Social Media Marketing

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Courses - September 2023

Level 1

Course details

The Art of Storytelling (Digital Age)
COMM8410

Description: Presenting a brands’ message online is not enough in today’s market. Today’s consumers have shown that they best respond to stories that convey the brands values, history and overall mission. Through this class, students examine the various elements of the story and the strategies used by storytellers to hook their audience and have them begging for more. This course also reviews the basics of story telling in written, visual and audio forms, and provides insight on how to share these stories to drive desired actions from customers.
  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Conestoga 101
CON0101

Description: This self-directed course focuses on introducing new students to the supports, services, and opportunities available at Conestoga College. By the end of this course, students will understand the academic expectations of the Conestoga learning environment, as well as the supports available to ensure their academic success. Students will also be able to identify on-campus services that support their health and wellness, and explore ways to get actively involved in the Conestoga community through co-curricular learning opportunities.
  • Hours: 1
  • Credits: 0
  • Pre-Requisites:
  • CoRequisites:

Video Production 
MDIA8100

Description: Reaching audiences with video content has become a key requirement for many organizations. In this hands-on course, students learn how to capture, edit and serve video to targeted markets using industry standard software. Students practice cropping, overlaying and sourcing images as well as modifying sound within videos. The course ensures that content produced is well branded and meets legal requirements.
  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Social Media Platforms 
MDIA8110

Description: Social Media marketing is a driving force in today’s market with 74% of shoppers making purchase decisions based on social media. This course provides an introductory overview to the social space, reviews the platforms and tools that organizations are using to drive consumer behaviour, and outlines the response rates that they are achieving. The course also reviews the role of Community Managers, and the differences between internal and external social media efforts.
  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Marketing in a Digital World
MKT8300

Description: In this introductory course, learners explore both the foundations of traditional marketing as well as the fundamentals of the Digital Marketing Space. Students review the concepts of market segmentation, gain knowledge of the media available to marketers today, study consumer behaviour and analyze campaigns in market that are working well.
  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Branded Content Creation  
MKT8310

Description: Content generation and community management are key skills of any Media team in today’s business environment. This course gives students hands-on skills in generating content for both internal and external audiences. Topics include generating content for blogs, microblogs and videoblogs, how to build 2-way engagement, reputation management, crisis management, writing and editing in a social world, PR, how to target influencers and how to effectively communicate the core values of a brand.
  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Online Marketing 
MKT8320

Description: Websites are a key hub in any online strategy. In this course, you will design a website using industry standard software and utilize Search Engine Optimization (SEO) to improve your ability to reach customers effectively. You will learn design practices to ensure your website is driving towards your business's goals and objectives. You will also learn how to track interactions with customers using buzz monitoring tools such as Google Analytics.
  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Digital Marketing Channels  
MKT8330

Description: Digital Marketing has allowed today’s marketing professionals to electronically market to customers in cost effective and personalized fashion. This course provides an overview of what tools Digital Marketers today are using and what results they are seeing with their online initiatives. Students examine various conversion points that brands need consumers to make and discuss various digital tools that can aid in those conversions.
  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Level 2

Course details

Social for Business
BUS8640

Description: Social Media is not only utilized as a tool to reach external customer segments but has also become a critical internal tool for business to assist in their day-to-day operations. This course provides students with an understanding of the various roles that social media is serving internally within business, as well as how to generate social polies for organizations and how to ensure that organizations are utilizing the big data to make informed business decisions.
  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Channel Management: Facebook
MGMT8840

Description: Knowledge of how to strategically utilize various social media platforms to reach a brand’s stated goals and objectives is a key skill for Social Media Marketers. Understanding how to generate quality paid, owned and earned media on each platform as well as how to track the results of those efforts is the focus of this course. Students are responsible for an online brand and will use Facebook to move that brand’s target market through various conversion points.
  • Hours: 21
  • Credits: 2
  • Pre-Requisites:
  • CoRequisites:

Building Personal Brands and Global Audiences
MGMT8850

Description: Knowledge of how to strategically utilize various social media platforms to reach a brand’s stated goals and objectives is a key skill for Social Media Marketers. Understanding how to generate quality paid, owned and earned media on each platform as well as how to track the results of those efforts is the focus of this course. Students are responsible for an online brand and will use Twitter to move that brand’s target market through various conversion points.
  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Channel Management: YouTube
MGMT8860

Description:

Knowledge of how to strategically utilize various social media platforms to reach a brand’s stated goals and objectives is a key skill for Social Media Marketers. Understanding how to generate quality paid, owned and earned media on each platform as well as how to track the results of those efforts is the focus of this course. Students are responsible for an online brand and will use YouTube to move that brand’s target market through various conversion points.

  • Hours: 21
  • Credits: 2
  • Pre-Requisites:
  • CoRequisites:

Channel Management: LinkedIn/Blogging
MGMT8870

Description: Knowledge of how to strategically utilize various social media platforms to reach a brand’s stated goals and objectives is a key skill for Social Media Marketers. Understanding how to generate quality paid, owned and earned media on each platform as well as how to track the results of those efforts is the focus of this course. Students are responsible for an online brand and will use LinkedIn and blogging platforms to move that brand’s target market through various conversion points.
  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Channel Management: Instagram
MGMT8880

Description: Knowledge of how to strategically utilize various social media platforms to reach a brand’s stated goals and objectives is a key skill for Social Media Marketers. Understanding how to generate quality paid, owned and earned media on each platform as well as how to track the results of those efforts is the focus of this course. Students are responsible for an online brand and will use Snapchat and Instagram to move that brand’s target market through various conversion points.
  • Hours: 21
  • Credits: 2
  • Pre-Requisites:
  • CoRequisites:

Emerging Platforms
MGMT8890

Description:

Marketers are constantly seeking new and innovative ways to reach their target markets. In this course you will explore the newest of platforms and media available, strategize ways to use these emerging platforms and develop skills to run trials and tests on that platform. Through group projects you will discover ways to find new and exciting options for clients to utilize in their marketing and social media campaigns.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Campaign Creation and Community Management
MGMT8900

Description: Effective social media strategies align with corporate goals, branding, and communication practices. In this course, students design comprehensive social media strategies for products and services and also address the needs of community management. Topics include the social media planning process, integration of traditional marketing and social media, trends affecting the social media space, as well as legal implications and budgeting.
  • Hours: 21
  • Credits: 2
  • Pre-Requisites:
  • CoRequisites:

Social Media Strategist  
MKT8340

Description: Successful Social Media Professionals need to be able to stay on top of trends, analyze data to make decisions, pitch campaign ideas and manage influencers. This course will prepare students for the day to day tasks required to stay relevant in the Social Media Industry
  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Program outcomes

  1. Create and implement a social media plan that aligns to a brand’s overall business objectives
  2. Develop, curate, and post branded content on a variety of social media platforms to meet stated objectives within a social media plan
  3. Interpret social media analytics, trends, tools, and activities to determine the effectiveness of various social media strategies.
  4. Develop effective communication and interpersonal strategies to foster collaboration within social media project teams.
  5. Develop strategies to establish, nurture, and support online communities that drive community members to become brand ambassadors
  6. Evaluate current consumer behaviour patterns in order to generate social strategies that trigger a desired response
  7. Develop online contests and content that abide by Canadian legal and ethical requirements