CORNERSTONEInternational Community College of Canada

Empower your career

DIGITAL MARKETING SPECIALISTCO-OP DIPLOMA

Curriculum Overview

This program focuses on the most critical areas of the internet. We cover technological resources such as web analytics, YouTube advertising, micro-blogging, business to business (B2B) marketing, display advertising, social media marketing, and search engine optimization (SEO) with an emphasis on business approaches.

Co-op Term Overview

The co-op work term is essential to develop well-rounded students. By working directly in Canadian companies, you will have the opportunity to learn practical skills that complement their academic learning. This will build on the theories you will study and enrich your knowledge, broaden your career network, and give you much-needed industry experience.

“Instead of one-way interruption, Web Marketing is about delivering useful content at just the right moment that a buyer needs it.” “ – David Meerman Scott

DIGITAL MARKETING SPECIALISTCO-OP DIPLOMA

YOUR SUCCESSOUR PRIORITY

Vancouver is a global leader in supporting

innovation and growth in the digital economy.

– (2018) City of Vancouver, Digital Strategy

Program Duration 12 months total

Admission Requirements

1. High School Graduation or equivalent; or 18 years of age.

2. Applicants must successfully demonstrate an English language proficiency level based on one of the following:

• TOEFL PBT – 550; CBT – 213; IBT – 79; • IELTS – 6.5; • Cornerstone Placement Test – Advanced

6months

6months

Academic training

Co-op work

+

Work LoadStudents are expected to complete a minimum of 1-3 hours of assigned reading and/or homework each day, as designated by the instructor.

You may study ESL courses prior to starting the program

DIGITAL MARKETING VS TRADITIONAL MARKETING

As of 2017, there were aproximately 3.58 billion internet users worldwide

Target Reach EngagementCost

Email has a median ROI of 122% – 4 times higher

than other formats.

93% of online experiences begin with

a search engine.

43% of people want to see more video content

from marketers.

1.13 billion daily users

1 billion daily active users

500 million monthly users

313 million monthly users

In this digital era, everything can be found with the click of a mouse or the tap of your finger. Smart devices have become an integral part of how we access information and interact with the world. The marketing industry has evolved to meet these changes. Now, traditional mediums of advertising such as radio, television, news, and mail are delivered to consumers digitally.

Marketers who use relevant content for

effective SEO

72%33% 74%

Marketers who use Facebook for

professional purposes

Marketers who use social media networks

on a regular basis

– Statista

Digital Content Optimization and Distribution

CURRICULUM BREAKDOWN

SOCIAL MEDIA STRATEGY WEB PAGE MANAGEMENT

Program Duration

GOOGLE ADWORDS

GOOGLE ANALYTICSDISPLAY ADVERTISINGADOBE PHOTOSHOP

Paid Co-op

Academic Studies

Web Graphics

Co-op Work Experience

Digital Marketing Display Advertising & Mobile Application

SEO Social MediaMarketing

Web Analytics Measurement & Approach

12 months

6months

6months

120h

480h

120h60h 60h 60h 60h

SEARCH ENGINEOPTIMIZATION

61% of marketers say improving SEO and growing their organic presence is their

top inbound marketing priority.

– HubSpot, 2017

PROGRAM CURRICULUM

Web Graphics- Adobe Photoshop/ WordPress · 60hr

This course will introduce content manipulation with Adobe Photoshop and rudimentary web development using the WordPress platform. You will gain an understanding of Photoshop tools, image resizing, digital colour dimensions of screen and print, and image optimization for the web. And, you will also learn how to create a WordPress website that will include the use of HTML and CSS editing, domain name registration and web hosting.

Digital Marketing · 120hr

The Digital Marketing course will teach the fundamental elements of digital marketing such as marketing strategy, content design, optimal keyword targeting, search engine advertising, page rank formulas, and trouble shooting search engine rankings. You will also learn to identify and measure different types of analytical data including content analytics, mobile analytics, and conversion analytics.

Search Engine Optimization · 60hr

This course covers the core functions of search engines and how they can be applied to web design and content structure. You will learn about how search engine crawlers (SEC) are used to continuously review web pages and their contents in order to determine search engine results. Examples include relevance of content, frequency of updated information, rich media content, internal and external links, and web page security.

Social Media Marketing · 60hr

Through this course, you will explore the principles and use of effective commercial social media; you will utilize multiple social media platforms to connect companies with their target demographics using Facebook, Twitter, Instagram, and YouTube, as well as additional marketing resources such as blog posts and podcasts. Lastly, you will learn how to use these tools to build brand equity and improve social engagement with your target demographic.

Campaign Management · 100hr

Upon completion of this course, the successful student will have reliably demonstrated the ability to: Understand and utilize current trends in consumer behaviour, Integrate digital and print media for advertising, Optimize advertising campaigns, Select and employ the most appropriate ad type form the extensive range available, Understand and employ specialized techniques for particular markets

Web Analytics, Measurement, and Approach · 80hr

This course will expand on marketing analytics with in-depth focus on advanced advertising metrics. You will learn more about user acquisition, paid vs organic user traffic, campaign execution and analysis, ad reporting, conversion rates, return on investment (ROI), and marketing strategy evaluation. This will teach you to determine and evaluate user trends and behaviours and how they impact the outcome of a marketing strategy.

Course 2006

Course 2007

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Course 2011

Course 2010

E- LEARNING – SMART BOOK TECHNOLOGYTextbooks are over. Instead, your course content is housed within Connect and delivered to you in a revolutionary way, designed to adapt to your individual learning behavior. By prompting you with questions to assess your comprehension and retention of the material, SmartBook guides you to learn (and remember!) key concepts.

Instant feedbackConnect keeps you self-aware—and accountable—by cluing you into the concepts you need to focus on to perform well. Easily track your progress with reports that reveal the areas you need to prioritize.

Custom calendarYour coursework, assignments, and exams are organized—and easily scannable—in your Connect Calendar.

Lecture captureLecture capture means you’ll never miss out. Best of all, you can target the information you need with a powerful keyword search function that allows you to effortlessly pinpoint relevant information.

In product and help tutorialsConnect is designed to be easy to use, but if you need a little help, or want to learn tips and tricks for super users, you can find tutorials as you work.

To do listYou’ll never again wonder what you need to do next. A customized feed surfaces precisely what you should be working on to see success in your course.

www.ciccc.ca609 West Hastings Street, Vancouver, BC V6B 4W4

+1 (604) 620-1111 | info@ciccc.ca

START YOUR DIGITAL MARKETING CAREER• Advertising• Broadcast Marketing• Social Media Marketing• Digital Trade Marketing• Social Media Analysis• Digital Analytics• Social Data Analysis

TOP DIGITAL MARKETING AGENCIES IN VANCOUVER• Cosset• Catalyst• Mediative• FCV Interactive• Rethink• Blast Radius• Citizen Relations• Hight Road