Post-Graduate Certificate in Digital & Content Marketing

Program Overview | Available Sessions | Program Policies

Fall 2020

The Post-Graduate Certificate in Digital & Content Marketing starts from the basics, giving you a solid foundation in core marketing concepts and skills required for career success. You then move on to master advanced topics in digital and content marketing, giving you the expertise and confidence to make data-driven marketing decisions, and prove yourself integral to any employer.

CSDM1030 Business in Digital Age

Business in a Digital Age looks at how organizations structure and manage their business in a digital age to stay current, strategic, and profitable. A consideration of economics, strategy, ethics, ownership, organization, and management are all addressed to give context to business in Canada. A digital lens is used to consider where business might be going, with the creation of a business plan using new models for existing industries in the Canadian business environment.
From 14-Sep-2020 to 26-Oct-2020
Live Online Classes Mon,Wed 3:30 PM-6:30 PM (14 Sep 2020 to 26 Oct 2020)
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CSCM1030 Marketing Fundamentals

Examine fundamentals of marketing theory, concepts and management as applied to marketing’s strategic role in meeting customer needs, including product (goods and services), price, promotion, distribution, consumer, segmentation, positioning, ethics, and research to prepare to create a marketing plan.
From 15-Sep-2020 to 22-Oct-2020
Live Online Classes Tue,Thu 3:30 PM-6:30 PM (15 Sep 2020 to 22 Oct 2020)
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CSDM1000 Fundamentals of Digital Marketing

This course explores how media is consumed across all devices and platforms to create an ecosystem for marketers and advertisers to effectively communicate products, services and brands. This course will study the intersection of offline and online media, global and national trends in the digital industry, the impact of data collection and privacy and how to navigate as a digital strategist in this environment. You will learn how to reach target consumers through Search Engine Marketing (SEM), Email Marketing, Video, Social, Mobile and emerging technologies.
From 02-Nov-2020 to 09-Dec-2020
Live Online Classes Mon,Wed 3:30 PM-6:30 PM (02 Nov 2020 to 09 Dec 2020)
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CSCM1000 Planning and Analysis for Content Marketing

The backbone of successful content marketing requires a well considered plan that will achieve your business goals. Learn how to construct an effective content marketing strategy, identifying: the purpose and goals for your content, target audience and buyer’s journey, the most effective paid, earned, shared and owned channels to leverage, metrics and key performance indicators, resources and processes required to deliver on the plan.
From 03-Nov-2020 to 10-Dec-2020
Live Online Classes Tue,Thu 3:30 PM-6:30 PM (03 Nov 2020 to 10 Dec 2020)
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CSDM1010 Marketing for Search Engines and Social Media

This course will focus on teaching you how to apply the foundational learnings from the Fundamentals of Digital Marketing course. You will be taught how to leverage best practices for optimizing websites through Search Engine Optimization (SEO), run Google Ads (SEM), learn how to develop a content calendar and plan across social channels, and develop ads on social media platforms like Facebook and Instagram. You will also learn how to track / measure key metrics utilizing native platforms.
From 11-Jan-2021 to 22-Feb-2021
Live Online Classes Mon,Wed 3:30 PM-6:30 PM (11 Jan 2021 to 22 Feb 2021)
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CSCM1010 Content Creation

Learn about creating content, from ideation and development to editing and dissemination, to reach wide and focused audiences. Learn how various content types function as part of a digital marketing strategy as well as the power of an engaging brand story. Build an effective content plan and a portfolio of work to show prospective employers.
From 12-Jan-2021 to 18-Feb-2021
Live Online Classes Tue,Thu 3:30 PM-6:30 PM (12 Jan 2021 to 18 Feb 2021)
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CSDM1020 User Engagement and Marketing Automation

In this course you will learn how to map user journeys and build marketing process flow charts. You will be introduced to various marketing automation tools and software and learn how they can be used to improve the effectiveness of your marketing efforts. You will apply your learnings from the previous courses to plan marketing funnels and drip campaigns across a variety of platforms utilizing sophisticated remarking tactics. You will also learn best practices around collecting, storing, segmenting and utilizing user data and how to keep people engaged post purchase.
From 08-Mar-2021 to 19-Apr-2021
Live Online Classes Mon,Wed 3:30 PM-6:30 PM (08 Mar 2021 to 19 Apr 2021)
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CSCM1020 Content Promotion and Amplification

