Online and Remote Learning

Ready to apply a strategic and measurable approach to your content marketing? This micro course teaches you how to decide which content marketing formats — written blogs, vlogs, or podcasts — best serve the needs of your target audience, and how to plan and build a content calendar. To ensure your stories reach their intended audience, you’ll learn the basics of search engine optimization (SEO) and current best practices for distributing content across paid, earned, shared, and owned media channels (PESO Model). By the end of this micro course, you’ll be able to determine which content marketing performs the best for specific audiences and identify actionable insights from basic metrics. 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: Assess different content marketing formats: written, video, audio Build a content calendar Apply on-page and off-page Search Engine Optimization (SEO) Categorize distribution tactics according to the PESO Model (Paid, Earned, Shared, Owned) Analyze basic metrics to assess your website and social media performance Assess how Generative AI tools can complement keyword research, calendar building, content creation and on/off-page SEO Competencies/skills developed in this micro course include: Calendar Planning Content Distribution Search Engine Optimization Video Storytelling Data Analysis AI Research

Take your skills to the next level with this course, the last in the Digital Strategy & Communications Management certificate. Building on what you learned in the first two courses, you'll examine emerging trends that affect marketing communications; strategies for long-term community building; ways to create creative, goal-oriented content; integrating paid, earned and owned media and analytics; and handling crisis communications. And in a real-time role playing scenario, you'll experience what it's like to be in the middle of an online crisis by developing an actionable strategy and plan to restore an organization's reputation. Look closely at emerging social media trends and their impact on marketing, communications and trust. Identify emerging issues and strategically manage real-time crisis situations. Develop creative, measurable and relevant digital and social media plans and strategies. Blend paid, earned and shared media into a communications program. Know how to protect and restore an organization's reputation should a crisis arise.

This online introductory course covers both the pharmacokinetic and pharmaco-dynamic principles of pharmacology. It is intended for individuals, including professionals, who wish or require a course to expand their understanding of this important medical discipline. The course consists of over 50 hours of illustrated and narrated lectures, as well as vignettes that apply this knowledge to relevant clinical settings. See website for details. This course is offered in collaboration with the Faculty of Medicine.  A broader understanding of principles that govern the fate of drugs in the body (pharmacokinetics) and exert their effects (pharmacodynamics) The ability to apply and integrate this information to understand clinical use and clinical limitations of drugs Understand what is considered a drug and how drugs may be found in nature or created by man - Understand how the physiochemical structure of a compound can alter how it is absorbed, distributed and cleared by the body Appreciate how the route of administration is designed to take into account both the drug's physiochemical properties and the body's physiology to ensure that therapeutic concentrations reach targeted sites of action Describe how physiological processes (protein binding, ionization) can change a drug's kinetic profile in the body (i.e. absorption and distribution) Recognize how properties of a compound can alter its bioavailability (plasma concentration) and how this relates to a drug's measure of clinical effectiveness Understand and explain how drugs are biotransformed and eliminated by the body, focusing on both renal and hepatic clearance Understand and explain the different enzymatic processes that are involved in drug metabolism, especially in the liver, and how drug metabolism may alter route of administration, dosing and clinical effectiveness Apply pharmacokinetic principles (absorption, distribution, clearance) to better understand drug dosing - Describe different classes of drugs in relationship to their mechanism of action Understand how drug effectiveness and potency are measured, clinically and in the laboratory setting Recognize the diversity of drug targets found within the body Through example drugs, recognize and understand how specific drug-target interactions can alter physiology Through examples appreciate the use of drugs in the clinical setting Identify and understand how a drug can elicit an unwanted or adverse effects Appreciate and understand how drug interactions, genetics and stage of life (i.e. pregnancy, aging) contribute to modulating clinical outcomes Extend recognition of drug use in society, outside of the therapeutic context Communicate a better understanding of how drugs work in the body

How can you lead people more effectively in today's globally connected environment? In this course we re-frame views of leadership that emphasize the role of individual leaders who inspire followers. We explore ways of creating the conditions for shared leadership in teams and healthy organizational cultures. Readings, in-class presentations and discussions will help you find the best approach to leading people in your organization. You'll also complete a project based on real challenges from your workplace. See how leadership is evolving in a more globally connected business environment. Develop an agile workforce capable of improving its performance. Explore best practices for leading people, beginning with strategies for leading oneself and managing up/through the networks and cultures needed to deliver strategic results. Understand the connection between organizational culture and strategic results. Use innovative ways to enable collective work. Apply new approaches to leading people in your current team and organization.

