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Post-Graduate Certificate in Digital & Content Marketing

Become a cutting-edge digital marketing professional, from the ground up

Digital marketing is a universal career. No matter where in the world you work, there are companies trying to reach the right audience with their marketing message. Innovations in digital marketing and content marketing have made it possible to serve your content to just about any target audience you can dream of, with international reach, with real results. However, this rapid growth in technology has caused a skills gap in the digital marketing job field. Many marketing professionals from different backgrounds struggle to keep current with their knowledge and technical expertise. The result is that, even though almost half of all marketing jobs require digital skills, employers are having trouble finding qualified digital marketing professionals to join their teams.

Nearly 1 in 2 marketing jobs require digital skills
Digital marketing jobs have recently grown 164%
Content marketing jobs pay $10,000 more on average (compared to less specialized digital marketing jobs)

Why Choose York?

ACCELERATED LEARNING Finish in 8 months

REAL-WORLD PROJECTS Upgrade core job skills

NETWORKING OPPORTUNITIES Build meaningful relationships

 

Put your digital and content marketing skills to the test

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.

This program will take you from digital and content marketing novice to master in just 8 months.

Created in collaboration with industry leaders, the 8 course Post-Graduate Certificate in Digital & Content Marketing teaches you not only fundamentals of strategy and technical expertise, but also gives you the opportunity to work on real-world projects with actual companies. You’ll have the chance to practice the core job skills top employers demand when hiring digital marketing professionals and graduate with a portfolio of strong digital and content marketing work, which you can use to land your next job.

This program gives you a comprehensive education in core areas, including:

  • Marketing foundations
  • Business concepts
  • Web analytics
  • Email marketing
  • Content marketing strategy
  • Editorial planning
  • Copywriting for web
  • Consumer research
  • User data and segmentation
  • SEM (Search Engine Marketing)
  • SEO (Search Engine Optimization)
  • CRM (Customer Relationship Management) communications
  • PPC (Pay per click) advertising

… and more

 

“We always start with training a new employee on the principles and strategy behind [digital marketing] – if we hired someone who already had this knowledge, they’d hit the ground running faster and more quickly have an impact on our business. I’d definitely pay more for that!”
Cora Brady

- Cora Brady, Managing Director, Bob’s Your Uncle (Advisory Council Member)

Program Delivery

The Post-Graduate Certificate in Digital Marketing is an 8 month full-time program. You’ll come to our Keele Campus in Toronto, ON to attend class 4 days a week for 3 hours each day.

program-delivery

Finish in 8 months

 

Who should take this program?

The Post-Graduate Certificate in Digital & Content Marketing is ideal for international students and recent degree graduates who want a comprehensive education in digital and content marketing.

This program can also enhance the careers of people with experience or educational background in:

MarketingMarketing

BusinessBusiness

Web or Graphic designWeb or Graphic Design

CommunicationsCommunications

JournalismJournalism

… and related fields

Learning Outcomes

By the end of this program, successful students will be able to…

  • Understand the fundamentals of marketing to develop a marketing plan
  • Learn how organizations manage their business in a digital age to stay current, strategic and profitable
  • Perform as a strategic digital and/or content marketing specialist
  • Examine emerging digital marketing trends and discover how they can be used to enhance existing marketing strategies
  • Identify the steps of their customer’s journey and apply them to their digital marketing strategy to attract and retain customers
  • Increase the quantity and quality of traffic to their website by using digital marketing channels and advertising tools (e.g. SEO, SEM, social media, display, etc)
  • Explore CRM best practices and marketing automation to enhance meaningful communications and engage with  customers
  • Develop a content marketing strategy that aligns with their organization’s goals
  • Use social media and digital content to grow and engage with their audience and achieve business goals
  • Create and optimize content for a variety of channels
  • Apply content amplification strategies to reach and engage a wider audience through search, display, social, editorial, email techniques, earned vs paid vs owned media
  • Make data-driven decisions across all digital platforms by using metric reporting and measurement to guide their marketing strategy
  • Examine digital governance frameworks and risks
  • Build a portfolio of work to demonstrate their knowledge and skills
  • Upgrade cross-functional job skills that top employers are looking for

