Learn the skills and knowledge you need to lead in the digital marketing field.
The certificates in this specialization offer leadership training with a mix of digital media, strategic thinking, and technological competencies that are part of the media and marketing fields.
This combination enables you to both create and execute strategic marketing plans from start to finish.
The program does not require any particular technological background.
What you will learn
Principles of design
Using Adobe Creative Suite, create design assets and find out what makes certain designs appeal to certain people by learning more about target audiences.
Website best practices
Foundations of User Experience (UX) and User Interface (UI) design, principles of code, and opportunity to work on interactive projects such as creating simple websites.
Technology and programming
From marketing foundations to strategic planning with the aim to implement a good customer experience (CX).
Deepen your own practice, while developing and fostering a multi-dimensional view of leaders and leadership.
Upon successful completion of this specialization, you will receive the following certificates.
Marketing Fundamentals Certificate
Gain knowledge of the marketing process, marketing strategies and tactics related to the marketing mix.
Digital Marketing Certificate
Explore digital marketing strategies, execution, evaluation and optimization of paid, owned and earned media across multiple digital channels.
Certificate in Front-End Web Development
Acquire the essential knowledge and skills required to build the front-end of web pages and websites for personal or business purposes.
Certificate in Integrated Digital Media
Learn to design, create, and publish a variety of digital media content for today's multi-platform electronic devices.
Certificate for Front Line Leaders
Learn the knowledge, skills and tools needed to be an effective leader.
Some courses provide credit towards more than one certificate, allowing you to complete the program in less time.
Course Hours: 100 hours
Certificate Hours: 100 hours
BMC 385 Marketing Mix | 20 hours
Identify the marketing functions, processes and tools. Identify the elements of an integrated marketing plan and explore the 7 Ps of marketing framework.
BMC 386 Customer Experience | 20 hours
Gain insights into customer behaviours and decision-making processes by mapping the customer journey. Discover the channels, touch points, and learn how to facilitate coordinated customer communications by assessing interactions, channels, products and time.
BMC 387 Branding and Product Lifecycle | 20 hours
Learn to recognize the elements of a brand, examine the product development process and the strategic management of your product life cycle.
BMC 388 Marketing Communications Strategy | 20 hours
Examine the difference between marketing and communications, and explore the roles of corporate and internal communications in the overall marketing communications strategy.
BMC 389 Marketing Strategic Planning | 20 hours
Formulate a marketing strategy with an integrated marketing communications plan. Develop marketing goals and objectives and identify metrics and key performance indicators (KPIs) to assess and evaluate a marketing strategy.
Course Hours: 100 hours
Certificate Hours: 100 hours
BMC 380 Foundations of Digital Marketing | 20 hours
Be introduced to digital marketing leading tools and techniques and best practices. Identify digital marketing channels and tactics for different business models.
BMC 381 Digital Content Management | 20 hours
Explore the principles of content development planning and management, as well as the evaluation and effective use of interactive tools across all platforms.
BMC 382 Digital Social Platforms | 20 hours
Learn about social platforms. Apply strategies and methods to manage this communication and optimize your marketing campaigns to engage and retain customers.
BMC 383 Digital Marketing Analysis | 20 hours
Explore the latest digital marketing analytical tools, tactics and channels utilized by digital marketers.
BMC 384 Digital Promotion and Optimization | 20 hours
Learn to implement the metrics, analysis, and methods, both paid and organic media; explore Search Engine Optimization (SEO) and Search Engine Marketing (SEM).
Course Hours: 120 hours
Certificate Hours: 120 hours
ICT 580 HTML5 and CSS3 | 30 hours
Discover current web standards, design, and development practices, with emphasis on usability, cross-browser compatibility, and search engine optimization.
ICT 581 HTML5 and CSS3 with jQuery | 30 hours
Course Hours: 170 hours
Certificate Hours: 240 hours
ICT 436 Adobe Photoshop | 30 hours
Examine the essential capabilities and creative applications of Photoshop from correcting colour and print to retouching portraits.
