last updated: Sep 10 8:09am EDT.
COURSE
DIRECTOR
ADMIN
Martin WaxmanTram Pham
MKTG4560
F2025
mwaxman@schulich.york
trampham@schulich.york
MKTG 4560 A
- DIGITAL 416-569-0501
MARKETING
CREDITS: 3.00
u.cau.ca
416.736.2100 Ext. 55077
N304M SSB
N304A SSB
WED 11:30-14:20
SSB E115
Office Hours
Flexible. Please email me and we can set up a time to meet either in-person or virtually.
MARTIN WAXMAN - INSTRUCTOR
Martin Waxman, MCM, APR, is a digital communications strategist, leads generative AI and digital training workshops and conducts AI research.
He's the co-founder of two agencies, president of a consultancy, and a LinkedIn Learning instructor. He has worked in the industry for 30+ years.
Martin is an adjunct professor at the Schulich School of Business and associate director of the Future of Marketing Institute. He's also a member of
the Institute for Public Relations Digital Media Research Center and an instructor in the McMaster Master of Communications Management
program.
He writes a bi-weekly AI and Digital Marketing Trends newsletter on LinkedIn and speaks about digital and AI trends at conferences and events
across North America.
Martin has a Master of Communications Management from McMaster-Syracuse Universities and was the 2019 recipient of the Institute for Public
Relations Best Master’s Thesis Award. In 2024, he was honoured with the Canadian Public Relations Society Thought Leader Award.
He has published two books of fiction, and an ebook on multimedia storytelling.
BRIEF DESCRIPTION
This course provides students with firsthand experience of digital marketing challenges organizations face and how digital marketing can be
used to support the overall marketing effort. Student groups are paired with a company to develop concrete and actionable solutions to a
digital marketing challenge. The course consists of a mix of lectures and team meetings with the instructor.
Prerequisite: SB/MKTG 1030 3.00
Note: Open to Schulich undergraduate students with minimum year 3 academic standing.
COURSE LEARNING OUTCOMES
Acquaint students with a fundamental understanding of the digital marketing and communications environment and how to formulate
strategies that achieve business goals.
Facilitate student discussions about the cultural, social, and ethical implications of an increasingly technological society.
Provide students with knowledge to integrate traditional and new communication/marketing approaches that create competitive
advantage in the digital economy.
Provide an experience-based understanding of the different types and key components of digital marketing strategies an organization
could use to achieve its business goals.
Share insights on how to implement an effective, customer-first digital marketing strategy.
Identify how the emergence of technology (artificial intelligence/generative AI, devices, apps, platforms, content, cloud storage, etc.) will
affect marketing strategy, value creation, and consumer perceptions.
COURSE MATERIAL
Classes consist of a mix of lectures, discussions, presentions, and reflection and visualization exercises. Active participation is essential to get the
most out of this course.
We are using Canvas as our digital hub. That’s where you will find course materials and documents, assignments, lecture decks, groups, and
discussions. Links to all readings and materials are available on Canvas.
I will be using your Schulich email addresses for class emailing. Make sure your emails get forwarded to whatever account you use and be sure
to respond within 24 hours to any email request. And please email me with any questions or concerns you may have throughout the term.
Premium Chatbot Access Required: All students must have a paid subscription to either ChatGPT or Claude (by Anthropic). Cost is
approximately $30 per month (CAD) for the duration of the course (3 months). Students can cancel their subscriptions when the course is
complete.
Recommended Reading
Handley, A. (2023). Everybody writes: Your new and improved guide to creating ridiculously good content (2nd ed.).
Hoboken, NJ: Wiley
VanderHei J., Allen, M. & Schwartz, R. (2023) Smart brevity: The power of saying more with less. New, York, NY:
Workman
Other readings to be posted. Suggested Media
and Resources
Marketing:
Strategy Online - http://strategyonline.ca/
(http://strategyonline.ca/)
Marketing News Canada - https://marketingnewscanada.com/news
(https://marketingnewscanada.com/news) AdWeek -
https://www.adweek.com/
AdAge - http://adage.com/
(http://adage.com/)
PRWeek - https://www.prweek.com/
(https://www.prweek.com/)
Marketing Profs – https://www.marketingprofs.com/
Hubspot Blog – https://blog.hubspot.com/
Hootsuite Blog – https://blog.hootsuite.com
(https://www.marketingprofs.com/)
(https://blog.hubspot.com/)
(https://blog.hootsuite.com/)
Spin Sucks Blog - https://spinsucks.com/blog
Search Engine Journal – https://www.searchenginejournal.com/
Tech:
(https://spinsucks.com/blog/)
(https://www.searchenginejournal.com/)
Axios AI+ Newsletter - https://www.axios.com/newsletters/axios-ai-plus
(https://www.axios.com/newsletters/axios-ai-plus)
The Neuron Newsletter - https://www.theneurondaily.com/
TechCrunch - https://techcrunch.com/
(https://www.theneurondaily.com/)
(https://techcrunch.com/)
New York Times Technology - https://www.nytimes.com/section/technology
(https://www.nytimes.com/section/technology)
Wired - https://www.wired.com/
(https://www.wired.com/)
Fast Company - https://www.fastcompany.com/
The Verge - http://www.theverge.com/
(https://www.fastcompany.com/)
(http://www.theverge.com/)
Vox Technology - https://www.vox.com/technology
(https://www.vox.com/technology)
MIT Technology Review - https://www.technologyreview.com/
(https://www.technologyreview.com/)
VentureBeat - https://venturebeat.com/
(https://venturebeat.com/)
Future of Marketing Institute - https://futureofmarketinginstitute.com/
(https://futureofmarketinginstitute.com/) , https://linkedin.com/company/future-of-marketing-institute
(https://www.linkedin.com/company/future-of-marketing-institute/?viewAsMember=true)
, https://flipboard.com/@schulichmmkg/future-of-marketing-4kffpmh4y
(https://flipboard.com/@schulichmmkg/future-of-marketing-4kffpmh4y)
ASSIGNMENT SUMMARY
Group |
Assignment | Task
Individual
Total % of Final
Grade
Due Date
Hootsuite Platform Certificate 2.5%
Assignment 1 – Hootsuite Platform Certification
2.5%
Tue Sep 16, 2025 at
11:59pm EDT
(2.5%)
Digital Strategy and Website/Blog Management & Promo 45%
Assignment 2 - Digital Brand Strategy and
Website/Blog (15%)
Assignment 4 – Managing and Promoting Your
15%
30%
Wed Oct 1, 2025 at
02:20pm EDT
Tue Nov 11, 2025 at
11:59pm EST
Website/Blog (30%)
WordPress Certificate 2.5%
2.5%
Tue Oct 21, 2025 at
11:59pm EDT
Assignment 3 – WordPress Certificate (2.5%)
Google Ads Certification 5%
Assignment 5 – Google AI-Powered Performance
5%
Tue Nov 18, 2025 at
11:59pm EST
Ads Certification (5%)
Development of a Digital Marketing Strategy 35%
Assignment 6 – Development of a Digital Marketing
35%
Wed Nov 19, 2025 at
02:15pm EST
Strategy and Creative (35%)
Participation 10%
Participation
10%
WRITTEN ASSIGNMENTS: DESCRIPTIONS
Assignment 1 – Hootsuite Platform Certification (2.5%).
