Course Description

Program Description With the explosion of social networking platforms and the increase in mobile usage, the digital media landscape has experienced a dramatic shift, changing the way people communicate and work together. This graduate certificate program is designed for individuals with previous education or experience and prepares them to create comprehensive and integrated communication programs. Students will develop strategies and learn how to measure, manage and predict program performance while gaining exposure to the latest industry tools. Designed for students with previous education and/or experience in advertising and marketing communications, this program will broaden understanding of integrated campaigns, while teaching new skills in strategic planning, content creation, research, design, and implementation of digital programs. Students will have the opportunity to solve real-world challenges for actual clients leveraging digital strategies as part of fully integrated advertising and marketing communication programs. You will learn how to: Resolve specific challenges in digital advertising and marketing communications. Develop, present and analyze a digital advertising and marketing media plan based on research evidence. Manage the execution of a digital advertising and marketing communications media plan by applying project management principles. Evaluate the effectiveness of a digital advertising and marketing communications initiative using industry monitoring and tracking tools. Identify and adhere to digital advertising and marketing communications standards and practices in accordance with relevant Canadian Legislation. Evaluate various digital strategies and media tactics to facilitate the execution of an effective integrated communications plan. Conceive, write, design, edit and produce digital advertising content using industry-standard methods and technologies. Plan strategies for professional development to aid in the creation of an effective personal online brand identity. Career options: Account co-ordinator Account executive Brand or community ambassador Digital media planner and/or buyer (associate) Digital marketing co-ordinator Junior digital strategist Junior digital content manager

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