BCR Course Outline

Vanier College 

Faculty of Arts, Business and Social Sciences 

DigitalBusiness MarketingCommunication and Research 

401-348-410-145-VA/ Ponderation 2-2-2 

Prerequisites: None

 Section(s) 43

Fall, 2025

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Instructor	Dr. Samie Li Shang Ly
Office	N-225
Phone/E-mail	lys@vaniercollege.qc.ca
Office Hours	By appointment, please feel free to Mio me

 Assigned Times to the Course: 

Day	Time	Location
TuesdayWednesday	2:8:30 PM - 10:30 PM	N - 213
Friday	10:00 PM - 4:12:00 PM	N - 216
Thursday	2:00 PM - 4:00 PM	N - 216271

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1. Course Description

DigitalThis Marketingcourse is andesigned introductory hands-on course wherefor students in the Business Administration program. Students will learn howbasic writing techniques and practice editorial skills as they relate to developbusiness profitablewriting. customerElements relationshipsof usingstyle, awareness of audience and creatingclarity multi-channelof digitalpurpose marketingwill communications.be stressed as integral aspects of effective writing and speaking.
Planning, drafting and revising as steps necessary to producing high-quality finished work will be emphasized throughout the course. Students will developlearn skillsto inread, current digital marketing methods such as content marketing, email, SEO,analyze and websitedocument creation.program-related publications, and prepare letters, memos, analytical report, and job search documents. Students will createsummarize abusiness digitalarticles, marketingconduct planresearch, apply standard methods of documentation, as well as design and deliver oral presentations using appropriatecurrent digitalpresentation marketing tools that reflects the needs of the client.software.

1.1 Course Level Learning Outcomes 

AsStudents will develop research, written and oral communications skills for the thirdpurpose courseof indelivering research- based individual and group business reports and business presentations that target the Internationalneeds Businessand Majorsinterests Program, Global Marketing builds upon students’ foundational knowledge by further developingof their business terminology, with a specific focus on global marketing concepts and research skills. Unlike traditional marketing courses, this course emphasizes critical readings over rote learning, encouraging students to analyze the complexities of marketing across borders and in foreign markets. Greater emphasis is placed on the strategic approaches businesses use to enter international markets, as well as the unique challenges inherent in navigating diverse economic, cultural, and regulatory environments. Through case studies and research-driven analysis, students gain a deeper understanding of the dynamic landscape of global marketing.audience.

1.2 Durable Skills In this Course

1.2.1 Manage tasks and deadlines

1.2.2 Build positive relationships 

1.2.3 Interact and participate effectively with others

1.3. Program Relevance

This is a skills-based course given to Marketing students in their third semester. Building on skills learned in Marketing I and Business Computer Applications I and II courses, students will be introduced to Digital Marketing Planning and tools (Content Marketing, UX, CRM, Web Page Design and Development, SEO, E-mail, video, online and search advertising) that can be used to effectively market profit and non-profit organizations.
This course has content and develops skills that will be revisited and further developed in Integrated Marketing Communications, Consumer Behavior, Entrepreneurship, Advanced Topics in Marketing, Project Management and Social Media Marketing.
Introduction to Business is a prerequisite for Digital Marketing. Digital Marketing is a prerequisite for Social Media Marketing.

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2. Teaching Methodology and Resources 

2.1 Compulsory Resources (Includes textbooks & softwares) 

REQUIREDVarious TEXTBOOK
eMarketing:open Thesource essentialtexts Guide(free).

An additional $10 may be collected to Marketing in a Digital World , 7th edition, red & yellow Creative School of Business
Link: https://www.redandyellow.co.za/textbook/
Costs
Note: This digital textbook will be available online and is free. Students will also be asked to pay forcover the simulation. The pricecost of the simulationProfessional isNetworking $69.99 USD. Payment will be made directly to STUKENT, the company that runs the Mimic ProSimulation (digitalsee marketing) simulation. Each student is required to purchase their own access to the simulation. The price is subject to change as it is provided by an external 3rd party. Further details will be provided in class.below).