Due Date: Tue Sep 16, 2025 at 11:59pm EDT
Assignment 1 – Hootsuite Platform Certification (2.5%)
Each student is required to complete a Hootsuite Platform Certificate via LinkedIn Learning.
To access LinkedIn Learning, visit: https://lil.info.yorku.ca/ (https://lil.info.yorku.ca/) Log In with your
Passport York credentials to gain free access, then click on this
link: https://www.linkedin.com/learning/hootsuite-platform-certification-1-hootsuite-fundamentals/a-quickflyby-of-the-hootsuitedashboard?u=2125562
(https://www.linkedin.com/learning/hootsuite-platformcertification-1-hootsuite-fundamentals/a-quick-flyby-of-the-
hootsuite-dashboard?u=2125562)
To get your certificate, you must watch the course and complete the assessments.
Once you receive your personalized Certificate, please submit a screenshot of it to Assignment 1 on Canvas by the deadline.
All late submissions will lose ½ of a letter grade per day. Assignments that are more than one week overdue will not be accepted
and will be assigned a grade of zero.
Assignment 2 - Digital Brand Strategy and Website/Blog (15%).
Due Date: Wed Oct 1, 2025 at 02:20pm EDT
Assignment 2 - Digital Brand Strategy and Website/Blog (15%)
In class and using a pen and paper, each student will prepare a brief digital strategy for the 'brand of you' outlining your goal, SWOT,
measurable objectives, blog idea and wireframe, strategy, tactics and how you’ll measure success. Objective
Enhance your knowledge of social and digital media by developing your online brand strategy.
Overview
As a new digital marketing and communications professional, the Schulich BBA program provides an excellent opportunity to develop and
cultivate your business network. But how can you use digital strategy to generate awareness for your personal brand, demonstrate your
expertise, build relationships with potential mentors, employers and peers, and achieve your goal?
In this assignment, each student will have an opportunity to put the knowledge you gain in the course into practice by developing a digital
strategy and then, for Assignment 4, launching and managing a blog, creating content, promoting it on social media, and measuring success.
Evaluation
This assignment is worth 15% of your final grade. You can write in business style using bullets (single or double space). Deliverables:
Report:
Handwritten online brand strategy and blog overview.
Your plan should tell a story, be succinct and include:
Your name, course name, Professor's name and assignment title
Work goal – what you want to achieve (one sentence)
Two measurable objectives – use the S.M.A.R.T. formula. Keep them outcome-based and achievable during this semester.
Strategic considerations – prepare a SWOT analysis that lists the barriers that could keep you from achieving your goal, what
advantages/strengths you have. No more than three points per quadrant. This informs your strategic approach.
Blog overview – idea, topic, title and wireframe for a blog that you will launch and work on in the second half of the semester
(Assignment 4)
Strategy for your online brand – how you’re going to get there - one sentence.
Tactics – including your brand archetype(s) and how they will help you develop your brand character and voice (who you are online and
off and how you convey that), which social media channels you’re using and why, paid, earned, owned, and shared media promotion
tactics (be creative)
How you’ll measure success.
How to submit your document:
Please submit hard copies only of your project plan to Martin by the end of class.
All late submissions will lose ½ of a letter grade per day. Assignments that are more than one week overdue will not be accepted
and will be assigned a grade of zero.
Assignment 4 – Managing and Promoting Your Website/Blog (30%).
Due Date: Tue Nov 11, 2025 at 11:59pm EST
Assignment 4 – Managing and Promoting Your WordPress Website/Blog (30%)
Each student will create and promote content for your WordPress website/blog based on the strategy developed in Assignment 2.
Students must publish at least 2 original posts on their site and use a blend of paid, earned, shared, and owned media to promote your
content, track and analyse metrics, and provide 3 learnings based on your results. You can use generative AI tools to assist you
throughout the assignment.
Objective
Use your digital marketing knowledge to showcase your personal brand and achieve your goals.
Overview
Students are responsible for developing, refining, and managing content, and promoting and measuring the effectiveness of your tactics for
your website/blog.
Each student must research, write and publish at least 2 new and original posts. You can release content on your own schedule but blog
posts must be published at least 7 days apart.
You are expected to treat your website/blog as a professional endeavour and maintain the highest ethical and creative standards. You must
also promote your posts on social media (organic and paid), via email, etc., track results, and if necessary, adapt.
In addition to your website content and promotion, each student must prepare a slide presentation that summarizes your goal, objectives,
strategies and plan from Assignment 2 and then provides examples and analyses the tactics you used to build and engage your audience,
whether or not you were successful and why and your key learnings.
Generative AI can be used to create blog posts and social media content and for your presentation, but grades will be awarded for writing
creativity and originality.
