Overview

Please note: At this time, the Social Media program is no longer accepting applications. For those interested in social media and marketing courses, please see the Business - Marketing diploma program. Current students may contact the Academic Program Manager for more information. Thank you.


 

The Social Media Graduate Certificate will explore how social media is changing the business and communication practices of organizations. The program will prepare graduates to use social media for a variety of purposes, including marketing, public relations, and employee recruitment and engagement for non-profit and privately owned businesses. Graduates will possess a transferable skill set which will enable them to analyze and engage with the constantly evolving realm of social media.

Information Session

New students are invited to attend an information session.

Career Opportunities

Graduates of the Social Media Graduate Certificate can go out to careers as Social Media Managers, Content Curators, Digital Media Specialists, and Media Relations. This graduate certificate will be the advantage you need in a fast-paced, ever changing work place where social media is a means of communicating, marketing, and branding.

Entry Requirements

To be accepted into the Social Media Post-Graduate certificate program, eligible students are invited to apply by submitting copies online of documents demonstrating one (or both) of the entry requirements outlined below:

  • University or three-year Diploma College graduates

OR

  • Mature students with three to five years related work experience

AND:

  • English proficiency at the college level.

Please note that once accepted into the program, you will be required to bring in the original documents to the Continuing Education office, as they need to be validated by the Academic Program Manager or designated representative of the Business Studies area.

Original transcripts from an accredited Canada institution or the original WES transcript assessment are the only valid credentials accepted for this program.

To validate mature student work experience, original recommendation letter in employer's letter head is required, in addition to any supporting documentation.

If you have any questions prior to applying to this program, please contact the program area via the Program Contacts link above.

Application Form

To apply, please see Entry Requirements and complete and submit the form below.


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Curriculum

SMD101
Social Media Strategies
Availability
 

Prerequisite(s):

SMD101 is a compulsory credit course for students in the Social Media Communication Graduate Certificate. It is a prerequisite for the remaining courses in the Social Media Communication Graduate Certificate.

This introductory course looks at the various components of using, interacting with, and creating a social media presence. This course stresses the importance of effective textual, visual, audio, and visual communication, alongside the necessity for ethical practices that emphasize privacy and security. Assessing trends highlights how social media is always changing as is our relation to the ideologies social media helps to construct.




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SMD102
Social Media Engagement in Private and Public
Availability
 

This course will explore how social media can be used in a variety of business, academic, governmental and non-governmental agencies (stakeholder groups). Focus will be put on using social media to engage, raise awareness, advocate, and/or market ideas/products. The idea of networking in the virtual realm can be actualized using social media which maintains interest and engagement.




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SMD103
Search Engine Strategies
Availability
 

Search Engine Marketing (SEM), including Search Engine Optimization (SEO) and Pay-Per-Click (PPC) is part of an integrated marketing communications strategy. This course will look at the purpose of a search engine, how SEO can help organizations improve search engine rankings, PPC tools and techniques.




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SMD104
Technical Skills for Social Media
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This course explores the technologies and development methodologies behind social networks. Beginning with a short history on group communication through technology, the course moves onto an examination of various social media platforms. Students work on creating and experimenting with various social media sites and platforms using a variety of digital tools.




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SMD105
Visual Communications
Availability
 

Visuals have become the most used medium by organizations in order to market and raise awareness for a product, cause or idea. YouTube, Pinterest and Instagram are popular sites for non-profit, public and private sector organizations. This course will cover: concept development; scripting; tagging, embedding and streaming tools; video, image and meme virality; video blogging; and use of testimonials.




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SMD201
Internet Writing and Content Development Strategies
Availability
 

This course will allow students to develop writing strategies for multiple online marketing channels and learn how to determine which medium is best suited for the message, how to translate print and broadcast strategies for online and how to make digital content engaging both externally and internally. We will address how to maximize search results, get more click-throughs and conversions through strategic writing of various content online such as: headlines, articles, press releases, social media profiles, FAQs, email copy, LinkedIn employee pages, Google+ Chats/Hangouts as well as enterprise social networking software like Chatter and Yammer.




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SMD202
Internet Market Research
Availability
 

This course will explore how online qualitative and quantitative data is collected, analysed, and applied. Topics include segmentation; data collection tools like online focus groups, forum analysis, and email and interactive surveys; crowdsourcing research; online research design, concept testing, and analysis.




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SMD203
Web Mining and Analytics
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It is important to measure the effectiveness of social media marketing programs. This course will explore the integration of email profile data and web analytics; site recency, frequency, monetary (RFM) analysis; site usage; and Social Media Monitoring and Dashboards.




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SMD204
Influence Based Marketing
Availability
 

Social media has changed how people acquire information and has influenced people's purchase decisions. Advertisers are allocating more and more dollars to mediums such as blogs, podcasts, videos, social networking, and social bookmarking sites. Sites such as Klout and Kred are matching influencers with advertisers, creating unique opportunities to promote a brand through public relations, product placements and endorsements. This course looks at how influence-based marketing strategies fit within the overall marketing plan, how it can be used to build brands and which methodologies are appropriate and why.




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SMD300
Social Media Capstone
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This Capstone course will include a look at the future of social media and require active participation and engagement with digital thought leaders and other resources.




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Program Outcomes

The graduate has reliably demonstrated the ability to:

  1. Analyze the impact of social media on communication methods and business practices.
  2. Explore current trends, emerging technologies and future applications of social media.
  3. Communicate effectively with intended audiences using social media.
  4. Create and use social media accounts for specific business or marketing purposes.
  5. Evaluate the effectiveness of a social media initiative in relation to intended goals.
  6. Apply social media solutions in ways that use current best practices, and adhere to ethical, legal and privacy regulations and legislation.
  7. Design and implement a social media project for the non-profit or private sector.

OSAP Funding Available

This program is eligible for OSAP funding.

Course load is used by OSAP to determine funding options for programs.

If you are taking 1 - 2 courses at the same time, you may be considered for part-time student grants and loans.

  • 1 course (20%)
  • 2 courses (40%)

If you are taking 3 or more courses at the same time, you may be considered for full-time student grants and loans.

  • 3 courses (60%)
  • 4 courses (80%)
  • 5 courses (100%)

To find out if you qualify and to learn how to apply, please visit the website.

For information on other awards and financial assistance, please see Financial Aid.

Graduation/Convocation

When you meet all program requirements and become eligible for a certificate, diploma, or degree, you must inform the Registrar by completing a Graduation Application form and paying the graduation and alumni fee. Certificates, diplomas, and applied degrees are issued twice a year in the Fall (October) and Spring (June).

For further information including deadlines and fees, please visit the  Convocation website or contact the Convocation Office at 416-491-5050 ext. 77461.

Program Contacts

Shenthuja Rajakulenthiran
Program Assistant
[email protected]


Emiliano Introcaso
Academic Program Manager
[email protected]
416-491-5050 ext.24043


Information Session

New students are invited to attend an information session.