Social Media for Business

Social Media for Business Extension Certificate

Classroom and Online

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Social media tools have created a two-way conversation between customers and marketers that organizations of all sizes can use to reach their target audiences. In only a few hours per week and little or no financial investment, become an active, collaborative social media contributor, and drive results in line with your business objectives.

By exploring real world situations and current case studies, students will learn the principles of social media, the fundamentals of branding and building online communities, as well as how to execute and measure the success of a social media strategy. In addition, students will have the opportunity to work interactively to create a hands-on social media plan for a local organization. 

Check out a real-life success story!

 During the final project for the Social Media for Business Extension Certificate, Jemma Young was paired with Hockey Canada.

"I was able to showcase some of my skills and build some relationships there,"  she says.

Jemma proved that she was capable and scored her current position: Manager of Social Media with Hockey Canada.

Read the full story here and get started on polishing your social media skills by registering for one of our courses today!

ce_blog_hockeyCanada_player-497x753 ce_blog_hockeyCanada_badge-800x800


  • Prepare for a career in social media or marketing
  • Gain skills and knowledge for your social media responsibilities
  • Earn a recognized credential
  • Complete the 5 required courses (72 hours)
  • Can be completed within 1 semester up to a maximum of 3 years
  • You must have strong computer and file management skills.
  • You must be comfortable working in a Windows environment.
  • Previous work with or a strong interest in social media is highly recommended.
  • Although you do not need special software, you must have access to an up-to-date computer for occasional out-of-class work including access to the Internet, use of CD-ROMs, practice files, assignments, etc.

Required Courses
Foundations of Social Media for Business  CL & OL
Social Media Strategy  CL & OL
Branding and Online Communities CL
​CL & OL​
Social Media Analytics and Optimization CL
Social Media Final Project CL
CL=Classroom-based OL=Online (Choose one or the other for each course.) 
The above schedule is subject to change. Courses start on various dates within each semester.
Fall schedule and registration available in June. Winter schedule and registration available in November. Spring/Summer schedule and registration available in March.


Required Courses

Foundations of Social Media for Business    
Learn to leverage the power of digital word-of-mouth networks. In this foundational course, analyze the role that common social media platforms play in business transactions and explore the power of social media tools to build meaningful relationships with your customers.

Subject code: XCSP 10017 12 Hours. Fee: $379   
CRN 30845 4 classes Apr. 4-13 6-9 p.m. Tue., Thu.

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 30730
5 classes Feb. 16-Mar. 2 6-9 p.m. Tue., Thu.

Online Community Engagement (Previously: Branding and Online Communities)
Explore how online communities deepen customer trust and loyalty, increase employee engagement, manage brand reputation and stimulate word of mouth marketing. Acquire a set of advanced digital marketing skills to build an authentic and powerful online community.

Subject code: XCSP 10019 12 Hours. Fee: $379   
CRN 30733 4 classes Mar. 7-16 6-9 p.m. Tue., Thu.

Social Media Analytics and Optimization 
Gain functional knowledge and practical experience with a variety of digital measurement tools. Learn to measure the awareness, attention, reach and influence of your brand using social media. Discuss effective goal-setting and learn to build sustainable marketing campaigns on the web.

Subject code: XCSP 10020 12 Hours. Fee: $379  Choose 1 of the CRNs below
CRN 30913 Online Mar. 13-Apr. 9    
CRN 30734 4 classes Mar. 21-30 6-9 p.m. Tue., Thu.

Social Media Final Project    
Apply the knowledge you gained in all previous courses to address a marketing challenge for an organization.  If you attend the in-class version of the course, you will work in groups with fellow students to develop a comprehensive social media plan for a local, real-world non-profit organization.  If you register in the online version of the course, you will have the option to work individually or in a group, and you’ll be able to create a plan for your own business (real or hypothetical), the organization you work for, or for a non-profit of your choice.  (Please note that you will not be matched up with a non-profit in the online version of the course).
Prerequisite: Previous 4 Social Media for Business courses

Subject code: XCSP 10021 21 Hours. Fee: $459  
CRN 30731 7 classes Apr. 6-27 6-9 p.m. Tue., Thu.

Note: These workshops are not part of the certificate program (above).