Evaluation
This assignment is worth 30% of your final grade. All reports should include visual storytelling and be submitted as a PPT, Google Slides, PDF,
etc. You can write in business style using bullets. In-text citations are not required. Any references should be listed in APA Style in a slide at
the end.
Deliverables
WordPress Website/Blog
A completed, viewable blog with a minimum of 2 and maximum of 4 new original posts (about 400 words each, but you can write
longer if you feel your content warrants it)
Home page with working menu, about page with links to your credentials, a bio and photo, contact page, social media policy and
Generative AI disclosure statement (from Assignment 2, but can be updated).
Minimum of 2 external links and 1 internal links on each post embedded in relevant anchor text or buttons
At least 5 visuals (i.e. minimum of 1 in each post and on relevant pages)
At least 1 videos or podcast embedded as a player (can be from YouTube, Vimeo, Soundcloud, Instagram, or created by you)
Tags and categories for each post
Hyperlinked social media icons
Optimized for desktop and mobile
Each post must be promoted a minimum of 4 times using various digital marketing tactics as per your
Assignment 2 plan
Report and Presentation
12 to 15 slides, excluding your cover page, table of contents, references and appendix
Cover page must have your name, assignment name, and blog URL
Page with titles and links to all of your blog posts
Brief overview of goal, objectives, and strategy and blog rationale from Assignment 2 (summarized in up to 2 slides)
Visual examples of how you executed your plan using paid, earned, shared and owned media
Note: Each post must be promoted a minimum of 4 times. Be sure to execute A/B tests (paid vs. organic, one caption vs another, one
image vs. another, time variance, etc.) to assess and compare performance metrics.
Chart summarizing your promotion tactics with metrics detailing performance and results
Analysis of which tactics worked and why, which fell short and why and what you did to adapt
Discussion of your best-performing post and why it did well with screenshot of page
View of a post from your dashboard with examples of how you optimized it for SEO
Discussion of your metrics and any trends you observed. Include screenshots from your analytics page on WordPress
Overall analysis of your strategy, what worked, what didn’t and why
Fact checking sources and removing biases - brief summary of your approach to fact checking for inaccuracies or potential biases.
Address your findings, challenges, and limitations.
Include examples of prompts used and how they evolved in the appendix How to submit
your document:
Please submit soft copies only of your project plan and final report (including slides) to Canvas by the due dates/times indicated in the online
course shell.
Please submit your assignments in the following format:
For individual projects or teams of two, save file as: StudentName(s).MKTG4560.AssignmentName
Cover page must include your name(s) and student numbers on the front of the document itself (cover page), the title of the course,
the name of the assignment and the name of the instructor.
All late submissions will lose ½ of a letter grade per day. Assignments that are more than one week overdue will not be accepted
and will be assigned a grade of zero.
Assignment 3 – WordPress Certificate (2.5%).
Due Date: Tue Oct 21, 2025 at 11:59pm EDT
Assignment 3 – WordPress Certificate (2.5%)
Each student is required to complete a Wordpress Certificate via LinkedIn Learning.
To access LinkedIn Learning, visit: https://lil.info.yorku.ca/ (https://lil.info.yorku.ca/)
Log In with your Passport York credentials to gain free access, then click on this link:
https://www.linkedin.com/learning/wordpress-com-essential-training-15833676/site-discussion-settings?
u=2125562
(https://www.linkedin.com/learning/wordpress-com-essential-training-15833676/site-discussionsettings?u=2125562)
To get your certificate, you must watch Carrie Dils' LinkedIn Learning course and complete the assessments.
(https://schulich.instructure.com/courses/13364/files/1501460/download)
Once you receive your personalized Certificate, please submit a screenshot of it to Assignment 3 on Canvas by the deadline.
All late submissions will lose ½ of a letter grade per day. Assignments that are more than one week overdue will not be accepted
and will be assigned a grade of zero.
Assignment 5 – Google AI-Powered Performance Ads Certification (5%).
Due Date: Tue Nov 18, 2025 at 11:59pm EST
Assignment 5 – Google AI-Powered Performance Ads Certification (5%)
Each student will be required to complete a Google AI-Powered Performance Ads Certification,
https://skillshop.docebosaas.com/learn/courses/8510/ai-powered-performance-ads-certification
(https://skillshop.docebosaas.com/learn/courses/8510/ai-powered-performance-ads-certification)
The Certificate is free,
but you will need to set up a Google Ads account.
(https://skillshop.exceedlms.com/student/path/18128-google-ads-search-certification)
Once you complete the requirements and receive your personalized Certificate, please submit a screenshot to Canvas Assignment 5.
All late submissions will lose ½ of a letter grade per day. Assignments that are more than one week overdue will not be accepted
and will be assigned a grade of zero.
Assignment 6 – Development of a Digital Marketing Strategy and Creative (35%).
Due Date: Wed Nov 19, 2025 at 02:15pm EST
Assignment 6 – Development of a Digital Marketing Strategy and Creative (35%)
In project groups on Canvas, students will engage in a real-time client-agency simulation.
They will be provided with a brief and a budget and asked to develop a full digital marketing strategy including campaign elements and
creative for a fictional brand.
Campaign includes goal setting, strategy, allocation of budget, implementation of the PESO Model for tactics, proposed ad copy and
visuals (video - optional), AI or search ads plan, and a discussion on how to measure results.
Generative AI tools can be used to assist with the project as you have 2.5 hours to complete the assignment.
Deliverables:
Your plan should tell a story, incorporate visuals creatively, be succinct and include:
Brief overview of project and brand. Include a copy of the brief in your slides.
Goal of your campaign (the why)
Research you conduct based on the brief
Strategic considerations (i.e. SWOT analysis and other strategy tools)
Measurable objectives
Strategy
Budget: explanation of spend and expected ROI
Audience (personas, demographics, geography, interests, behaviour etc.)
PESO Model implemented into your tactics (include tactics for paid, earned, shared and owned media)
2 versions of proposed creative elements including headline, copy, image
Video ad (optional)
How you'll measure success Submission
requirements:
Your final written report should be 12 to 15 slides in length, plus an additional 4 slides you can use for your cover page, list of contents,
references, and appendix. You do not have to cite references in the slides but must include an APA Style Reference List at the end.