The famous quote, "If you build it, they will come", from the movie Field of Dreams, doesn’t necessarily apply to the content you create. Acquire the skills and knowledge to effectively promote your content. Create and execute a comprehensive content amplification strategy, covering native advertising and influencer marketing, and leverage content distribution channels to ensure your content makes an impact.
From 09-Mar-2021 to 15-Apr-2021
Live Online Classes Tue,Thu 3:30 PM-6:30 PM (09 Mar 2021 to 15 Apr 2021)
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School Policies


More Information


Ancillary and Service Fees 
Application Fee $79.00
Withdrawal Fees for certificate programs $100.00 per course
Continuing Studies Student Record Fee $ 15.00 (plus HST)
Exam/assignment duplication fee $ 15.00 (plus HST)
Returned cheques $ 25.00
Certificate replacement fee $ 52.00 (plus HST)

Admission requirements

To be admitted to Post-Graduate Certificate in Digital & Content Marketing, applicants must have:

  • minimum of a baccalaureate degree with a minimum of a 60% average (C) or a 3-year Canadian College Diplomas with minimum ‘B’ or 70% average
  • official transcripts (International students: please provide original English translated copy of University degree and transcripts.)
  • completed online application form
  • completed Statement of Interest video
  • completed resume
  • proof of language proficiency (international students only)

Applicants will be notified directly if additional information or documentation is required.


IELTS (Academic only) 6.0 (with a minimum of 6.0 in writing and speaking is mandatory)
TOEFL Paper 550
TOEFL Computer 213
TOEFL Internet 79-80
TOEIC 670 (Listening and Reading)290 (Speaking and Writing)
Cambridge ESOL First (FCE) – Grade B (scale 173 – 175) First (FCE) – Grade C (scale 169 – 172)
PTE Academic 58
YUELI AP Level 7
DY Program (Destination York) Successfully Completed
Duolingo 104

We highly recommend that international students submit their applications early to gain entry into the program (many fill up) and allow sufficient time to obtain a visa.

Transfer credit

You may be eligible to transfer a maximum of one equivalent course credit from other institutions and receive advanced standing.

Approved courses for advanced standing must meet the following criteria:

  1. There must be 80-90% overlap in content and curriculum, and the same number of hours as the courses offered in the School of Continuing Studies program.
  2. The courses must be at the university level (from an accredited academic institution) with a grade of C or better. College equivalents will be considered.
  3. Courses must be taken within the last 5 years.
  4. All transfer credit applications must include:
    • an official (sealed) transcript outlining the course completed
  5. Full course outlines must include:
    • the full course description
    • learning objectives
    • assessment and reading materials
    • weekly content covered

Please note that incomplete packages cannot be reviewed. All completed transfer credit packages MUST be received before the start date of the first course to be considered.

Transfer Credit requests can be forwarded to the Program Manager at, or in writing to: School of Continuing Studies, Attention Digital Marketing Program Manager 4700 Keele Street – Room 116 Atkinson Toronto, Ontario M3J 1P3.

Course Exemptions and Substitutions for Returning SCS Students

Students who complete one School of Continuing Studies (SCS) certificate and enrol in a second School of Continuing Studies certificate that includes some of the same courses as the first certificate, are eligible for one (1) course exemption and up to two (2) course substitutions to prevent repetition of coursework.


  • SCS staff will automatically update the student record with the course exemption (and applicable refund) and enrol the student in the applicable course substitution(s).
  • Students can view their revised course schedule through the Student Portal.
  • Substitution courses will most likely be offered on a different day and time than regularly scheduled courses.
  • Students may opt of the course substitution(s) or choose to stay enrolled in the original course(s) that they have previously completed.
  • Additional course exceptions, transfers and course substitutions from other institutions beyond the maximum of 1 course exemption and 2 course substitutions will not be permitted.

What if I miss an exam?

You should be making every effort to meet York University’s General Academic Regulations, as well as each of your courses’ requirements. This includes attendance, assignments, and tests/exams. We understand, however, that unforeseen circumstances arise that may force you to miss an exam. If that’s the case, you must contact your instructor before the scheduled exam date by email. Please include your full name, student number, and the reason for your absence in the message. You must also provide valid documentation (i.e., a doctor’s note, death certificate, court/legal documentation, etc.) immediately following your return before alternative arrangements can be made. Please note that valid documentation has to be applicable to the assessment date.

