Digital Communications Extension Certificate
Classroom and Online
The innovative Digital Communications Extension Certificate program is designed to offer practical, hands-on exposure to digital communications principles, strategies and tactics for the 21st century. Developed and taught by industry experts, it will provide students with current, in-demand knowledge and skills to inform digital communications decisions for an organization’s growth and success.
The program has a strong social media focus, since Facebook, Twitter and other platforms allow organizations to engage in an ongoing, two-way dialogue with the public. The certificate covers social media strategy, branding opportunities, how to write and curate content, as well as how to effectively measure results.
One of the main functions of a social media strategy is to drive traffic to an organization’s website, so the program includes courses in WordPress, a popular, easy to use content management system. In addition, search engine marketing is covered, which helps organizations optimize their website to improve organic search results, as well as teaching how to supplement search with paid Google ads. Finally, courses in Photoshop and Illustrator will help students create striking images that make an organization’s social media and web presence felt.
- Advance your knowledge and skills in marketing and communications into this new discipline
- Earn a recognized credential to increase your career prospects
- Prepare to enter the field of digital marketing and communications
- Enhance your understanding of digital marketing to help you supervise marketers or communications specialists
- Complete the 3 required courses plus 45 hours of optional courses (87 hours)
- Can be completed within 1 semester up to a maximum of 3 years
Foundations of Social Media for Business
Analyze the role of social media in business and explore the power of these tools to build relationships with your customers.
|Subject code: XCSP 10017||12 Hours. Fee: $379||Choose one of the CRNs below|
|CRN 30845 ||4 classes||April 4-13||6-9 p.m.||Tue., Thu.|
|CRN 50292||4 classes||June 6-15||6-9 p.m.||Tue., Thu.|
|CRN 50581||Online||May 1-28|
Search Engine Marketing (SEM)
Using both primary search (employing the latest SEO techniques) and paid search (using Google AdWords), learn proven best practices on running a complete search engine campaign.
|Subject code: XCIW 10062||15 Hours. Fee: $349|
|CRN 50350 ||2 classes||June 3 & 10||8:30 a.m.-5 p.m.||Sat.|
Writing and Editing for Digital Media
The rapid growth and evolution of digital media has presented tremendous opportunities and new challenges for writers and editors. Be introduced to principles, strategies and techniques for writing and editing relevant, compelling content for various digital media platforms.
|Subject code: XCOM 20010||15 Hours. Fee: $409|
|CRN 50252||Online||May 1-29|
Choose 45 hours
Brand Reputation Management
Most businesses live and die on their reputation—and just one bad review can have a serious impact. Learn how to deal with negative comments and reviews, build positive brand sentiment, and take control of your brand reputation.
|Subject code: XCSP 10038||3 Hours. Fee: $115||Next offered: Fall 2017 |
Social Media Analytics and Optimization
Gain practical experience with tools to measure the awareness, attention, reach and influence of your brand using social media.
|Subject code: XCSP 10020||12 Hours. Fee: $379||Next offered: Fall 2017 |
Social Media Advertising
This course explores the social media advertising platforms on Twitter, Facebook and YouTube. Social media advertising allows you to precisely target your audience, and can be an affordable and cost effective way to reach them. Learn the basics of how to utilize social advertising as part of your social media strategy and broader marketing campaign.
|Subject code: XCSP 10043||3 Hours. Fee: $115|
|CRN 30732||1 class||April 26||6-9 p.m.||Wed.|
Social Media Strategy
Learn to create a practical and effective social media strategy. Develop social media objectives, advanced target market profiles, engagement maps and several content development frameworks. This approach is effective regardless of the channels used.
|Subject code: XCSP 10018||15 Hours. Fee: $409|
|CRN 50594||Online||May 29-June 25|
Social Media for Public Relations
Examine the role and impact of social media on the field of public relations. Be introduced to social media platforms and strategies for building and enhancing brand reputation, engaging with customers and key stakeholders, reaching media influencers, building online communities and managing crisis.
