Digital Content Creation Extension Certificate
Classroom and Online
Digital media is redefining the way our world communicates, accesses information and shares ideas. The explosion of online, social media and mobile technologies in recent years is changing how we use and interact with digital media on a regular basis, creating incredible new opportunities and challenges. With these advances, high-quality content has become central component of marketing and strategic communication plans.
The Digital Content Creation program provides practical, in-demand skills for developing a content strategy and measuring its success; adapting messages and stories for different audiences; integrating text, images and audio-visual material; and writing, editing and delivering interesting content to attract and engage audiences.
- Build a career as a digital content specialist
- Shift your professional writing career into digital content creation
- Enhance your talents in social media, blogging or journalism
- Complete the 4 required courses plus 30 hours of optional courses (90-93 hours)
- Can be completed within 1 semester up to a maximum of 3 years
Introduction to Digital Graphic Design
Be introduced to basic design principles to create visually compelling messages. Gain practical exposure to working with clients and exploring career options. Key topics include design fundamentals, design software, client communication and portfolio creation.
|Subject code: XCGD 10014||18 Hours. Fee: $309|
|CRN 30315 ||6 classes||Jan. 8 - 24||6 - 9 p.m.||Tues., Thurs.|
Writing and Editing for Digital Media
The rapid growth and evolution of digital media has presented tremendous opportunities and new challenges for writers and editors. Be introduced to principles, strategies and techniques for writing and editing relevant, compelling content for various digital media platforms.
|Subject code: XCOM 20010||15 Hours. Fee: $419|
|CRN 30269 ||Online||Feb. 25 - March 25|
Content Marketing Strategy
Promote brand awareness and build loyal communities by creating compelling content, sharing powerful stories and engaging in meaningful conversations. Develop a strategic content marketing strategy and create effective content for various channels, including print and web, blogs, online seminars and videos, infographics, and e-mail
|Subject code: XMKT 20001||15 Hours. Fee: $419|
|CRN 30477 ||5 classes||Feb. 25 - March 11||6 - 9 p.m.||Mon., Wed.|
Social Media Analytics and Optimization
Gain practical experience with tools to measure the awareness, attention, reach and influence of your brand using social media.
It is recommended that students taking this course have a basic understanding of social media.
|Subject code: XCSP 10020||12 Hours. Fee: $389|
|CRN 30648 ||Online||March 18 - April 14|
|CRN 30330||4 classes||March 19 - 28||6 - 9 p.m.||Tue., Thurs.|
- OR -
Search Engine Marketing (SEM)
Using both primary search (employing the latest SEO techniques) and paid search (using Google AdWords), learn proven best practices on running a complete search engine campaign.
|Subject code: XCIW 10062||15 Hours. Fee: $389|
|CRN 30335 ||5 classes||Feb. 19 - March 5||6 - 9 p.m.||Tue., Thurs.|
Choose 30 hours
Managing Content for Social Media
Learn to plan, manage and assess a comprehensive and effective social media content strategy. Discover new content marketing tools and tables to help you manage your time and strategy. Identify interesting and relevant content to share on social media channels. Save time by using the drip marketing approach. Organize yourself with an annual content calendar that highlights themes/topics for your organization or business. Finally, learn how to assess potential risks and implement measures early to maximize success.
|Subject code: XCSP 10037||3 Hours. Fee: $119||Not offered this semester |
Advertising on Social Media
In this introductory course, you will learn how to promote your organization and its products or services by developing, launching and monitoring paid advertising on popular social media networks, such as Facebook, Instagram, Twitter, LinkedIn, Snapchat, YouTube and Reddit. The course will cover planning and budgeting, accessing advertising exchanges, designing and writing campaigns and analyzing your marketing return on investment.
NOTE: While not required, students are encouraged to apply course concepts to their own or their organization’s social media accounts.
|Subject code: XCSP 10053||15 Hours: Fee: $419|
|CRN 30543||5 classes||March 18 - April 1||6 - 9 p.m.||Mon., Wed.|
Advanced Google Analytics
With a better understanding of Google Analytics, you can discover data that will help you make more informed business decisions. In this three-hour workshop, you will learn how data is collected on Google, how to make changes at the Account, Property or View level, how to set up Filters and Goals, and how Event and Campaign tracking works. By taking your knowledge of Google Analytics to the next stage, you get valuable data about your customers and your business.
|Subject code: XCSP 10052||3 Hours. Fee: $119||Not offered this semester|
Social Media Strategy
Learn to create a practical and effective social media strategy. Develop social media objectives, advanced target market profiles, engagement maps and several content development frameworks. This approach is effective regardless of the channels used.
|Subject code: XCSP 10018||15 Hours. Fee: $419|
|CRN 30328||5 classes||Feb. 13 - Mar. 4|
(No class on Feb. 18).
|6 - 9 p.m.||Mon., Wed.|
Social Media Strategies and Crisis Communication
Delve into social media strategies and determine how to utilize them as professionals. Social media used for business and organizations by public relations and communication management professionals is significantly different than personal use. Social media can also inflame online and offline issues into crisis situations. This course reviews social media strategies for public relations and communication management as well as providing direction and guidance on preparing for and navigating through crisis communications situations.
|Subject code: XBPR 20007||15 Hours. Fee: $449||Not offered this semester|
Online Community Engagement
Use online communities to deepen customer trust and loyalty, increase employee engagement, manage brand reputation and stimulate marketing.