Learning Software

Our submissions and regular activities will be held on Innovatank. An approved software by the institution, free of charge to students at Vanier College by the creators Samie Ly and Stavros Athanasoulias. The platform will be used for Assessments and LIA presentation submissions as well as feedback and evaluation through out the semester. On the first day of class, the instructor will walk you through the steps of setting up for your semester and a document will be posted for incoming students.

2.2 Recommended Resources (Includes textbooks & softwares) 

2.3 Teaching Approach

LectureAttendance
DemonstrationsLearning is an active process. By taking an active approach, students will be more likely to understand and discussionsbe onable thingsto apply course concepts. Students must take responsibility for learning by taking advantage of learning opportunities such as digitalattending marketingclass, strategies,preparing currentfor news,class, events,and newjoining developments,into in-class and out-of- class discussions, posting online, etc.
ExperientialFailure to attend a class has specific consequences. Any student who misses a class will receive a grade of 0 on any in-class assignments, given during the period, without the opportunity for any make-up work. All discussions, notes, videos and articles are subject to examination and project questions. No additional tutorials will be held for students that fall behind because of poor attendance. Note: Distance learning (Ex:techniques Digitalmay marketingbe simulationused -if Mimic Pro by Stukent)
In-Class exercises using digital tools and creating digital content
Major Project – Digital marketing plan - (LIA)
Studentsthere are expectedongoing concerns with the Covid-19 pandemic. Any changes to readthe assignedschedule chapterswill priorbe communicated to classstudents.

Methods

EachIn-class moduleassignments, ofexercises contentand willcourse be posted in advance of class.  Youcontribution
Students are expected to come to class readyon time, and contribute to discussin-class discussions, activities and exercises, all of which complement and emphasize material that could be tested and/or applied to assignments/projects. Please note that some of these may be distributed online through Léa, Innovatank, or other digital platforms. Marks can be based on the materialextent of the student's regular, active and constructive engagement in class.
Mandatory Sessions
There will be 2 mandatory sessions in class with the Tutoring and Academic Success Centre (TASC) as well as 3 mandatory in-class sessions with the Peer Mentors (see dates below).
Peer Mentorship
To support you in your transition to college and to workBusiness onAdministration you will have access to a thegroup assignment/exerciseof atupper-year handpeer relatedmentors towho will visit your class in the module.first Youweek. should bring a copy of the materials that were posted and your questions about them.

Class timeThey will be usedavailable to reviewyou throughout the materials,term deepenand understandingduring classroom activities that they will organize with your course instructor.
Late submission of difficultassignments
There concepts, work on exercises to reinforce the materials and work on the project. Learning will mainly be collaborative, and the teacher will lecture very little.

Most exercises will be done in groups. You are expected to be prepared to work on these exercises by having reviewed the relevant materials and any additional readings/postings. You are also expected to behave asis a polite,5% constructivepenalty andfor productiveeach memberday oflate your(including groupweekends) andunless classa and,medical to make judicious and appropriate use of technology.

While attendancecertificate is not mandatory, students are expected to participate in class discussions and group exercises (some of which will be graded—see schedule below). Your ability to do so will depend, in part, on the work you do to prepare for class.

The class will be accompanied by course materials (slides, readings), and exercises.provided.

Approach

We will be addressing some difficult subjects (e.g., workplace harassment, discrimination, etc.), and for many students, this will be the first time considering these topics from a legal and institutional perspective. I am hoping that we can work together to make this class a safer space. While open discussion and questioning are encouraged, inappropriate, harmful and discriminatory comments/behaviours will not be tolerated and could result in consequences under the Institutional Policy on the Evaluation of Student Achievement (up to and including removal from class). This includes disruptions such a habitual lateness and side-conversations as well as generally inappropriate or rude comments as they can negatively affect the learning. It also applies to repeated remarks or behaviours by an individual or group regarding another person’s or group’s gender, religion, language, ethnicity, sexual orientation, disability, political affiliation or socio-economic situation. In particularly egregious situations, even a single instance of this behaviour will lead to consequences.

I consider you a partner in your learning and expect that you will choose ways to engage in the course that best align with your own particular learning needs. If at any time you have a suggestion for an alternative way to learn or to demonstrate your mastery of the course material, please discuss them with me.