|Subject code: XBPR 20007||15 Hours. Fee: $389||Next offered: Fall 2017 |
Online Community Engagement (Previously: Branding and Online Communities)
Use online communities to deepen customer trust and loyalty, increase employee engagement, manage brand reputation and stimulate marketing.
|Subject code: XCSP 10019||12 Hours. Fee: $379||Next offered: Fall 2017|
Content Marketing Strategy
Promote brand awareness and build loyal communities by creating compelling content, sharing powerful stories and engaging in meaningful conversations. Develop a strategic content marketing strategy and create effective content for various channels, including print and web, blogs, online seminars and videos, infographics, and e-mail
|Subject code: XMKT 20001||15 Hours. Fee: $409|| |
|CRN 50240 ||5 classes||June 12-26||6-9 p.m.||Mon., Wed.|
Managing Content for Social Media
Learn to plan, manage and assess a comprehensive and effective social media content strategy. Discover new content marketing tools and tables to help you manage your time and strategy. Identify interesting and relevant content to share on social media channels. Save time by using the drip marketing approach. Organize yourself with an annual content calendar that highlights themes/topics for your organization or business. Finally, learn how to assess potential risks and implement measures early to maximize success.
|Subject code: XCSP 10037||3 Hours. Fee: $115|
|CRN 50348 ||1 class||May 24||6-9 p.m.||Wed.|
Introduction to Google Analytics *NEW*
Whether you operate a website for personal or business use, Google Analytics gives you much-needed insight into how much traffic you are receiving and where it is coming from. In this three-hour workshop, you will explore the basic features of Google Analytics, define important terms, and discover the various reports and their different pieces of data. You will gain confidence in using this tool to understand your website traffic.
|Subject code: XCSP 10049||3 Hours. Fee: $115|
|CRN 50512||1 class||June 27||6-9 p.m.||Tue.|
Facebook for Business
With over a billion users globally, Facebook is a powerful marketing tool, allowing you to connect with your ideal customers. Learn creative ways to use Facebook and develop a long-term engagement strategy.
|Subject code: XCSP 10013-001||3 Hours. Fee: $115|
|CRN 50451 ||1 class||June 20||6-9 p.m.||Tue.|
Blogging for Business
A well-organized and engaging blog is one of the most powerful online tools available for marketing your business. Learn to integrate effective search engine optimization methods and examine industry best practices.
|Subject code: XCSP 10014||5 Hours. Fee: $149||Next offered: Fall 2017|
LinkedIn for Business
LinkedIn is the leading social media platform for networking among business professionals and organizations. In this course, you will be introduced to the basic features of LinkedIn for business use, including how to connect with colleagues and prospects, as well as building your professional brand. The course content will be geared to individuals (business professionals, solo entrepreneurs and students).
|Subject code: XCSP 10015||3 Hours. Fee: $115|
|CRN 30727||1 class||April 3||6-9 p.m.||Mon.|
Twitter for Business
Twitter is changing the way consumers and businesses communicate. Explore the power of 140 characters in the growth and branding of your business. Examine Twitter's place in customer service, lead generation and relationship building.
|Subject code: XCSP 10016||3 Hours. Fee: $115|
|CRN 50242||1 class||June 7||6-9 p.m.||Wed.|
YouTube for Business
YouTube is the second largest search engine in the world, and has untapped potential for growing your business and brand. In this three hour workshop, you will learn how to create engaging videos, integrate YouTube into your marketing strategy, and use analytics to guide your strategy.
|Subject code: XCSP 10048||3 Hours. Fee: $115||Next offered: Fall 2017 |
Using Video with Social Media
Build on your knowledge of social media for business and learn the basics of web video. Learn how online video and social media can work together to help build and bring awareness to your business or brand.
