The use of social media platforms for promoting organizations, brands and causes has increased exponentially in recent years. Campaigns of all kinds rely heavily on social media, some even exclusively. Communications specialists, whether entry-level or experienced, are finding that the knowledge and skills to design, implement, manage and evaluate social media campaigns are critical to their career.
|Dates||Day & Time||Fees|
January 18, 2018 - February 22, 2018
|April 5, 2018 - June 7, 2018||Thursdays only,
6 - 9pm
* 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 to register.
Engaging stakeholders, clients, supporters, and consumers in trust relationships to promote reputation, public support, brands, products, political campaigns and social causes. Global and multilingual considerations. Students will develop a digital campaign, including appropriate measurement and evaluation.
- Principles of online community-building and engagement – trust and influence
- Principles of consumer behaviour in digital media
- Online grassroots campaigns, petitions and lobbying
- Overview of digital marketing practices
- Consumer relations, brand relations, and promotional campaigns in action: examples of best (and not-so-good) practices in social media campaigns.
- Targeting audiences and choosing channels
- Effective diffusion, use and re-use of content
- Campaign preparation
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