organizations. Traditional and online techniques for collecting primary and secondary data will be addressed and practiced. As consumers of research, students will learn to critically evaluate the research efforts of others. Students will work in groups to complete a research proposal, collect data and develop an online research strategy to address the research needs of an organization.
    MKTG-7003Strategic Website Management3
    This course will prepare the digital marketer to strategically manage a website - in other words, use the website as a marketing tool to effectively achieve the organization's objectives. Topics covered will include creating a website within the context of the organizational goals, target audience and overall marketing plan, mechanics, SEO, usability, and security/privacy and legal issues. The course will culminate in the development of a robust recommendation of improvements to optimize an existing, publicly available website.
    MKTG-7004Brand Management & Media Integration3
    This course will prepare the digital marketer to strategically manage a website - in other words, use the website as a marketing tool to effectively achieve the organization's objectives. Topics covered will include creating a website within the context of the organizational goals, target audience and overall marketing plan, mechanics, SEO, usability, and security/privacy and legal issues. The course will culminate in the development of a robust recommendation of improvements to optimize an existing, publicly available website.


    Group 6
    LEVEL 6
    In addition to the following mandatory courses,
    please refer to the Non-Core Level 6 requirement
    below
    MKTG-7005Search Engine Marketing3
    This course will cover fundamental and advanced concepts in Search Engine Marketing using the Google AdWords pay per click (ppc) advertising platform. All students will participate in theGoogle Online Marketing Challenge in partnership with a client from industry. Each student team will be charged with creating, running and optimizing a live ppc campaign on behalf of their client. Project deliverables include AdWords account set up, geo & language targeting, keyword research, ad copywriting, goal setting, keyword bidding, campaign optimization and ROI measurement. Advanced course topics include display advertising, ad extensions, day parting, conversion tracking, remarketing, and demographic targeting. Students will be prepared to write the Google Fundamentals of Search Certification exam at the completion of the course.
    MKTG-7006Customer Behaviour3
    Marketing begins and ends with the customer. To succeed in the marketplace, organizations must understand the behaviors of their customers. This course will introduce students to the major psychological, social and situational influences that impact consumer choice. Marketing's application of consumer theory will be studied in traditional and digital buying environments. Students will also reflect on their individual roles as consumers in a market-driven society. The course includes an overview of popular consumer research methods and addresses the evolving role of marketing in the creation and diffusion of culture. Students will complete projects using consumer behaviour theory and research to develop marketing tactics.
    MKTG-7007Digital Marketing3
    This course will explore the role of digital marketing in contemporary marketing, challenging students to employ a critical evaluation of tactics that will prepare them to manage an ever-changing digital Marketing mix. Tactics explored will include display media, search, affiliate, email, social and mobile; privacy, policy, ethical and legal issues will also be considered and relevant metrics will be introduced. The course will culminate in the development of an online marketing plan, leveraging the student's understanding of the relevance of a variety of online marketing tactics in fulfilling marketing objectives.
    MGMT-7016Managing Programs & Projects3
    This course gives management students the leadership skills to develop a project selection and prioritization process within a PMO (Project Management Office). The course also focuses on program and project leadership, the various methods of leadership, project integration and assesses legal and ethical project management issues. Students learn the process of analyzing, creating and managing the project plan and the project management processes for managing and controlling the overall program/project. This course covers all of the PMI (Project Management Institute) knowledge areas of project management together into a consolidated whole, and gives the student a higher-level leadership view of portfolio, program and project management and the tools and techniques to plan, execute and control various types of projects.


