Digital Marketing Certificate (Live Online and In-Class)

  • Format:

    Live Online and In-Class

  • Duration:

    160 hours

  • Application fee:

    $200 (Domestic)

    $300 (International)

  • Tuition fee:

    $2,950 (Domestic)

    $3,687.50 (International)

Start Date

Live Online live-logo

Full Time: May 02, 2022 – June 24, 2022

 

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In-Class

Full Time: May 02, 2022 – June 24, 2022

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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 generate a wide variety of content with an emphasis on copywriting, digital storytelling and image-making, as well as enhance their digital skills by developing content marketing strategies that align with 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

Required Materials*

  • Marketing Management, 16th Edition. Authors: Philip Kotler, Kevin Lane Keller & Alexander Chernev. ISBN-13: 9780135886816
  • MKTG: Principles of Marketing. Authors: Charles Lamb, Joe Hair, Marc Boivin, David Gaudet & Janice Shearer. ISBN-13: 978-0176723682

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 for Domestic Students

Are you a domestic student?

You must prove the following:

  • You have successfully earned a high school diploma or Adult Graduation Diploma
  • You are at least 19 years old before the first day of your program or you have parental or guardian consent

English Language Proficiency Requirements for Domestic Students

Are you a domestic student?

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

  • You achieved 70% or higher in Canadian provincial or territorial English 12, English Literature 12 or an equivalent course
  • You have completed two or more years in a row of full-time post-secondary education in English in one of the approved countries listed below
  • You achieved a minimum score on one of the approved tests listed below

Approved Countries

Antigua and Barbuda, Australia, Bahamas, Barbados, Belize, Bermuda, Botswana, British Virgin Islands, Canada, 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 and The Grenadines, Tanzania, Trinidad and Tobago, Turks and Caicos Islands, Uganda, United Kingdom, United States of America, Zambia, Zimbabwe 

Approved English Language Proficiency Tests and Scores

  • Cambridge English Advanced (CAE): minimum score of 58
  • The Canadian Academic English Language Assessment (CAEL): minimum score of 60
  • Canadian English Language Proficiency Index Program (CELPIP): academic level 4L and CELPIP-General level 7 in all components
  • Canadian Language Benchmarks (CLB): 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): minimum score of 76
  • 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
  • Duolingo: minimum score of 110 (temporary option available until December 2021)

General Admission Requirements for International Students

Are you an international student?

You must prove the following:

  • You have successfully earned a high school diploma or Adult Graduation Diploma
  • You are at least 19 years old before the first day of your program or you have parental or guardian consent

English Language Proficiency Requirements for International Students

Are you an international student?

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

  • You achieved 70% or higher in Canadian provincial or territorial English 12, English Literature 12 or an equivalent course
  • You have completed two or more years in a row of full-time post-secondary education in English in one of the approved countries listed below
  • You achieved a minimum score on one of the approved tests listed below

Approved 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 and The Grenadines, Tanzania, Trinidad and Tobago, Turks and Caicos Islands, Uganda, United Kingdom, United States of America, Zambia, Zimbabwe

Approved English Language Proficiency Tests and Scores

  • Cambridge English Advanced (CAE): minimum score of 58
  • The Canadian Academic English Language Assessment (CAEL): minimum score of 60
  • Canadian English Language Proficiency Index Program (CELPIP): academic level 4L and CELPIP-General level 7 in all components
  • Canadian Language Benchmarks (CLB): 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): minimum score of 76
  • 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
  • Duolingo: minimum score of 110 (temporary option available until December 2021)

General Admission Requirements for Mature Students

Do you identify as a mature student?

To qualify, you must meet the following requirements:

  • You are at least 21 years of age
  • You have not completed a high school diploma or an Adult Graduation Diploma or you have not attended high school in the last four years and you have not earned a degree or diploma for a college or university

Application Requirements

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

  • Transcripts of completed high school or post-secondary education
  • 1 or 2 professional references from your current or past employers
  • A written letter outlining your career goals and why you feel you will succeed in the program
  • A written personal profile
  • Other forms of documentation to support your application

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.

 

Dates

Live Online

Full Time:

  • May 02, 2022 – June 24, 2022
    • Webinars are held Monday to Friday from 5:30 to 7:30 pm PST
    • Seminars and laboratory times are decided at the start of the cohort

In-Class

Full Time:

  • May 02, 2022 – June 24, 2022
    • Sessions are held Monday to Friday from 4:00 pm – 8:00 pm  PST
    • Seminars and laboratory times are decided at the start of the cohort

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) or $300 (International Students)
  • Tuition fee (Domestic): $2,950
  • Tuition fee (International): $3,687.50

Note: Tuition fees do not include the cost of the required textbooks. The approximate textbook fee is $200.

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 was reviewed and approved by the Registrar of the Private Training Institutions Branch of the Ministry of Advanced Education and Skills Training.

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