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.

Important Notice

NOTICE:  The Digital Communications program is being discontinued.  However, courses will continue to be offered in the Winter 2020 (January-April), Spring 2020 (May-June) and Fall 2020 (September-December) semesters to enable students to earn their Digital Communications extension certificate. 

Students interested in beginning the program now – or those who have completed only a few courses – are advised to register in the required courses first. 

Please note that we expect to launch a revised digital media marketing program beginning in the Winter 2021 (January-April) semester.

Please contact us with any questions at  cebusiness@mtroyal.ca

  • 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

Classroom delivery of courses unavailable until further notice due to COVID-19.

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 (for registration) : Computers- Specialty Programs

Subject code: XCSP 10017 12 Hours. Fee: $399  
CRN 90260 
Online Sept. 21 - Oct. 18

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 (for registration) : Computers-Internet/Web Design

Subject code: XCIW 10062 15 Hours. Fee: $389  Offered next in Winter 2021

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 (for registration) : Communications

Subject code: XCOM 20010 15 Hours. Fee: $429  
CRN 90319
Online Oct. 26 - Nov. 30

 

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 (for registration) : Computers-Specialty Programs

Subject code: XCSP 10020 12 Hours. Fee: $399  
CRN 90662 Online Nov. 16 - Dec. 13

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 (for registration) : Computers-Specialty Programs

Subject code: XCSP 10055 6 Hours. Fee: $179   Not offered this semester

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.  

Subject (for registration) : Computers-Specialty Programs

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: $429   Not offered this semester

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 (for registration) : Computers-Specialty Programs

Subject code: XCSP 10018 15 Hours. Fee: $429  
CRN 90261 Online Oct. 13 - Nov. 8

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.

Live, Online Class Requirements: You will use Google Suite (Google Classroom, Hangout Meets) to participate in this live, online class. You will need to access the class through a laptop or desktop computer that has a functional webcam and microphone. A reliable Internet connection is required. Google Chrome browser is recommended for best results.

Subject (for registration): Basic Public Relations

Subject code: XBPR 10103 21 Hours. Fee: $459   Live, Online Class
CRN 90700 3 classes Nov. 13, 14 & 21 9 a.m. - 5 p.m. Fri., Sat., Sat.

Online Community Engagement
Use online communities to deepen customer trust and loyalty, increase employee engagement, manage brand reputation and stimulate marketing.

Subject (for registration) : Computers-Specialty Programs

Subject code: XCSP 10019 12 Hours. Fee: $399  
CRN 90661 Online Nov. 2 - 29

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 (for registration) : Marketing

Subject code: XMKT 20001 15 Hours. Fee: $429  
CRN 90664 Online Nov. 16-Dec. 13

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

Subject (for registration) : Computers-Graphic Design

Subject code: XCGD 10003 24 Hours. Fee: $459   Not offered this semester

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

Subject (for registration) : Computers-Graphic Design

Subject code: XCGD 10004 24 Hours. Fee: $459   Not offered this semester

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 (for registration) : Computers-Internet/Web Design

Subject code: XCIW 10063 12 Hours. Fee: $239   Not offered this semester

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 (for registration) : Computers-Internet/Web Design

Subject code: XCIW 10060 12 Hours. Fee: $239   Not offered this semester

David Howse Instructor 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 Richards CE 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 wo rd 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 ce_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.