Digital Communications

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

Required Courses

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 90305 4 classes Nov. 18 - 27 6 - 9 p.m. Mon., Wed.
CRN 30453
Online Jan. 27 - Feb. 23    
CRN 30276
4 classes Jan. 28 - Feb. 6 6 - 9 p.m. Tue., Thurs.

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 30282
5 classes Feb. 10 - 26
(no class on February 17)
6 - 9 p.m. Mon., Wed.

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 Choose one of the CRNs below
CRN 30222
Online Jan. 20 - Feb. 24
CRN 30608
Online March 23 - April 27

 

Optional Courses

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.
It is recommended that students taking this course have a basic understanding of social media.

Subject code: XCSP 10020 12 Hours. Fee: $389 Choose one of the CRNs below
CRN 90248
4 classes Nov. 26 - Dec. 5 6 - 9 p.m. Tue., Thurs.
CRN 30454 Online March 8 - April 5    
CRN 30278 4 classes April 14 - 23 6 - 9 p.m. Tue., Thurs.

Google Analytics

Google Analytics is a free service that tracks website traffic to help measure the success of marketing and business outcomes. This intuitive, easy-to-use tool gives students valuable insights into the volume of traffic to their website, where it’s coming from, and the highest performing pages.

In this course, students explore the basic features of Google Analytics, define important terms, and discover a number of reports that allow them to objectively measure the performance of their website.  In addition, students learn more advanced features such as how Google collects data, how to make changes at the Account, Property or View level, how to set up Filters and Goals, and are introduced to Event and Campaign tracking. 

Subject code: XCSP 100556 Hours. Fee: $179 
CRN 30624
1 classFeb. 229 a.m. - 4 p.m.Sat.

 

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 1005315 Hours: Fee: $419Choose one of the CRNs below
CRN 90434
5 classesDec. 2 - 166 - 9 p.m.Mon., Wed.
CRN 304185 classesApril 2 - 166 - 9 p.m.Tue., Thurs.

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 Choose one of the CRNs below
CRN 90311OnlineNov. 18 - Dec. 16  
CRN 30277
5 classesFeb. 18 - 276 - 9 p.m.Tue., Thurs.

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 21 Hours. Fee: $449 Choose one of the CRNs below
CRN 905745 classesNov. 28 - Dec. 12
Nov. 30 - Dec. 7
6:30 - 9:30 p.m.
8:30 a.m. - 5 p.m.
Thurs.
Sat.
CRN 306153 classesMarch 27
March 28 - April 4
9 a.m. - 5 p.m.
9 a.m. - 5 p.m.
Fri.
Sat.

Online Community Engagement
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 Choose one of the CRNs below
CRN 30320
OnlineJan. 27 - Feb. 23  
CRN 305874 classesMarch 10 - 19
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 Choose one of the CRNs below
CRN 90315OnlineNov. 18 - Dec. 16  
CRN 303935 classesApril 14 - 286 - 9 p.m.Tue., Thurs.

Illustrator I
Cover basics tools, techniques and concepts in digital drawing with this key industry software. 

Subject code: XCGD 10003 24 Hours. Fee: $459  
CRN 30148
4 classes Jan. 18 - Feb. 8 9 a.m. - 4 p.m. Sat.

Photoshop 1
Edit, retouch and customize photos—or create entirely new images—with this powerful software.

Subject code: XCGD 10004 24 Hours. Fee: $459  
CRN 30149
8 classes Feb. 18 - March 12 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 Choose one of the CRNs below
CRN 90192
2 classes Nov. 16 - 17 9 a.m. - 4 p.m. Sat., Sun.
CRN 30332 2 classes April 4 - 5 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 90193
2 classes Dec. 8 - 15 9 a.m. - 4 p.m. Sun.
CRN 30191 2 classes April 25 - 26 9 a.m. - 4 p.m. Sat., Sun.
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 ernestbarbaric.com and twitter.com/ebarbaric


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.


Chris GarrettCE Bio - Communications - 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. 

 


David HowseInstructor Bio - David Howse - Change Management
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 IT 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 www.davidhowse.com.

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


Karen RichardsCE Bio - Marketing - Karen 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.


Lizzie MacNeillce_img_lizzie
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.


 Kat Macaulay

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.  

You can find Kat at www.takcam.com and on Facebook www.facebook.com/therealtakcam


Nancy Smith

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.

 

 

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Contact us

For information about this program:
cebusiness@mtroyal.ca
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.

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