Advisory Council

Jill BorraJill Borra
Senior Director, Content Strategy, RBC

Jill is Senior Director, Content Strategy in the Office of the CEO at RBC, where she helps convene and inform national conversations on economic and societal issues facing Canada, focusing on innovation, diversity, sustainable economic growth and the coming skills revolution. Prior to joining RBC, Jill led the creation of a multi-channel, insights-driven thought leadership strategy at The Bank of Nova Scotia. Previously, she led an international team at a global travel brand, delivering award-winning communications, digital media and content marketing strategies. Jill spent the better part of her early career at The Globe and Mail, coaching multiple teams to success in a variety of senior roles. As Executive Editor, she drove strategic direction and development of innovative initiatives and products with a focus on audience growth and engagement, data-driven insights and digital platforms and partnerships. She currently sits on the Board of the Canadian Club Toronto and the Advisory Board at York University’s School of Continuing Studies. Jill holds an Honors BA degree from McGill University and a post-graduate degree in Journalism from Concordia University.

Cora BradyCora Brady
Managing Director, Bob’s Your Uncle

Cora leads an advertising agency devoted to thoughtful food and beverage brands. She has led the agency through a transition to take a content first approach, strengthening the digital and social chops across all roles within the agency, including establishing an in-house content studio. The agency provides a full range of strategic, creative and digital services to its clients. Serving leading brands and fast-growing innovators, Bob’s Your Uncle is recognized as one of Canada’s premier boutique agencies. Previous to BYU, Cora co-founded Canada’s first Influencer marketing agency where she helped launch brands like General Mills, Walmart Canada, Finish & Lysol into the social sphere.

Alex CondeAlex Conde
Senior Manager, Content Strategy & Development, Questrade Financial Group

For over 10 years, Alex has worked in the field of content marketing in financial services; helping educate Canadians to understand the best products and services for them. As a veteran storyteller, he promotes the value of tailored and targeted content as part of any top-notch marketing experience, across any industry.

Justine MelmanJustine Melman
VP, Marketing & Communications, Flybits

Justine Melman is a seasoned consumer marketer with almost two decades of experience delivering cutting-edge marketing, user engagement and social media campaigns for major global and Canadian brands including Holt Renfrew, The Globe and Mail, eBay Canada, Ally, Yahoo! Canada and Cineplex. Justine also brings a transformative perspective to the customer experience, helping brands implement and evolve their CX strategy.

Justine was a 2015 nominee for the American Marketing Association’s Marketer on the Rise award.

Rebeca ShevelRebecca Shevel
Director, Marketing, Custom Solutions & Project Management, Fifth Story

Rebecca Shevel is a dedicated and innovative Marketing Director, Media and Advertising leader with +20 years of experience growing brands, audiences and revenue. She has done this by developing relationships, creating multi-platform marketing, content & strategic advertising solutions. Rebecca’s approach is to be consultative, strategic and holistic with her clients and team.

Rebecca passions include content marketing, digital media and emerging technology. She has extensive experience working directly with clients (B2B & B2C), boutique and national media agencies. Rebecca brings a unique view when solving business challenges, having worked on the media supplier and agency sides of business. Rebecca enjoys helping define KPIs for clients to ensure the recommended strategy is fully supported by the best content, marketing and digital tactics.

Rebecca has worked with and for numerous Tier-1 brands in a variety roles. Currently, she is the Director of Marketing and Custom Solutions at Fifth Story, working with the Account Directors to help create an array of content marketing and digital solutions for clients; while also focused on building the Fifth Story brand via partnerships, sponsorships, PR and targeted marketing.

Michelle Cody
Senior Director, Marketing Planning & Operations, Rogers

Michelle Cody’s bio will be posted soon.

Tami Coughlan
Head of Sales & Partnerships, Pelmorex Corp.

Tami Coughlan’s bio will be posted soon.

Instructors

Carrie LysenkoCARRIE LYSENKO

Read interview with Carrie

Carrie Lysenko has been knee deep in Digital since the early 2000s.  She has led the growth and development of one of Canada’s most beloved sites and apps at The Weather Network for over a decade.  She now heads up Product at VerticalScope which is the largest online community and forum provider in the world.

Ian MartinsIAN MARTINS

Ian is an experienced performance marketer leading day to day operations as Chief Operating Officer at Abacus. With over a decade in digital marketing experience, Ian has a demonstrated history of driving measurable results for his clients. Ian has experience across a variety of business verticals having serviced clients like P&G, Scotiabank, CIBC, Revlon, Dropbox and Grocery Gateway to name a few.

