Digital Marketing

Advanced Graphic Design and Portfolios

In Advanced Graphic Design and Portfolios, you will focus on layout design, symmetry, and dimensionality in the applied study of typography, form, and color. This course will teach you how to navigate the latest digital design techniques by emphasizing layout and composition, grid systems, and effective layouts across multiple media types. As part of the course, we will also explore cutting-edge trends and techniques, including artificial intelligence in design and sustainability practices in the digital world. Lastly, you will end the course with a focused approach to portfolio development. This will equip you with the knowledge and tools to showcase your experience and choose the right digital portfolio platform to promote your marketing and design skills.

Content Strategy

Content is at the core of all digital marketing activity. In this course, you will learn how to plan content marketing, how to develop content that works well for the target audience, and how to measure its impact. Additionally, you will understand how to structure your content so that online readers will remain engaged. You will learn about various digital content delivery channels and examine content strategy best practices for each of those channels. You will explore the process of writing content using marketing techniques to educate, entertain and/or draw in customer engagement, and achieve business goals. You will gain practical hands-on skills through a project-based approach, in which you will develop a content strategy, content calendar, content aligned with your strategy, and lastly, identify the metrics you would use to measure the success of your content marketing plan. You will leave the course feeling confident in discussing content strategy from the planning stage to the evaluation stage. You will continue to further reinforce the knowledge and skills gained in this course by applying it in subsequent courses in this program.

Career Planning and Preparation - Level 1

This module will introduce you to and provide practice in using the tools required for a successful job search. The concepts covered in this module will help you maintain a career-focused approach throughout your studies so that you are better prepared to conduct a job search after graduating. Specifically, you will learn how to identify your soft and hard skills and how to articulate your abilities in a clear and concise Elevator Pitch that will appeal to employers and resonate with industry contacts. You will learn about the job search resources available to you including using career websites, creating LinkedIn profiles, accessing the “hidden” job market, and networking. You will examine sample résumés and cover letters and begin the process of creating your own professional résumés and cover letters that align with current conventions for content, organization, and formatting. You will also learn about the role of references, thank you letters, workplace philosophies, and strategies for success including maintaining a professional image and using proper etiquette when communicating with potential employers and industry contacts.

Career Planning and Preparation - Level 2

This module builds on concepts and skills introduced in the Career Planning and Preparation Level 1 module. In this subsequent module, you will update and refine your résumé and LinkedIn Profile. You will continue writing cover letters and learn the value of customizing cover letters to specific job postings. You will have the opportunity to apply this knowledge as you conduct a job search and write a cover letter tailored to an ideal job post. Through research, you will create a list of top employers and target current industry opportunities. You will learn about current methods for applying to job postings using technology. You will also gain an understanding of the job interview process, typical interview questions and possible responses, and expectations of both the interviewer and interviewee. In addition, you will engage in practical application of the interview process through role-play. Topics such as negotiating salary, self-management, and on-the-job success for placements and post-graduate employment will be also covered.

Digital Marketing Foundations 1

This course focuses on the fundamentals of marketing and demonstrates the distinction between traditional and digital marketing. By the end of this course, you will be able to define marketing as a concept, identify factors that contribute to strategic planning in marketing, and develop knowledge and skills pertaining to market segmentation, customer persona, and customer journey. You will learn how to effectively plan strategic marketing activities based on market research, and how to identify target customers and their needs. This course is followed by Digital Marketing Foundations 2, where you will build on the knowledge and skills gained in this course, with a greater focus on fundamentals of digital marketing, branding, and developing Integrated Marketing Communication plans.

Digital Marketing Foundations 2

This course will give you a strong foundation in developing strategic Integrated Marketing Communications plans, and it builds on the knowledge you developed in Digital Marketing Foundations 1. You will explore different strategies and tactics used in Integrated Marketing Communication Plans to help achieve business and marketing goals for clients. You will recognize how to apply the SMART goal format to identify strategic goals and then develop an Integrated Marketing Communications plan to support the successful achievement of those goals. How will you know if your plan worked? How will you communicate the success of the marketing budget and demonstrate whether there was a return on investment and successful achievement of the marketing and business goals? This course will introduce you to the importance of analytics, especially in the context of digital marketing, as well as strategies for identifying Key Performance Indicators that measure the success of marketing activities post implementation of the marketing plan. You will also be learning about branding, logos, and constructing brand identities.