Your slides can be prepared in PowerPoint, Canva, PDF, Google Slides,
Keynote or any other visual storytelling medium
Fact checking sources - brief summary of your approach to fact checking for inaccuracies or potential biases. Include examples of prompts
used and how they evolved in the appendix.
Your slides should be submitted to Canvas by the due date/time.
Only one member of each group needs to submit the slides.
In week 12, each team has 15 minutes to present your slides. These MUST be the same slides you uploaded to Canvas.
Consider your group presentation as your pitch to the 'client' so, using your existing slides and other elements you come up with, be as
creative, professional and polished as possible.
How to deal with group conflict situations:
For one assignment and many of the practical exercises in the course, the class will be divided into teams. Please note that the focus on
teamwork is meant to reflect the nature of a contemporary agency or consultancy, where people regularly form teams to work on projects.
The best time to deal with discord within a group is when it appears, rather than when the final project is due. If team members experience
disagreement that they cannot resolve themselves, they should speak with the instructor.
While I expect you all to work together as professionals and deal with the inevitable differences in viewpoints and approaches to work and
research that diverse team members represent, it is, unfortunately, possible that your group just cannot function. The sooner I hear about it,
the easier it will be for me to take corrective action. However, I rarely ever dissolve a group. I am much more likely to encourage working out
any issues in a collegial manner.
In addition, to ensure that the team members each deliver on their commitments to the project, a formal peer evaluation process will be
used. A grade will be given to the project, and then apportioned by the team members, to each team member, based on the team’s
collective opinion of individual performance and commitment. Thus, individual final grades for the assignment may be adjusted downward
and upward based on the outcome of this peer evaluation.
How to submit your document:
For group projects, save file as: GroupNumber.MKTG4560.AssignmentName
Cover page must include your name(s) and student numbers on the front of the document itself (cover page), the title of the course,
the name of the assignment and the name of the instructor.
All late submissions will lose ½ of a letter grade per day. Assignments that are more than one week overdue will not be accepted
and will be assigned a grade of zero.
Participation.
CLASS-BY-CLASS SYLLABUS
Course Documents and Materials
Welcome to MKTG 4560.mp4
Introduce Yourself!
Please add your name and social media handles
About Martin Waxman
Info for Marketing Research Participation.pdf
Slides for Presentation on Marketing Research Participation in MKTG 3-4000.pdf
Prof Martin-Bot (custom GPT)
Class 1 - Course Overview and Introduction to Digital Behaviour
Sep 3/25
Overview: Class 1
Course Overview and Introduction to Digital Behaviour
Digital and social media theoretical framework
50,000-foot view of the digital marketing and PESO landscape
4S behaviours (streaming, scrolling, searching, shopping) and customer intent
Practical exercise – applying 4S behaviours to a marcom challenge
Connect: add your name and social media handles to the class Google doc, then connect to the instructor and to
other students in class. (Note: remember to include a personal message on LinkedIn.)
Read: The Evolution of Media, Tech and AI (Waxman):
https://www.linkedin.com/pulse/evolution-media-tech-ai-martin-waxman-mcm-apr-jzkec/
(https://www.linkedin.com/pulse/evolution-media-tech-ai-martin-waxman-mcm-apr-jzkec/)
Read: Consumer Journeys have Changed: Find Out How the 4S Behaviors Can Redefine Your Markerting:
https://business.google.com/ca-en/think/consumer-insights/new-consumerdecision-making-process/
(https://business.google.com/ca-en/think/consumer-insights/newconsumer-decision-making-process/)
LinkedIn Learning Resource
To access LinkedIn Learning, visit: https://lil.info.yorku.ca/
(https://lil.info.yorku.ca/)
Log In with your Passport York credentials to gain free access, then search the course titles or click on the links
below
Watch Social Media Marketing: Strategy and Optimization (Waxman): https://www.linkedin.com/learning/social-media-marketing-strategyand-optimization17002666/harness-the-immediacy-livestream-video?u=2125562
(https://www.linkedin.com/learning/social-media-marketing-strategy-and-optimization17002666/harness-the-immediacy-livestream-video?u=2125562)
Class 2 - The PESO Model – Integrating Paid, Earned, Shared and Owned Media
Sep
10/25Overview: Class 2
The PESO Model – Integrating Paid, Earned, Shared and Owned Media
Overview of strategy tools
Social media monitoring and how to conduct a digital audit
Introduction to the PESO Model and four media types
Prep
Read: How to Conduct a Social Media Audit (Martin & McLachlan):
https://blog.hootsuite.com/social-media-audit-template/
(https://blog.hootsuite.com/social-media-audit-template/)
Read: The Newly Refreshed PESO Model Graphic and Process (Dietrich):
https://spinsucks.com/communication/refreshed-peso-model/
(https://spinsucks.com/communication/refreshed-peso-model/) Read: A
Comprehensive Guide to the PESO Model (Dietrich):
https://spinsucks.com/communication/peso-model-comprehensive-guide/
(https://spinsucks.com/communication/peso-model-comprehensive-guide/)
Read:
5
Social
Media
Trends
that
will
Define
2025
(Shirbeeni):
https://www.marketinginteractive.com/here-are-the-top-social-trends-for-2025
(https://www.marketinginteractive.com/here-are-the-top-social-trends-for-2025)
Read: These 14 Types of Evidence Instantly Build Trust (Crestodina):
https://www.orbitmedia.com/blog/evidence-webpages/
(https://www.orbitmedia.com/blog/evidence-webpages/)
LinkedIn Learning Resource
