Professional Development Program:

Social Media and Digital Marketing Certificate Courses

Social Media Fundamentals

2 weeks (Instructor Led Format)

This course provides an introduction to social media sites, including Facebook, Twitter, Gmail, LinkedIn, etc. Students will create accounts and become familiar with the online environment. Use of online storage/uploading and cloud technologies will also be covered.

Crisis Management and Other Legal Issues

2 Weeks (Instructor Led Format)

This course covers issues of intellectual property such as copyrights, as well as liabilities when using third party and/or user generated content in social media campaigns. Students will learn to distinguish what is considered “open content” and what content needs to have rights purchased. Topics also include concepts of community standards and corporate policies, legality issues around contests and liability. Finally, students will learn about dealing with online content such as reputation monitoring – slander, how to address it; and the permanent nature of content – deleting content rarely means it actually removed from the web. Writing waivers, issues of consent and privacy issues are also covered in this course.

Social Media Strategizing

4 Weeks (Instructor Led Format)

This course covers planning and executing targeted campaigns using different aspects of social media as determined by the message and the medium. The specific features, intentions, and constraints of social media platforms are discussed, for example the use of Facebook, LinkedIn, Twitter, Google+, Pinterest, Foursquare, etc. Students will learn different tactics such as social promotions, polls, and contests, and how to engineer and execute them to give momentum to campaigns. Best practices and common pitfalls as well as creating social media usage guidelines for corporations/organizations will also be covered.

Search Engine Optimization, Analytics & Social Media Advertising

4 Weeks (Instructor Led Format)

This course introduces students to the use of, and optimization for, search engines. It covers the use of search engines and techniques to ensure the best search results using on and off page keywords as well as leveraging pay-per-click, Google AdWords and paid search and organic search engine results. Students will learn to analyze the various types of metrics to get a better understanding of how to evaluate the effect of various social media activities. Examples of tracking measures would be online polls, Google Analytics and Facebook monitoring/tracking. They will also cover paid social media techniques such as Facebook advertising and Twitter Promoted Tweets