Digital Literacy for Professionals

This course introduces students to the fundamental concepts and principles of learning and working in a digital environment. This course covers the following elements: using devices and handling information, creating and editing information, communicating and collaborating, and being safe and responsible online.

Digital Marketing Internship

At the completion of the in-class section of this program, you are required to complete a 8-week work placement at a business or organization that utilizes digital marketing tools and services. You will have the opportunity to apply your newly acquired knowledge and skills in a real-world environment.

Email Marketing

Email is an effective marketing channel that allows businesses to maintain contact with their customers at each stage of the customer journey and it is therefore very valuable both in the form of direct and digital marketing. This course focuses on how to effectively align your email marketing campaigns to the customer journey using lifecycle marketing. You will develop knowledge about lead nurturing strategies, and contact segmentation. In this course, you will learn how to create an email marketing strategy, create and execute email campaigns, and measure the results using Mailchimp.

Fundamentals of Graphic Design

You will develop foundational design knowledge and skills through exposure to the fundamental principles of graphic design such as: image-making, typography, composition, and working with colour and shape. This course will cover the relationship between graphic design and digital marketing and how visual media can affect online consumer behaviour. There will be an emphasis on the fundamentals and value of graphic design to express brand identity.

Google Analytics and Webmaster Tools

Due to the trackable nature of online activity, the overall effect of a company's digital marketing efforts can also be tracked. Google Analytics is 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. In this course, you will compare and contrast the difference between Universal Analytics and Google Analytics 4, and become familiar with Google Search Console, a webmaster tool to help you measure site performance on Google Search. This course will provide you with the required knowledge to conduct an SEO audit and prepare a professional report to communicate analytic insights and SEO recommendations effectively.

Online Reputation Management

In this course, you will learn how to build, maintain, and recover 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. You will learn a brief history of social media and the difficult lessons that were learned as the technology grew and evolved. You 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. You will have an opportunity to respond to real-world case scenarios where you will act as a media relations manager and resolve online reputation management issues. You will also learn to create customer surveys to obtain Net Promoter Score (NPS) results, and discuss some key metrics and reputation monitoring tools that measure a company’s online reputation and ranking.

Search Engine Marketing, PPC and Re-Targeting

In this course you will learn how to develop successful PPC advertising strategies that align with marketing and business goals. We will explore techniques for using Google Display or Search Ads to increase brand awareness, customer action, and retention. Key components of the course include creating a landing page to support Search Engine Marketing (SEM) goals, maximizing marketing spending through effective keyword searches, demographic targeting, bidding, and planning ad frequency. You will also learn how to measure performance through the understanding of key metrics and KPIs. You will be able to identify methods for re-targeting and develop comprehensive plans that drive leads, sales, and web traffic. By the end of the course, you should understand how to develop a PPC strategy, set up a Google Ads account, and align your PPC strategy with your business goals.

Search Engine Optimization

Search engines are an essential part of the online experience. Long-term content planning must consider Search Engine Optimization (SEO) strategies as critical for success in the digital world. SEO strategies are plans designed to help increase organic traffic by improving a website’s search engine rankings. In this course, you will learn how to optimize search engine presence, to ensure your content reaches the intended target audience, and to monitor the success of keyword selections. You will analyze traffic, ranking, and conversions, creating a maintenance checklist. SEO strategies across multiple platforms will be discussed and practiced, to support you, as you learn how to develop methods for optimizing online traffic. This course will introduce you to the Google Webmaster tool, also known as Google Search Console, as well as crawling tools, such as Oncrawl. You will learn how to conduct SEO site audits to identify SEO goals and expectations, and identify tactics to support the optimization strategy to achieve those goals.