To access LinkedIn Learning, visit: https://lil.info.yorku.ca/ (https://lil.info.yorku.ca/) Log In with your Passport
York credentials to gain free access, then search the course titles or click on the links below
Watch: Social Media Monitoring: Strategies and Skills (Waxman): https://www.linkedin.com/learning/social-mediamonitoring-strategies-and-skills/whysocial-media-monitoring-is-important-for-your-brand?u=2125562
(https://www.linkedin.com/learning/social-media-monitoring-strategies-and-skills/why-socialmedia-monitoring-isimportant-for-your-brand?u=2125562)
Class 3 - Social Media is Fast, Relationships Take Time
Sep
17/25Overview: Class 3
Social Media is Fast: Relationships Take Time
Understanding and segmenting your audience - behaviours and psychographics
Using archetypes to create your brand character and voice
Introduction to wireframes
Practical exercise
Prep
Read: Social
Media Psychology: Why Do We Follow? Why Do We Share? Report from Orbit
Media Studios: https://www.orbitmedia.com/blog/social-media-psychology-research/
(https://www.orbitmedia.com/blog/social-media-psychology-research/)
Read: How Concrete Language Shapes Customer Satisfaction (Packard and Berger): https://academic-oupcom.ezproxy.library.yorku.ca/jcr/article/47/5/787/5873524
(https://academic-oup-com.ezproxy.library.yorku.ca/jcr/article/47/5/787/5873524)
Read: Brand Archetypes: The Definitive Guide: https://iconicfox.com.au/brand-archetypes/
(https://iconicfox.com.au/brand-archetypes/)
Read: AI Promises to Make Life Easier. But It Could Also Change What It Means to Be Human ( Eisikovits and Feldman):
https://www.fastcompany.com/90608021/ai-promises-to-makelife-easier-but-it-could-also-change-what-it-means-to-behuman
(https://www.fastcompany.com/90608021/ai-promises-to-make-life-easier-but-it-could-also-changewhat-it-means-to-be-human)
Class 4 - Generative AI Meets Digital Marketing
Sep 24/25
Overview: Class 4
Generative AI Meets Digital Marketing
Brief history of AI
Prompt engineering workshop
Deep Research with generative AI
Practical exercise (groups) – AI meets the 5Ps – use generative AI to research and create a new product, identify your
target customer (people) and develop a brief strategy that addresses pricing, distribution (place) and promotion
Read: AI is Confusing. Here is Your Cheat Sheet
(https://www.theverge.com/24201441/aiterminology-explained-
humans) (Peters)
Read: From 'AI Washing' to 'Sloppers': 5 AI Slang Terms You need to Know
(https://www.fastcompany.com/91383875/ai-washing-sloppers-5-ai-slang-terms-you-need-to-knowslurs-clanker-groksuckergrok-chatgpt) (Grothaus)
Read: Marketing AI Institute 2025 State of Marketing in AI Repor
(https://www.marketingaiinstitute.com/2025-state-of-marketing-ai-report) t Read: The Sensible
AI Manifesto (https://sensibleaimanifesto.com/) (Birss) Read: What is a Foundation Model?
(https://www.adalovelaceinstitute.org/resource/foundation-models-explainer/) (Ada Lovelace
Institute)
LinkedIn Learning Resource
To access LinkedIn Learning, visit: https://lil.info.yorku.ca/
(https://lil.info.yorku.ca/)
Log In with your Passport York credentials to gain free access, then search the course titles or click on the links below
Watch: How to Research and Write Using Generative AI Tools (Birss): https://www.linkedin.com/learning/how-toresearch-and-write-using-generative-aitools/meet-your-ai-creative-collaborator?u=2125562
(https://www.linkedin.com/learning/how-to-research-and-write-using-generative-ai-tools/meetyour-ai-creativecollaborator?u=2125562)
(https://www.linkedin.com/learning/how-to-research-and-write-using-generative-ai-tools/meetyour-ai-creativecollaborator?u=2125562) Watch: Generative AI for Digital Marketers (Waxman):
https://www.linkedin.com/learning/generative-ai-for-digitalmarketers/digitalmarketing-meets-generative-ai?u=2125562
(https://www.linkedin.com/learning/generative-ai-for-digitalmarketers/digital-marketing-meets-generativeai?u=2125562)
Class 5 - Multimodal AI
Oct
1/25Overview: Class 5
Multimodal AI
Introduction to multimodal AI
Exploring the duality of AI
Practical exercise (groups) – teams create a script, theme song and produce a video about a new CPG product and its
benefits
Prep
Read: Against Brain Damage (https://www.oneusefulthing.org/p/against-brain-damage) (Mollick)
Read: Brains on Please: How to Stop Students from Checking Out
(https://www.linkedin.com/pulse/brains-please-how-stop-students-from-checking-out-dave-birssm9eae/) (Birss)
Read: Balancing the Duality of Generative AI (https://www.linkedin.com/pulse/balancingduality-generative-ai-future-ofmarketing-institute-gwsgc/) (Waxman)
Class 6 - Building Your Digital Hub
Oct
8/25Overview: Class 6
Owned Media: Building Your Digital Hub
WordPress overview and workshop
Introduction to social media policies
Practical exercise: Set up and launch your WordPress website/blog with a home page, menu, about page and contact
page
Prep
Write a short bio you can use on your website/blog
Read: 13 Things to Remove from Your Website Immediately
(Crestodina) https://www.orbitmedia.com/blog/remove-from-your-site/
(https://www.orbitmedia.com/blog/remove-from-your-site/)
LinkedIn Learning Resource
To access LinkedIn Learning, visit: https://lil.info.yorku.ca/ (https://lil.info.yorku.ca/)
Log In with your Passport York credentials to gain free access, then search the course titles or click on the links below
Watch: Content Marketing: Blogging for Business
(Waxman): https://www.linkedin.com/learning/blogging-for-your-business-2/marketingand-promoting-yourblog?u=2125562 (https://www.linkedin.com/learning/blogging-for-yourbusiness-2/marketing-and-promoting-yourblog?u=2125562)
(https://www.linkedin.com/learning/wordpress-com-essential-training-15833676/build-a-site-withwordpresscom?u=2125562)
Class 7 - The Digital 5 Ps Meet Content
Oct
22/25Overview: Class 7
Owned Media: The Digital 5 Ps Meet Content
Adding a digital perspective to the 5Ps of marketing Overview of social media
advertising and SEM?
