Become a leading-edge master marketer
It’s never been easier to reach the right audience with your marketing message. Innovations in digital marketing tactics and tools have made it possible to serve your content to just about any target audience you can dream of, in real time 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.
Why Choose York?
ACCELERATED LEARNING Finish in 6 months
REAL-WORLD PROJECTS Upgrade core job skills
PART-TIME FORMAT (online + in-class)
“I learned more in this program in two months, than I did in five years on the job. The instructors’ approach has been invaluable.”
- Chris Deineka, Student, Certificate in Digital Marketing
Add real-world digital skills to your marketing toolkit
Adding current knowledge of digital marketing tools and tactics is the best way to stay relevant and hirable in today’s job market.
Enroling in this program could be the best career decision you ever make.
Created in collaboration with industry leaders, the 3 course Certificate in Digital Marketing teaches you not only fundamentals of strategy and technical expertise, but also gives you the opportunity to work on real-world projects . 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 project work, which you can use to land your next job.
You’ll gain in-depth digital marketing knowledge, including:
- Digital marketing strategy
- User data and segmentation
- Campaign planning
- Web analytics
- Email marketing
- Marketing automation
- SEO (Search Engine Optimization)
- SEM (Search Engine Marketing)
- CRM (Customer Relationship Management) communications
- PPC (Pay per click) advertising
This knowledge, paired with your portfolio of project work, puts you ahead of the pack for your next job. That’s a pretty amazing return on investment.
“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, Managing Director, Bob’s Your Uncle (Advisory Council Member)
Program Delivery
We know that fitting continuing education into your schedule isn’t easy. So, we make it easier by offering a flexible study format that works around your commitments.
The Certificate in Digital Marketing is a 6-month part-time program, taken mostly online. You’ll come to our Keele Campus in Toronto, ON for 3 weekends over the course of the entire program*. This format allows you to easily balance your studies with your work and home life.
Finish in 6 months
*Attendance at weekend classes is required
Who should take this program?
This program can enhance the careers of people with experience or educational background in:
Marketing
Business
Web or Graphic Design
Communications
Journalism
… and related fields
Learning Outcomes
By the end of this program, successful students will be able to…
- Perform as a strategic digital 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)
- Make data-driven decisions across all digital platforms by using metric reporting and measurement to guide your marketing strategy
- Explore CRM best practices and marketing automation to enhance meaningful communications engage with your customers
- 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 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 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 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 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.
Rebecca 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 LYSENKO
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 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.
Lilian Lau
Lilian has been involved in digital since 2010, with some of the largest brands in Canada. She approaches digital from multiple functions, including product, finance, analytics, UX and marketing. She now leads the consumer marketing and research team at autoTRADER.ca, which is Canada’s largest online automotive marketplace, attracting more than 16 million visits a month.
Courses
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
Program Policies
If you would like more information or have a question about the Certificate in Digital Marketing, please
| Term | Session | Price (CAD) | Register |
|---|---|---|---|
| Summer 2020 | Certificate in Digital Marketing (May 2020 - November 2020) | $2,307.00 | Register |
| Fall 2020 | Certificate in Digital Marketing (September 2020 - April 2021) | $2,307.00 | Register |
Key Policies
More Information
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.
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.
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