    Group 7
    LEVEL 7
    In addition to the following mandatory courses,
    please refer to the Non-Core Level 7 requirement
    below
    MKTG-7011Advanced Topics in Digital Marketing3
    This course focuses on the creation and analysis of complex digital marketing strategies and tactics. Topics at the forefront of digital marketing both now and in the future will be surveyed, debated, and ultimately become components of student created digital plans. Methods of study will include presentation, discussion, research, and writing using cases, scenarios, and live client data. The student will ultimately perform a literature review and produce a research paper exploring a cutting edge topic in digital marketing.
    MKTG-7008Marketing & Metrics & Analysis3
    This course teaches the student decision-making theory and methods of analysis that support the web analytics discipline. Topics include customer, competitor, and marketing analysis. Students are introduced to the concepts and principles of information acquisition, manipulation and management as it relates to website visitor metrics, website traffic acquisition, and website content management. Advanced experience in the use of the Google Analytics platform will be provided. Students will complete and present a detailed website analysis for a client in industry as the culminating project in this course.
    MKTG-7009Managing Customer Relationships3
    This course deals with the current challenge of capturing, managing and using customer data to maximize customer satisfaction, loyalty and profitability. Database marketing techniques will be used to manage relationships at all customer touch points. Marketing metrics such as customer lifetime value will be used to determine appropriate marketing tactics for various customer segments. Both business-to-consumer and business-to-business customer relationships will be addressed. Industry technology such as www.salesforce.com will be incorporated into the course with students engaging in the software and making decisions based on the data. Student work will culminate in a presentation and report delivered to a Live Client (Business).
    ENTP-7001Business Entrepreneurship3
    This course gives students a comprehensive knowledge of the functions of a small to medium sized business and the characteristics, opportunities and challenges of entrepreneurship. Students will prepare and defend a business plan for a new business and examine alternative to starting a new business. Topics include accounting principles and strategies, legal issues and managing risk, leadership and ethics, market research and marketing plans for the small business. Students leave the course with an effective, valid business plan ready to implement.
    COOP-1021Co-Op Educ. Employment Prep1
    This workshop will provide an overview of the Co-operative Education consultants and students' roles and responsibilities as well as the Co-operative Education Policy. It will provide students with employment preparatory skills specifically related to co-operative education work assignments and will prepare students for their work term.


    Group 8
    LEVEL 8
    In addition to the following mandatory courses,
    please refer to the Non-Core Level 8 requirement
    below
    MKTG-7010Current Issues in Marketing3
    Marketing is an ever-evolving profession. Trends will come and go however successful marketing is built on a sound marketing strategies. This course will engage students in planning for and applying the most current online and traditional media to optimize customer engagement. Students will be asked to critically assess the appropriateness of current marketing trends, evaluate how these can translate into value for the customer and provide recommendations for applying these strategies today and in the future. Students will also be exposed to a variety of industry experts and guest lecturers throughout the term.
    MGMT-7024Global Strategy & e-Commerce3
    This course provides an overview of the fundamentals of e-Commerce, with a particular emphasis on the challenges and applications of e-Commerce in a global environment. E-Commerce topics explored - include security issues, billing and payment systems, and supply chain. Cross border issues will also be considered. There will be an emphasis on learning from real-world successes and failures via cases. The course will culminate in the development of an e-Commerce plan for a multinational business.
    MGMT-7025Capstone Client Project3
    The purpose of this capstone course is to enable the student to draw on all the tools, both theoretical and practical from previous courses and apply them to a real life business situation; using a business from our community as a living case study. Students will be coached through the process of defining the problem, conducting a comprehensive situation analysis utilizing primary and secondary market research, formulating alternatives and recommending a viable business strategy complete with an action plan for implementation. This course will also focus on developing students time-management, project management, organization, team building, communication and leadership skills.
    MGMT-7023Strategic Policy & Planning3
    This course explores the four elements of strategic management from a leadership perspective: environmental analysis, strategy formulation, strategy implementation and evaluation and control. The course also explores the external and internal checks and balances that keep organizations vital, focused and able to respond to change or when unnoticed may lead to failure. Cases are used to bridge theory and practice that integrate the concepts and techniques of marketing, accounting, finance, management, production and information systems with strategic management in relation to performance goals, external shifts, internal capabilities and strategy formulation and implementation. This course also examines corporate governance and latest examples of corporate failure and controversy.
    COOP-5001Degree Co-Op Integration2
    The purpose of this capstone course is to prepare students for careers in their field post-graduation. Students will have an opportunity to reflect on their co-op work term to identify career options, skill gaps, and opportunities to guide them in their career search. Students will also be exposed to a variety of guest speakers and topics that will provide them with an understanding on industry trends, job opportunities, professional accreditation, and key industry insights. Students will also be coached on career search skills, interview and networking skills to help prepare them post-graduation.


