This program focuses on how the planning and creative processes work together to produce powerful campaigns. Using the latest industry-specific software, you’ll learn how to interpret market research data, develop strategies, design creative concepts, calculate media placement and other associated costs, estimate and evaluate campaign outcomes and engage in the media selling and buying process. Does your company really need a blog, Instagram, Facebook, YouTube, and Twitter account to meet its business objectives? Learners in this program will learn how to design and implement successful social media campaigns. Develop their skills through project work involving key digital platforms such as Facebook, Twitter and YouTube. Maximize your ability to cut through the media noise and raise the profile of your message.

Current research, best practices and hands-on coursework provide the foundation for dynamic learning and the knowledge you need to stay on top of this ever-changing field.

Program Learning Outcomes

  • Identify and respond to clients’ advertising and marketing communications objectives by applying principles of marketing and communications.
  • Perform a market segmentation analysis, identify the organization’s target market/audience and define the consumer behaviour of each segment.
  • Develop an advertising plan and present and defend it persuasively.
  • Contribute to evaluating the effectiveness of advertising and marketing communications initiatives.
  • Collaborate in the development of advertising and marketing communications material, in compliance with current Canadian legislation, industry standards and business practices.
  • Participate in the development of creative solutions to address advertising and marketing communications challenges.
  • Contribute to planning, implementing, monitoring and evaluating projects by applying the principles of project management.
  • Complete all work in a professional, ethical and timely manner.
  • Determine, analyze and respond to clients’ advertising and marketing communications objectives by applying principles of marketing and communications.
  • Perform a market segmentation analysis, determine the organization’s target market/audience and define the consumer behaviour of each segment.
  • Develop an integrated advertising and marketing communications plan and persuasively present and defend it.
  • Evaluate the effectiveness of integrated advertising and marketing communications initiatives.
  • Develop advertising and marketing communications material in compliance with current Canadian legislation, industry standards and business practices.
  • Develop creative solutions to address advertising and marketing communications challenges.
  • Plan, implement, monitor and evaluate projects by applying principles of project management.


Instructional Activities, Design and Delivery Mode

The program consists of ten 45-hour courses at the certificate level, and a Capstone Project. Upon successful completion of ten additional 45-hour courses at the diploma level, graduates are awarded our College Diploma.

Evaluation of Student Learning

Evaluation of student learning is based on completion of course assignments or projects. Due dates and criteria for successful completion of each course assignment will be outlined by the instructor at the beginning of each course.

