Digital Content Creation

Digital Content Creation Extension Certificate 

Classroom and Online

Digital media is redefining the way our world communicates, accesses information and shares ideas. The explosion of online, social media and mobile technologies in recent years is changing how we use and interact with digital media on a regular basis, creating incredible new opportunities and challenges. With these advances, high-quality content has become central component of marketing and strategic communication plans.

The Digital Content Creation program provides practical, in-demand skills for developing a content strategy and measuring its success; adapting messages and stories for different audiences; integrating text, images and audio-visual material; and writing, editing and delivering interesting content to attract and engage audiences.

  • Build a career as a digital content specialist
  • Shift your professional writing career into digital content creation
  • Enhance your talents in social media, blogging or journalism
  • Complete the 4 required courses plus 30 hours of optional courses (93-96 hours)
  • Can be completed within 1 semester up to a maximum of 3 years

Required Courses

Introduction to Digital Graphic Design
Be introduced to basic design principles to create visually compelling messages. Gain practical exposure to working with clients and exploring career options. Key topics include design fundamentals, design software, client communication and portfolio creation.

Subject code: XCGD 10014 18 Hours. Fee: $309  
CRN 30563
6 classes Jan. 8 - 24 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  
CRN 30427
Online March 26 - April 23

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 CRN's below
CRN 30915 Online Feb. 12 - March 11    
CRN 30914 5 classes April 18 - May 2 6 - 9 p.m. Mon., Wed.

Choose either:

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 30594
4 classes March 20 - 29 6 - 9 p.m. Tue., Thurs.

- OR -

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 30599 5 classes March 1 - 15 6 - 9 p.m. Tue., Thurs.

Optional Courses

Choose 30 hours

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 30729
1 class Feb. 13 6 - 9 p.m. Tue.

Advertising on Social Media
This course is an introduction to social media advertising that will enable students to use social media to promote a brand or organization through paid advertising. Students will learn how to develop, launch and monitor paid social media campaigns on popular social networks such as Facebook, Instagram, Twitter, LinkedIn, Snapchat, YouTube and Reddit.

Through lectures, discussions, and case studies, students will learn how to plan and budget for paid campaigns; access various social media ad exchanges to publish paid campaigns; how to design and write compelling social media campaigns; and how to monitor the analytics to understand a marketing return on investment.

Note: If possible, students are encouraged to access their organization’s business accounts to apply all concepts from the course.  However, this is not a requirement.

Subject code: XCSP 1005315 Hours: Fee: $419 
CRN 310255 classesApril 4 -186 -9 p.m.Mon.,Wed.

 Advanced Google Analytics
Google Analytics is a tool that can be useful with even a basic understanding. However, the more you learn, the more in-depth the data discovery can become. In this three hour workshop, we take a more advanced look at this powerful tool and how it can help you make informed business decisions. Discover how Google collects data, how to make changes at the Account, Property or View level, how to set up Filters and Goals, and be introduced to Event and Campaign tracking.

Subject code: XCSP 100523 Hours. Fee: $119 
CRN 310241 classApr. 46 - 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: $419  
CRN 30591
5 classes Feb. 15 - March 1 6 - 9 p.m. Tue., Thurs.

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: $399  
      Next offered: Winter 2018

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 30680
Online Jan. 22 - Feb. 20    
CRN 30593 4 classes March 6 - 15 6 - 9 p.m. Tue., Thurs.

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 30985
1 class March 5 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 30984
1 class Feb. 5 6 - 9 p.m. Mon.

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 30586
1 class March 14 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 30589
1 class March 21 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 30587 1 class April 29 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 30588
1 class April 3 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  Not offered this semester

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  Not offered this semester

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  Not offered this semester

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 30298
4 classes Jan. 6 - 27 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 30299
8 classes Jan. 9 - Feb 1 6 - 9 p.m. Tue., Thurs.

InDesign I
Lay out documents like a pro by mastering the tools and techniques that make InDesign an industry favourite.
Note: This course is taught on the Mac. Optional course materials: approx. $65+GST at the BookStore

Subject code: XCGD 10006 15 Hours. Fee: $309  
CRN 30300
2 classes Feb. 4 - 11 9 a.m. - 5 p.m. Sun.

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 30749
2 classes Feb. 24 - March 3 9 a.m. - 4 p.m. Sat.

Business Skills and Portfolio Creation for Digital Design
Develop valuable skills for working with clients and creating a professional portfolio. Topics include portfolio development, copyright issues, client relations, contracts and project management.

Subject code: XCGD 10001 18 Hours. Fee: $299  
CRN 30294 6 classes April 10 - 26 6 - 9 p.m. Tue., Thurs.

Foundations of Photography, Level 1
Master basic camera techniques so you can operate your digital SLR (single lens reflex) camera more effectively and creatively. Learn about camera controls, light meters, lenses, depth of field and lighting.
Note: Camera must have fully manual capabilities.

Subject code: XAFT 10002 20 Hours. Fee: $299  
CRN 30007
8 classes Feb. 7 - March 7
Feb. 10 - March 3
6 - 8:30 p.m.
9 - 11:00 a.m.
CRN 30157
8 classes Feb. 27 - April 17 7 - 9:30 p.m. Tue.

Digital Darkroom Basics
Taking a well-exposed and well-composed photograph is a good foundation, but digital editing can enhance any image. Learn about importing, colour correction, cropping and more.
Prerequisite: Foundations of Photography, Level 1
Note: Adobe Lightroom is used.

Subject code: XAFT 10020 15 Hours. Fee: $279  
CRN 30169
5 classes Feb. 26 - March 12 6:30 - 9:30 p.m. Mon., Wed.

Editing Fundamentals
Discover the fundamentals of professional editing and the skills and standards common to all editors. Learn why editing matters and how editing skills can be developed and refined. Be introduced to different kinds of editing (copy editing, style editing and structural editing).

Subject code: XCOM 20002 15 Hours. Fee: $419  
CRN 30326
5 classes Jan. 13 - 20 8:30 a.m. - 5 p.m. Sat.

Copyediting and Proofreading
Learn copy editing to ensure that documents are accurate, clear, correct, consistent and complete. Fix usage, grammatical, punctuation and mechanical errors, and maintain a consistent editorial style. Study the proofreading process and learn how to mark copy for correction.
Recommended prerequisite: Editing Fundamentals
Textbooks (required - available at the BookStore): The Copyeditor’s Handbook: A Guide for Book Publishing and Corporate Communications, 3rd edition, Amy Einsohn, approx. $40+GST; Proofreading: Meeting Professional Editorial Standards, Editors Association of Canada, approx. $40+GST

Subject code: XCOM 20003 20 Hours. Fee: $449 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.

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

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 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 this program:
403.440.6013 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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