Digital Marketing Certificate (In-Class and Online)

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 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.

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 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.

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, and develop your 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 online 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 65% 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.

Brief Course Description

The Digital Data Management and Analytics course provides participants with the skills to evaluate a firm’s digital 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 65% 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.

Domestic students need ONE of the following:

• Canadian Passport
• Certificate of Canadian Citizenship
• Confirmation of Permanent Residence
• Legal documentation from IRCC

And you must prove the following:

• You have successfully completed a B.C. Secondary School Diploma or the equivalent of one
• You are at least 19 years old before the first day of your program

Are you a domestic student?

You must show your language proficiency in ONE of the following ways:

• Completion of BC English Studies 12, English First Peoples 12 or Literary Studies 12 with a minimum grade of C+ (or equivalents); or
• Completion of three or more consecutive years of secondary education or two or more consecutive years of post-secondary education at a recognized institution where the language of instruction is English; or
• Achieve the competency standard of a Test of English Language Proficiency as set out in Section 5.4 below. Scores for standardized English language tests are only valid for a 24-month period from the date of testing.

English is presumed to be the language of instruction in the following countries:

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

Approved English Language Proficiency Tests and Scores

• Cambridge English Advanced (CAE): minimum score of 58 or C
• The Canadian Academic English Language Assessment (CAEL): minimum score of 55
• Canadian English Language Proficiency Index Program (CELPIP): General 6
• Duolingo: minimum score of 110 (temporary due to COVID)
• International English Language Testing (IELTS): academic level with a minimum overall score of 6.0
• Test of English as a Foreign Language (TOEFL) internet-based test: academic level with a minimum score of 79-80 and a minimum of 19-20 on each band
• Test of English as a Foreign Language (TOEFL) paper-based test: minimum score of 550 and a minimum of 23 each for reading, writing, and listening

International students need:

• A valid passport from their country of citizenship and a valid study permit

And you must prove the following:

• You have successfully completed a B.C. Secondary School Diploma or the equivalent of one
• You are at least 19 years old before the first day of your program

Are you an international student?

You must show your language proficiency in ONE of the following ways:

• Completion of BC English Studies 12, English First Peoples 12 or Literary Studies 12 with a minimum grade of C+ (or equivalents); or
• Completion of three or more consecutive years of secondary education or two or more consecutive years of post-secondary education at a recognized institution where the language of instruction is English; or
• Achieve the competency standard of a Test of English Language Proficiency as set out in Section 5.4 below. Scores for standardized English language tests are only valid for a 24-month period from the date of testing.

English is presumed to be the language of instruction in the following countries:

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

Approved English Language Proficiency Tests and Scores

• Cambridge English Advanced (CAE): minimum score of 58 or C
• The Canadian Academic English Language Assessment (CAEL): minimum score of 55
• Canadian English Language Proficiency Index Program (CELPIP): General 6
• Duolingo: minimum score of 110 (temporary due to COVID)
• International English Language Testing (IELTS): academic level with a minimum overall score of 6.0
• Test of English as a Foreign Language (TOEFL) internet-based test: academic level with a minimum score of 79-80 and a minimum of 19-20 on each band
• Test of English as a Foreign Language (TOEFL) paper-based test: minimum score of 550 and a minimum of 23 each for reading, writing, and listening

Do you identify as a mature student?

To qualify, you must meet the following requirements:

• You are at least 19 years of age at the start of their program
• You have not completed a B.C. Secondary School Diploma or the equivalent of one

Application Requirements

Mature Students are accepted at the discretion of the Registrar, who may require you to submit the following:

• At least one letter of reference from a person who is not related to you
• A statement of intent clearly outlining your career goals and your reasons for believing you will succeed in the program
• A personal profile of 250 words or less

Additional Requirements

You must meet all of the program-specific and non-academic requirements where listed. In some cases, you may need to complete a placement exam to determine academic readiness.