Courses and Outlines

Course NameCourse CodeCourse LevelCourse CreditsCourse IDCourse Outline
Social Media FundamentalsDIMA-SOM13DIMA-SOM-001Social media has undoubtedly become a staple in the modern marketing arsenal and emerged as a powerful platform to create meaningful engagements with customers. Social media companies have grown outside the simple focus on social media engagement only and have now taken bold steps to use Artificial intelligence and Virtual Reality tools to power an immersive experience for customers, and invited brands to be part it. This course will equip students to design strategies for deploying on key social media platforms, build engagement plans, identify opportunities in the emerging space as well as deal with the challenges and risks of citizen journalism in real-time.
Search Engine & Performance MarketingDIMA-SEO13DIMA-SEO-001 This course focuses on the use of performance driven digital channels to generate real-time business results. Students will learn how to employ search engine optimization techniques, bid on and place ads within search results and build effective email marketing campaigns and affiliate marketing programs. Students will also learn how to use the influx of real-time data to enhance and optimize the performance of all these activities.
Digital Marketing Analytics IDIMA-DMA13DIMA-DMA-001Web analytics has become a vital practice in today’s marketing world and an important knowledge base that every marketer should be skilled at. Students will learn to apply the principles of Web analytics to extract insights from large troves of data, derive insights to achieve business success. This course will cover the key pillars of web analytics, namely: web and mobile data analysis, social media analytics, and omni-channel analytics.
Copywriting for digital MarketingDIMA-CDM13DIMA-CDM-001Students will learn not only about the laws and regulations that apply to the Internet and information technology, but also how to engage intellectual property rights, law and regulation to protect intellectual effort. Topics include privacy, private data collection, property (IP/DRM), security, gambling, ethics, the internet of things/everything (IoT), data, patents, trademarks, domain names, copyright, linking, meta-tags, online contracts, online advertising and marketing. Students receive an overview of law in the modern marketplace, which we practice applying online in a series of non-cumulative exercises, a role play exercise and in discussions.
Marketing ManagementDIMA-MMA13DIMA-MMA-001This course is an introduction to the fundamentals of marketing. In addition to the “four Ps” of marketing—product, price, place, and promotion—students will be introduced to how marketers create customer-driven marketing strategies based on their research and understanding of the marketing environment and customers. Students will develop a marketing plan and integrated marketing communications (IMC) plan based on a case study, which will be assessed on students’ application of marketing terminology and processes and in the professionalism of their work. Additionally, students will complete assignments, quizzes, and exams.
Digital MarketingDIMA-MAR13DIMA-MAR-001This course focuses on the use of online advertising as a key digital marketing tool across the plethora of mobile and desktop web browsing environments, the emerging practice of programmatic bid for inventory with the objective of building effective communication programs. Students will be introduced to the most common industry tools, including achieving certificates by industry groups like Facebook and Google. The course will also equip the students to navigate the challenges faced by the industry like click fraud, viewability and Ad Blockers (to name a few).
Marketing In a Connected WorldDIMA-EMA13DIMA-EMA-001This course introduces the student to the transformation impacting the practice of marketing due to evolutions in technology, data analytics and content. Students will examine how the new and emerging digital platforms are converging to deepen the organizations' engagement with their customers and assist them on the road to success.
Digital Marketing CommunicationsDIMA-DIC13DIMA-DIC-001This hands-on course combines concepts and practice as students work through all stages of designing and writing a quality Help system, including analyzing user needs, designing information and visual schemas, writing, indexing, and testing. Students will have the opportunity to learn about industry-standard authoring tools and publishing formats, and discuss the future trend of online Help. NOTE: Students do not need to submit transcripts for entrance to this course. BUT, in the case of formal or informal grade appeals or reviews they will be asked to show proof of their English requirements.
Digital Media Production & Programmatic AdvertisingDIMA-DMP13DIMA-DMP-001An introduction to the fundamental concepts, concerns, genres, and technologies of digital media. Students produce introductory digital projects (Web, photography, video, and audio) exploring contemporary concerns and genres in the new media field. Students from other fields are invited to explore interdisciplinary applications of Digital Media. Students explore the business of Programmatic Advertising to develop the fundamental knowledge and skill needed for the effective buying and selling of advertising media placements in real time. This interactive course uses real life case studies and, hands-on learning and assignments to provide students with experience in using programmatic technology, methods and techniques to optimize a media campaign.
Web Development and Design for Digital MarketingDIMA-WDD13DIMA-WDD-001Learn the fundamental principles and techniques to design and develop effective Web sites. As the foundation for several advanced web courses, this hands-on course provides an introduction to basic and advanced web technologies, including HTML5 and CSS3. Students are shown how to hand code web pages according to W3C standards using HTML, style text and content with CSS, and manage files and Web sites using FTP software. Labs and exercises include an introduction to JavaScript and PHP for adding dynamic features with client side and server side scripting and other advanced web technologies courses. In addition, the course will provide an introduction to web interface design concepts, information architecture, and basic interactivity using web forms. Students will have an opportunity to explore social media and web analytics as they relate to web design and development. By the end of this course successful students will be able to design and build basic web sites and move on to Web Development and Design 2 as well as Introduction to JavaScript and jQuery.
Social Media StrategyDIMA-SMS23DIMA-SMS-002The Social Media Marketing Strategies course will teach learners how to design a social media marketing strategy by using online resources and social media formats (e.g. email, blogging, etc.). Students learn strategies, methods, and techniques to effectively use Social Media Marketing Strategies as part of Digital Marketing Management (DMM) objectives. Students review current social media platforms and gain an understanding of the advantages and disadvantages these marketing touch points have on DMM. Social Media content marketing as well as branding strategy and appropriate tactics and tool sets will be developed and applied. Techniques and strategies for effective Social Media advertising will be developed. As part of DMM strategy, a return on investment (ROI) toolset will be provided to show the effectiveness of Social Media Marketing Strategies.