What if I miss a class?

If possible, please contact your instructor before the class. In your message, be sure to include your full name, student number, and the reason for your absence. You’ll then be required to make arrangements with your instructor to make up the missed hours.

Class cancellations due to instructor absence

Like our students, York University instructors work hard to make it to every class on time. However, should he or she be forced to cancel your class due to an absence, you will be notified via email as soon as possible by the School of Continuing Studies. Instructor absences will also be posted on the course website on the Moodle learning management system in the course announcements section. Upon the instructor’s return to class, make-up class details will be discussed.

University closures/class cancellations

If the University is open, classes will be running. If the University is closed, classes will not be running. Any missed classes will be rescheduled. University Closures/Class Cancellations: (416.736.5600 OR While this is rare, weather and/or other emergencies do occur that require us to suspend our operations. While every effort will be made to contact students, this is not always possible. If you are unsure of whether the course is running, please call the University’s weather/emergency information line, or check our Twitter feed (@Continue_YorkU).

Cancelation of programs

The School of Continuing Studies reserves the right to withdraw or cancel programs/courses, and students will receive a full refund of fees paid. The School of Continuing Studies reserves the right to alter fees, other charges, and course dates, times, locations, and/or instructors as needed. Please note that the School of Continuing Studies is not responsible for travel cancellation charges that students may incur.

How do I withdraw from the Program and get a refund?

Students registered in a program offered by the School of Continuing Studies may withdraw from the program. However, they are strongly advised to consult with the Program Manager before a final decision is made. A full refund is granted only when the School of Continuing Studies cancels a program. Refunds will be issued by the method of payment that was used (credit card, cheque if original payment was money order and Wire Transfer). Withdrawal requests must be submitted on the official School of Continuing Studies Withdrawal Request Form to the School of Continuing Studies and subject terms listed in the table below.

Notice of withdrawal will be printed on the Official Income Tax Receipt.

What happens if I fail a course?

If you do not pass a course you will still be permitted to continue in the program but will have to repeat that course with another cohort.

Electronic devices

Students can use laptops and other electronic devices during class. Out of respect for your instructor and fellow classmates, please reserve the use of electronic equipment during class time for academic purposes. Instructors reserve the right to ask students to leave the classroom if they do not comply with this practice.

Recording devices

Students are not permitted to record lectures or take pictures without the consent of instructors and/or fellow students. We ask that students not post course content on external websites. Students who are registered with Accessibility Services and have accommodations approved for recording lectures are permitted to do so with the instructor’s knowledge.

Student Accessibility Services/Accommodations

The School of Continuing Studies works in partnership with York University’s Student Accessibility Services to support our students.  Students who need special accommodations must be assessed by Student Accessibility Services before alternate arrangements can be made.  Please visit their website ( for details on how to register with their department.

General York University Policies

All students are expected to familiarize themselves with the following information, available on the Senate Committee on Curriculum & Academic Standards webpage:


In the spirit of Ontario’s Freedom of Information and Protection of Privacy Act (FIPPA), York University and the School of Continuing Studies work to ensure that instructors and participants acknowledge and respect the privacy and confidentiality of personal information that may be presented in the context of instruction. Instructors will document the amount of personal information that is collected, used, or disclosed in their sessions, and will ensure that all identifying personal information is omitted from all written documents. To maintain privacy, students should not bring or share personal or other confidential files or records with the class. We are committed to protecting your privacy and your financial security, and we do this in several ways:

  • Your credit card information is never received or stored by our system. Only your financial institution has access to your credit card information.
  • Your Student Portal is password-protected. To access any personal and academic information, you must enter your username and portal password.

York University Privacy Policy

Student Conduct

  • Students and instructors are expected to maintain a professional relationship characterized by courtesy and mutual respect.
  • It is the instructor’s responsibility to maintain an appropriate academic atmosphere in the classroom.
  • The instructor will decide whether such an atmosphere is no longer present in a class, and is trained to take appropriate steps to return to a professional environment.

If you feel this policy has been violated, you should notify your instructor as soon as possible. You may be asked to provide a detailed written description of the complaint to the instructor. The instructor may take measures they feel are appropriate to resolve the issue and/or may forward the complaint to the School of Continuing Studies for review. Please refer to the full policy document on the York University website at: Please find the Code of Student Rights and Responsibilities here: