Online Community ManagementThis course allows students to understand the importance of cultivating, nurturing, and engaging with their audience as part of a larger content strategy, but more importantly, from a practice of real time engagement. Community managers are community advocates, brand evangelists, have savvy communications skills and shape editorial, and gather community input for future products and services.
Content StrategyContent is at the core of all marketing activity. In this course, students learn how to plan content marketing, how to develop content that works well for the target audience, and how to measure its impact.
Career Planning & Preparation - Level 1This module introduces tools for planning and preparing for a successful job search, so that students can maintain a career-focused approach throughout their education program. Students will learn how to research opportunities and network for industry contacts, and use appropriate etiquette when communicating with prospective employers. Students will identify their personal skills, values and preferences for the workplace, begin preparation of a professional resume, cover letter, thank you note and references. Class discussions on various self-management topics introduced in Student Success Strategies will round out this module, which is a pre-requisite for Career Planning and Preparation – Level 2.
Career Planning & Preparation - Level 2This module continues to build on the concepts and skills introduced in Career Planning and Preparation - Level I. Students will learn how to conduct an effective job search and identify various methods of applying for work with today’s technology. Students will create a personal list of “Top Employers” and target current industry opportunities, while finalizing their professional resume, portfolio and career correspondence. Students will learn to identify the different types and forms of interviews, practice responding to typical questions, and practice follow-up, evaluation and negotiation techniques they can use to ensure success. Self-management topics from Career Planning and Preparation - Level I will be reviewed, with a focus towards on-the-job success in both learner placements and post-graduate employment.
Digital Marketing FoundationsThis course will give students a solid foundation in the strategic, tactical and creative essentials of Digital Marketing. Students will be introduced to many core concepts related to marketing communications, learn the fundamentals of digital marketing and how it's different from traditional marketing, as well as introductions to budgeting and its considerations. Students will have the opportunity to creating a brand style guide, and an analytics dashboard.
Display Advertising and Mobile MarketingDisplay advertising is a powerful marketing tool, strengthened by new platforms like mobile, new video opportunities, and enhanced targeting. In this course, students learn how display advertising works, how it is bought and sold (including in a programmatic environment), and how to set up a display advertising campaign using AdWords by Google.
Digital Marketing Specialist InternshipAt the completion of the in-class section of this program, students are required to complete an 12-week work placement at a business or organization which utilize digital marketing tools and services. Students will have the opportunity to apply their newly developed knowledge and skills in a real-world environment.
Email MarketingEmail is an effective marketing channel, especially at the conversion and retention stage of the customer journey. In this course, students learn how to create an email marketing strategy, create and execute email campaigns, and measure the results.
Microsoft ExcelThe main objective of this course is to introduce you to the basic commands, functions and capabilities of Microsoft Office Excel. It is designed for computer users who are new to spreadsheets, or who only plan to use Excel
occasionally. This course will provide you with the skills to create Workbooks using: "what if"
analysis; utilize multiple sheets and learn the basic concepts of Formulas and Functions.
Fundamentals of Graphic DesignStudents will develop foundational skills through exposure to the fundamental principles of graphic design: imagemaking, typography, composition, and working with colour and shape. This course will cover the relationship between graphic design and marketing and how visual media can affect the online consumer. This course will introduce students to the practical skills needed to design and evaluate marketing materials such as logos, images, and branded content.
Introduction to Databases (using Microsoft Access)This course covers the basic functions and features of Access. Students will learn how to design and create databases; work with tables, fields, and records; sort and filter data; and create queries, forms, and reports.
Introduction to MarketingIn this course students will learn and understand the importance, impact and role of marketing and marketing activities, and the internal and external factors that will impact a marketing plan. Students will learn how to effectively plan marketing activities strategically, based on conducting marketing research. Students will learn how to identify target customers and their needs.
Online Reputation ManagementIn this course, students will learn how to build a robust and sustainable online reputation. This course will cover how an online reputation can be created, monitored, improved, and measured as well as how to deal with crises. Students will learn a brief history of social media and difficult lessons that were learned as the technology grew and evolved. Social media will be a key element of this course. Students will be exposed to real-life case studies and discuss how reputations were irreparably damaged, salvaged, and/or resurrected. The importance of a well-trained media relations manager will be stressed.
Search Engine AnalyticsBecause online activity can be tracked, the overall effect of a company's digital marketing efforts can also be tracked. In this course, students will learn how to use Google Analytics, an essential measurement tool that allows businesses to collect intelligent data and analytics to evaluate their audience, measure the success of acquisition and engagement efforts, evaluate user conversions related to organizational goals, and utilize the information in planning and budgeting.
Search Engine Marketing with AdWordsIn this course, students will learn how to use Google AdWords, including the Search and Display platforms. Google AdWords is a Pay-Per-Click (PPC) platform created by Google to ensure a company is visible on Search Engines and affiliate websites. Additionally, students will be exposed to PPC techniques that will help maximize marketing spending.
Search Engine OptimizationSearch engines are an essential part of the online experience. Students will learn how to optimize search engine presence, to ensure their content reaches their target audience, and to monitor the success of keyword selections. Students will analyze traffic, ranking, and conversions, creating a maintenance checklist. SEO strategies across multiple platforms will be discussed and practiced, as learners develop methods to optimize online traffic.
Social Media Platforms and StrategiesSocial media technologies continue to transform interactions between businesses and their customers, providing an opportunity for consumers to voice their opinions and influence brand perception. In this course, students will learn how to use social platforms such as Facebook, Instagram, Twitter, and Snapchat to identify influencers, deliver targeted content, and understand the basic concepts of measuring success.
Student Success StrategiesThis course stresses the importance of developing non-technical skills to enhance personal, academic and career success. This includes understanding learning styles and honing practical study skills, such as memory, reading, note- and test-taking techniques. Personal exercises will focus on teamwork, decision making and problem solving skills, setting goals and maintaining a positive attitude techniques for managing change, stress and conflict will also be explored.
Website Content ManagementIn this course, students will gain an understanding of the changing nature of website design and viewing (on large screens, Smartphones and everything in between). Students will discuss the ways in which digital marketing professionals are adapting to the changing nature of web design and how to manage a complex interactive media project. Learners will become familiar with the required steps in building a functional website incorporating graphics, video, and other marketing tools. Examining aspects of website and data security, students will become familiar with eCommerce, content marketing, blog and social media posts, plug-ins, video channels, podcasts, and playlists as marketing tools.
Writing for Online SuccessIn this course, students will understand how the digital world is affected by writing. Additionally, they will understand how to structure their writing so that online readers will remain engaged until the end of the article. Students will also learn the difference between copywriting and content writing.