BMK817 - Marketing Enabling Technologies

Outline information
Semester
Schools offering this subject
Last revision date 2024-02-09 12:11:51.99
Last review date 2024-04-01 00:15:07.83

Subject Title
Marketing Enabling Technologies

Subject Description
New technologies are having a significant impact on what brand marketers engage with consumers and how they develop and implement marketing strategies and tactics.  This course will expand student knowledge to strategically apply new and emerging technologies to deliver better consumer insights and marketing solutions. 

The course design will provide a foundational knowledge of these technologies that includes both practical and theoretical underpinnings of each technology, how and when it can be used, and discussion of the ethical considerations, privacy and legal implications in professional conduct.

The course will include but will not be limited to technologies such as artificial intelligence, facial recognition, wearables, virtual & augmented reality, big data, predictive analytics, data visualization, and customer relationship management systems including Salesforce.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1.Explain what marketing enabling technologies are & how they benefit consumers, brand marketers and organizations.
2.Explain best practices, strategies, critical success factors, tactics and techniques for specific technologies including but not limited to  AI, virtual & augmented reality, wearables, facial recognition, CRM systems including Salesforce, big data, predictive analytics and data visualization.
3.Determine the impact of a marketing enabling technology on the customer and the customer’s relationship with the brand and company.
4.Decide when and how a marketing technology should be used by a brand/firm.
5.Explain current and future trends related to marketing enabling technologies,
6.Critique the ethical and privacy issues as they apply to the development and implementation of marketing enabling technologies.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: http://www.senecapolytechnic.ca/about/policies/academic-integrity-policy.html Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website http://open2.senecac.on.ca/sites/academic-integrity/for-students to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

Discrimination/Harassment
All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at student.conduct@senecapolytechnic.ca.

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.

Camera Use and Recordings - Synchronous (Live) Classes
Synchronous (live) classes may be delivered in person, in a Flexible Learning space, or online through a Seneca web conferencing platform such as MS Teams or Zoom. Flexible Learning spaces are equipped with cameras, microphones, monitors and speakers that capture and stream instructor and student interactions, providing an in-person experience for students choosing to study online.

Students joining a live class online may be required to have a working camera in order to participate, or for certain activities (e.g. group work, assessments), and high-speed broadband access (e.g. Cable, DSL) is highly recommended. In the event students encounter circumstances that impact their ability to join the platform with their camera on, they should reach out to the professor to discuss. Live classes may be recorded and made available to students to support access to course content and promote student learning and success.

By attending live classes, students are consenting to the collection and use of their personal information for the purposes of administering the class and associated coursework. To learn more about Seneca's privacy practices, visit Privacy Notice.