Brief Course Description

This course offers a practical introduction to digital marketing, covering key channels such as content marketing, social media, SEO, email, and paid advertising. Participants will learn to plan and execute effective campaigns, set objectives, target audiences, and develop integrated strategies. The course emphasizes creating engaging content and using social media to boost brand awareness. Learners will also gain essential skills in digital analytics, focusing on tracking performance through KPIs and applying data-driven insights to improve results. By the end, participants will be able to design, manage, and evaluate digital marketing strategies aligned with business goals—ideal for entrepreneurs, professionals, or anyone looking to enhance their digital presence. No prior experience required.

Career Occupation

This introductory micro-credential prepares graduates for entry-level roles within the following digital marketing occupational areas:  

1. Digital Marketing Coordinator  
2. Social Media Coordinator  
3. SEO/SEM Specialist
4. PPC (Pay-Per-Click) Campaign Manager
5. Web Analytics and Digital Brand Strategist

Admission Requirements

1. Language Proficiency Requirements (LPR)
   • Prior to acceptance, applicants must meet one of the following Language Proficiency Requirements (LPR):
     • Completion of 2 years of secondary education (including English 10 and 11 with a grade of ‘C’ or higher) from a country where English is one of the principal languages, or
     • Completion of 2 years of full-time post-secondary education at an accredited institution where English is the language of instruction, or
     • Students from non-English speaking countries must have completed grade 12 or equivalent education and provide verified results for one of the English Language Proficiency tests listed below:

2. Mature Student Applicants
Applicants who are 19 years of age or older at the start of the program, are Canadian citizens or permanent residents, and are unable to provide official secondary or post-secondary education records may demonstrate English proficiency by:

• Submitting a signed attestation confirming they have completed at least three years of full-time education in English in a country where English is one of the primary languages, and
• Completing the Accuplacer English Assessment (Next Generation: Reading, Writing, and WritePlacer) with the following minimum scores:
  • Reading 235
  • Writing 235
  • WritePlacer: 4

Learning Objectives

By the end of this course, participants will be able to:

• Analyze the digital marketing ecosystem to identify the most effective channels for various business objectives.
• Develop integrated digital marketing campaigns, including content creation, social media strategies, and audience targeting.
• Implement campaign plans across multiple digital platforms using best practices for engagement and reach.
• Evaluate campaign performance by interpreting digital marketing analytics and key performance indicators (KPIs).
• Optimize marketing strategies through data-driven decision-making to improve ROI and achieve business goals.

Method(s) Of Evaluation

The following methods are used to evaluate students:

• Continuous Assessment:  Instructors regularly evaluate student progress through assignments, quizzes, or discussions This provides ongoing feedback about how well students understand and apply the course material.
• Formative Assessments: These assessments are used throughout the course to provide feedback and guide student learning, such as ungraded quizzes, drafts of papers, or practice presentations. They help our instructors to identify student weaknesses and provide additional instruction or clarification.
• Summative Assessments: Comprehensive evaluations, such as reports, projects, final exams or case studies, are conducted at the end of each course to measure student learning.
• Grading: Students are graded based on the criteria listed below for each course:

Table 1

Completion Requirements

To complete the program and qualify for a Certificate, the student must:

• Attend a minimum of 10 out of 13 classes
• Attend a minimum of 90% of each class or obtain a written exemption from the program chair.  Lesson 1 is mandatory.
• Complete all homework assignments, class tests, and final exams.
• Achieve a minimum of 60% grade.

Program Duration 

The program is offered in three formats:

• Full-time basis:
  • Duration: 2 (20 hours per week)
• Part-time basis:
  • Duration: 13 weeks (3 hours per week)
• Part-time basis (additional)
  • Duration: 6 weeks (6.5 hours per week)

Please note: Completion duration may vary based on individual students’ pace.

Homework Hours

Students will be given homework assignments that require 3-4 hours per lesson. 

Delivery Method(s)

This program will be offered:

• In-Class Instruction: 100%
• Distance Education: 100% distance –  synchronous and asynchronous
• Combined delivery: 50% in class, 50% distance – synchronous and asynchronous

Required Course Materials

Students enrolled in the course will be provided with a curated course pack, which includes:

• Lesson outlines
• Case studies
• Selected academic and industry articles
• Practical toolkits and activity guides
• Supplementary reading materials relevant to each module

Cost of Materials: A resource fee of CAD $50 is charged for access to the course pack and digital content.

Recommended Textbooks (Self-Purchased):

1. Connors, K (2024). Digital Marketing 2025: Mastering AI, SEO, Social Media, and Data-Driven Strategies for Business Growth). Independently Published, ISBN 979-8327531963.  
2. Sachdeva, Raj (2024). Digital Marketing, McGraw Hill Publication. ISBN-10: 1266243992, ISBN-13:  978126624399

These texts serve as valuable references for understanding theoretical foundations and applying practical tools throughout the program.

Program Organization

• Digital Marketing Fundamentals & Strategy is a standalone micro-credential course consisting of 39 hours of instruction.
• The course may be delivered using one of the four duration options, depending on student interest and enrollment levels. Table 2 below outlines the delivery options in further detail:

Table 2

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