This course offers students a comprehensive understanding of business-to-consumer (B2C), business-to-business (B2B), and cause marketing strategies and tactics. By examining the unique behaviours and characteristics of these audiences, students will learn how to plan and create innovative, socially responsible marketing campaigns that not only deliver results but also resonate with consumers, businesses, and society at large.
No Scheduled Class Meetings, May 4 - August 2 (Online)
Location:
ONLINE
Instructor:
Emily Baillie
Notes:
"Group Experiential Project with industry partner. Synchronous webinars are scheduled on 3 dates during the term, from 7:00 to 9:00pm. Webinars will also be recorded, attendance is optional.
Please note registering after the course start date may delay course access and does not permit exceptions to coursework due dates, late textbook purchases, or the refund policy."
Instructors
Emily Baillie
People Card Modal Dialog
Emily Baillie is an accomplished digital marketing instructor and content marketing consultant. Through her business Compass Content Marketing, she provides content and digital marketing strategic counsel to clients, including MasterCard, Northern Ontario Travel, United Way, Adoption Council of Ontario, Tourism Simcoe County & more. She is a member of the Canadian Marketing Association and a Chartered Marketer with over 15 years of experience in the marketing industry. Emily graduated from Wilfrid Laurier University with an Hons. BA in Communications Studies and earned a Certificate in Strategic Communications from the University of Toronto.
Emily has taught social media and digital marketing courses in the GTA for more than a decade. She also leads digital marketing workshops and corporate training sessions across Ontario. Emily is widely admired by McMaster Continuing Education staff and students for her extensive expertise and dedication as an educator. Emily Baillie is the recipient of the 2023 Educational Innovator Award, in part for her pioneering work incorporating the use of generative AI into course content.
