Digital Marketing

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 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.

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.

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.

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.

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.

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

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 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. You will also complete the Mailchimp Certification, so that you are more equipped during your internship and for your professional career as a digital marketing specialist.

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.

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.

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.

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 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 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 using an application called Media Modifier, gaining experience and showcasing your skills and talents by incorporating it in your professional portfolio.

This 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.

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.

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 is at the core of all marketing activity. In this course, students learn how to plan content marketing strategies, develop content that works well for the target audience, and measure its impact.

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 create a brand style guide, and an analytics dashboard.

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 Google Ads. .

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.

Students will develop foundational skills through exposure to the fundamental principles of graphic design: image-making, 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. .

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.

In this course, students learn more complex Microsoft Excel skills including functions, data manipulation, templates, advanced formulas and functions, and analysis tools.

Career Planning and Preparation Level 1 introduces tools for a successful job search. The course will help students maintain a career-focused approach throughout their academic program. Students will learn basic career preparation skills, such as how to research opportunities, 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 and cover letter, and organize proof documents for their career portfolio. Asynchronous class discussion on the discussion board on various career-planning topics will round out this module. This course is a pre-requisite for Career Planning and 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 resume, career portfolio, and career correspondence. Interview skills explored and practiced are 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.

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

This course is a combination of virtual training, projects, and exams in Microsoft Excel. Skills covered include working with workbooks and worksheets, inputting data into worksheets, formatting cells, using functions and formulas, and creating and editing charts.

This course is a combination of virtual training, assessments, and exams related to Microsoft Outlook. Skills covered include how to organize and manage communications, contacts, schedules, and tasks. Email and meetings are a major part of the professional world, learning how to compose, send, receive, store, and delete email messages, meetings, and appointments is crucial and covered in this module.

This course is a combination of virtual training, projects, and exams in Microsoft PowerPoint. Skills covered include the creation of attractive, professional-looking presentations, using and formatting animations, transitions, pictures, audio, video, charts, tables, and incorporating speaker notes and annotations into presentations.

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.

This course is a combination of virtual training, projects, and exams in Microsoft Word. Skills covered include formatting text for layout and appearance, formatting document parts, using styles, working with header/footer content, inserting and formatting tables, graphics and pictures, and working with templates and themes.

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 emphasized.

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.

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 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 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.

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.

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.