|Subject code: XCSP 10039||3 Hours. Fee: $115||Next offered: Fall 2017|
Cover basics tools, techniques and concepts in digital drawing with this key industry software.
|Subject code: XCGD 10003||24 Hours. Fee: $459|
|CRN 50415 ||4 classes||April 29-May 27||9 a.m.-4 p.m.||Sat.|
Edit, retouch and customize photos—or create entirely new images—with this powerful software.
|Subject code: XCGD 10004||24 Hours. Fee: $459|
|CRN 50226||8 classes||May 2-25||6-9 p.m.||Tue., Thu.|
Introduction to WordPress
Begin to use the unique tools and capabilities of WordPress. Explore layout options and customize themes. Develop dynamic content using plugins and widgets. Learn how to maintain a WordPress site once it is set up.
|Subject code: XCIW 10063||12 Hours. Fee: $239|
|CRN 50237||2 classes||May 27-28||9 a.m.-4 p.m.||Sat., Sun.|
|CRN 50421||2 classes||June 10-11||9 a.m.-4 p.m.||Sat., Sun.|
WordPress for Business
Gain skill in using the variety of useful tools WordPress offers to help businesses thrive, including e-commerce and payment options, advanced analytics and the ability to drive added traffic by integrating social media into your site.
Recommended: Introduction to WordPress or experience using WordPress
|Subject code: XCIW 10060||12 Hours. Fee: $239||Choose one of the CRNs below|
|CRN 30443||2 classes||April 22-23||9 a.m.-4 p.m.||Sat., Sun.|
|CRN 50273||2 classes||June 24-25||9 a.m.-4 p.m.||Sat., Sun.|
Ernest Barbaric is a trusted authority on digital and social media marketing. His work has been featured in Forbes, Canadian Business, USA Today, Financial Post, Mashable and Social Media Today, among others.
He works with leaders, entrepreneurs and marketing professionals to build online authority, increase qualified inbound traffic, improve conversions and develop brand awareness – all through digital marketing.
Ernest is one of the founders of the Social Media for Business program at Mount Royal University. He teaches the Social Media Strategy course and the Twitter for Business workshop. He is dedicated to providing a great classroom experience with real-life marketing examples and interactive discussions.
Before joining Copyblogger full time, Chris ran a successful consulting business for 8 years. As well as teaching at MRU, Chris speaks at conferences and organizations around the world on the topics of online business, web development and content marketing.
As the Word of Mouth Marketing Strategist at Mount Royal University, Karen combines marketing, grassroots community initiatives, a love of brand, technology and social media to ensure she, and the university, are always ahead of the curve. Karen's passion is embracing and creatively implementing word of mouth marketing principles to meet business goals while cultivating a loyal community in person and online that help spread the good word about MRU.
Karen holds a Bachelor degree in Psychology from the University of Calgary, is an active member of the international Word of Mouth Marketing Association, presenter and workshop facilitator and is personally very active in the Calgary community using social media to create unique events and connect people with businesses, charities and each other.
Lizzie MacNeill is a Team Canada alumni, having spent three years with Hockey Canada as the Manager, Social Media. She’s led digital and social media strategy at an international level including managing Hockey Canada’s digital presence through the Sochi 2014 Winter Olympic Games.
Beyond the arena, Lizzie has led social media and communications teams across Canada in the non-profit and retail sectors to help brands grow and monetize their online audience. She currently works with MindFuel, a local non-profit, as the Marketing and Communications Manager and is a social media consultant in Calgary.
Lizzie is an alumni of Mount Royal, completing the first two years of her Bachelor of Communications – Public Relations program at the institution before transferring to Royal Roads University in Victoria, B.C. to complete her Bachelor of Professional Communications with an emphasis on social media.
For information about this program:
403.440.6636 or 1.888.392.3655
Mount Royal University, 4825 Mount Royal Gate SW, Calgary AB T3E 6K6
Customize this program for your organization through our Corporate Training department.