COURSE CURRICULUM

The program matrix for the Digital Marketing and Brand Strategy option is structured into two key levels focusing on both foundational knowledge and practical experience. Level 3, spanning 15 weeks, includes courses designed to deepen understanding of core marketing concepts such as Marketing Research, Brand and Campaign Strategy, Owned Marketing Communications, Paid Media Planning and Buying, Consumer Experience Marketing, Earned Marketing Opportunities, and Campaign Communications, with credits ranging from three to four per course. These courses equip students with the skills needed to analyze market data, develop strategic marketing campaigns, and manage diverse communication channels effectively. Moving into Level 4, a more intensive 20-week term, students engage in advanced topics including Campaign Development, a comprehensive Digital Marketing Internship providing 12 credits of hands-on real-world experience, Creative Process and Production, Current Issues in Marketing Communications, Managing Marketing Projects, and User Behaviour and Campaign Analytics. This level emphasizes practical application of skills through the internship, which offers immersive industry exposure and helps students build professional networks. The inclusion of current issues and project management courses ensures students stay updated with marketing trends and develop strong organizational capabilities. Overall, the program requires a total of 109.5 credits and balances theoretical knowledge with experiential learning to prepare students thoroughly for successful careers in marketing communications, campaign management, and digital strategy.