    Group 9
    Co-op Requirement
    Students Must Complete 1 Co-op Work Term
    COOP-BDM1WBDM1 Co-op Work Term1

    Non-Core Courses
    Take all of the following Mandatory (Non-Core) Courses:
    The Minimum Cumulative GPA for Non-Core courses is 2.0

    Group 1
    LEVEL 1
    COMM-7021Argumentation & Persuasion3
    Argumentation and Persuasion is an advanced writing and communications breadth course. The purpose of this course is to examine the sophisticated interrelationship between rhetorical choices (including modes, style, and tone), audience requirements, engagement with outside sources, and texts' ultimate success. Students will learn how to apply these concepts to their own writing, and thus how to construct a variety of successful texts, including advanced argumentation.


    Group 2
    LEVEL 2
    LIBS-7001Ethics in a Global Context3
    The last half century or so has seen a rapid shift towards globalization. As a result, even our most mundane actions can easily and unwittingly impact someone halfway around the world. As good global citizens, we must consider our actions in a global context. This course introduces students to the four most prominent ethical theories - Utilitarianism, Deontology, Ethics of Care and Virtue Ethics - as well as the two chief models of business ethics - Friedmans account that shareholders interests trump all and Freemans more recent suggestion that corporations must balance the interests of all stakeholders. We also consider these theories within the context of a variety of topics, including abortion, euthanasia, the death penalty, sexual morality, pornography, addictions, terrorism, human rights, world hunger, poverty, economic justice and environmental issues.
    COMM-7018Professional Comm. in a Diverse World3
    This course teaches students the fundamentals of intercultural and diverse communication; topics examined include identity, ethics, and multiculturalism issues, and are studied in the form of case studies and thematic readings. Students learn how to craft effective communications (written, nonverbal and verbal) that are sensitive to issues involving geographic, cultural, gender and ability diversity. These issues are examined through the lens of professional communications. Assessments in this course encompass both written assignments and presentations (individual and group).


    Group 3
    Gen Ed - Electives
    Take 6 General Education Elective Credits at the
    Introductory Level from two of the following subjects -
    Humanities, Social Science, Math, Science
    Normally taken in Levels 2 and 3


    Group 4
    Take 6 General Education Elective Credits at the
    Upper Level (Non-Introductory) - Normally taken in
    Levels 4 and 5


    Group 5
    Take 9 General Education Elective Credits
    at either the Introductory or Upper Level -
    Normally taken in Levels 6, 7 and 8

    Program Residency
    Students Must Complete a Minimum of 34 credits in this
    program at Fanshawe College to meet the Program Residency
    requirement and graduate from this program

  • Careers - 2019/2020

    Career Opportunities

    Graduates of this program will be prepared to assist organizations in leveraging the exciting opportunities now available through online and other avenues for engaging customers and developing business relationships.  Graduates may choose from careers in areas of digital marketing, general marketing, direct marketing, communications, product marketing, customer relationship management, market analysis, search engine marketing/optimization, web analytics or entrepreneurial pursuits.
  • More Information - 2019/2020

    A Mandatory Mobile Computing (Laptop) Program
    A Co-operative Education Program
    A Four-Year Honours Degree Program
    Program Code: BDM1
    Campus Code: LC (LC - London)
    September Admission
    15 week terms
    Academic Calendars available at
    www.fanshawec.ca/academicdates

    Contact

    Lawrence Kinlin School of Business: 519-452-4290


    Program Description

    The Honours Bachelor of Commerce (Digital Marketing) program is a four-year, honours level degree with a mandatory co-op work term between Levels 7 and 8.  Students will study core fundamentals of business including business strategy, management, human resources, accounting and leadership in addition to the specialized digital marketing courses, including brand management and media integration, analytics, strategic website management and search engine marketing. Students will be well prepared to write certification exams within the digital marketing field upon graduation.

