COURSE CURRICULUM

This graduate certificate in Digital Marketing equips students with the essential tools, technologies, and strategies to excel in today’s dynamic digital marketplace. In the first semester, students explore foundational and advanced concepts, beginning with AI-powered marketing solutions that optimize strategies through predictive analytics and personalized targeting, while maintaining ethical and legal standards. Courses such as Crafting a Digital Narrative teach digital storytelling and audience engagement across platforms. Core topics include Digital Marketing Strategy, Introduction to Digital Marketing, and Strategic Social Media, where students learn to develop data-driven plans, manage content, and captivate audiences through targeted social strategies compliant with privacy policies. Hands-on skills are developed in Tools of the Digital Marketing Trade I and website optimization in What’s in a Website?, focusing on graphic design, marketing automation, and conversion optimization. The second semester builds on these skills, emphasizing the balance between paid and organic content to maximize engagement, Consumer Behaviour and Experience Design to tailor personalized user experiences, and Digital Leads, focusing on lead generation and conversion tactics. The program culminates in a Digital Marketing Capstone, where students collaborate with real clients to execute comprehensive marketing plans, showcasing creativity, strategy, and ethics. Additional courses include Digital Marketing Case Studies, offering practical lessons from successful and failed campaigns, Insights and Analytics for data-driven decision-making, and Tools of the Digital Marketing Trade II, which further develops proficiency in marketing platforms, SEO analysis, and web optimization. Delivered fully in person, the program combines theory, case studies, simulations, and practical activities to prepare students for immediate impact in the fast-evolving digital marketing landscape.