The 3 Cs of content marketing – strategies for content creation, co-creation, and curation
Content marketing tools (an overview by type) Group practical
exercise
Prep
Read: Social Media Advertising: Costs, Benefits and Tips (Newberry and BruceKotey): https://blog.hootsuite.com/social-media-advertising/
(https://blog.hootsuite.com/social-media-advertising/)
Read: To Unlock AI's Power, Simplify Your Search Campaigns
(Burdick): https://www.thinkwithgoogle.com/marketing-strategies/search/ai-for-searchadvertising-campaignstrategy/ (https://www.thinkwithgoogle.com/marketingstrategies/search/ai-for-search-advertising-campaign-strategy/)
Read: A Complete Guide to Making the Most of LinkedIn
Advertising: https://www.linkedin.com/business/marketing/blog/linkedin-ads/how-toadvertise-on-linkedin-in-7simple-steps
(https://www.linkedin.com/business/marketing/blog/linkedin-ads/how-to-advertise-on-linkedin-in7-simple-steps)
Read: A Deep Dive Into Owned Media in a PESO Model Program
(Dietrich): https://spinsucks.com/communication/deep-dive-owned-media-peso-model/
(https://spinsucks.com/communication/deep-dive-owned-media-peso-model/)
(https://www.nytimes.com/2022/10/20/business/influencer-burn-out-jobs.html)
Read: Timing Legitimacy: Identifying the Optimal Moment to Launch Technology in the Market (Robinson & Veresiu):
https://oculyor.primo.exlibrisgroup.com/discovery/fulldisplay?
docid=cdi_webofscience_primary_001372559800001&context=PC&vid=01OCUL_YOR:YOR_DEF
(00222429),AND&sortby=rank&mode=advanced&offset=0
(https://oculyor.primo.exlibrisgroup.com/discovery/fulldisplay?
docid=cdi_webofscience_primary_001372559800001&context=PC&vid=01OCUL_YOR:YOR_DEFAULT&lang
(00222429),AND&sortby=rank&mode=advanced&offset=0 )
Read: The 13 Viral Marketing Laws (Orbach): https://www.marketingideas.com/p/the-13-viralmarketing-laws
(https://www.marketingideas.com/p/the-13-viral-marketing-laws)
Class 8 - Discovery: From SEO to GEO (AEO)
Oct
29/25Overview: Class 8
Discovery: From SEO to GEO (AEO)
SEO - from Boolean to generative engine optimization (GEO) - sometimes called answer engine optimization (AEO)
How Generative Engine Optimization (GEO) is changing search
Group practical exercise
Prep
Read: Search Engine Land Guide to SEO: https://searchengineland.com/guide/seo
(https://searchengineland.com/guide/seo)
Read: AEO Glossary: Key AI Search Terms Marketers Need to Know (Hiken):
https://adage.com/technology/ai/aa-aeo-glossary/
(https://adage.com/technology/ai/aa-aeoglossary/)
Read: Forget What You Know About Search: Optimize Your Brand for LLMs (Dubois, Dawson,
Jaiswal): https://hbr.org/2025/06/forget-what-you-know-about-seo-heres-how-to-optimizeyour-brand-
for-llms
Read: AI-
Powered Search: Adapting Your SEO Strategy (Burton):
(https://hbr.org/2025/06/forget-what-you-know-about-seo-heres-how-tooptimize-your-brand-for-llms)
https://www.searchenginejournal.com/ai-powered-search-adapting-your-seostrategy/550048/
(https://www.searchenginejournal.com/ai-powered-search-adapting-yourseo-strategy/550048/)
Read: Why Comms Pros are the New Visibility Engineers (Dietrich): https://spinsucks.com/communication/visibility-engineers-comms-pros/
(https://spinsucks.com/communication/visibility-engineers-comms-pros/)
LinkedIn Learning Resource
To access LinkedIn Learning, visit: https://lil.info.yorku.ca/
(https://lil.info.yorku.ca/)
Log In with your Passport York credentials to gain free access, then search the course titles or click on the links below
Watch: SEO Foundations (Booth): https://www.linkedin.com/learning/seo-foundations14828080/leveraging-search-to-accomplish-your-business-goals?u=2125562
(https://www.linkedin.com/learning/seo-foundations-14828080/leveraging-search-to-accomplishyour-business-goals?u=2125562)
Class 9 - Beyond the Word - Multimedia Content
Nov
5/25Overview: Class 9
Owned Media: Beyond the Word - Multimedia Content
Overview of dual coding theory
Discussion of multimedia types
Email marketing strategies and tips
Introduction to data visualization and infographics
Strategies for developing a business podcast
Social media quality video
Prep
Read: Dual Coding and Common Coding Theories of Memory:
https://plato.stanford.edu/Archives/Fall2012/entries/mental-imagery/theoriesmemory.html#
(https://plato.stanford.edu/Archives/Fall2012/entries/mental-imagery/theoriesmemory.html#)
Read: Google’s Six Rules for Great Data Design: https://www.fastcompany.com
(https://www.fastcompany.com) (once you’re on the site, search the title to access the post) Read: How to Create
Successful Email Drip Campaigns (Buckley): https://blog.hubspot.com/sales/drip-emails-opens
(https://blog.hubspot.com/sales/dripemails-opens)
Read: 13 Email Marketing Mistakes to Avoid for Better Engagement (Vos): https://www.orbitmedia.com/blog/emailmarketing-mistakes-to-avoid/
(https://www.orbitmedia.com/blog/email-marketing-mistakes-to-avoid/)
LinkedIn Learning Resource
To access LinkedIn Learning, visit: https://lil.info.yorku.ca/
(https://lil.info.yorku.ca/)
Log In with your Passport York credentials to gain free access, then search the course titles or click on the links below
Watch: Content Marketing: Podcasting for Business (Waxman):
https://www.linkedin.com/learning/content-marketing-how-to-podcast/what-makes-apodcastgreat?u=2125562
(https://www.linkedin.com/learning/content-marketing-how-topodcast/what-makes-a-podcast-
great?u=2125562)
Watch: Social
Media Stories: Creative Strategies and Tips (Waxman): https://www.linkedin.com/learning/social-media-stories-
creative-
strategies-andtips/use-social-media-stories-to-market-your-brand?u=2125562
(https://www.linkedin.com/learning/social-media-stories-creative-strategies-and-tips/use-socialmedia-stories-to-market-your-brand?u=2125562)
Class 10 - Influencer Marketing and the Martech Landscape
Nov
12/25Overview: Class 10
Shared and Paid Media: Influencer Marketing and the Martech Landscape
How to Identify, credential and build relationships with influencers
Content guidelines, transparency and disclosure
Bots as influencers – issues and risks
Martech and the the programmatic advertising landscape
Ethics, privacy, and regulations (including GDPR)
Prep
Read: Advertising Standards Canada Influencer Marketing Disclosure
Guidelines: https://adstandards.ca/resources/influencer-marketing/ (Links to an external site.)
