Camosun Digital Marketing Program

Camosun Digital Marketing Program

Increase your employability

This 10-month, part-time evening program will equip you with leading-edge, applied training, tools and techniques to effectively market a brand, service or product online. Taught by professionals in the local digital marketing industry, you will develop comprehensive and current skills in areas such as branding, content strategy (writing, blogging, video and social media); traffic generation; analytics; search engine optimization; email strategy; online advertising methods; website creation and maintenance using a content management system.


Digital Marketing – Introduction • (18 hours)

You will gain a broad overview of successful online communication and marketing strategies, and the impact of an effective digital strategy on an organization. Elements of the online world and the way in which they relate to each other are explored.

Course Learning Outcomes
Upon completion of this course, learners will be better able to:

Describe basic principles of marketing, branding and engagement concepts.
Describe the shift from a traditional marketing environment to that of a communication and engagement focused digital strategy.
Identify elements of a successful digital communication and engagement strategy.
Describe the required components of a digital strategy which support the execution and achievement of an organization’s goals or business plan.
Prerequisite: None

Digital Content – Strategy • (18 hours)

Explore the various elements of effective digital content planning for communication and marketing. You will plan, select and create and curate engaging, evidence based online content that can be leveraged across all communication, promotions, and campaign channels and social media platforms.

Course Learning Outcomes
Research, select and develop innovative, quality marketing and communication content to meet business goals
Select appropriate optimization strategies to generate publicity and increase the awareness of a brand, product, service or event.
Problem-solve content solutions using appropriate digital technology to achieve goals.
Develop and implement systems to monitor and optimize the performance of digital marketing efforts and online presence.
Prerequisite: Digital Marketing – Introduction

Digital Content – Writing • (18 hours)

An introduction to the art and essentials of persuasive writing. You will have the opportunity to write quality, engaging content for web pages, newsletters, press releases, blog posts and other marketing tools for a variety of audiences and online platforms.

Course Learning Outcomes
Upon completion of this course, learners will be better able to:

Identify and apply the key elements of persuasive writing to develop online content.
Communicate effectively, concisely and persuasively to reach and engage targeted audiences.
Write quality content for all forms of digital media to maintain a consistent voice for a brand, product, service or business activity.
Use web analytics and other tools to understand user behavior and maintain relevancy.
Research, develop and produce a blog using a sustainable content strategy to enhance the brand and promote a business’ product or activities.
Prerequisites: Digital Content – Strategy

Website Development Using CMS • (36 hours)

This applied, hands-on training prepares you to build and maintain a responsive, mobile-ready website with an integrated blog to establish an effective online presence using a WordPress CMS. You will learn to select appropriate themes; add and edit pages and posts; build menus; add and edit graphics; upload and link documents; embed videos; choose and install appropriate plugins; and use widgets to connect and link other online networks such as social media. You will also have the opportunity to customize themes and templates. Includes an overview of E-commerce functionality.

Course Learning Outcomes
Upon completion of this course, learners will be better able to:

Register domains, set up hosting accounts, and choose and implement themes and templates to establish an online presence.
Create, edit and optimize websites utilizing best practices in online marketing.
Add, manage and organize content to ensure that websites are: functional, well-designed, mobile-ready, and meet client needs.
Apply knowledge of current and emerging cultural and social trends to the design and development of a website.
Choose and integrate platforms and plugins into websites in order to increase traffic, awareness and engagement.
Prerequisites: None

Digital Traffic Generation & Analytics • (18 hours)

In this course you will explore best practices in traffic generation and the use of web analytics. Applied learning experiences provide you with the opportunity to develop basic strategies necessary for building traffic and interpreting customer behavior.

Course Learning Outcomes
Upon completion of this course, learners will be better able to:

Describe the types of analytics used in online marketing strategies to ensure the effectiveness of content and campaigns.
Track customer behavior using basic analytic strategies.
Read and interpret analytics and report these findings to the client.
Apply search engine optimization (SEO) best practices to enhance traffic generation.
Establish a network of links to enhance the credibility and ranking of the website.
Optimize onsite content and analytics for internal linking.
Prerequisites: Digital Marketing – Introduction

Social Media and Online Engagement • (18 hours)

Explore and compare several popular social media platforms. You will learn to increase the level and quality of authentic engagements with audiences and explore the use of social media tracking tools to analyze audience preferences and generate important and relevant content. You will develop skills to gauge and improve the effectiveness of social messages and campaigns.

