Online and Remote Learning

Digital marketing management represents the fastest-growing new channel for targeted communication, interaction, engagement and delivery of an organization's branding, communications, products and services. If you need to improve your digital marketing management skills - which most marketing professionals, consultants and small business owners do - this course will give you a solid foundation in the strategic, tactical and creative essentials. It combines lectures, readings, case studies, exercises and assignments to explore web-based marketing principles. Understand the principles of website design and content, social media, email marketing, web analytics, search engine marketing and measurement. Use search engine fundamentals for organic and paid search traffic. Explore social media marketing, blogging and social networks. Reach audiences through content and email marketing. Understand web analytics and key performance metrics. Grasp the basics of website usability and content management.

There’s a thriving digital marketing ecosystem out there—and your organization needs to know how to move through it to create stand-out campaigns to promote products and services. In this course, you’ll get the foundation skills and strategic essentials you need to plan and deliver results in targeted communication, customer engagement, delivery and more. You’ll build your digital experience by applying customer-centric frameworks and implement integrated digital marketing strategies based on purposeful planning, strategic alignment, risk management and a digital measurement plan. Within 4-6 weeks of successfully completing this course, you will receive your micro-credential indicating achievement of the outlined learning outcomes and competencies/skills. Micro-credentials are tamper proof, verifiable, blockchain-based and 100% digital. They can be shared on social media, including LinkedIn and Facebook, embedded in websites or downloaded as PDFs. By the end of this micro course, you'll be able to: Define and understand the digital marketing ecosystem across platforms, channels, and tactics. Formulate digital marketing strategy with objectives/goals that deliver business value. Explore the business and consumer impacts of digital transformation within the context of marketing. Apply customer-centric frameworks and develop practices to build digital experiences. Develop and maximize Digital Marketing Campaigns/Initiatives and deliver a Digital Measurement Plan. Competencies/skills developed in this micro course include: Strategic Thinking Customer Centricity Marketing Strategy Digital Campaign Briefing and Management Planning and Measuring Digital Marketing

The Internet is everything to business. Customer engagement and delivery of your products and services depend on it. In this micro course, you’ll learn how to use paid, earned, shared, and owned digital channels to advance your marketing strategy. You’ll learn best practices for website management, email marketing, social media strategy, search engine optimization, and digital advertising. This micro course involves a blend of online webinars, readings, videos, discussion forums, quizzes, and a capstone project, all designed to help you hone your digital marketing skills. Within 4-6 weeks of successfully completing this course, you will receive your micro-credential indicating achievement of the outlined learning outcomes and competencies/skills. Micro-credentials are tamper proof, verifiable, blockchain-based and 100% digital. They can be shared on social media, including LinkedIn and Facebook, embedded in websites or downloaded as PDFs. By the end of this micro course, you'll be able to: Evaluate the principles of website design to improve visitor experience. Apply the elements of Google search engine optimization (SEO). Analyze social media strategy and describe popular social media platforms. Explain email marketing best practices. Identify and describe digital advertising opportunities. Competencies/skills developed in this micro course include: Website Property Management Search Engine Optimization Social Media Strategy Email Campaign Management Digital Advertising

Search engine marketing (SEM) helps companies know whether and how their marketing dollars are meeting business objectives. This course will teach you how to use SEM to improve business performance and make sure your organization gets in front of today's online audience. You'll learn how to incorporate online advertising into an overall digital strategy and how to study best practices for online success. Learn about organic and paid searches, display and social media advertising, web analytics and optimizing SEM budgets. Understand SEM fundamentals, including keywords and competitive research. Understand Google's algorithm and recent changes to it.Create and manage an online advertising campaign.Develop landing pages and website experiences that drive leads or sales. Use web analytics to measure the performance of your initiatives.

A website is only of value if users can find it. In this five-week micro course, you’ll learn how to research and identify the keywords your audience uses in Google searches. You’ll examine how Google ranks websites and how to position yours, so it’s found more easily. Working with case studies, you’ll develop practical marketing strategies and a stronger approach to search engine optimization. You’ll emerge with fresh ideas and a strong foundation in how to get your website noticed. Within 4-6 weeks of successfully completing this course, you will receive your micro-credential indicating achievement of the outlined learning outcomes and competencies/skills. Micro-credentials are tamper proof, verifiable, blockchain-based and 100% digital. They can be shared on social media, including LinkedIn and Facebook, embedded in websites or downloaded as PDFs. By the end of this micro course, you'll be able to: Perform both SEO keyword and competitive research to best compete in a crowded market. Understand how Google ranks websites and how to position yours to increase your chances of ranking. Develop an influencer & media outreach strategy to improve your Off-Page SEO (i.e., how authoritative and credible Google views you). Competencies/skills developed in this micro course include: Search Engine Optimization Influencer and Media Outreach Content Marketing Strategy

