Digital Marketing

Digital Marketing Certificate ? Program Overview
Digital marketing is a growing field, meaning digital marketers at all stages of their careers have the opportunity to find a job that they love. Are you a digital marketing professional who is passionate about finding creative solutions to technical problems, connecting with your audience, and building a successful marketing strategy? If so, it is vital that you continue to invest in your skillset so you can reach your career goals. Students who complete our certificate program will operate more effectively as marketing professionals, and stand out to employers and clients as having verified digital marketing skills, education, and experience.
Digital marketing combines the tools of marketing and technology with principles from business and design to utilize the online space to achieve business goals. In this program, students will touch on each of these topics through a variety of methods.?This program develops students? marketing skills through the development of digital strategies in the context of B2B vs B2C campaigns, creating an integrated marketing communications plan (IMCP) and learning about different marketing models and marketplace approaches. Through hands-on exercises, students will analyze the connection between online channels, strategy, consumer intent, and engagement in order to maximize results to achieve business growth. Students will generate a wide variety of content with an emphasis on copywriting, digital storytelling and image-making, as well as enhance their digital skills by developing content marketing strategies that align with target audiences and business goals.
Since social media is so prominent in digital marketing,?there is an entire course dedicated to social media platforms where?students will participate in the development of social media channels to explore the best practices to develop and maintain a professional image on various platforms.
Topics Covered/Learning Objectives
Upon completion of this certificate program, successful students will have reliably demonstrated the ability to:
Content Marketing
Conversion Rate Optimization
Email Marketing
Mobile Marketing
Paid Search (PPC)
Search Engine Optimization (SEO)
Social Media Marketing
Digital Analytics
Career Options
Digital Project Manager
User Experience Designer
SEO Specialist
Content Strategist
Chief Marketing Officer

Course Descriptions

DM 01: Digital Marketing Strategy and Planning (40 Hours)
Brief Course Description
The Digital Marketing and Planning course focuses on the introduction of digital marketing principles and management skills. Students will learn how to develop strategic marketing plans and execute digital campaigns. It offers a holistic view of the digital world by exploring a wide range of channels, tactics, and tools that impact business growth. Exercises are designed to analyze the connection between online channels, strategy, consumer intent, and engagement to maximize results.
Prerequisites
Applicants need a minimum of a high school diploma and must be 19 years or older at the time of starting the course. No course prerequisites.
Learning Objectives*
Upon completion of this course, the successful student will have reliably demonstrated the ability to:
Discuss the importance of strategic planning in marketing
Identify frameworks of an integrated marketing communications plan
Select appropriate digital tactics that align with corporate objectives and campaign goals
Develop segments and customer personas using market analysis and segmentation strategies
Understand the principles of website design and content, social media, email marketing, web analytics, search engine marketing and measurement
Method(s) of Evaluation/Assessments*
Students are evaluated through attendance, participation, activities, discussions and problem sets, and quizzes.
Completion Requirements*
Students must receive a minimum of 70% overall to complete the course successfully. Students are expected to abide by the policies of the college. You are expected to attend LIVE Online classes, regularly, and to have read all assigned chapters in the textbook plus any additional readings before the live sessions. Individual and group assignments should be completed satisfactorily and on time. There will be no makeup exams or assignments without prior permission.
DM 02: Content Strategy and Management (40 hours)
Brief Course Description
The Content Strategy and Management course focuses on generating a wide variety of content with an emphasis on copywriting, digital storytelling and image-making. This course is an opportunity for students to grow their digital skills by developing content marketing strategies, including content trees and calendars, that align with target audiences and business goals.
Prerequisites
Completion of DM 01.
Learning Objectives*
Upon completion of this course, the successful student will have reliably demonstrated the ability to:
Explain the key concepts of content marketing
Discover new opportunities by performing keyword research
Identify channels of content distribution that align with user preferences
Understand graphic design principles
Develop digital content for a variety of audiences according to brand messaging requirements
Create a content marketing strategy to optimize a firm?s digital footprint and reputation
Method(s) of Evaluation/Assessments*
Students are evaluated through attendance, participation, activities, discussions and problem sets, and quizzes.
Completion Requirements*
Students must receive a minimum of 70% overall to complete the course successfully. Students are expected to abide by the policies of the college. You are expected to attend LIVE Online classes, regularly, and to have read all assigned chapters in the textbook plus any additional readings before the live sessions. Individual and group assignments should be completed satisfactorily and on time. There will be no makeup exams or assignments without prior permission.