Course Learning Outcomes
Upon completion of this course, learners will be better able to:

Differentiate between major social media platforms and select appropriate channels to reach and engage with the intended audience.
Plan and execute a social media campaign and track and analyze results for effectiveness in meeting business goals.
Manage on-line reputation of an organization by applying legal and ethical considerations.
Create quality engaging social media message and campaigns to meet business goals.
Prerequisites: Digital Marketing – Introduction

Creating Video Content • (18 hours)

You will apply the skills necessary to create semi-professional video content. The applied nature of this course ensures that you gain the skills and the confidence needed to create affordable and compelling videos that are well-designed, edited, and executed in preparation for an online marketing strategy.

Course Learning Outcomes
Upon completion of this course, learners will be better able to:

Determine the resources required including the equipment, professional expertise, budgets and skills necessary to develop engaging and purposeful video content.
Plan, script, shoot, edit and upload a video to a video platform.
Use the appropriate software to edit, produce and upload video content for embedding into websites and other marketing applications.
Use knowledge of ethics and legislation related to digital media and distribution to ensure that copyright and other legal standards are met.
Prerequisites: None.

Email Marketing Strategy • (18 hours)

An introduction to permission based marketing strategies. You will optimize email marketing campaigns to enhance customer engagement to grow and maintain loyalty using an Email service provider. Includes how to increase open and opt in rates; effective use of sign-up forms, auto responder series and more. The importance of an active and engaged customer list is emphasized.

Course Learning Outcomes
Upon completion of this course, learners will be better able to:

Identify key components of federal and provincial legislation and apply to email communication and marketing plans.
Plan and carry out an effective email campaign to meet marketing goals.
Apply knowledge of templates, themes and HTML to the creation and maintenance of a newsletter for business purposes.
Build and retain a customer database that meets organizational requirements.
Use metrics to quantify the effectiveness of an email campaign.
Prerequisites: Digital Marketing – Introduction

Online Advertising • (18 hours)

Explore current and emerging practices in paid advertising campaigns used in today’s online world. You will have the opportunity to develop an online advertising strategy that generates traffic, targets and retargets the appropriate audience and builds and enhances customer engagement. Ethical advertising practices and strategies are emphasized.

Course Learning Outcomes
Upon completion of this course, learners will be better able to:

Evaluate and choose the appropriate platforms for an effective online advertising strategy.
Determine advertising goals in collaboration with an organization and develop a campaign to achieve those goals.
Implement an online advertising strategy that reflects current practices and which meets all ethical and legal considerations.
Use analytics to measure the results of advertising campaigns.
Prerequisite: Social Media and Online Engagement

Digital Marketing – Emerging Topics • (12 hours)

Introduction and discussion of emerging practices, trends in digital communication, new approaches to content strategy and digital technology will be offered by instructors and guest speakers from industry.

Course Learning Outcomes
Upon completion of this course, learners will be better able to:

Describe and discuss emerging trends in digital marketing
Prerequisites: None

Digital Marketing Portfolio • (18 hours)

In this final program course, students who wish to achieve a Certificate in Digital Marketing Strategy will develop and prepare a professional digital marketing portfolio. Building upon the skills, knowledge and strategies acquired throughout the program, you will create a portfolio suitable for presentation to an organization. You will be coached in the development of your portfolio throughout the course, and will present your portfolio to peers and employers.

Course Learning Outcomes
Upon completion of this course, learners will be better able to:

Integrate and apply digital marketing concepts, strategies and best practices in the development of a marketing portfolio.
Create a portfolio that effectively showcases your digital marketing strategy for presentation to peers and employers.

Camosun Digital Marketing Program Staff

Bryan Rempel - owner Inter-Actions Digital Marketing Services

Bryan Rempel MA Ed.

Bryan is a serial entrepreneur, author, publisher, distributor, videographer, graphic designer, educator, web developer, mobile app builder and most importantly a grandfather. He has been privileged to have had a series of mentors throughout his career in a variety of fields of expertise, and is now in the mentor phase himself, sharing a lifetime of experience with his students and clients.

Two of Bryan’s companies are in the education field, producing and distributing curriculum. He is the author of fourteen books teaching students from Grade 4 to the Masters level in creative and academic writing. He pioneered online tutorial and distance education in 2005 and produces dvd, online and written programs with teachers from across Canada and students from around the world.

Bryan’s third company specializes in video-marketing, website development, automated customer follow-up systems, mobile app development and social media integration. Bryan looks forward to sharing his knowledge, experience and systems for building successful businesses with the latest in online technologies and timely marketing strategies.