Justin da Rosa - Instructor, Post-Graduate Certificate in Public Relations Justin da Rosa

Justin da Rosa is a lifelong storyteller. With a degree in professional writing from York University, he plied his craft as a journalist for five years before becoming a content marketing manager. He currently works as the managing editor for Ratehub.ca, a fintech startup in Toronto that aims to help Canadians make better financial decisions. When not managing Ratehub’s content department he freelances as a writer, helping brands tell their stories.

Shelley Middlebrook, Instructor, Certificate in Content MarketingShelley Middlebrook

As President at Fifth Story, Shelley sets the tone, vision and direction of the 40+ employee company. She brings value, leadership experience and business intelligence, working hands-on with clients and her team. In 2013, she led the repositioning of News Canada, a 30+ year business, to Fifth Story, a leading content marketing solutions provider, to meet the evolving needs of their 300+ clients and drive the continued success of the company. ​ ​

Shelley is well-known for her expertise in content marketing. She has been a featured speaker at numerous Canadian and international marcom events. ​ Shelley has over twenty years of experience in media, marketing and communications. Prior to joining Fifth Story in 2012, Shelley held senior leadership roles at Postmedia, The Globe and Mail, CBC, Rogers and Brunico Communications. Shelley has experience with both B2B and B2C markets and in multiplatform media channels. She developed and managed large brand sponsorships programs for the Olympics and TIFF, and has launched and developed start-up brands in Canada and internationally.

Rachel Surman, Instructor, Certificate in Content MarketingRachel Surman

Rachel is a Senior Content Marketing Specialist at Borrowell – one of Canada’s largest financial technology companies. Rachel specializes in financial literacy initiatives and is passionate about helping Canadians better understand their credit. Rachel started her career in media and received her Bachelor of Journalism degree from the Ryerson School of Journalism. She completed multiple internships with prominent news publications, including stints at The National Post and The Canadian Press. Rachel was keen to jump into the Toronto startup scene and joined a fast-paced digital marketing agency, Atlas Communications, before graduating. She developed engaging website, blog, and social media content for well-known brands such as T-fal and All-Clad. Her learnings inspired her to instruct a social media workshop at The Cube School of Technology. In 2017, Rachel joined Borrowell to lead the company’s content and social strategy. Key responsibilities include driving website traffic, mapping the customer journey, and crafting engaging and delightful stories designed for a variety of platforms. Rachel recently completed her Search Engine Marketing certificate from Brainstation.

Courses

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.

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.

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.

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.

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.

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. Includes project work with real companies

CSDM1020 User Engagement and Marketing Automation

n 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. Concludes in a group project that develops a cross platform full funnel digital marketing campaign

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.

 

Program Policies

 

If you would like more information or have a question about the Post-Graduate Certificate in Digital & Content Marketing, please Contact us

There are no upcoming dates for this program at present. Please check again later or request further information below.

Key Policies

More Information

Fees

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
  • proof of language proficiency (international students only)

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

LANGUAGE PROFICIENCY

An IELTS score of 6.0 – (with a minimum of 6.0 in writing and speaking is mandatory) (or equivalent English Language Proficiency Test) is required to be admitted in this program.

Please note that students that are entering our programs with an IELTS 6.0 (or equivalent) will be monitored by the Program Manager.  Students that are struggling will be flagged and will be required to purchase a tutoring package.  Students can expect to pay up to $800 for tutoring support.

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

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 continue@yorku.ca, or in writing to: School of Continuing Studies, Attention Digital Marketing Program Manager 4700 Keele Street – Room 116 Atkinson Toronto, Ontario M3J 1P3.

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 www.yorku.ca). 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.

Domestic Students International Students*
  • Up to the initial application deadline, a full refund is permitted minus a program fee of $250.
  • After the initial application deadline, a refund is permitted less
    o a program fee of $250 and
    o $100/course.
  • After program start date, no refund is permitted.
  • Up to the initial application deadline, a full refund is permitted minus a program fee of $250.
  • After the initial application deadline, $4999 will be retained by the School, which includes a program fee of $250.
  • After program start date, no refund is permitted.

* Exceptions: VISA denials or students who have not obtained visa by the visa deadline date receive full refund minus a $250 program fee. The School of Continuing Studies would be pleased to defer the registration to the next session date.

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 (https://accessibility.students.yorku.ca/) 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: http://www.yorku.ca/secretariat/policies/index-policies.html

Confidentiality

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: http://www.yorku.ca/scdr/ Please find the Code of Student Rights and Responsibilities here:  http://www.yorku.ca/oscr/pdfs/CodeofRightsandResponsibilities.pdf

Register for this Program