This course introduces you to the risk management process. It starts with an enterprise-wide perspective on risk, then examines risk identification and analysis tools and techniques, including risk registers and risk mapping. You'll learn about risk management standards and guidelines worldwide, as well as other important financial risks such as liquidity and capital investment. Risk oversight, monitoring and assurance are discussed from the perspective of governance and control. Understand the nature, purpose and steps involved in risk management. Identify and analyze exposures to accidental risks and business losses. Develop skills in describing, analyzing and applying alternative risk management techniques. Acquire expertise in developing, justifying and applying rules to risk management situations.

Good brand management drives business growth and company value. This course will help you understand everything about it, from strategy and planning to execution and measurement. Learn the basic concepts and functions from real-world professionals. Take part in lectures, discussions and case studies that bring brand thinking to life. Apply brand management principles, offline and online, to manufacturing, retail and other business channels. Gain a deeper understanding of a brand manager's role by studying how successful organizations “live” their brands. Deepen your understanding of the role of brand in revenue growth, including retention and loyalty Understand the value of brand and performance measurement to be able to quantify its contribution Tangibly be able to identify and articulate an organization’s brand identity and strategy Be able to understand and leverage the power of activation and engagement Understand how mistakes are made and brand recovery can happen through various efforts Explore the future of brand management in the context of innovation, ecosystems and change

For those interested in taking their brand management knowledge to the next level, this course will provide a deeper understanding of the customer value proposition and how to acquire new customers, retain them and increase per capita revenue. You'll learn which marketing initiatives have the strongest impact on business results and how to launch a new brand or invigorate an existing one. The course mixes lectures with real-life examples and case studies that provide insights into customer acquisition, retention and revenue growth. Deepen your understanding of the three pillars of growth: customer acquisition, customer retention and revenue per capita. See how the organization overall and its marketing activities contribute to these pillars. Add to each of the pillars with practical online and offline marketing initiatives. Be clear about the role of pricing in building the pillars. Understand how investment targets vary according to the brand challenge. Analyze how Brand Loyalty is developed, maintained and created. Understand how Brand repair is activated through churn management programs. Understand how data, insight and analytics are strengthening Brand Intimacy and the impact on privacy and legal concerns.

Find out how to take a more disciplined financial approach to brand and marketing investments in this final course for the Brand Management certificate. You'll learn to measure and track the value of your brands (consistent with new global standards) and marketing efforts in more confident, sophisticated ways. You'll learn global concepts of brand equity and how to use brand scorecards to measure key performance indicators. You'll use market research to measure brand strength and learn how to assess, track and financially evaluate marketing and brand-building initiatives.  The course contents will be applied toward a real-world financial brand measurement exercise across the life of the course. Apply the concept of and understand the practice of brand valuation Understand and apply the principles from the recently published global standards for Brand Evaluation Understand how brand equity is measured externally and internally Use a brand scorecard to measure how the strategy is working Use the Internet and market research to measure brand and business impact Develop formal recommendations for marketing investments and tracking in a financial manner

This intensive course will give you the latest entrepreneurial management techniques to accelerate your start-up's growth with minimal risk. Get all the practical fundamentals you need to begin your entrepreneurial journey. You'll get the opportunity to have one-on-one time with the instructor who is an entrepreneur. You'll learn how to craft an effective value proposition and draft a business model while getting customer and peer feedback to ensure you're on the right track. Identify the expertise and connections you might need to build your business. Explore different types of business structures, legal issues and financing in a supportive environment. Deepen your understanding of the entrepreneurial ecosystem. Find and begin to validate an idea for a business. Articulate and refine your value proposition. Draft your business model. Explore the legal and tax requirements of a start-up business or non-profit venture.

This course will help you better understand your customers and market so you can make the right strategic, product and marketing decisions in your new venture. You'll use primary and secondary market research techniques and tools to understand your market opportunity and see how your product or service fits. Learn how to collect and analyze information to validate assumptions and make key decisions. Research in this course will be used in 2929 Business Model Design. Determine the size of the potential market for your business idea. Understand potential competitors and their potential market share. Define target customers and develop personas for interviews. Learn and use advanced interviewing techniques to gain insights. Incorporate primary and secondary market research data into your business strategy.