ICT 437 Adobe Illustrator | 30 hours
Discover the essential features and creative applications of Adobe Illustrator, including core drawing, text manipulation, and reshaping features.
ICT 578 Adobe InDesign | 30 hours
Discover the essential capabilities and creative applications of InDesign by learning the workspace and features.
WRI 350 Writing Effective Online Content | 30 hours
Learn to write engaging online content based on the needs of a clearly defined audience and your organization's business goals.
ICT 564 User Experience Design | 30 hours
Explore the elements needed to design effective user environments and enhance user satisfaction by improving the usability, ease of use, and more.
ICT 751 Digital Transformation: Building Capabilities For The Future | 10 hours
Explore the various aspects of digital transformation, focusing on the intersection between technology and industry, impacts on strategy and operations.
ICT 754 Digital Disruption in Commercialization: Maintaining Your Competitive Advantage | 10 hours
Explore how technology impacts how organizations market their products and services.
Course Hours: 139 hours
Certificate Hours: 120 hours
BUS 649 Powerful Professionals: Consulting Skills for Leaders within Organizations | 14 hours
Discover how to utilize a five-step process designed to enhance effectiveness in applying not only technical skills but also critical interpersonal skills within organizations.
BUS 635 Effective Decision Making in a Complex Environment | 7 hours
Learn to assess and confront problems to make timely decisions by applying techniques, achieving the best results for your business.
BUS 641 Business Acumen: Lead with Strategic Business Analysis Tools and Resources | 14 hours
Learn how to use frameworks to assess the current state of business, evaluate risks, consider options, and determine a course of action.
BUS 127 Emotional Intelligence | 7 hours
Integrate intellectual and emotional intelligence to obtain positive results in personal and professional interactions.
BUS 646 Productivity Skills and Tools for Managers | 7 hours
Explore how to think strategically about prioritizing tasks, managing your time, and practise self-care to enhance personal productivity.
BUS 648 Negotiation Skills for Working Professionals | 7 hours
Examine and practise negotiation techniques through hands-on activities to gain confidence in applying them outside the classroom.
BUS 640 Business Case Development: Frameworks and Templates | 14 hours
Learn the criteria to develop a compelling business case for a targeted audience, achieve approval and secure buy-in.
BUS 650 Cultivating a Strong Leadership Presence | 7 hours
Cultivate your leadership presence by identifying key behaviours and habits of strong leaders.
BUS 128 Dealing with the Difficult Conversation | 7 hours
Learn an assertive, yet respectful method for discussing concerns with others to be successful in difficult conversations.
BUS 267 Leading Yourself and Others Through Change | 14 hours
Find the best road to successful outcomes while minimizing the negative effects of change.
BUS 652 Taking Initiative for Career Growth | 7 hours
Examine how and when you should demonstrate initiative at work to achieve results and further your career. Taking initiative in the right ways makes you look good at work, helps build professional confidence, and capitalize on opportunities for advancement.
BUS 700 Final Assessment for Certificate for Front Line Leaders | 20 hours
Reflection paper at the end of the Front Line Leaders program.
Work-Integrated Learning will be added to the Digital Media and Marketing Program in Fall 2024 to coincide with intake dates.
Why choose this program track?
This program focuses on giving you the tools to successfully create strategic marketing plans and develop the creative to implement your marketing goals in an organization.
Work in Canada
Students who meet the requirements for full-time status may be eligible for a post-graduate work permit that will allow them to work in our beautiful city, or elsewhere in Canada.
Earn a global business credential to put on your resume.
Gain a new perspective
Study and make friends with people from different backgrounds and cultures.
Fall 2024 Start Date
September 3, 2024
|2023 Fees||2024 Fees|
Your time is now, enrol at UCalgary Continuing Education and be in Canada within the year
Learn what your experience will be like, what your next steps are, and how we will support you in your learning journey...
“The thing I came to realize was one of the side benefits... you make contacts in the industry and that's so important.”
Michael McCallum, Graduate
Certificate in Business Intelligence and Analytics