Digital Marketing ResearchDIMA-DMR23DIMA-DMR-002In a world where customers are ever more connected and their journey to purchase is becoming ever more fluid and complex, companies are presented with greater data sources giving them the ability to make decisions in real-time. This course will build on the principles of segmentation, teaching students to identify customer segments using rich digital data while identifying the various stages of the consumers’ journey to purchase, in pursuit of growth.
Search Engine OptimizationDIMA-SOP23DIMA-SOP-002The Search Engine Marketing course will teach students about the web structures that affect search engine ranking and the basics of search engine optimization. The course covers the basic concepts of On Page and Off Page optimization techniques, synthesizing online community engagement strategies, the fundamentals of web analytics, keyword and content optimization, and setting up a SEM-PPC advertising campaign. Students apply these tools, techniques, strategies and best practices to drive more traffic to their websites, improve awareness of optimize their web presence for search engines, and increase sales revenue understand how search engine strategy integrates with other digital marketing practices. Through practical hands-on activities, students apply SEO techniques and view examples of search optimization in practice on the web. Students will additionally develop effective communication skills for use within the industry and with third party vendors concerning the use and impact of search engine optimization on marketing strategy.
Adverting Design ProductionDIMA-ADP23DIMA-ADP-002In this course, you will look out how planning a strategy for design work helps build a strong and effective ad. You will learn the stages of design production, copywriting and how to design for print, out of home and interactive ads. While using Adobe InDesign, an industry-standard software, you will develop your own marketing materials and start building a portfolio. The course is ideal for aspiring graphic designers and 'ad creatives' as well as marketers who want to better manage their creative resources.
Digital BrandingDIMA-DIB23DIMA-DIB-002The traditional view of branding is going through significant transitions due to an array of influences including new technologies, Big Data and rapidly changing global demographics. This course takes a detailed look at the fundamentals of digital branding. The course is designed to help professionals gain a better appreciation for and a deeper understanding of best practices and developing trends in digital branding. It is also designed for consultants covering the marketing industry who are seeking insight into how to build a brand online - including multichannel marketing, social media, search, mobile, online advertising, email, and marketing automation. The course will present a combination of focused case studies, interactive exercises and a final project to foster new insights and strategies. Key topics include: (1) Best practices and trends in digital branding. (2) The user’s digital journey. (3)Customer relationship management (CRM) and marketing automation. (4) The role of analytics and the importance of core reports in establishing brand strategy.
User Experience DesignDIMA-UED23DIMA-UED-002User Experience (UX) encompasses a wide range of activities including User Interface (UI) design, Information Architecture (IA) and field research. Usability design and testing, tight integration and collaboration with software development processes are included in UX. This hands-on course is an introduction to UX/UI for those who are creating user interfaces for web sites, mobile applications, and information systems, as well as those who want a better understanding of the role of UX/UI. Students will follow an iterative and agile approach focusing on User-Centered Design (UCD) as the motivator for product direction. Skills learned in this course will apply to web and mobile applications as well as IT systems interface development. Participants will be expected to work within interdisciplinary teams, with emphasis on collaboration, brainstorming, and continued evolution of an interface concept based on UCD. Upon completion, successful students will be able to incorporate user-centered iterative design principles and processes into a wide variety of IT projects.
Project Management in MarketingDIMA-PMM23DIMA-PMM-002Once your firm's strategic objectives have been identified, the target market selected, and the desired positioning for the company, product or brand has been determined, how do you best implement the chosen strategy? This intensive course provides you with practical experience applying the fundamentals of project management from a marketing frame of reference. At the conclusion of the course, you will be able to create a project life cycle, statement of work, work breakdown structure, schedule, budget and a risk management plan. You will apply project management fundamentals and work in groups to develop a project plan for a real marketing project.
Digital Marketing CapstoneDIMA-CAP23DIMA-CAP-002Participants will outline and describe what relevant life and work experiences they brought into the program. They will then reflect upon the themes and concepts, key insights and points of learning from each course and how they understand the integration of these insights in terms of their own work. The participants will develop and deepen the reflection of their personal experiences in the program and the implications for their practice. Last, the participants will design, deliver, digitally record and self-assess a 45-90 minute lesson which will be delivered in a real setting. This is a self-paced course in which participants work on their own, in consultation with their Advisor, to complete the course requirements.
Advanced Digital Media ProductionDIMA-PRO23DIMA-PRO-002Students explore the creation of digital publications in multiple formats, building on prior layout, design and software knowledge. Students embed graphics, audio, video and animation into digital publications. Current trends and directions in the industry are also explored. As a prerequisite for this class, you must have had passed Digital Media Production. This course is designed around advanced skills and techniques. This course will build on your photography, editing, and storytelling. We will be viewing and discussing a great deal of media ranging from all sorts of styles and genres. We will be exposed to many different pieces of media. We will mainly work in groups in this class and also view and discuss other students work respectively. Aside from technical skills, you will be challenged to empower yourself with even greater skills including team building, organization, planning, creativity, stepping outside your comfort level and executing deadlines.
Guided PracticumDIMA-GPR20DIMA-GPR-002This course requires learners to demonstrate specific research and writing skills in synthesizing prior learning from the Diploma program courses, as well as other information they may choose to incorporate in their work. The course enables learners to produce a practical, relevant program for application in their own unique working environment, or to contribute, through research or development, a new product or service to the field. Whether in a private practice, a staff position, management, or self-employment role, the Guided Practicum is adaptable to the learner’s particular circumstances and needs.
Digital Process AnalyticsDIMA-DPA23DIMA-DPA-002This course introduces students to the foundation of data analysis in the digital marketing field. Students will learn to measure what matters, see beyond the numbers, and translate data into information, in order to drive informed and strategic decisions. In addition, students will use the Mimic Simulator to run simulated digital marketing campaigns and examine the analytics produced through each round of the campaign.

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