DM 03: Social Media Platforms?(40 hours)
Brief Course Description
The Social Media Platforms course explores the concept of social media as well as the principles behind online communication. Students will learn how to develop and maintain a professional business social media presence on platforms such as Facebook, Instagram, Twitter, Pinterest, LinkedIn and YouTube. Special emphasis is placed on how to identify influencers, deliver targeted content, design effective paid ads, develop social media plans and content calendars, audience engagement practices and community management.
Prerequisites
Completion of DM 02.
Learning Objectives*
Upon completion of this course, the successful student will have reliably demonstrated the ability to:
Identify social media platform(s) that are most appropriate for an organization.
Develop and maintain social media presence for your brand/organization
Utilize various platforms in a marketing campaign.
Establish policies and procedures for social media marketing activities
Create relevant social media advertising campaigns
Develop content calendars for original and user-generated content
Monitor social media for brand mentions, conversations, and engagement
Method(s) of Evaluation/Assessments*
Students are evaluated through attendance, participation, activities, discussions and problem sets, and quizzes.
Completion Requirements*
Students must receive a minimum of 65% overall to complete the course successfully. Students are expected to abide by the policies of the college. You are expected to attend LIVE Online classes, regularly, and to have read all assigned chapters in the textbook plus any additional readings before the live sessions. Individual and group assignments should be completed satisfactorily and on time. There will be no makeup exams or assignments without prior permission.
DM 04: Digital Data Management and Analytics (40 hours)
Brief Course Description
The Digital Data Management and Analytics course provides participants with the skills to evaluate a firm?s digital and social media performance. Students will be able to transform data into meaningful business insights that will impact planning and strategic decisions. This course explores free and paid tools to measure audience, acquisition, engagement, sales funnels, and user conversions.
Prerequisites
Completion of DM 03.
Learning Objectives*
Upon completion of this course, the successful student will have reliably demonstrated the ability to:
Extract insights from analytics
Communicate analytic insights through visual mediums
Classify various analytical tools based on their relevance to digital marketing
Integrate data management frameworks into digital marketing campaigns
Connect Analytics tools to third-party platforms
Develop a measurement plan that aligns with business goals
Perform basic analysis of data sets to inform marketing decisions
Determine the success of a marketing campaign through key performance indicators.
Method(s) of Evaluation/Assessments*
Students are evaluated through attendance, participation, activities, discussions and problem sets, and quizzes.
Completion Requirements*
Students must receive a minimum of 65% overall to complete the course successfully. Students are expected to abide by the policies of the college. You are expected to attend live online classes, regularly, and to have read all assigned chapters in the textbook plus any additional readings before the live sessions. Individual and group assignments should be completed satisfactorily and on time. There will be no makeup exams or assignments without prior permission.
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Admission Requirements

General Admission Requirements for Domestic Students
Are you a domestic student?
You must prove the following:
You have successfully completed a B.C. Secondary School diploma or the equivalent of one
You are at least 19 years old before the first day of your program
English Language Proficiency Requirements for Domestic Students
Are you a domestic student?
You must show your language proficiency in ONE of the following ways:
You achieved a C+ (67%) or higher in BC English Studies 12, English First Peoples 12 or Literary Studies 12 or an equivalent course in Canada
You have completed two or more years in a row of full-time post-secondary education in English in one of the approved countries listed below OR you have completed three or more years in a row of full-time secondary school education in English in one of the approved countries listed below
You achieved a minimum score on one of the approved tests listed below
Approved Countries
American Samoa, Anguilla, Antigua and Barbuda, Australia, Bahamas, Barbados, Belize, Bermuda, Botswana, British Virgin Islands, Cayman Islands, Dominica, Falkland Islands, Fiji, Gambia, Ghana, Gibraltar, Grenada, Guam, Guyana, Ireland, Jamaica, Kenya, Lesotho, Liberia, Malta, Mauritius, Montserrat, New Zealand, Nigeria, Seychelles, Sierre Leone, Singapore, South Africa, St Helena, St. Kitts and Nevis, St. Lucia, St. Vincent & The Grenadines, Tanzania, Trinidad & Tobago, Turks and Caicos Islands, Uganda, United Kingdom, United States of America, US Virgin Islands, Zambia, Zimbabwe
Approved English Language Proficiency Tests and Scores
Cambridge English Advanced (CAE): minimum score of 58 or C
The Canadian Academic English Language Assessment (CAEL): minimum score of 55
Canadian English Language Proficiency Index Program (CELPIP): General 6
Duolingo: minimum score of 110 (temporary due to COVID)
International English Language Testing (IELTS): academic level with a minimum overall score of 6.0
Test of English as a Foreign Language (TOEFL) internet-based test: academic level with a minimum score of 79-80 and a minimum of 19-20 on each band
Test of English as a Foreign Language (TOEFL) paper-based test: minimum score of 550 and a minimum of 23 each for reading, writing, and listening
General Admission Requirements for International Students
Are you an international student?