Social Media Platforms and Strategies

Social media technologies continue to transform interactions between businesses and their customers, providing an opportunity for consumers to voice their opinions and influence brand perception. Social media marketing is a critical form of digital marketing that leverages the power of popular social media networks to achieve business marketing, branding, and sales goals. In this course, you will learn how to use and optimize social platforms such as Facebook, Instagram, Twitter, Snapchat, YouTube, and others, for business purposes. You will examine current trends and discuss how to remain agile and abreast of new trends and changes in social media marketing. There will be a focus on developing strategic social media marketing campaigns that incorporate a multi-platform approach to achieve identified marketing and business goals, as well as strategies for measuring success by analyzing the data in the analytics section of social media platforms. You will have an opportunity to practice by developing mock accounts and posts, gaining experience and showcasing your skills and talents by incorporating it in your professional portfolio.

Student Success Strategies

This course stresses the importance of developing non-technical skills to enhance personal, academic, and career success. The course will address strategies that are important for all adult learners, such as managing finances, maintaining health and wellness, understanding learning styles, setting goals, and honing practical study skills (such as memory, reading, and test-taking techniques). In addition, this course emphasizes strategies needed to succeed in your program, such as navigating technology efficiently, interacting and engaging with peers and facilitators/instructors, and managing learning time and space.

Web Development and Design Foundations

Web development and design incorporates two major skill sets and describes the process of creating a website. Web development determines how a website functions and web design speaks more to the look and feel of a website. In this course, you will learn and apply the required steps for building a functional website that incorporates other components of digital marketing such as content, email, and social media marketing, while applying foundational web development and design principles. Successful websites require strategic planning, budgeting, design, and development. In this course, you be introduced to the basics of web infrastructure, develop skills for building a website strategy, and design and develop it from concept to implementation. You 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 within those changing digital climates.

Bookkeeping Level I and II

Emphasis is placed on analyzing and recording business transactions using the rules of double-entry bookkeeping. Adjusting journal entries are recorded and basic financial statements prepared. Preparation and posting of journal entries for a merchandising business are examined, coupled with preparation of cost of goods sold, cash and trade discounts, closing entries, and the use of special journals and subsidiary ledgers. Students will learn fundamental accounting principles, understand the classification of assets, liabilities, equities, utilize the double-entry system and a general ledger chart of accounts, post entries to those accounts, and prepare trial balances and the three financial statements. The complete accounting cycle is examined through closing entries, worksheets and the post-closing trial balance.

Business English

In this course, you will develop professional communication skills in a business setting using MS Office including Word and Outlook. You will apply proper grammar to create and review appropriate business documents such as emails, memos, letters, reports, text messages, and social media posts for company websites, LinkedIn, Twitter, and Facebook. You will practice grammar, spelling, and error correction while developing clear and concise writing skills. You will rewrite and edit professional documents while demonstrating spelling accuracy, proper capitalization, and punctuation. You will recognize and correct commonly misspelled words. Furthermore, you will explore sentence elements such as modifiers, connectors, and sequencers to write brief and jargon-free business messages. You will distinguish active and passive voice to write effective sentences. You will also review and incorporate inclusive language to avoid biases and discrimination. Using a range of grammatical structures, you will adopt and follow modern business communication standards.

Business Math

This course reviews and introduces basic and intermediate math concepts including the relationships between the following operations: addition and subtraction, multiplication and division, and decimals, percentages, and fractions. You will complete a variety of textbook readings, LinkedIn Learning and Khan Academy videos, worksheets, word problems, as well as two in-class assignments and two tests to ensure you are able to apply these math concepts to complete a variety of common business math operations. The first week focuses on a brief review of basic operations, fractions, and decimals while learning to decipher and complete word problems. The second week then looks at percentages, ratios, equations, and graphs to provide a robust review of key operations, word problems, and common business math requirements. This includes calculating costs, interest, budgets, and measurements, with a focus on transportation, nutrition, and costing. Throughout the course, you will complete work with and without a calculator to ensure you have mastered concepts and can complete operations efficiently and accurately in a work environment.

Online Community Management

This 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 Strategy

Content 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 I

This module will introduce you to and provide practice in using the tools required for a successful job search. The concepts covered in this module will help you maintain a career-focused approach throughout your studies so that you are better prepared to conduct a job search after graduating. Specifically, you will learn how to identify your soft and hard skills and how to articulate your abilities in a clear and concise Elevator Pitch that will appeal to employers and resonate with industry contacts. You will learn about the job search resources available to you including using career websites, creating Linked In profiles, accessing the “hidden” job market, and networking. You will examine sample resumes and cover letters and begin the process of creating your own professional resumes and cover letters that align with current conventions for content, organization, and formatting. You will also learn about the role of references, thank you letters, workplace philosophies, and strategies for success including maintaining a professional image and using proper etiquette when communicating with potential employers and industry contacts. An introduction to Occupational Health and Safety is also provided with specific focus on employees’ rights and responsibilities, workplace health and safety policy and programs, hazard identification and control, and safety training options such as WHIMIS and First Aid.

Career Planning & Preparation - Level II

This module builds on concepts and skills introduced in the Career Planning and Preparation Level 1 prerequisite module. In this subsequent module, you will update and refine your resume and Linked In Profile. You will continue writing cover letters and learn the value of customizing cover letters to specific job postings. You will have the opportunity to apply this knowledge as you conduct a job search and write a cover letter tailored to an ideal job post. Through research, you will create a list of top employers and target current industry opportunities. You will learn about current methods for applying to job postings using technology. You will also gain an understanding of the job interview process, typical interview questions and possible responses, and expectations of both the interviewer and interviewee. In addition, you will engage in practical application of the interview process through role-plays. Topics such as negotiating salary, self-management, and on-the-job success for placements and post-graduate employment will be also covered.

Digital Literacy for Professionals

This course has four units that introduces you to the fundamental concepts and principles of learning and working in a digital environment. The first unit introduces you to using devices and handling information with topics on operating systems (Windows, MAC, and Linux), computer organization (folder management and naming conventions), cloud storage (including Microsoft OneDrive), types of web browsers including Google Chrome, Mozilla Firefox, and Apple Safari), and fundamental troubleshooting. In the second unit, you will become familiar with creating and editing information through learning about file formats (pdf, mp4, docx), productivity (including iWork and Microsoft Office Suite) and creativity (Adobe, Canva, iMovie) platforms, and basic introduction to Microsoft Word, Excel, and PowerPoint. The third unit on communicating and collaborating will introduce you to web conferencing applications (Slack, Zoom, Microsoft Teams), mail applications (including Microsoft Outlook and Gmail,), project management tools (Trello, Asana), and time management tools (including Todoist, Outlook Calendar, and iCal), and building rapport virtually. In the final unit, you will gain an understanding on netiquette, cybersecurity, and digital wellness. After completing this course, you will have enhanced digital literacy skills as a professional in the working and learning environment.

Digital Marketing Foundations

This 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 & Mobile Marketing

Display 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.

Email Marketing

Email 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.

Field Placement - Business and Digital Marketing Specialist

At 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.

Fundamentals of Graphic Design

Students 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 Marketing

In 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 Management

In 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 Analytics

Because 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 AdsWords

In 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 Optimization

Search 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.

Software Lab - Database Management

This software lab module will use a simulation-based program called MindTap that consists of online trainings and assessments in Microsoft Access. You will learn how to create and build a database (including basic database concepts and terms, using Backstage view, starting and exiting Access, Datasheet view and Design view, copy and paste records from another Access database, and so forth). You will gain an understanding on how to build a database and define table relationships, covering sub-topics such as setting fields properties, importing data from Excel and an existing table structure, and more. You will acquire the skill of maintaining and querying a database (such as find, modify, and delete records in a table, work in the Query window in Design view, run queries, sort data with Filter data, and so on). You will discover how to create forms and reports (using Form Wizard, apply themes to a form, add pictures to a form, change color of text on a form, and more). You will understand how to create advanced queries and enhance table design (using naming standards, AutoFilter, parameter query, lookup fields, input masks, and so forth).

Software Lab - Advanced Excel

This software lab module consists of online training and assessment in Microsoft Excel. Students learn a comprehensive set of skills, with coverage including creating, formatting and printing worksheets, creating simple and advanced formulas, using mathematical, logical, statistical and financial functions, creating and modifying charts and using data tools.

Software Lab - Outlook

This Microsoft Outlook 2019 course is created for students to build and validate the skills businesses need to succeed in today's information economy. It also provides students with the skills and knowledge they need to use to effectively manage e-mails, contacts, calendars, and tasks. Outlook has become the corporate standard electronic personal organizer. These are the foundational skills needed to communicate using Outlook in a variety of positions within and organization. This course is computer intensive and demands basic computer proficiency and a basic understanding of e-mail software. Students are expected to make arrangements to meet proficiency needs.

Software Lab - Presentations

This software lab module will use a simulation-based program called MindTap that consists of online trainings and assessments in Microsoft PowerPoint. You will learn a comprehensive set of skills centered on creating a presentation (create title slide, slide with lists, format text, duplicate, rearrange, and delete slides, change a theme, and so on). You will learn how to effectively add media and special effects (apply theme used in another presentation, insert shapes and pictures, rotate objects, create a table, and more). You will apply advanced formatting and animation to objects (including inserting SmartArt graphic, audio clips, and WordArt style). You will be able to distribute presentations and integration PowerPoint with other Microsoft Office programs, such as Word and Excel. You will learn how to customize presentations and become familiar with the PowerPoint environment, (how to work in a Slide Master View, work with comments, save a custom theme, and so on).

Software Lab - Word Processing

This software lab module will use a simulation-based program called MindTap that consists of online trainings and assessments in Microsoft Word. It builds on the skills introduced in Digital Literacy for Professionals course. You will learn a comprehensive set of skills, with coverage including creating and editing a document (this includes saving a document, using AutoComplete and AutoCorrect, undo and redo actions, paragraph spacing, and more), formatting a document (covering topics like addressing comments in documents, using drag and drop, as well as cut, copy and paste). This course will also introduce you to how to create tables and a multipage report (including options found in the Navigation pane, formatting a table, merging cells and adding a formula, using SmartArt graphic, and more). You will acquire skills in editing text or content for layout and appearance (wrap text, WordArt, cropping a picture, and so on). Additionally, you will work with templates, themes, and styles (creating a new document from a template, using thesaurus, saving a custom theme, customizing a style, and so on). This course concludes with the mail merge feature (such as inserting mail merge fields into a document, complete a mail merge, and more).

Software Lab - Spreadsheets

"This software lab module will use a simulation-based program called MindTap that consists of online trainings and assessments in Microsoft Excel. You will learn the fundamentals of excel, such as opening and closing a workbook, entering formulas, modifying worksheet views, and so on. You will acquire skill in formatting workbook text and data (change fonts, font style, and font colour, format dates and times, merge, use the AVERAGE function, and more). This course will also introduce you to the skill of performing calculations with formula and functions, including sub-topics such as extend data and formulas with AutoFill, calculate statistics, and so forth. You will also be able to analyze and chart financial data using available excel charts, such as pie chart, line char, chart legends, data bar, and so on. This course will conclude with you learning how to generate reports from multiple worksheets and workbooks (such as copy worksheets between workbooks, organize worksheets in a worksheet group, hyperlink to a document, create a workbook template, and more).

Social Media Platforms and Strategies

Social 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 Strategies

In this orientation module, you will focus on achieving success from day one. You will develop non-technical skills to enhance your personal, academic, and career success. You will explore learning styles, including visual, auditory, and kinesthetic learning. You will also enhance your 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 SMART goals, and maintaining a positive attitude. You will also explore techniques for managing change, stress, and conflict.

Website Content Management

In 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 Success

In 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.

Advanced Graphic Design and Portfolios

In Advanced Graphic Design and Portfolios, you will focus on layout design, symmetry, and dimensionality in the applied study of typography, form, and color. This course will teach you how to navigate the latest digital design techniques by emphasizing layout and composition, grid systems, and effective layouts across multiple media types. As part of the course, we will also explore cutting-edge trends and techniques, including artificial intelligence in design and sustainability practices in the digital world. Lastly, you will end the course with a focused approach to portfolio development. This will equip you with the knowledge and tools to showcase your experience and choose the right digital portfolio platform to promote your marketing and design skills.

Content Strategy

Content is at the core of all digital marketing activity. In this course, you will learn how to plan content marketing, how to develop content that works well for the target audience, and how to measure its impact. Additionally, you will understand how to structure your content so that online readers will remain engaged. You will learn about various digital content delivery channels and examine content strategy best practices for each of those channels. You will explore the process of writing content using marketing techniques to educate, entertain and/or draw in customer engagement, and achieve business goals. You will gain practical hands-on skills through a project-based approach, in which you will develop a content strategy, content calendar, content aligned with your strategy, and lastly, identify the metrics you would use to measure the success of your content marketing plan. You will leave the course feeling confident in discussing content strategy from the planning stage to the evaluation stage. You will continue to further reinforce the knowledge and skills gained in this course by applying it in subsequent courses in this program.

Career Planning & Preparation - Level 1

Career Planning and Preparation Level 1 introduces tools for a successful job search. This course will help you maintain a career-focused approach throughout your academic program. You will learn basic career preparation skills, such as how to research opportunities, network for industry contacts, and how to use appropriate etiquette when communicating with prospective employers. You will identify your personal skills, values, and preferences for the workplace, begin preparation of a professional résumé and cover letter, and organize proof documents for your career portfolio. Asynchronous discussion board dialogues about various career-planning topics will round out this module. This course is a pre-requisite for Career Planning and Preparation Level 2.

Career Planning & Preparation - Level 2

This course builds on the concepts and skills introduced in Career Planning and Preparation – Level 1. Topics covered include how to conduct an effective job search and identify various methods of applying for work. Important career tools are the focus with the creation of a personal list of "Top Employers" and current industry opportunities, as well as finalizing a professional résumé, career portfolio, and career correspondence. Interview skills explored and practiced include the identification of different types and forms of interviews, responding to typical questions, evaluating job offers, and negotiating terms of employment. Self-management topics are reviewed with a focus on strategies for long-term professional success.

Digital Marketing Foundations 1

This course focuses on the fundamentals of marketing and demonstrates the distinction between traditional and digital marketing. By the end of this course, you will be able to define marketing as a concept, identify factors that contribute to strategic planning in marketing, and develop knowledge and skills pertaining to market segmentation, customer persona, and customer journey. You will learn how to effectively plan strategic marketing activities based on market research, and how to identify target customers and their needs. This course is followed by Digital Marketing Foundations 2, where you will build on the knowledge and skills gained in this course, with a greater focus on fundamentals of digital marketing, branding, and developing Integrated Marketing Communication plans.

Digital Marketing Foundations 2

This course will give you a strong foundation in developing strategic Integrated Marketing Communications plans, and it builds on the knowledge you developed in Digital Marketing Foundations 1. You will explore different strategies and tactics used in Integrated Marketing Communication Plans to help achieve business and marketing goals for clients. You will recognize how to apply the SMART goal format to identify strategic goals and then develop an Integrated Marketing Communications plan to support the successful achievement of those goals. How will you know if your plan worked? How will you communicate the success of the marketing budget and demonstrate whether there was a return on investment and successful achievement of the marketing and business goals? This course will introduce you to the importance of analytics, especially in the context of digital marketing, as well as strategies for identifying Key Performance Indicators that measure the success of marketing activities post implementation of the marketing plan. You will also be learning about branding, logos, and constructing brand identities.

Email Marketing

Email is an effective marketing channel that allows businesses to maintain contact with their customers at each stage of the customer journey and it is therefore very valuable both in the form of direct and digital marketing. This course focuses on how to effectively align your email marketing campaigns to the customer journey using lifecycle marketing. You will develop knowledge about lead nurturing strategies and contact segmentation. In this course, you will learn how to create an email marketing strategy, create and execute email campaigns, and measure the results using Mailchimp.

Google Analytics and Webmaster Tools

Due to the trackable nature of online activity, the overall effect of a company's digital marketing efforts can also be tracked. Google Analytics is 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. In this course, you will compare and contrast the difference between Universal Analytics and Google Analytics 4, and become familiar with Google Search Console, a webmaster tool to help you measure site performance on Google Search. This course will provide you with the required knowledge to conduct an SEO audit and prepare a professional report to communicate analytic insights and SEO recommendations effectively.

Fundamentals of Graphic Design

You will develop foundational design knowledge and skills through exposure to the fundamental principles of graphic design such as: image- making, typography, composition, and working with colour and shape. This course will cover the relationship between graphic design and digital marketing and how visual media can affect online consumer behaviour. There will be an emphasis on the fundamentals and value of graphic design to express brand identity.