Academic Accommodations: If you are a student who requires accommodations for any reason, please make an appointment with me as soon as possible so that we can adjust the course to meet your learning needs.

COMMUNICATING WITH THE TEACHER

The instructor can be reached over Mio. Messages received on the weekend or holidays will be answered within 24 hours of the next workday. I will mostly answer messages between 9 am and 3 pm.

You can also communicate with the teacher during office hours or by booking virtual office hours.

You are expected to use appropriate language in all communications with the instructor and your classmates (including in Mio, and during in-person classes and office hours) and to apply the rules of Netiquette (which will be posted with class materials) for all online communication.

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3. Learning Competencies & Objectives 

3.1 Key Learning Outcomes (KLO)

1. SpecificThe Learningapplication Competenciesof the generally accepted principles of planning, generating, composing, drafting, and

revising message

The application of the generally accepted formats and uses of business documents and oral presentations, with a sound understanding of the style and mechanics of English language business communication

The creation of slides using presentation software, locate and evaluate information on the World Wide Web, and communicate using electronic mail

The application the generally accepted principles regarding the writing of a formal business research report

Research and analyze commercial data

Identify and delineate the problem to be researched.

GENERAL INFORMATION

 

Elements of

the

job selectpersonnel.

To

Code	Competency Statement	Progression	Hours	Other Courses Carrying The Competency
01H9	To research and process information for management purposes.	Comprehensive	45
Code	Competency Statement	Progression	Hours	Other Courses Carrying The Competency
01HA	To communicate and interact in a needsmanagement analysiscontext, using dataa given.client- Tobased completeapproach. a	description         Introduced	15	Marketing I, Negotiations, Leadership and developteam amanagement, list of criteria for selecting candidates for employment while respecting legal constraints imposed under federalSelling and provincialCustomer labourService
Transversal Learning
·       Group Dynamics ·       Written and employmentOral legislation.Communication Understanding ·       ofAbility theto variousplan, recruitmentresearch, channelsdraft suchand asrevise advertisinga proposal ·       Ability to read, analyze, and companyincorporate resources, private and public employment agencies, employee referrals and othercredible sources to

define

 the

key

 tasks

tobeperformedusing

To

prepareand stress.

To

understandofemployeeevaluations to remuneration and/or salary increases or promotions, summarize the application of compensation policies, and to understand and respect the principles of salary equity.

Interpret the consequences of safety practices in the workplace, and health and safety standards.

To describe the job functions and the context in which they are carried out.

To examine the tasks and operations associated with the job functions.

To examine the skills and behaviors required to perform the job functions.

a  job description. Student SelectingProficiency candidatesIn forThe interviewsLanguage usingOf actualInstruction resumesStatement and(SPLI) applications.

give Student training courses; develop a training plan specifying objectives, training tools used, time needed for completion and post training assessment (for example, a training program for new sales staff). To evaluate personnel performance and evaluation. To understand the support of personnelproficiency in the attainmentlanguage of theinstruction objectives ofis the department,ability byto recognizingwrite, read, speak, and listen in order to communicate effectively at the variouscollege toolslevel. usedSPLI may also require discipline-specific vocabulary, documentation, and communication skills; assessment of language skills must account for a minimum of 10% of any take-home written assignment or oral presentation in managingwhich personnelEnglish byis addressingthe motivation,language communication,of expression.

Pedagogical Strategies and dealingAssessments with

the ·       acceptableLectures procedures ·       inGroup theDiscussion application ·       ofIn-Class disciplinaryAssignments measures. ·       ToLabs understand ·       thePresentations function

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4. Academic Integrity 

4.1 Plagiarism 

Teachers reserve the right to make use of plagiarism detection software to help deter and detect plagiarism, students might be required to submit assignments to a plagiarism detection service. 

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5. Institutional Policies & Guidelines 

5.1 Familiarity with and adherence to Vanier College course level policies

It is the student’s responsibility to be familiar with and adhere to the Vanier College Academic Policies. The complete policies can be found on the Vanier College website, under Policies. Students should pay particular attention to the Institutional Policy on the Evaluation of Student Achievement (IPESA). The IPESA aims to clarify the structures and means that ensure the fair and equitable evaluation of student achievement, including the conditions for learning, assessment, and certification.