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: XCTT 40013 3 Hours. Fee: $115+GST  
CRN 31040 1 class Mar. 1 6-9 p.m. Wed.


Search Engine Marketing
Search Engine Marketing (SEM) has become an important part of the marketing landscape. It allows organizations to target customers based on topics they are searching for, as well as their location, age, education and other demographics. Using both primary search (using the latest SEO techniques) and paid search (using Google AdWords), learn proven best practices for search engine campaigns.

Subject code: XCIW 10062 15 Hours. Fee: $319  
CRN 30740 2 classes Feb. 25-26 8:30 a.m.-5 p.m. Sat., Sun.

Social Media Advertising
Explore 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 Apr. 26 6-9 p.m. Wed.

Twitter for Business
Twitter is changing the way consumers and businesses communicate. Explore how powerful 140 characters can be in the growth and branding of your business. Examine Twitter’s place in customer service, lead generation and relationship building, and learn the basics to get started.

Subject code: XCSP 10016 3 Hours. Fee: $115  
CRN 30728 1 class Mar. 22 6-9 p.m. Wed.

Facebook for Business
The reigning champion of social media networks, Facebook attracts over one billion users and millions of businesses. Competition for "likes" and engagement has also increased. Learn current best practices, Facebook advertising and study some of the leading brands on Facebook.

Subject code: XCSP 10013-001 3 Hours. Fee: $115
CRN 30725 1 class Feb. 8 6-9 p.m. Wed.

Blogging for Business
Content is the cornerstone of a modern marketing strategy, and your blog is one of the most important marketing assets available. Learn best practices, strategies and tactics for business blogging. This course covers advanced post structure, content idea generation, SEO for bloggers and simple analytics, and touches on monetization.

Subject code: XCSP 10014 5 Hours. Fee: $149 Next offered: Fall 2017

LinkedIn for Business
LinkedIn is the leading social media platform for business professionals. In this course you will be introduced to LinkedIn and all of its features. Learn how to connect with colleagues, clients, and prospects, and discover how to share your industry knowledge with others.

Subject code: XCSP 10015 3 Hours. Fee: $115  
CRN 30727
1 class Apr. 3 6-9 p.m. Mon.

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 Next offered: Spring 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 Course not offered this semester

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  
CRN 30735
1 class Feb. 22 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 Course not offered this semester

CE Bio - Social Media for Business - BarbaricErnest Barbaric
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.

You can find Ernest at and

Ted Flittonce_img_Ted_Flitton
Ted Flitton is the principal of Base Reputation Management. He has almost twenty years’ experience as a journalist, corporate spokesperson and issues manager. He helps companies, non-profits and associations strengthen their practices, primarily in the disciplines of issues management, media relations and training, employee engagement and customer experience strategies. 

He has studied with the Reputation Institute, received a B.A. in political science from York University, completed the Canadian Securities Course and earned a diploma in Human Resources Management from Seneca College, among others. He regularly writes about reputation issues.

CE Bio - Marketing - Karen RichardsKaren Richards
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.


CE Bio - Communications - GarrettChris Garrett
Chris Garrett is the Chief Digital Officer for Copyblogger Media, and is the co-author of several books, including Problogger with Darren Rowse. He has more than 22 years of professional internet consulting, direct marketing, advertising, and web development experience, working with global brands such as Toshiba, Durex, Heinz, Procter & Gamble, and Coca-Cola.

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.


Instructor Bio - David Howse - Change ManagementDavid Howse
David administered the world’s largest Facebook Group for marketers (Marketing 2.0) in 2007.

Originating in Lethbridge, Alberta, he established David Howse Marketing, a one-man operation that grew its client base by gaining the trust of local businesses.  In the fall of 2015, his company merged with Salmon Dev Studios Inc. a specialized I. T. company to form Matterhorn Business Solutions Inc.

David manages and executes marketing strategies for several prominent Calgary businesses in a range of sectors.  Clients include Borger Group of Companies, Waterford Station Land Development, and Q Haute Cuisine. For more details, visit

David has a marketing diploma from College of the North Atlantic and a management degree from the University of Lethbridge.

Lizzie MacNeillce_img_lizzie
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.

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Contact us

For information about the certificate program and workshops:
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.

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