Performance Marketing

Digital marketing is evolving rapidly as artificial intelligence, privacy regulation and emerging platforms reshape how marketers reach and engage audiences. This course equips students with the knowledge and skills to design, execute and optimise performance marketing campaigns in this dynamic environment. Key topics include AI-enhanced search (SEO, generative search and voice search), programmatic and retail-media advertising, micro-influencer and social-commerce strategies, email and conversational marketing, affiliate and partnership models, immersive technologies (AR/VR), Web3 engagement and data privacy and ethics. Building on these themes, the course emphasises data-driven decision making and ethical practice. Students will analyse real-world case studies from Canadian and international brands, apply industry-standard tools and explore how generative AI and evolving privacy laws impact campaign performance. They will also assess emerging technologies such as retail-media networks, voice assistants and tokenised loyalty programmes, learning how to adapt strategies as new platforms and regulations arise. Through applied projects, case studies and a final capstone strategy, learners will integrate multiple channels and technologies into cohesive, future-oriented performance marketing strategies.