Course Description

Whether you work with a large firm or small company, learn to analyze data to assess the performance and competitiveness of your communication plans. Determine key performance indicators to monitor digital communication activities through paid and earned media tactics (or organic marketing strategies) using search engine marketing (SEM) and social media channels. Learn to develop insightful, visual reports that present the data you have analyzed to clearly inform and communicate the effectiveness of your communication plans.

Course Details

By completion of this course, successful students will be able to:

  • Define measurable objectives of your digital communications plan that align with your business goals, brand identity and reflect the digital audience and consumer path
  • Evaluate analytics strategies and available analytics tools from a tactical perspective
  • Understand audience segmentation from a data based perspective, and interpreting analytics data within a larger strategic plan
  • Determine key performance indicators such as Cost per Click (CPC) and Click Thru Rate (CTR) to measure the effectiveness of your digital communication plan
  • Demonstrate how to monitor, track and analyze your data across social, web and digital channels
  • Create a communications analytics report


The content of this course is advanced. Previous knowledge of Marketing or Public Relations is necessary. Completion of BMC 313 and BMC 329 is recommended.

  • BMC 313 - Metrics and Measurement – 20 hours
  • BMC 329 - Digital Marketing – 30 hours

Applies Towards the Following Certificate(s)


Enrol Now - Select a section to enrol in

Feb 11, 2020 to Mar 30, 2020
Delivery Options
Course Fees
Flat fee non-credit $495.00
Reading List / Textbook
No Required Textbook
Section Notes

Prerequisite: BMC 352 Learning Online

It is not possible to register online for this course until you have successfully completed BMC 352 Learning Online or have completed the Learning Online Waiver.

If you are enrolled in a section of BMC 352 that will be completed before this course begins, you may enrol for this course by calling 403.220.2866.

This course uses Desire2Learn (D2L), an online learning management system. The instructor will post your course outline and other materials in D2L. For more information about D2L, please visit our Online Learning Resources.

Unless notified, all online courses are available at 9 am MT the day before the start date. Students who register on (or after) the start date will receive access within one day of registration.

Unless otherwise stated, notice of withdrawal or transfer from a course must be received at least seven calendar days prior to the start date of the course.

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