As the world changes, so do the ways we consume media and advertising. Organizations with more traditional marketing platforms are being forced to examine digital approaches to their work.
This program not only develops your skills in the area of general marketing, you're also trained in using the internet and other online platforms to digitally promote products and services.
You learn to:
- Evaluate various digital strategies and media tactics to execute effective integrated marketing-communications plans.
- Create digital marketing content using industry-standard methods and technologies.
- Optimize your content for internet search engines.
- Adhere to digital advertising and marketing standards, in accordance with Canadian legislation.
- Measure the success of digital advertising and marketing-communications initiatives using industry-standard monitoring and tracking tools.
You graduate with recognized certification that may include Google Analytics, Facebook Blueprint or Hootsuite.
- This is a practical, hands-on program designed to mirror the processes found in digital and social media marketing roles.
- You're expected to have basic Microsoft Office computer skills, and access to technology to complete the program.
Tuition is valid for the 2021-22 academic year. Program costs and fees (textbooks, supplies, etc.) are additional.
Tuition, fees and program costs
In addition to annual tuition, there are program costs (books, tools, etc.) and student fees for college services, health and dental plans, your student association and parking.
View detailed program fees page(s). Please note that amounts on these pages are meant for planning purposes only. They don't represent final amounts owing.
Courses may include
These are some of the courses offered in this program. It is not a complete list and courses are subject to change in advance of the academic year.
MKTG 1010 - Marketing I
The primary focus of this course is marketing products and services to targeted customers. Emphasis is placed on the basic marketing premise that customer needs must be satisfied in order to achieve an organization's objectives. The strategic marketing planning process is introduced, along with the specific concepts and principles involved in the four key components of the marketing mix.
MKTG 2500 - Fundamentals of Digital Marketing
This course introduces digital marketing, its purpose and relevance in the marketing practice. Students will be introduced to the key principles of digital marketing as well as the main tools required for digital marketing to function effectively. It will enable students to develop clear objectives for a digital marketing plan and the role audience and competitor research plays in effective audience targeting.
MKTG 5010 - Content Marketing
This course establishes the power of content and how it enables digital marketers to carry potential customers along with them on their journey through the digital marketing space with the aim of converting them. Students learn how to create, curate, and deliver content effectively. It also delves into the skills needed to plan and execute a content strategy that is audience and persona driven.
MKTG 5020 - Social Media Marketing
In this course, students discover and learn how social digital marketers can use social media platforms to have a direct connection to consumers. Students discover how to leverage social media in their overall marketing strategy and learn best practices for helping them successfully connect with consumers. They will learn the foundational skills of social media marketing, utilize social tools for business and government, and discover how to advertise on social platforms and measure effectiveness.
MKTG 5030 - Search Engine Optimization (SEO)
This course equips students with the knowledge of how search engines work. Lessons delve into how to optimize your website to deliver the right signals to search engines, why it is important to align your SEO objectives with your overall business objectives, and how to use keyword and competitor research to build an SEO plan that will attract and convert the right audience to your website.
MKTG 5040 - Search Engine Marketing (SEM)
This course demonstrates the implementation and management of paid search campaigns online advertising platforms. Students will be able to develop and manage an SEM strategy and campaign based on budget, industry and location, as well as develop skills to optimize paid search campaigns, bidding and conversion tracking.
MKTG 5050 - Email and Blog Marketing
This course explores email as a key marketing channel and explores techniques and email design best practices. It covers the key elements of developing a compelling email, as well an email marketing campaign. students will also learn how to utilize subscriber lists and understand privacy legislation with respect to email marketing.
MKTG 5060 - Digital Marketing Analytics
The course provides students with the fundamentals of web analytics. They will learn how to install and utilize analytics to track and collect data, as well as gain insight about activities within their website traffic, analyze your digital marketing performance and use the data collected for decision making. It will also explore your responsibilities regarding data collection, consent, and privacy issues.
MKTG 5070 - Digital Marketing Strategy
This course will delve into the components required to develop a digital marketing strategy. It will enable students to grasp and use online marketing channels as well as a digital marketing campaign to achieve their digital marketing strategy and ROI expectations. This course will cover how to set clear objectives and measurable key performance indicators in addition to the research needed to guide students in channel selection. and, finally, students will also learn how to execute their plan.
MKTG 5960 - Work Experience
The work experience component provides the learner with an opportunity to apply new skills and concepts appropriate for entry-level positions within the occupation. Learners will assess their own performance and be evaluated by an industry partner. Learners will identify personal outcomes they wish to attain during the work experience and will keep a journal. This is a course of 175 hours spread over five weeks.
SAFE 1000 - Introduction to WHMIS (Workplace Hazardous Materials Information Systems)
This course offers learners basic overview of WHMIS principles and establishes a solid foundation to support workplace-specific training on the safe storage and handling of controlled/hazardous products. Upon successful completion of the course, students receive basic WHMIS certification.
SAFE 1001 - Introduction to NS OH&S Act
This course offers students an introduction to the Occupational Health & Safety (OH&S) Act of Nova Scotia, which is required by any person employed in a Nova Scotia workplace. This is a generic, introductory course that provides basic knowledge of the Act for students and is considered to be the basis from which more specific training can be given.