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

Program Format

  • Complete the 5 required courses (69 hours)
  • Can be completed within 1 semester up to a maximum of 3 years

Program Requirements

  • 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.
SOCIAL MEDIA FOR BUSINESS SCHEDULE

Required Courses
Fall
(Sept.-Dec)
Winter
(Jan.-Apr.)
Spring
(May-Jun.)
Foundations of Social Media for Business  CL & OL
CL​​
​CL​
Social Media Strategy  CL & OL
CL​
 
Branding and Online Communities CL
​CL & OL​
 
Social Media Analytics and Optimization CL
CL & OL
 
Social Media Final Project CL
​CL
​OL​
 
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.

 

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 90839
4 classes Nov. 20 - 29 6 - 9 p.m. Mon., Wed.
CRN 30590 4 classes Jan. 30 - Feb. 8 6 - 9 p.m. Tue., Thurs.
CRN 30645
4 classes April 3 - 12 6 - 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 30591
5 classes Feb 15 - March 16 - 9 p.m. Tue., Thurs.

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.

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.
CRN 30681 Online March 12 - April 8    

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 18 Hours. Fee: $459  
CRN 90256
6 classes Nov. 28 - Dec. 14 6 - 9 p.m. Tue., Thurs.
CRN 30837 6 classes April 5 - 24 6 - 9 p.m. Tue., Thurs.

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

Introduction to 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: XCSP 10049 3 Hours. Fee: $119
CRN 30984
1 class Feb. 5 6 - 9 p.m. Mon.

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 30595
1 class Feb. 21 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 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 90236 1 class Nov. 19 9 a.m. - 3 p.m. Sun.
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  
CRN 90837
1 class Dec. 4 6 - 9 p.m. Mon.

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.

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.

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 90552 1 class Dec.11 6 - 9 p.m. Mon.

Social Media Advertising
This course explores the 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: $119  
CRN 90610
1 class Nov. 29 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: $119 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 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.


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 www.davidhowse.com.

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:
cebusiness@mtroyal.ca
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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