Section 11.4 of IPESA provides details on Academic Integrity, which is an essential component of any educational institution and all students are expected to uphold the highest standards of academic integrity during their college studies. Failure to do so may result in serious consequences – please see section 11.4.2 on Academic Misconduct. There are many resources available to support academic integrity in your courses. If you have a problem that you have been unable to resolve by talking with your teacher, please reach out to the Student Advocate or to a Faculty Dean’s office (A-286, B-208, N-301).  For Continuing Education courses, students can visit E-115.

Academic Complaints may be defined as grievances related to any matter covered in the IPESA (chapter 19). It is the College’s responsibility to offer a fair and equitable hearing of student complaints. To do so, the College provides students who perceive that there have been mistakes, errors, or breaches of procedure involving any aspect of this policy with clear complaint and recourse processes. Complaint and recourse processes may be informal or formal. Students are always encouraged to approach their teacher before seeking help from any outside person or body, but other courses of action may be followed depending on the situation. In the case of Academic Complaints, after having discussed with your teacher, if you are still dissatisfied, you may contact the following, in the specified order:

1. Department Coordinator: Marc-André René, renem@vaniercollege.qc.ca (for Business Administration courses)
2. Faculty Dean: Alena Perout, perouta@vaniercollege.qc.ca
3. Student Advocate, Student Services: General Email to Student Services, studentservices@vaniercollege.qc.ca

5.2 R-Score Information 

Students often ask their teachers about the calculation of their R-score. Please note that the computation of the R-score depends on information teachers do not have access to, for instance the high school averages of students in the class. Also, R-scores may be calculated for a single section or can combine students across several sections of the same course. This means that class averages, as they appear on LEA, are not necessarily the ones used to determine your R-score. For more information on the R-score, please visit this website: https://www.vaniercollege.qc.ca/advising/r-score/ 

5.3  Artificial Intelligence Usage 

Students must submit their own authentic work in order to demonstrate their own learning. Any document generated by AI, regardless of the AI program or software used, is not deemed your own authentic work.

In some instances, students may be permitted or required to use AI, however, students must respect the rules established by a given teacher in their courses.

Students are responsible to know when AI is permitted and when it is not. Unless a teacher explicitly states that the use of AI is permitted, in which context, and under which conditions and parameters, students must assume that it is not allowed. When not explicitly permitted, its use will be considered as cheating and plagiarism, and the Academic Misconduct Procedures applies.

5.4 Medical Absences

In the case of a missed assessment for a short-term medical reason, the student needs to document the absence with a verifiable medical note (or other medical documentation deemed legitimate by the College) in order to receive an alternative assessment plan. A student’s self-declaration of a medical absence (https://bit.ly/medical-absence) will be considered valid documentation, providing the student follows the appropriate steps of reporting to their teacher(s) for each day they are absent. If the medical absence is for 5 or more consecutive school days, the student is required to provide valid medical documentation from a physician to support their situation.

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6. Assessments 

EVALUATION

Creation
•
(LIA)–DESCRIPTION
Inmarketingcreatemarketingplan.Studentsaaanalysisandwill

Assessment Value IndividualCriteria Assessments • Website	Marks
LEARNING INTEGRATION ASSESSMENT (LIA)
Report
Part 1. Proposal/Outline	5%
Part 2. Final Report	15%
Presentations
Group Presentation	15%
Reflection and Peer Evaluation	5%
Total		40%
INDIVIDUAL ASSESSMENTS
Presentations
Oral	20%
Reflection and Peer Evaluation	5%
Assignments
Portfolio	10%
In-class exercises, assignments,and andcourse course contribution 25% 10% Team Project - Learning Integration Assessment (LIA) • Proposal • Presentation & Outputs 5% 30% Simulation • Rounds & Results 30% TOTAL 100%	25%	LEARNING INTEGRATION ASSESSMENT
a Total digital	team,  students will	a 60% digital
will TOTAL develop	proposal  based on	full 100% company

then

 present a digital marketing plan that showcases selected digital marketing tools and digital content that they have created. The digital marketing plan will have the following components:
•
A Website that advertises the organization’s services
•
An Email campaign that connects with both current and potential customers/users
•
and Content Marketing that reflects the brand and services of the organization
LEARNING INTEGRATION ASSESSMENT (LIA) – EVALUATION CRITERIA
Preparation of digital marketing tools and presentation of a digital marketing plan
•
Create effective digital marketing content (20%)
•
Effectively present a digital marketing plan (10%)
Criteria
•
Context and customer’s needs are addressed
•
Quality of the creative execution: website, email campaign, other social media
•
Oral presentation and quality of slides

