Whether you have knowledge and experience in one or more digital applications, or almost none, this course will ensure your grasp of digital media is comprehensive, solid and up to date. It will give you a broad overview of the technology, its current uses in organizations and society, and its potential and implications for the future. It will provide knowledge and skills that form a strong base for immediate application in the workplace as well as for later courses in the program.
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Section # 761
* Fees for non-credit courses apply
Course duration: 30 hours online plus approximately 15 hours of readings and assignments
Continuing Education Units (CEUs): 4.5
This online course is part of the Certificate in Digital Content and Community Management Program. For more information, click here.
If you wish to register for an individual course without being admitted to the program, please click here for registration instructions.
Principles of digital communication. Overview of current uses of internet-based media (websites, blogs, social networks) in public relations, direct marketing, internal communications, fundraising, consumer relations and reputation management. Trends and best practices in digital and social media technologies, as well as their appropriate use for different organizations and objectives. Effective online community management. Tried-and-true as well as trending uses of widely used platforms, and the shift to mobile applications. Measurement and evaluation strategies, methods and resources. The mutual influence of traditional and digital media.
At the end of this course the participants will be able to:
- Understand the evolution of social media and its current place in the communications mix
- Understand the strengths and weaknesses of those social networks which are key to the North American market
- Implement social media tactics based on strategic considerations
- Apply best practices to digital campaigns and community management
- Establish key metrics and determine ROI for social media campaigns
- History and principles of digital communication. Overview of trends and best practices. Online resources and research.
- Current uses of Internet-based media (websites, blogs, social media) in marketing communications, direct marketing, and consumer relations.
- Current uses of Internet-based media in grassroots projects and fundraising
- Online community management best practices.
- Choosing the appropriate uses of digital media communications.
- Tracking of on-line communication, replying, engaging, reporting.
- Measurement and evaluation of digital media projects.
- Current uses of Internet-based media in public and media relations, crisis communications and reputation management.
Students are required to bring their laptops/notebooks/tablets to class.
One week (7 calendar days) prior to the first class.
If you miss the registration deadline, please contact 514-398-5454 or pd.conted [at] mcgill.ca
For information regarding tuition payment please refer to: Student Accounts
Third Party Billing
If you have an agreement with your employer whereby the company should be billed directly for your course fees, please refer here for instructions on initiating a Third Party Sponsorship.
Course Drop/Withdrawal Policy
- Any time prior to the 1st class: Course Drop Period with Full Refund.
- After the 1st and before the 2nd class: Course Drop Period with Refund minus $20 fee.
- After the 2nd class: Course Withdrawal with No Refund.
E-mail: pd.conted [at] mcgill.ca