If you want to increase your organization’s pay-per-click (PPC) revenues, this micro course is for you. You’ll delve into real case studies across both B2B and B2C companies and learn the tactics and strategies that drive growth in predictable ways. You’ll identify high-value keywords that get your Google ads noticed and explore paid social media strategies that cover the entire customer journey. You’ll learn to write persuasive ad copy and optimize your website and landing pages to convert visitors into customers. Within 4-6 weeks of successfully completing this course, you will receive your micro-credential indicating achievement of the outlined learning outcomes and competencies/skills. Micro-credentials are tamper proof, verifiable, blockchain-based and 100% digital. They can be shared on social media, including LinkedIn and Facebook, embedded in websites or downloaded as PDFs. By the end of this micro course, you'll be able to: Perform both PPC keyword and competitive research to best compete in a crowded market. Build and manage Google Ads campaigns, including structuring campaigns, optimizing bids, and writing persuasive ad copy. Build and manage Display and Social Media campaigns, including targeting the right audience with the right creative messaging. Maximize the paid traffic you’re driving to your website through conversion optimization. Competencies/skills developed in this micro course include: Google Ads Campaign Management Display and Social Media Campaigns Conversion Optimization High Performance Ad Copy

With social media becoming the number-one online activity, a monumental shift in marketing is underway. Successful businesses and entrepreneurs no longer control information and brand - consumers and their conversations do. In this course, you'll learn about the social media landscape and new and emerging platforms. You'll learn how to make a social media plan, the best practices to engage your audiences and manage your community and how to measure the success of your campaign. Research and develop a social media marketing strategy. Know which social networking platforms to include in your mix. Build and moderate online communities. Develop content calendars for original and user-generated content. Monitor social media conversations, mentions and buzz.

Get ready to boost efficiency and agility in your organization through adoption and use of cloud systems. In this course, you’ll learn to develop and execute cloud strategies that align capabilities and investments with the digital future. You’ll explore ways to connect with influencers and achieve near-term objectives and longer-term goals. Through case studies, group work and video interviews with Canada’s thought leaders, you’ll learn to apply best practices of cloud/hybrid IT within any public or private-sector organization – including yours. Identify key steps in building cloud/hybrid IT capabilities in two dimensions: technology and process/strategy Understand what is important in defining the current state of your organizational cloud/hybrid IT strategy, and pinpointing areas needing additional attention Define attainable next steps in your cloud/hybrid strategy: what can be done, why it should be achieved, and how best to approach the challenges ahead Assess long-term objectives, with an eye towards optimizing near-term investments and activities Capture a complete perspective on current and future state cloud/hybrid benefits, objectives and initiatives, in a format that enables you to successfully communicate your strategy to senior executives in all parts of your organization    

This course shows you how to interpret and navigate ongoing changes to search and social media and adopt a strategic approach to your digital communications management to achieve your business goals. By starting a written blog, vlog or podcast, learners will get first-hand experience setting a business objective, identifying their target audience, and publishing content to a weekly schedule. Modules will cover current applications, tools and best practices related to researching your topic and audience, using AI to plan your communications strategy, effective content distribution using the PESO model, and measuring your results with Google Analytics. Sessions include lectures, discussions, practical instruction, group projects and online analysis. Take a strategic and ethical approach to digital communications management Integrate multimodal generative AI tools into your content planning and creation Craft content that demonstrates experience, expertise, authoritativeness and trustworthiness (or #EEAT- Google’s latest ranking factor) Apply advances in AI and search engine optimization (SEO) to build brand awareness Measure, evaluate and adjust your communications strategies and tactics Effective community management legal, ethical and privacy issues. Build relationships, communities, and a culture of trust.

In this micro course you’ll learn how to apply a strategic lens to all digital communications, and how it relates to building brand awareness and achieving business success. To start, you’ll learn how to formally define a business objective, then identify your target audience. Next, you’ll explore how to test the viability of that objective by performing a SWOT analysis and researching the competition. You'll emerge with a solid business case for serving your target audience with strategic and helpful content marketing, and curated stories, published consistently across your owned and social media properties. Within 4-6 weeks of successfully completing this course, you will receive your micro-credential indicating achievement of the outlined learning outcomes and competencies/skills. Micro-credentials are tamper proof, verifiable, blockchain-based and 100% digital. They can be shared on social media, including LinkedIn and Facebook, embedded in websites or downloaded as PDFs. By the end of this micro course, you'll be able to: Define a digital communications and social media strategy Identify a target audience Formulate a SMART Objective Assess the value of research and perform a SWOT analysis Use Generative AI tools to complement audience research and SWOT analysis Explain the business case for content marketing and content curation for building brand awareness Competencies/skills developed in this micro course include: Digital Communications Goal Setting Goal Analysis Content Marketing Content Curation AI Research