General Requirements for Submissions

Deadlines: All assignments must be submitted as specified in the instructions

Language of Instruction: In accordance with College policies, proficiency in English will account for at least 10% of every take-home assessment and presentations. This proficiency includes mechanics (spelling, grammar, sentence structure, paragraphing) as well as structure and formatting.

Specific assignment requirements will be distributed in class and in the MS Team.  You are responsible for consulting them regularly. Discuss missed in-class exercises with the instructor as soon as possible as it may not be possible to make them up after too much time has passed (e.g., after graded assignments have been returned, etc.)

6.1 Assessment Notes 

6.2 Minor Assessments 

All assessments have been scheduled in the detailed schedule at the end of this document. Be sure to note them down in your agenda as submission times are strict. However, some assessments may be subject to date change to accommodate student learning progressed and will be communicated 1 week prior of any changes.

Section 8.1.3 of IPESA

6.3 Learning Integration Assessment (LIA)

The course LIA consistsis ofa anlinked integrativeformal experiencebusiness in collaborationreport with a varietygroup ofpresentation:
1. disciplinesFormal andBusiness faculty.Report
A Youformal willbusiness be given the rolereport of a globalminimum marketingof expert800 words on a business-related topic determined by the teacher. There must be a research component to this paper including the proper use of credible courses and youcareful will help your team market, brand a passion project. There are 4 collaboration sessions reserved followed by a main event at the enddocumentation of the semester.research

done.

ThroughoutA minimum of 4 credible sources are to be used including 1 scholarly source.
2. Group Presentation
For the semester,Group therePresentation willa 10-minute oral presentation is to be 4carried checkpointsout.
3. Students must receive a passing grade in their LIA in order to ensure each team is on track with their deliverables. 
Deliverables include: 
- Branding strategy
- Analysis ofpass the market 
- Product Development 
- Creation of Advertisement material (online and offline)
- Communication strategy 
- Final Pitch Deck to Industry Experts & Investorscourse.

6.4 Student Proficiency in the Language of Instruction (SPLI)

Student proficiency in the language of instruction is the ability to write, read, speak, and listen in order to communicate effectively at the college level, within and across disciplines.  SPLI may also require discipline-specific vocabulary, documentation, and communication skills. An assessment of language skills must account for a minimum of 10% of any take-home written assignments or oral presentations in which English is the language of expression. 

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7. Student Resources & Expectations 

7.1 Peer Tutoring

Free Drop-in Peer Tutoring Service for Social Science and Commerce Students
Get help with your Social Science, Commerce and Methodology courses. Whether it be to understand course content, search and read scholarly texts, write academic papers, cite your sources properly or any other questions you may have, the Peer Tutors are here to help. To see the schedule and connect with a Peer Tutor go to: 

https://www.vaniercollege.qc.ca/social-science/resource-center/ 

7.2 TASC Writing Centre

Teacher Provided Resource Service for RM/IP Students 
The Writing Centre's writing consultants (Vanier teachers) are available for online assistance with and feedback on all of your written assignments or essays.  For information on how to work with a writing consultant or to see the schedule, visit: 
https://www.vaniercollege.qc.ca/learning-commons/writing-centre/ 
You can access a series of short PowerPoint videos explaining different aspects of APA with examples (plagiarism, in-text citations, references, paraphrasing and quoting), along with some other information about referencing here: 
https://www.vaniercollege.qc.ca/learning-commons/plagarism-citing-sources/ 
For more information about Academic Integrity in general: 
https://www.vaniercollege.qc.ca/learning-commons/academic-integrity/

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8. Detailed Schedule 

You can view the detailed class schedule via this live link. The core is fixes, smaller details may change to accommodate student learning. Please check often. Go to schedule calendar.