Digital Marketing Communications (DMC)

This course provides learners with knowledge of essential research methodologies and consumer behavior techniques applicable to communications and marketing problem solving. Both secondary and primary research techniques are studied and applied in a practical research project. Learners evaluate media research data from a variety of industry sources through the lens of numerous perspectives/disciplines (e.g. communications, psychology, sociology, cultural anthropology, and economics) to describe and predict how customers, (individuals and organizations), are likely to behave. This course prepares learners to predict customer actions, determine the needs of target markets, and identify how not only consumers but also businesses, governments, and not-for-profits make choices in the marketplace. In addition, this course covers a variety of markets and includes significant discussion of online consumer behaviour and the impact of the Internet on the market behaviour.

Modern creative agencies require effective teamwork to manage projects and cultivate client relationships. This course emphasizes collaborative skills to prepare students for diverse agency roles. You will learn how to document client objectives and strengthen partnerships through professional practices. Utilizing project management principles and approaches, you'll understand how tools and techniques can be deployed at various stages of the project lifecycle to meet customer requirements. By the end of this course, you will prepared to develop and deliver project artifacts including client-facing plans, reports and presentations.

Content is king, and everyone is a creator. In this course, you will embark on a dynamic journey to craft compelling content that resonates with a target audience. Through practical application, you will understand the pivotal role diverse content types play in digital marketing, coupled with the influential force of a captivating brand narrative. By the course's end, you will possess a wealth of practical knowledge and a polished content portfolio.

In today's world, everyone is a brand - including you! In this course, you'll get comfortable marketing your most in-demand asset, your value. You'll develop your personal brand identity, create a standout resume and portfolio, practice your interview skills, secure recommendations and build a powerful professional network to help you acquire employment opportunities.

Apply your technical, strategic and creative knowledge and skills in this experiential course! Through high quality project-based learning, you will collaborate to manage live projects for real organizations. You will gain practical experience interfacing with peers, faculty and clients throughout all project phases. These experiences will culminate with the creation of tailored marketing deliverables and supporting creative assets with final presentations to clients/stakeholders.

Build a strategy for better customer relationships through the use of marketing automation! In this course, you will explore the intricacies of the user journey, strategically planning marketing funnels to implement drip campaigns across multiple platforms and incorporating advanced remarketing tactics. You will dive into best practices for collecting, storing, segmenting, and leveraging user data inside of a customer relationship management (CRM) system, ensuring sustained engagement post-purchase.

Unlock the potential to grow a business through search engine marketing (SEM) and social media advertising! In this course, you will understand the nuance of paid search and social advertising. You will strategically allocate marketing dollars for digital advertising campaigns, gain performance insights, and assess your campaign's impact against business objectives. Throughout this course, you will elevate your understanding of best practices for online success, empowering you to confidently navigate the evolving landscape of digital advertising.

Make better and faster business decisions by delving into the heart of digital marketing: data. In this course, you will learn strategies for understanding data, the tools to measure common marketing data sources, frameworks and methodologies for data analysis, and best practices for reporting. By the end of this course, you will have proficiency in the art of measuring and reporting results across diverse marketing platforms, sharing insights to drive strategic business improvements.