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: $389||Choose one of the CRNs below|
|CRN 90463 ||4 classes||Sept. 18 - 27||6 - 9 p.m.||Tue., Thurs.|
|CRN 90421 ||Online||Oct. 1 - 28|
|CRN 90415 ||4 classes||Nov. 19 - 28||6 - 9 p.m.||Mon., Wed.|
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: $389|
|CRN 90329 ||5 classes||Oct. 2 - 16||6 - 9 p.m.||Tue., Thurs.|
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: $419|
|CRN 90565 ||Online||Nov. 5 - 26|
Choose 45 hours
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: $389|
|CRN 90336 ||4 classes||Nov. 8 - 20||6 - 9 p.m.||Tue., Thurs.|
Advanced Google Analytics
With a better understanding of Google Analytics, you can discover data that will help you make more informed business decisions. In this three-hour workshop, you will learn how data is collected on Google, how to make changes at the Account, Property or View level, how to set up Filters and Goals, and how Event and Campaign tracking works. By taking your knowledge of Google Analytics to the next stage, you get valuable data about your customers and your business.
|Subject code: XCSP 10052||3 Hours. Fee: $119|
|CRN 90747||1 class||Dec. 5||6 - 9 p.m.||Wed.|
Advertising on Social Media
In this introductory course, you will learn how to promote your organization and its products or services by developing, launching and monitoring paid advertising on popular social media networks, such as Facebook, Instagram, Twitter, LinkedIn, Snapchat, YouTube and Reddit. The course will cover planning and budgeting, accessing advertising exchanges, designing and writing campaigns and analyzing your marketing return on investment.
NOTE: While not required, students are encouraged to apply course concepts to their own or their organization’s social media accounts.
|Subject code: XCSP 10053||15 Hours: Fee: $419|
|CRN 90694||5 classes||Nov. 14 - 28||6 - 9 p.m.||Mon., 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: $419|
|CRN 90334||5 classes||Oct. 1 - 17||6 - 9 p.m.||Mon., Wed.|
|CRN 90422||Online||Nov. 5 - Dec. 2|
Social Media Strategies and Crisis Communication
Delve into social media strategies and determine how to utilize them as professionals. Social media used for business and organizations by public relations and communication management professionals is significantly different than personal use. Social media can also inflame online and offline issues into crisis situations. This course reviews social media strategies for public relations and communication management as well as providing direction and guidance on preparing for and navigating through crisis communications situations.
|Subject code: XBPR 10103||15 Hours. Fee: $449||Not offered this semester|
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: $389|
|CRN 90335||4 classes||Oct. 25 - Nov. 6||6 - 9 p.m.||Tue., Thurs.|
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: $419|
|CRN 90426 ||Online||Nov. 5 - Dec. 2|
Instagram and Snapchat for Business *NEW*
Learn how Instagram and Snapchat can help brands and organizations connect with their communities in real-time. Discuss how to grow an online following, connect with influencers and share engaging brand stories using a consistent aesthetic and storyboarding techniques. Identify and track important metrics specific to Instagram and Snapchat.
|Subject code: XCSP 10051||3 Hours. Fee: $119|
|CRN 90599 ||1 class||Sep. 24||6 - 9 p.m.||Mon.|
Introduction to Google Analytics *NEW*
Google Analytics is a free service offered by Google that tracks website traffic. This tool will give valuable insights into the volume of traffic to your website, the best performing pages, and where that traffic 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 that will allow you to objectively measure the performance of your website.
|Subject code: XCSP 10049||3 Hours. Fee: $119|
|CRN 90539||1 class||Nov. 6||6 - 9 p.m.||Tue.|
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: $119|
|CRN 90375||1 class||Oct. 18||6 - 9 p.m.||Thurs.|
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: $119|
|CRN 90264 ||1 class||Oct. 24||6 - 9 p.m.||Wed.|
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: $119|| |
|CRN 90172 ||1 class||Sept. 26||6 - 9 p.m.||Wed.|
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: $119|
|CRN 90372 ||1 class||Nov. 7||6 - 9 p.m.||Wed.|
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|
|CRN 90173 ||1 class||Nov. 4||9 a.m. - 3 p.m.||Sun.|
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: $119|
|CRN 90371 ||1 class||Oct. 16||6 - 9 p.m.||Tue.|
Advanced LinkedIn for Business *NEW*
LinkedIn is a leading social media platform for networking among business professionals and organizations. In this course, you will be introduced to various techniques for leveraging LinkedIn to create thought leadership, promote subject-matter expertise, advertise, recruit and connect. This course will explore various free and premium features of LinkedIn including Company Pages, Slideshare, Sponsored Content, Text Ads and advanced search tools. The course content will be geared to entrepreneurs, small-to-medium-sized businesses and non-profit organizations.
|Subject code: XCSP 10050||3 Hours. Fee: $119|
|CRN 90538||1 class||Dec. 3||6 - 9 p.m.||Mon.|
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: $119|
|CRN 90459||1 class||Oct. 22||6 - 9 p.m.||Mon.|
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: $119|
|CRN 90376||1 class||Dec. 10||6 - 9 p.m.||Mon.|
Cover basics tools, techniques and concepts in digital drawing with this key industry software.
|Subject code: XCGD 10003||24 Hours. Fee: $459|
|CRN 90332 ||4 classes||Sept. 8 - 29||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 90379 ||8 classes||Oct. 2 - 25||6 - 9 p.m.||Tue., Thurs.|
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 90260 ||2 classes||Nov. 17 - 18||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|
|CRN 90261 ||2 classes||Dec. 9 - 16||9 a.m. - 4 p.m.||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 leads partnerships, social media and PR for later.com, an Instagram marketing platform with over 2 million users. Before joining Later, Lizzie 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 was the former social media manager at Hockey Canada and Saje Natural Wellness.
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.
As an early adopter of social media, Kat is a “pioneer” of the new rules of marketing and public relations. She was named an entrepreneur to watch by Inc. Magazine, and her work has been featured in publications both nationally and internationally.
Kat is known for making difficult topics easier to understand and more entertaining. She’s worked with some of the world’s largest brands and counseled dozens of senior leaders, helping them navigate and leverage social media in ways that matter.
Last December she founded the Facebook Live show “Social Media Questions with Kat” where she responds to social media and digital marketing questions from marketers, business owners and entrepreneurs.
Kat holds a degree from Mount Allison University in History and Political Science, as well as an Advanced Diploma in Public Relations from NSCC. But her social media education began in 2005 when she accepted an invitation to Facebook and continues today.
When Kat isn’t busy teaching, she’s planning her retirement to Cape Breton.
Nancy Smith loves to help businesses understand and develop strategies for social media. As an early adopter and avid social media user, it has been a natural transition for her to apply knowledge from her marketing career to assist brands such as Travel Alberta, SportChek, and Samsung.
As a passionate advocate for social media, Nancy has been an instructor at Mount Royal University since 2015 in the Social Media and Marketing and Strategic Communications programs. Nancy is also an acclaimed speaker, with more than 10 years of experience providing workshops and sessions at large-scale conferences dealing with issues related to social media.
As the mother of a teen, Nancy can also relate to the challenges parents face in today’s digital world. Realizing that there was a gap in the information available for generating positive discussions, she has recently launched SocialCitizens.ca as a resource for parents in order to provide the practical advice that parents were looking for—and that kids needed. She enjoys helping adults learn about the positive aspects of social media and working with kids on how they can be responsible social citizens in a rapidly changing global environment. She is an author of a book, Social Citizens: A Positive Approach to Social Media & Parenting in a Digital World.
For information about this program:
403.440.6861 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.