You must prove the following:
You have successfully completed a B.C. Secondary School diploma or the equivalent of one
You are at least 19 years old before the first day of your program
English Language Proficiency Requirements for International Students
Are you an international student?
You must show your language proficiency in ONE of the following ways:
You achieved a C+ (67%) or higher in BC English Studies 12, English First Peoples 12 or Literary Studies 12 or an equivalent course in Canada
You have completed two or more years in a row of full-time post-secondary education in English in one of the approved countries listed below OR you have completed three or more years in a row of full-time secondary school education in English in one of the approved countries listed below
You achieved a minimum score on one of the approved tests listed below
Approved Countries
American Samoa, Anguilla, Antigua and Barbuda, Australia, Bahamas, Barbados, Belize, Bermuda, Botswana, British Virgin Islands, Cayman Islands, Dominica, Falkland Islands, Fiji, Gambia, Ghana, Gibraltar, Grenada, Guam, Guyana, Ireland, Jamaica, Kenya, Lesotho, Liberia, Malta, Mauritius, Montserrat, New Zealand, Nigeria, Seychelles, Sierre Leone, Singapore, South Africa, St Helena, St. Kitts and Nevis, St. Lucia, St. Vincent & The Grenadines, Tanzania, Trinidad & Tobago, Turks and Caicos Islands, Uganda, United Kingdom, United States of America, US Virgin Islands, Zambia, Zimbabwe
Approved English Language Proficiency Tests and Scores
Cambridge English Advanced (CAE): minimum score of 58 or C
The Canadian Academic English Language Assessment (CAEL): minimum score of 55
Canadian English Language Proficiency Index Program (CELPIP): General 6
Duolingo: minimum score of 110 (temporary due to COVID)
International English Language Testing (IELTS): academic level with a minimum overall score of 6.0
Test of English as a Foreign Language (TOEFL) internet-based test: academic level with a minimum score of 79-80 and a minimum of 19-20 on each band
Test of English as a Foreign Language (TOEFL) paper-based test: minimum score of 550 and a minimum of 23 each for reading, writing, and listening
General Admission Requirements for Mature Students
Do you identify as a mature student?
To qualify, you must meet the following requirements:
You are at least 19 years of age
You have not completed a B.C. Secondary School diploma or the equivalent of one
Application Requirements
Mature Students must submit ALL of the following:
At least one letter of reference from a person who is not related to you
A statement of intent clearly outlining your career goals and your reasons for believing you will succeed in the program
A personal profile of 250 words or less
Additional Requirements
You must meet all of the program-specific and non-academic requirements where listed. In some cases, you may need to complete a placement exam to determine academic readiness.
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Dates
Live Online
Full Time:
September 12, 2022 ? November 04, 2022
Webinars are held Monday to Friday from 5:30 to 7:30 pm PST
Students must devote at least 20 hours per week to attending webinars, seminars, and laboratories online
Seminars and laboratory times are decided at the start of the cohort
In-Class
Full Time:
September 12, 2022 ? November 04, 2022
Classes are held Monday to Friday from 5:30 to 7:30 pm PST
Students must devote at least 20 hours per week to attending classes, seminars, and laboratories in-person
Seminars and laboratory times are decided at the start of the cohort
Fees
Tuition fees for this program are due and payable 2 weeks prior to the cohort start date. Students with guaranteed funding arrangements will be exempt from this requirement provided that they produce documents before the cohort start date.
All formats of the program are eligible for Canada Student Loans, other forms of government funding, and bank financing. However, students are responsible for making their own funding arrangements and are advised to contact the relevant funder well in advance of the start date to make an application.
Application and tuition fees for this program are as follows:
Application fee: $40 (Domestic Students) or $140 (International Students)
Tuition fee (Domestic): $2,950
Tuition fee (International): $3,687.50
Note: Tuition fees do not include the cost of the required textbooks. The approximate textbook fee is $200.
Technical Requirements
Live Online Students
Ashton College uses web conferencing tools to help instructors and students connect and collaborate live online. For the online classes, students need to have a fully functional computer system with a webcam, speakers and microphone or headset and headphones, along with a reliable high-speed internet connection. Though the classes can be accessed using smartphones and tablets, we recommend using a laptop or desktop computer for a better learning experience.
This program was reviewed and approved by the Registrar of the Private Training Institutions Branch of the Ministry of Advanced Education and Skills Training.