    Other Information

    • Students entering Level 1 of the program in January are expected to proceed into Level 2 of the program in the summer term
    • A CONNECT lab fee is included in the Additional Program Fees stated in the Fee Schedule. This fee helps cover costs associated with the delivery of the CONNECT mobile computing program.
    • Students should not purchase a laptop computer or software until the College publishes the recommended configuration, models, software titles and versions for that academic year.

    Co-operative Education

    This four-year Honours Degree program requires completion of one mandatory co-op work term. More information about Co-operative Education can be found at www.fanshawec.ca/co-op.

    President: P. Devlin, CMM, MSC, CD, HBA, MSS
    Senior Vice-President Academic Services: G. Lima, MA
    Vice-President Student Services: M. Beaudoin, BA, MLS
    Dean (Acting), Faculty of Business:
    S. Deakin, MAcc, CPA, CA
    Chair, Lawrence Kinlin School of Business:
    M. Pierce, BA, MA 
    Faculty
    T. Cruz, BA, MA, BBA, PhD
    T. Kanik, BSc, MBA, PhD
    D. Motwani, BBA, MBA. PhD
    D. Johnson, BSc, MSc, MBA                                                                                                                                     
    L. Gray, HBA, MDEI
    J. Machenzie, HBA, MDEI
    F. Pardo, BA, MA

    Within the program, breadth courses are taught by a variety of faculty with graduate credentials in Social Sciences, Humanities and Sciences.

    Fanshawe College has been granted a consent by the Minister of Advanced Education and Skills Development to offer this degree program for a seven-year term starting November 2014. The College shall ensure that all students admitted to the above-named program during the period of consent will have the opportunity to complete the program within a reasonable time frame.

    Learning Outcomes 

    The graduate has reliably demonstrated the ability to:

    1. Use the interdependence of various functional areas of business (i.e. financial, marketing, operations, human resources) to achieve organizational success in domestic and international environments.

    2. Develop strategies that will achieve organizational goals through integration of business methodologies that assess costs, benefits, risks, and opportunities, and that utilize current and emerging technology and trends.

    3. Enhance business opportunities by incorporating external variables into various business decision models.

    4. Assess the unique business needs of organizations of various sizes, public sector, private sector, and not-for-profit firms.

    5. Evaluate professional, ethical, and legal codes of conduct.

    6. Research, analyze, and critically evaluate qualitative and quantitative data from a variety of sources to support business decisions through effective problem solving, critical thinking, logic and reasoning.

    7. Communicate information, arguments, and analysis accurately and reliably for the message, audience, and purpose.

    8. Perform effectively and efficiently within groups or teams, demonstrating leadership, team-building, and influencing skills.

    9. Design personal learning plans and integrate learning strategies into current and future development goals.

    10. Assess resource allocation decisions that influence sustainability practices and drive economic, social, cultural, and environmental stewardship.

    11. Analyze domestic and international business opportunities within an international context.

    12. Plan, implement, and evaluate projects and programs, using project planning principles and tools.

    13. Assess the overall financial performance of an organization.

    14. Apply management-level decision-making and strategic planning skills.

    15. Develop a business plan based on sound research that integrates business principles and best practices.

    16. Based on market analysis, apply appropriate strategies to increase sales by enhancing existing customer relationships and acquiring new customers.

    17. Evaluate and select marketing management and e-commerce strategies to maximize success in domestic and international markets.

    18. Create and apply digital marketing strategies.

    19. Assess the impact of online marketing tactics using web analytics.

    20. Plan and create a web site utilizing search engine optimization and conversion techniques.

    21. Create, optimize and report on a search engine marketing campaign.

    22. Create a marketing plan integrating appropriate digital and non-digital strategies.

    Program Pathways

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