Sara Assaf – Improving Canadian’s Digital Literacy through increasing Accessibility of Digital Marketing Education

Digital marketing is more prevalent than ever, however only 60% of all Canadian businesses stated that they utilize marketing strategies. Of that, a hearty 75% of Canadian companies reported they were more successful after investing in content marketing (Made in CA,2023). Which poses the question – what makes Canadian businesses stray away from investing in marketing, and how can we convince them of its value? My project is: The Digital Marketing Resource Hub (DMRH). I seek to research tried-and-true marketing strategies and combine them into a set of marketing deliverables – consisting of guides, tools, and industry-standard resources, that can be combined into one, user-friendly, widely accessible Hub, that can be viewed on a website.The DMRH will be tailored to those seeking to expand their digital marketing knowledge at large. Students with limited knowledge on the practice of digital marketing, entrepreneurs who are looking for ways to scale to new markets, millennial professionals who may be looking to switch career paths and branch into tech – all of these groups stand to benefit from the existence of an all-inclusive, easily accessible collection of resources, found on the DMRH.

Faculty Supervisor:

Tony Briggs

Student:

Partner:

Cansbridge Fellowship

Discipline:

Business

Sector:

Education; Other services (except public administration)

University:

University of Alberta

Program: