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Continuing Education

Digital Marketing

Format: Part time
Delivery: Online
Duration: 8 weeks
Tuition: $3500

Course dates: The Digital Marketing course is not currently scheduled to run in the Winter/Spring 2024 semester. To receive an update when this course is available again, sign up for our mailing list.

This rigorous 7-module online course covers the important aspects of social media, public relations, SEO, Google Ads & Analytics, social media ads, email marketing and automation, and growth marketing strategy, all taught by industry experts, offered in partnership with Jelly Marketing. Students will develop the knowledge and tools needed to succeed in the fast-paced world of digital marketing, and will have the opportunity to complete 11 additional industry-recognized credentials at no cost.


Course schedule

This course consists of 10.5 hours of asynchronous coursework and 32 hours of reading, for a total of 42.5 hours. Students should expect to commit at least five hours a week to coursework.

All students must also attend two online panel discussions on the scheduled dates noted above.

Although this course is self-paced, students can attend office hours with instructors for course support, and also have 24/7 access to a peer discussion group and a Slack channel with mentors and senior marketers from across Canada. 



Module 1: Social Media

In this module, students learn how to identify their target market, personified as a Buyer Persona. Identifying this Persona is key to determining the company’s social media strategy (and digital marketing strategy more generally), since this Persona will not use all channels equally. Building on this awareness, this module then moves to a foundational overview of the main social media channels (Facebook, YouTube, Pinterest, Twitter, Instagram, LinkedIn), and how these integrate with a successful social media strategy.

Module 2: Search Engine Optimization

This module explains what “search engine optimization” (SEO) means, and presents an overview of a successful SEO strategy. Students will gain a foundational understanding of various factors that affect SEO, including: onsite (technical), offsite (public relations, list building, Google Maps, YouTube). Students will learn how to audit their current website’s status with Google and explain which tools are the best to use to track and monitor growth. For those who have outsourced SEO, there will be discussion of effective questions and tools to either bring SEO in-house or be able to better monitor their vendor.

Module 3: Google Ads

This module provides a foundational understanding of Google Search, Display, and YouTube campaigns, how they work, and what a successful strategy looks like. Content will include a discussion of the benefits of the various campaign types, their challenges, and how to avoid wasted ad spend.

Module 4: Social Media Ads

This module provides a foundational understanding of the Facebook & Instagram ad platform, how it works, and what a successful strategy looks like. Content will include determining which ad types work best for which business objectives, as well as the targeting possibilities for reaching an organization’s ideal customers.

Module 5: Google Analytics

This module will cover the fundamentals of website traffic analytics in order to understand how customers engage with a website and know which marketing channels are performing using Google Analytics 4 and Google Tag Manager.

Module 6: Public Relations and Influencer Marketing

This module explores what “public relations” means and presents an overview of a successful PR strategy. Students will build a foundational understanding of various PR avenues, including: traditional, experiential, influencer partnerships, and thought leadership. Students will be guided in auditing their current social media presence, and learn the basics of a successful press release.

Module 7: Email Marketing and Automation

Email marketing is a tried-and-true digital tactic delivering high ROI and allowing marketers to build strong direct relationships with their audiences. This module teaches the fundamentals of email marketing and automation, how and when to fit it into a digital strategy, best practices and leading industry tools, and email metrics and KPIs.

Earn 11 industry-recognized credentials

Upon successful completion of the Digital Marketing course, you’ll have the opportunity to complete six digital marketing credentials from Meta, Hootsuite, Meltwater Academy, and Mailchimp with the exam fees waived. The course will also prepare you to earn five additional free certifications from Google and SEMrush.


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