Digital Marketing Certificate (Live Online)

  • Format:

    Live Online

  • Duration:

    160 hours

  • Application fee:

    $200 (Domestic)

  • Tuition fee:

    $3,499(Domestic)

Start Date

Dates to be announced.

This program is currently under review by the Private Training Institutions Board (PTIB). We are currently accepting enquiries regarding the Certificate program. Program start dates, time, and application details will be made available in the near future.

Digital Marketing Certificate – Program Overview

Digital marketing is a growing field, meaning digital marketers at all stages of their careers have the opportunity to find a job that they love. Are you a digital marketing professional who is passionate about finding creative solutions to technical problems, connecting with your audience, and building a successful marketing strategy? If so, it is vital that you continue to invest in your skillset so you can reach your career goals. Students who complete our certificate program will operate more effectively as marketing professionals, and stand out to employers and clients as having verified digital marketing skills, education, and experience.

Digital marketing combines the tools of marketing and technology with principles from business and design to utilize the online space to achieve business goals. In this program, students will touch on each of these topics through a variety of methods. This program develops students’ marketing skills through the development of digital strategies in the context of B2B vs B2C campaigns, creating an integrated marketing communications plan (IMCP) and learning about different marketing models and marketplace approaches. Through hands-on exercises, students will analyze the connection between online channels, strategy, consumer intent, and engagement in order to maximize results to achieve business growth. Students will enhance their communication and design skills through copywriting, digital storytelling, and image-making for various target audiences and business goals. 

Since social media is so prominent in digital marketing, there is an entire course dedicated to social media platforms where students will participate in the development of social media channels to explore the best practices to develop and maintain a professional image on various platforms.

Topics Covered/Learning Objectives

Upon completion of this certificate program, successful students will have reliably demonstrated the ability to:

  • Content Marketing
  • Conversion Rate Optimization
  • Email Marketing
  • Mobile Marketing
  • Paid Search (PPC)
  • Search Engine Optimization (SEO)
  • Social Media Marketing
  • Digital Analytics

Career Options

  • Digital Project Manager
  • User Experience Designer
  • SEO Specialist
  • Content Strategist
  • Chief Marketing Officer

Course Descriptions

DM 01: Digital Marketing Strategy and Planning (40 Hours)

Brief Course Description

The Digital Marketing and Planning course focuses on the introduction of digital marketing principles and management skills. Students will learn how to develop strategic marketing plans and execute digital campaigns. It offers a holistic view of the digital world by exploring a wide range of channels, tactics, and tools that impact business growth. Exercises are designed to analyze the connection between online channels, strategy, consumer intent, and engagement to maximize results.

Prerequisites

Applicants need a minimum of a high school diploma and must be 19 years or older at the time of starting the course. No course prerequisites.

Learning Objectives*

Upon completion of this course, the successful student will have reliably demonstrated the ability to:

  • Discuss the importance of strategic planning in marketing
  • Identify frameworks of an integrated marketing communications plan
  • Select appropriate digital tactics that align with corporate objectives and campaign goals
  • Develop segments and customer personas using market analysis and segmentation strategies
  • Understand the principles of website design and content, social media, email marketing, web analytics, search engine marketing and measurement

Method(s) of Evaluation/Assessments*

Students are evaluated through attendance, participation, activities, discussions and problem sets, and quizzes.

Completion Requirements*

Students must receive a minimum of 70% overall to complete the course successfully. Students are expected to abide by the policies of the college. You are expected to attend LIVE Online classes, regularly, and to have read all assigned chapters in the textbook plus any additional readings before the live sessions. Individual and group assignments should be completed satisfactorily and on time. There will be no makeup exams or assignments without prior permission.

DM 02: Content Strategy and Management(40 hours)

Brief Course Description

The Content Strategy and Management course focuses on generating a wide variety of content with an emphasis on copywriting, digital storytelling and image-making. This course is an opportunity for students to grow their digital skills by developing content marketing strategies, including content trees and calendars, that align with target audiences and business goals.

Prerequisites

Completion of DM 01.

