The curriculum in this graduate certificate program focuses on digital strategy development, an area of the industry where there is a shortage of trained professionals. The program will deepen the students’ marketing communications skills and develop new skills in planning and implementing Integrated Marketing Communications campaigns. Students learn how to utilize interactive tools to develop customer-focused interactive marketing programs as well as web analytics to predict and measure the success of web and social media campaigns. Hands-on practical experience is gained through an agency model where students work to solve real challenges from real clients, followed by a 6-week work placement.
Digital Marketing Communications Graduate Certificate Students Share Their Why
This course provides students with technical skills using Adobe InDesign and Photoshop in preparing digital content for print, the web, and social media. Each student will also build their personal branding that can be used on websites, social media, YouTube, and in personal promotion. This is a “hands-on” course where students will use the college’s state-of-the-art Mac computer lab.
The focus in this course will be on building marketing communication strategies that use websites as the hub for tactics that incorporate both traditional and digital channels. Search engine optimization (SEO) and web analytics will be additional components.
This course examines the communication process in marketing and concentrates upon the promotional goals and strategy of an enterprise, with an emphasis on the integration of digital and traditional channels. The course will be practically oriented and the students will examine traditional mass advertising, online communication, promotion, public relations, personal selling and other communication areas. The course will show the relationships between the various forms of communications and how an organization uses them individually and collectively to resolve business problems. Businesses today are searching for integrated solutions, hence the need for coordinated planning of all forms of marketing communications. The major objective of the course is to enable students to design and implement a complete integrated promotional campaign for an organization.
This course provides the student with a fundamental understanding of many of the different digital channels including: social, mobile, games, and other emerging digital channels of communication. Once an understanding of each of the channels is established the student then learns how to integrate the messages and media into coordinated strategies to achieve stated marketing objectives.
This course provides the student with the skills to develop content for digital and traditional media. The combining of words and pictures that are memorable and meaningful and engage and persuade consumers is the basis for effective messaging. As experts in Interactive Marketing have pointed out: "Content is King!" As important as media selection, or a compelling offer or even the product; a well-crafted message is an essential element of good marketing communications. Students will learn specific tactics to create print, audio and video content as well as how to shoot and edit video content and improve their creative thinking skills.
This course provides students with knowledge of essential research techniques and consumer behaviour techniques applicable to communications and marketing problem solving. Both secondary and primary research techniques are studied and applied in a practical research project. Media research data from a variety of industry sources is also studied along with understanding of and application from disciplines such as communications, psychology, sociology, cultural anthropology, and economics to describe and understand how customers, both individuals and organizations, are likely to behave.
Upon completion of this course you will be better prepared to predict customer actions, determine the needs of target markets, and understand how not only consumers but also businesses, governments, and not-for-profits make choices in the market place. In addition, this course will cover both domestic and international markets and includes significant discussion of on-line customer behaviour and the impact of the Internet on market behaviour.
This course is meant to prepare students to enter the workplace. A major component of this course will be the exploration of a student's core strengths and values to refine a career vision and focus. Ultimately, the course will culminate in the development of professional career-search materials and presentations skills necessary to promote a career portfolio for examination by prospective employers. There will be an emphasis on online and graphic personal brand development and professional networking. Specific attention will be given to leadership, teamwork, conflict resolution, and innovation within the workplace. Students will use this course to prepare for the DMC Campaign courses and for their work placement.
MARK5007 provides students with an understanding of campaign evaluation. Learning how to measure the effectiveness of your campaign allows you to improve on the go or for the next campaign. This is the course, in a series of courses in the Winter semester of the Interactive Marketing Communications program, that measures and tests the outputs from the other courses. MARK5007 focuses on web analytics but includes traditional measurements as well.
Over a 7-week period of the second semester, DMC students develop a comprehensive DMC plan for real clients using the skills they have learned in their previous courses. From the RFP stage, to client briefings, strategies and execution, culminating in a final presentation to the client. The campaign will be of a caliber that clients may implement the proposed campaign using their own resources.
Students also complete digital marketing certifications over the course of Agency. These certifications build on the skills learned over the course of the DMC program and provide students with added credentials that enhance their marketability in the job force.
Prerequisite(s): Successful completion of all semester 1 courses, MARK 5007 and MARK 5009.
At the end of core courses, in the winter semester, for six weeks, students take their new and expanded marketing communications knowledge and skills and put them to practice within organizations and agencies in the marketing communications field as interns.
Prerequisite(s): Successful completion of all other DMC courses, except by permission of program coordinator.
Two or three-year college diploma or university degree.
Our Kingston campus has seen significant renovation over the past few years, including a brand new Student Life and Innovation Centre that houses a new gymnasium, fitness centre, pub, and more.
Graduates find employment in many areas of the marketing communications industry from ad agencies, to marketing departments, to charitable and government organizations, to smaller entrepreneurial endeavours. Job areas include:
- Client Services Account Executive
- Web Producer
- Digital Analyst
- Digital Media Specialist
- Social Media Manager
- Digital Marketing Manager
- SEO and SEM Specialist, and more.
Students in this program must have a laptop computer, preferably a Mac laptop. As well, a USB key or external hard drive is needed.
Approximate additional costs:
1. Laptop - $1,500
2. Adobe Creative Cloud - $19.99 - $29.99/month subscription
3. Office 365 - included in your SLC fees
4. USB key - $30
5. External hard drive - $100
6. SD card - $50
7. Textbooks, Online Learning Tools and Apps - costs vary
It is highly recommended that students wait until they start the program before purchasing any computer hardware or software. Discounts may be available.
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