Digital Literacy for Professionals

This course introduces students to the fundamental concepts and principles of learning and working in a digital environment. This course covers the following elements: using devices and handling information, creating and editing information, communicating and collaborating, and being safe and responsible online.This course will also cover proper naming conventions and folder organization.

Online Reputation Management

In this course, you will learn how to build, maintain, and recover 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. You will learn a brief history of social media and the difficult lessons that were learned as the technology grew and evolved. You 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. You will have an opportunity to respond to real-world case scenarios where you will act as a media relations manager and resolve online reputation management issues. You will also learn to create customer surveys to obtain Net Promoter Score (NPS) results and discuss some key metrics and reputation monitoring tools that measure a company’s online reputation and ranking.

Search Engine Marketing, PPC and Re-Targeting

In this course you will learn how to develop successful PPC advertising strategies that align with marketing and business goals. We will explore techniques for using Google Display or Search Ads to increase brand awareness, customer action, and retention. Key components of the course include creating a landing page to support Search Engine Marketing (SEM) goals, maximizing marketing spending through effective keyword searches, demographic targeting, bidding, and planning ad frequency. You will also learn how to measure performance through the understanding of key metrics and KPIs. You will be able to identify methods for re-targeting and develop comprehensive plans that drive leads, sales, and web traffic. By the end of the course, you should understand how to develop a PPC strategy, set up a Google Ads account, and align your PPC strategy with your business goals.

Search Engine Optimization

Search engines are an essential part of the online experience. Long-term content planning must consider Search Engine Optimization (SEO) strategies as critical for success in the digital world. SEO strategies are plans designed to help increase organic traffic by improving a website’s search engine rankings. In this course, you will learn how to optimize search engine presence, to ensure your content reaches the intended target audience, and to monitor the success of keyword selections. You will analyze traffic, ranking, and conversions, creating a maintenance checklist. SEO strategies across multiple platforms will be discussed and practiced, to support you, as you learn how to develop methods for optimizing online traffic. This course will introduce you to the Google Webmaster tool, also known as Google Search Console, as well as crawling tools, such as Oncrawl. You will learn how to conduct SEO site audits to identify SEO goals and expectations and identify tactics to support the optimization strategy to achieve those goals.

Social Media Platforms and Strategies

Social media technologies continue to transform interactions between businesses and their customers, providing an opportunity for consumers to voice their opinions and influence brand perception. Social media marketing is a critical form of digital marketing that leverages the power of popular social media networks to achieve business marketing, branding, and sales goals. In this course, you will learn how to use and optimize social platforms such as Facebook, Instagram, Twitter, Snapchat, YouTube, and others, for business purposes. You will examine current trends and discuss how to remain agile and abreast of new trends and changes in social media marketing. There will be a focus on developing strategic social media marketing campaigns that incorporate a multi-platform approach to achieve identified marketing and business goals, as well as strategies for measuring success by analyzing the data in the analytics section of social media platforms. You will have an opportunity to practice by developing mock accounts and posts, gaining experience and showcasing your skills and talents by incorporating it in your professional portfolio.

Student Success Strategies

This course stresses the importance of developing non-technical skills to enhance personal, academic, and career success. The course will address strategies that are important for all adult learners, such as managing finances, maintaining health and wellness, understanding learning styles, setting goals, and honing practical study skills (such as memory, reading, and test-taking techniques). In addition, this course is designed specifically for the online learner. Therefore, the course emphasizes strategies needed to succeed in an online program, such as navigating technology efficiently, interacting and engaging with peers and facilitators, and managing learning time and space.

Web Development and Design Foundations

Web development and design incorporates two major skill sets and describes the process of creating a website. Web development determines how a website functions and web design speaks more to the look and feel of a website. In this course, you will learn and apply the required steps for building a functional website that incorporates other components of digital marketing such as content, email, and social media marketing, while applying foundational web development and design principles. Successful websites require strategic planning, budgeting, design, and development. In this course, you be introduced to the basics of web infrastructure, develop skills for building a website strategy, and design and develop it from concept to implementation. You 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 within those changing digital climates.