Content Creation

Content is fundamental to the effective use of any media. Although much content is being re-used and recycled, original content is increasingly valued, making the ability to create content a critical skill for anyone managing digital and social media. Principles of effective communication need to be understood and practised, along with the specific skills in writing and design that pertain to digital media.

Note: Writing skills will be assessed at the start of the course and students will be referred to additional resources if necessary.

  Dates Day & Time Fees
In class
Section # 781

November 2 - December 7, 2017


2 Saturdays
(Nov. 4 & 18)

Fee: $995.00*
Alumni Fee: $845.75*

Online synchronous
Section # 782

January 16 - March 20, 2018


No Saturday

* Fees for non-credit courses apply

Course duration: 30 hours in class plus approximately 15 hours of readings and assignments

Continuing Education Units (CEUs): 4.5


This 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.


The role of original content in organizational strategy. Its influence on decision-making in the social, economic and political spheres, notably news flow and consumer choice. Effective engagement, persuasion, story-telling, relationship-building and community management using the principles of effective writing for a range of audiences. Writing for the Web and social media. Creative and effective use of design and audio-visual elements as essential elements of content creation. Sharing, recycling/upcycling content created by others.

Topics Covered

  • Essential skills of writing for digital platforms
  • Communicating organizational values and messages strategically and effectively
  • Trends in news flow -- sources of “news,” citizen journalism, blogging, mobile applications
  • The online search for original content in the age of digital overload; distinguishing features of original content
  • Principles of effective writing – exercises and peer review
  • Adaptation of messages and stories for different audiences, sharing and recycling/upcycling content created by others
  • Adaptation of messages and stories for different media and formats
  • Integration of audio-visual content into messages and stories for engagement and enhancement
  • Ongoing blogging and tweeting exercise
  • Critical elements of story-telling

Other Requirements

Students are required to bring their laptops/notebooks/tablets to class.



Registration Deadline:

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]


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.

Cancellation Policy:

Transcript Courses
All cancellation & section change requests must be made in writing to Pdregistrations.conted [at]
Receive a full refund if your cancellation request is received prior the registration deadline - one week (7 calendar days) prior to the first class.
Receive a refund minus $100 cancellation fee if your cancellation request is received after the registration deadline - within one week (7 calendar days) prior to the first class.
No refunds are issued after the first class of the course, however suitable participation substitution will be permitted.

Contact Information

Telephone: 514-398-5454
E-mail: pd.conted [at]