(https://adstandards.ca/resources/influencer-marketing/)
Download (free) and read Traackr 2025 US Influencer Marketing Impact Report:
https://www.traackr.com/resources/influencer-marketing-statistics-impact-report-us
(https://www.traackr.com/resources/influencer-marketing-statistics-impact-report-us)
Read: How the FTC's Influencer Marketing Warning May Disrupt Brand and Creator Deals (Follett):
https://adage.com/article/digital-marketing-ad-tech-news/ftc-influencermarketing-warning-may-disrupt-brandand-creator-deals/2530476
(https://adage.com/article/digital-marketing-ad-tech-news/ftc-influencer-marketing-warning-maydisrupt-brand-and-creatordeals/2530476)
Imitation Fame: AI Influencers Profitable Rise is Challenging the Importance of Authenticity on Social Media (Edwards):
https://www.theglobeandmail.com/life/article-the-rise-of-the-aiinfluencer/
(https://www.theglobeandmail.com/life/article-the-rise-of-the-ai-influencer/) Read: 2025 Marketing Technology Landscape
Supergraphic (Brinker):
https://chiefmartec.com/2025/05/2025-marketing-technology-landscape-supergraphic100x-growth-since-2011but-now-with-ai/
(https://chiefmartec.com/2025/05/2025-marketingtechnology-landscape-supergraphic-100x-growth-
since-2011-but-now-with-ai/)
Read: Why Some People See the Same Ad So Often-Behind the Ad Industry's Murky Secret
(Neff): https://adage.com/article/media/why-people-see-same-ads-so-often/2593906
(https://adage.com/article/media/why-people-see-same-ads-so-often/2593906)
LinkedIn Learning Resource
To access LinkedIn Learning, visit: https://lil.info.yorku.ca/ (https://lil.info.yorku.ca/)
Log In with your Passport York credentials to gain free access, then search the course titles or click on the links below
Watch: Programmatic Advertising Foundations
(Bailey): https://www.linkedin.com/learning/programmatic-advertising-foundations24521038/the-honest-truth-about-programmatic-advertising?u=2125562
(https://www.linkedin.com/learning/programmatic-advertising-foundations-24521038/thehonest-truth-about-programmaticadvertising?u=2125562)
Class 11 - Real-time development of a Digital Marketing Campaign
Nov 19/25
Overview: Class 11
Real-time development of a Digital Marketing Campaign (Client-Agency Simulation) In project groups, students have
2.5 hours to respond to the fictional brief their 'client' provides, ask questions and develop a full digital marketing
campaign that demonstrates your knowledge of the concepts covered in the course Slides should include campaign
creative, images, video
Class 12 - Wrap Up
Nov
26/25Overview: Class 12
Wrap-up of digital marketing campaign
Class 13 - Group Presentations
Dec
3/25Overview: Class 13
Assignment 6 Group Presentations
Each team has 15 minutes to present
You must use the same slides you uploaded to Canvas in Week 11
Consider this your pitch to the client, so practice your presentation, be polished, professional and as creative as possible
Order of presentations (up to 15 minutes per team):
TBD
STUDENT PREPARATION FOR CLASS AND CLASS PARTICIPATION: EXPECTATIONS
Preparation
Preparation: Expect to spend at least 5-6 hours per week preparing for this class and completing assignments. Learning in this course involves
absorbing material in multiple formats (reading articles, watching videos, listening to podcasts). It is important that you read, watch and listen to
the required material posted on Canvas prior to attending class. Class slides will be posted on Canvas.
Technology: Students must bring a laptop or tablet to each class as they will be required for interactive workshops and discussions. A personal
subscription to ChatGPT or Claude (Anthropic) is required for the duration of the course.
AI Use and Disclosure: Students are expected to use various generative AI tools in assignments and exercises throughout the course. In
assignments you must always disclose the ways you're using AI, the tools you're using, your methods for fact-checking resources, and samples
of prompts. Your work is expected to be of the highest academic and professional quality and should demonstrate your insights, personality,
voice and subject matter expertise. 'AI slop', writing/content that is generic, dull, verbose, filled with cliches and similar to what you might find
with a simple prompt request or by doing search will negatively affect your grade.
Classroom Participation and Attendance: Attending classes and being prepared to discuss the material is critical to making this course an
enjoyable and valuable leaning experience. Your class participation grade is based on your attendance, contributions to in-class discussions, and
performance in your presentations and reflection exercises and workshops.
Late Assignments: All assignments are to be submitted to Canvas on or before the assignment due date. However, if you have extenuating
circumstances, talk to the professor in advance to see if a one-time exception can be made.
Class Participation (contribution)
Research Participation Credit
Students in this course will also have the option of completing research participation credit worth 2% of the participation grade in the course.
There are two options for receiving this credit: 1) act as a participant in marketing research studies, or 2) complete research reports.
Students can choose either or both options up to the maximum 2% value. In either case, 1hr of your time = 1% credit. The research studies
and reports involved typically concern a variety of different topics relating to this and other marketing courses, including: marketing
research, pricing and promotion, marketing communications, new product development, branding, and consumer behavior. The goal of
these research credits is to provide students in the course with a better understanding of the kinds of evidence that can be used to test
important marketing questions and formulate evidence-based marketing strategy. All studies are approved by the University Human
Participants Review Committee (HPRC), and participation is voluntary, anonymous, and confidential. See separate handout on the course
canvas site for further details and the procedures involved in receiving this research credit.