Learning Objectives*

Upon completion of this course, the successful student will have reliably demonstrated the ability to:

  • Explain the key concepts of content marketing
  • Discover new opportunities by performing keyword research
  • Identify channels of content distribution that align with user preferences
    Understand graphic design principles
  • Develop digital content for a variety of audiences according to brand messaging requirements
  • Create a content marketing strategy to optimize a firm’s digital footprint and reputation

Method(s) of Evaluation/Assessments*

Students are evaluated through attendance, participation, activities, discussions and problem sets, and quizzes.

Completion Requirements*

Students must receive a minimum of 70% overall to complete the course successfully. Students are expected to abide by the policies of the college. You are expected to attend LIVE Online classes, regularly, and to have read all assigned chapters in the textbook plus any additional readings before the live sessions. Individual and group assignments should be completed satisfactorily and on time. There will be no makeup exams or assignments without prior permission.

DM 03: Social Media Platforms (40 hours)

Brief Course Description

The Social Media Platforms course explores the concept of social media as well as the principles behind online communication. Students will learn how to develop and maintain a professional business social media presence on platforms such as Facebook, Instagram, Twitter, Pinterest, LinkedIn and YouTube. Special emphasis is placed on how to identify influencers, deliver targeted content, design effective paid ads, develop social media plans and content calendars, audience engagement practices and community management.

Prerequisites

Completion of DM 02.

Learning Objectives*

Upon completion of this course, the successful student will have reliably demonstrated the ability to:

  • Identify social media platform(s) that are most appropriate for an organization.
  • Develop and maintain social media presence for your brand/organization
  • Utilize various platforms in a marketing campaign.
  • Establish policies and procedures for social media marketing activities
  • Create relevant social media advertising campaigns
  • Develop content calendars for original and user-generated content
  • Monitor social media for brand mentions, conversations, and engagement

Method(s) of Evaluation/Assessments*

Students are evaluated through attendance, participation, activities, discussions and problem sets, and quizzes.

Completion Requirements*

Students must receive a minimum of 70% overall to complete the course successfully. Students are expected to abide by the policies of the college. You are expected to attend LIVE Online classes, regularly, and to have read all assigned chapters in the textbook plus any additional readings before the live sessions. Individual and group assignments should be completed satisfactorily and on time. There will be no makeup exams or assignments without prior permission.

DM 04: Digital Data Management and Analytics (40 hours)

Brief Course Description

The Digital Data Management and Analytics course provides participants with the skills to evaluate a firm’s digital and social media performance. Students will be able to transform data into meaningful business insights that will impact planning and strategic decisions. This course explores free and paid tools to measure audience, acquisition, engagement, sales funnels, and user conversions.

Prerequisites

Completion of DM 03.

Learning Objectives*

  • Upon completion of this course, the successful student will have reliably demonstrated the ability to:
  • Extract insights from analytics
  • Communicate analytic insights through visual mediums
  • Classify various analytical tools based on their relevance to digital marketing
  • Integrate data management frameworks into digital marketing campaigns
  • Connect Analytics tools to third-party platforms
  • Develop a measurement plan that aligns with business goals
  • Perform basic analysis of data sets to inform marketing decisions
  • Determine the success of a marketing campaign through key performance indicators.

Method(s) of Evaluation/Assessments*

Students are evaluated through attendance, participation, activities, discussions and problem sets, and quizzes.

Completion Requirements*

Students must receive a minimum of 70% overall to complete the course successfully. Students are expected to abide by the policies of the college. You are expected to attend live online classes, regularly, and to have read all assigned chapters in the textbook plus any additional readings before the live sessions. Individual and group assignments should be completed satisfactorily and on time. There will be no makeup exams or assignments without prior permission.

 

Admission Requirements

General Admission Requirements

All Applicants, unless seeking Mature Student status, must provide proof and satisfy the following criteria:

  • Successful completion of a high school diploma or Adult Graduation Diploma; AND Are or will reach the age of nineteen (19) years on or before the start of the Program; or If less than nineteen (19) years of age on or before the start of the desired Program, have parental or guardian consent.
  • To qualify as a Mature Student, an Applicant must satisfy the following criteria:
    • Be 21 years of age or older; AND
    • Have not completed a high school diploma or an Adult Graduation Diploma; or
    • Have not attended high school for at least four (4) years; and/or
    • Have not received recognition for prior post-secondary education and training.

