Simon Fraser University
Engaging the World

Course Outlines

Summer 2026 - PUB 355W OL01

Online Marketing for Publishers (4)

Class Number: 3698

Delivery Method: Online

Overview

  • Course Times + Location:

    Online

  • Exam Times + Location:

    Aug 12, 2026
    Wed, 4:00–4:00 p.m.
    Burnaby

  • Instructor:

    Ariel Hudnall

  • Prerequisites:

    60 units.

Description

CALENDAR DESCRIPTION:

Explores the formulation and analysis of marketing goals within the evolving realm of online promotion and marketing. Emphasis is given to approaches to measurement of effect; implementation and campaign management; finding and nurturing audiences and conversations; branding; forecasting and budgeting. Students with credit for PUB 355 may not take this course for further credit. Writing.

COURSE DETAILS:

This course explores organic and paidmarketing in online spaces, with a focus on approaches for publishers. Throughout the semester, we willengage with critical marketing concepts and applications, including social media content marketing,audience development and outreach, and digital advertising on Meta, Amazon, and Google.

The course covers marketing strategy and analysis; approaches to implementation, measurement, andreporting; finding and nurturing audiences and conversations; and building a cohesive brand and contentstrategy across many online channels.

Through weekly activities, assignments, and course readings, you will learn the components of an onlinemarketing strategy and how to customize or pivot your approaches based on a specific campaign’sneeds or results. You will finish the course with a theoretical and practical understanding of how variousonline tools can be used for a publisher’s goals, namely building brand awareness and selling theirpublications

COURSE-LEVEL EDUCATIONAL GOALS:

After this course, students will be able to: 

• Write a cohesive, comprehensive marketing strategy which includes online advertising, social mediapromotion, and email marketing. 

• Know how to define and target an audience online through organic and paid means. 

• Understand the role and measurement of key marketing metrics, including impressions, CTRs,CPCs, and ROAS/ACOS. 

• Align a marketing campaign’s goals with practical audience, channel, and measurement tactics. 

• Use familiar online tools, such as Meta Business Manager, TikTok, YouTube, and Canva in abusiness context.

 

Grading

  • See Requirements Section 100%

NOTES:

Course outline is subject to change.

REQUIREMENTS:

Group Discussions - 2%
Audience Building (Group Assignment) - 8%
Marketing Plan Overview Assignment - 15%
Customer Journey Assignment - 15%
Marketing Plan Strategy Assignment - 25%
Take-Home Final Exam -35%
Self-Test Quizzes - 0%
Course & TM Evaluation - 0%

Materials

MATERIALS + SUPPLIES:

This course will also make use of free, online learning resources as needed.

REQUIRED READING:

Principles of Marketing – H5P Edition (OpenAccess; BC Open Library)(https://opentextbc.ca/principlesofmarketingh5p/) 

(Alternative Link Here )(https://saylordotorg.github.io/text_principles-of-marketing-v2.0/) 


REQUIRED READING NOTES:

Your personalized Course Material list, including digital and physical textbooks, are available through the SFU Bookstore website by simply entering your Computing ID at: shop.sfu.ca/course-materials/my-personalized-course-materials.

Registrar Notes:

ACADEMIC INTEGRITY: YOUR WORK, YOUR SUCCESS

At SFU, you are expected to act honestly and responsibly in all your academic work. Cheating, plagiarism, or any other form of academic dishonesty harms your own learning, undermines the efforts of your classmates who pursue their studies honestly, and goes against the core values of the university.

To learn more about the academic disciplinary process and relevant academic supports, visit: 


RELIGIOUS ACCOMMODATION

Students with a faith background who may need accommodations during the term are encouraged to assess their needs as soon as possible and review the Multifaith religious accommodations website. The page outlines ways they begin working toward an accommodation and ensure solutions can be reached in a timely fashion.