GENERAL SCHULICH ACADEMIC POLICIES
Grading
Grades at Schulich are based on a 9-value index system. The top grade is A+ (9) and the minimum passing grade is D (2). To keep final grades
comparable across courses, the average course grade within a section of an undergraduate course is normally between 5.5 and 7.0.
The Schulich School does not use a percentage scale or prescribe a standard conversion formula from percentages to letter grades. Conversions
within a course are at the discretion of the instructor.
For more details on the index, grading policy, and grade point average (GPA) requirements, consult your student handbook.
Academic Honesty
Academic honesty is fundamental to the integrity of university education and degree programs, and applies in every course offered at Schulich.
Students should familiarize themselves with York University's policy on academic honesty, which may also be found on Schulich website:
http://schulich.yorku.ca/current-students/academic-honesty/
(http://schulich.yorku.ca/current-students/academic-honesty/)
Accommodations
For accommodations sought due to exam conflicts, religious reasons, unavoidable absences or disabilities, please refer to the Student
Handbook or contact Student Services. For counseling & disability services, contact Student Services or see
http://accessibility.students.yorku.ca/
(http://accessibility.students.yorku.ca/) .
Exams (Absence from)
Midterm
Students who miss a mid-term examination must contact their course instructor within 24 hours and provide the course instructor with
documentation substantiating the reason for the absence*. Instructors may request that students submit a copy of their documentation to
Student & Enrolment Services. Accommodations and/or rescheduling of the mid-term exam will be left to the discretion of the course instructor
with the expectation that the case be resolved within 14 calendar days.
Final
Students must contact their course instructor within 24 hours of missing a final examination. Students must also submit a completed Deferred
Standing Request Form to Student & Enrolment Services within 48 hours. Student & Enrolment Services’ email is
undergraduate@schulich.yorku.ca (mailto:undergraduate@schulich.yorku.ca) . Student & Enrolment Services will notify the instructor and copy the
student by email if appropriate documentation has been received.
Formal documentation* (e.g. Attending Physician’s Statement
(https://registrar.yorku.ca/pdf/attending-physiciansstatement.pdf) , Counselor’s
Statement, death certificate, etc.) regarding the reason for missing the exam must be submitted electronically via file upload as part of the
form.
The Deferred Standing Request form can be found at https://schulich.yorku.ca/exam-deferral
(https://schulich.yorku.ca/exam-deferral) .
Visiting Campus
All York community members share in the responsibility of keeping others safe on campuses, and to uphold professional and respectful
interactions with one another. In this class, as elsewhere on campus, students must comply with all University health and safety regulations or
protocols, including the following:
Do not attend in-person activities at any of York University’s campuses/locations when you are feeling unwell.
Please complete a self-assessment on YU Screen to receive support from a member of the University’s case and contact management team.
Wear a high quality, snugly fitting mask that completely covers the mouth, nose, and chin in all indoor spaces on campus
Do not eat or drink in instructional spaces, including research and shared spaces (e.g., Libraries), unless for urgent health reasons.
More Information about COVID-19 health and safety measures can be found on the Better Together
(https://www.yorku.ca/bettertogether/)
website.
Encouraging a Community of Care
As pandemic-weariness increases, instructors and students are encouraged to uphold compassion, kindness, empathy, and a sense of
responsibility towards one another amid such uncertainty and strain. Students are reminded of their duties and responsibilities to uphold
professional and respectful interactions with their instructors and classmates, including, but not limited to: the University’s zero tolerance for
inappropriate conduct in virtual forums; the safeguarding of people’s intellectual property; and our collective responsibility to protect
academic honesty at all times but especially in those situations when we face difficulty and stress, or when there is opportunity or temptation
to cheat. These points, and others, are addressed in the University’s Senate Policy on Academic Honesty
(https://www.yorku.ca/secretariat/policies/policies/academic-honesty-senate-policy-on/) and Code of Students Rights and Responsibilities
(https://oscr.students.yorku.ca/student-conduct) .
Student Rights and Responsibilities
York University is a place of teaching, research, and learning where people value civility, diversity, equity, honesty and respect in their direct and
indirect interactions with one another.
The Schulich School of Business strongly supports and adheres to the Code of Student Rights and Responsibilities
(https://schulich.yorku.ca/code-of-student-rights-and-responsibilities/) . All students have rights and responsibilities as outlined in this
document and are expected to uphold the identified values for the benefit of the entire community.
Violations of community standards are taken seriously and investigated by the Office of Student Community
Relations and other appropriate parties (http://oscr.students.yorku.ca/ (http://oscr.students.yorku.ca/) ). For details on how to handle a
breach of community standards, visit the Office of Student Community Relations website at: https://oscr.students.yorku.ca/student-conduct
(https://oscr.students.yorku.ca/student-conduct) . Every student agrees by the act of registration and enrolment to be bound by the regulations
and policies of York University and of the Schulich School of Business.
Take time to fully review the Code of Student Rights and Responsibilities: https://schulich.yorku.ca/code-of-student-rights-andresponsibilities/
(https://schulich.yorku.ca/code-of-studentrights-and-responsibilities/)
** Please note that academic policies specific to this course may be contained in other parts of this course outline.
These course materials are designed for use as part of this course at York University and are
the property of the instructor unless otherwise stated. Third party copyrighted materials (such
as book chapters, journal articles, music, videos, etc.) have either been licensed for use in
this course or fall under an exception or limitation in Canadian Copyright law.
Copying this material for distribution (e.g. uploading material to a commercial third-party
website) may lead to a violation of Copyright law.
These course materials are designed for use as part of this course at York University and are
the property of the instructor unless otherwise stated. Third party copyrighted materials (such
as book chapters, journal articles, music, videos, etc.) have either been licensed for use in
this course or fall under an exception or limitation in Canadian Copyright law.
Copying this material for distribution (e.g. uploading material to a commercial third-party
website) may lead to a violation of Copyright law.