Applicants who qualify as Mature Students may be admitted to a Program at the discretion of the Registrar. In lieu of graduation documentation, the Registrar may require Applicants to provide any or all of the following:

  • Transcripts of completed education (secondary school or coursework at other post-secondary institutions);
  • Professional reference(s) from current or former employer(s);
  • Statement of intent clearly outlining the Applicant’s career goals and reasons for believing they will succeed in the desired Program;
  • Personal profile; and/or
  • Other forms of documentation that would aid in an Applicant’s candidacy.

Mature Students must meet all program-specific and non-academic requirements and, if deemed necessary, may be required to complete a pre-admission placement examination to determine academic readiness.

English Language Proficiency Requirements

Applicants must meet the College’s English Language Proficiency Requirements in ONE of the following ways:

  • Achieving a grade of 70% or higher in Canadian provincial/territorial English 12 or English Literature 12, or an equivalent examination; or
  • Immediately prior to applying to the College, completing two or more consecutive years of full-time post-secondary education in English within Canada or a country listed below; or achieving the competency standard of one of the Tests of English Language Proficiency
Two years of completed post-secondary study in English are accepted from the following Countries:

Antigua and Barbuda, Australia, Bahamas, Barbados, Belize, Bermuda, Botswana, British Virgin Islands, Cayman Islands, Dominica, Falkland Islands, Fiji, Gambia, Ghana, Grenada, Guam, Guyana, Ireland, Jamaica, Kenya, Lesotho, Liberia, Malta, Mauritius, Montserrat, New Zealand, Nigeria, Seychelles, Sierra Leone, Singapore, South Africa, St. Kitts and Nevis, St. Lucia, St. Vincent & The Grenadines, Tanzania, Trinidad & Tobago, Turks and Caicos Islands, Uganda, United Kingdom, United States of America, Zambia, Zimbabwe

Acceptable English Language Proficiency Tests and Scores:
  • Cambridge English Advanced (CAE): A minimum score of 58.
  • The Canadian Academic English Language Assessment (CAEL): A minimum score of 60
  • Canadian English Language Proficiency Index Program (CELPIP): Academic Level of 4L and a CELPIP-General Level 7 in all components
  • Canadian Language Benchmarks (CLB): A minimum score of 7
  • International English Language Testing (IELTS): Academic level with a minimum overall score of 6.0
  • International Test of English Proficiency (iTEP): Academic Level 3
  • Michigan Test of English Language Proficiency (MELAB): A minimum score of 76
  • Test of English as a Foreign Language (TOEFL):
    • Internet-based test: Academic Level with a minimum score of 79-80 (19-20 on each band); or
    • Paper-based test: 550 score; 23 on each for Reading, Writing, and Listening
  • Duolingo: 110 (Temporary until December 2021)

 

Fees

Tuition fees for this program are due and payable 2 weeks prior to the cohort start date. Students with guaranteed funding arrangements will be exempt from this requirement provided that they produce documents before the cohort start date.

All formats of the program are eligible for Canada Student Loans, other forms of government funding, and bank financing. However, students are responsible for making their own funding arrangements and are advised to contact the relevant funder well in advance of the start date to make an application.

Application and tuition fees for this program are as follows:

Application fee: $200 (Domestic Students)

Tuition fee (Online): $3,499 (Domestic Students)

Note: Tuition fees do not include the cost of the required textbooks.

Technical Requirements

Live Online Students

Ashton College uses web conferencing tools to help instructors and students connect and collaborate live online. For the online classes, students need to have a fully functional computer system with a webcam, speakers and microphone or headset and headphones, along with a reliable high-speed internet connection. Though the classes can be accessed using smartphones and tablets, we recommend using a laptop or desktop computer for a better learning experience.

This program is currently under review by the Private Training Institutions Board (PTIB). We are currently accepting enquiries regarding the Certificate program. Program start dates, time, and application details will be made available in the near future.

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