|Subject code: XCSP 10019||12 Hours. Fee: $389|
|CRN 30380 ||Online||Jan. 28 - Feb. 24|
|CRN 30329||4 classes||March 5 - 14||6 - 9 p.m.||Tue., Thurs.|
Instagram and Snapchat for Business *NEW*
Learn how Instagram and Snapchat can help brands and organizations connect with their communities in real-time. Discuss how to grow an online following, connect with influencers and share engaging brand stories using a consistent aesthetic and storyboarding techniques. Identify and track important metrics specific to Instagram and Snapchat.
|Subject code: XCSP 10051||3 Hours. Fee: $119||Not offered this semester|
Introduction to Google Analytics *NEW*
Google Analytics is a free service offered by Google that tracks website traffic. This tool will give valuable insights into the volume of traffic to your website, the best performing pages, and where that traffic is coming from. In this three-hour workshop, you will explore the basic features of Google Analytics, define important terms, and discover the various reports that will allow you to objectively measure the performance of your website.
|Subject code: XCSP 10049||3 Hours. Fee: $119|
|CRN 30512 ||1 class||Feb. 6||6 - 9 p.m.||Wed.|
Facebook for Business
With over a billion users globally, Facebook is a powerful marketing tool, allowing you to connect with your ideal customers. Learn creative ways to use Facebook and develop a long-term engagement strategy.
|Subject code: XCSP 10013-001||3 Hours. Fee: $119|| |
|CRN 30323 ||1 class||March 6||6 - 9 p.m.||Wed.|
Twitter for Business
Twitter is changing the way consumers and businesses communicate. Explore the power of 140 characters in the growth and branding of your business. Examine Twitter's place in customer service, lead generation and relationship building.
|Subject code: XCSP 10016||3 Hours. Fee: $119|
|CRN 30326 ||1 class||April 3||6 - 9 p.m.||Wed.|
Blogging for Business
A well-organized and engaging blog is one of the most powerful online tools available for marketing your business. Learn to integrate effective search engine optimization methods and examine industry best practices.
|Subject code: XCSP 10014||5 Hours. Fee: $149||Not offered this semester|
LinkedIn for Business
LinkedIn is the leading social media platform for networking among business professionals and organizations. In this course, you will be introduced to the basic features of LinkedIn for business use, including how to connect with colleagues and prospects, as well as building your professional brand. The course content will be geared to individuals (business professionals, solo entrepreneurs and students).
|Subject code: XCSP 10015||3 Hours. Fee: $119|
|CRN 30325 ||1 class||March 13||6 - 9 p.m.||Wed.|
Advanced LinkedIn for Business *NEW*
LinkedIn is a leading social media platform for networking among business professionals and organizations. In this course, you will be introduced to various techniques for leveraging LinkedIn to create thought leadership, promote subject-matter expertise, advertise, recruit and connect. This course will explore various free and premium features of LinkedIn including Company Pages, Slideshare, Sponsored Content, Text Ads and advanced search tools. The course content will be geared to entrepreneurs, small-to-medium-sized businesses and non-profit organizations.
|Subject code: XCSP 10050||3 Hours. Fee: $119||Not offered this semester|
YouTube for Business
YouTube is the second largest search engine in the world, and has untapped potential for growing your business and brand. In this three hour workshop, you will learn how to create engaging videos, integrate YouTube into your marketing strategy, and use analytics to guide your strategy.
|Subject code: XCSP 10048||3 Hours. Fee: $119||Not offered this semester|
Using Video with Social Media
Build on your knowledge of social media for business and learn the basics of web video. Learn how online video and social media can work together to help build and bring awareness to your business or brand.
|Subject code: XCSP 10039||3 Hours. Fee: $119||Not offered this semester|
Cover basics tools, techniques and concepts in digital drawing with this key industry software.
|Subject code: XCGD 10003||24 Hours. Fee: $459|
|CRN 30184 ||4 classes||Jan. 5 - Jan. 26||9 a.m. - 4 p.m.||Sat.|
Edit, retouch and customize photos—or create entirely new images—with this powerful software.
|Subject code: XCGD 10004||24 Hours. Fee: $459|
|CRN 30185 ||8 classes||Jan. 7 - 30||6 - 9 p.m.||Mon., Wed.|
Lay out documents like a pro by mastering the tools and techniques that make InDesign an industry favourite.
Note: Optional course materials: approx. $65+GST at the BookStore
|Subject code: XCGD 10006||15 Hours. Fee: $309|
|CRN 30186 ||2 classes||Feb. 3 - 10||9 a.m. - 5 p.m.||Sun.|
Introduction to WordPress
Begin to use the unique tools and capabilities of WordPress. Explore layout options and customize themes. Develop dynamic content using plugins and widgets. Learn how to maintain a WordPress site once it is set up.
|Subject code: XCIW 10063||12 Hours. Fee: $239|
|CRN 30399||2 classes||March 23 - 30||9 a.m. - 4 p.m.||Sat., Sun.|
Business Skills and Portfolio Creation for Digital Design
Develop valuable skills for working with clients and creating a professional portfolio. Topics include portfolio development, copyright issues, client relations, contracts and project management.
|Subject code: XCGD 10001||18 Hours. Fee: $299||Not offered this semester|
Foundations of Photography, Level 1
Master basic camera techniques so you can operate your digital SLR (single lens reflex) camera more effectively and creatively. Learn about camera controls, light meters, lenses, depth of field and lighting.
Note: Camera must have fully manual capabilities.
|Subject code: XAFT 10002||20 Hours. Fee: $299|
|CRN 30006||9 classes||Feb. 6 - March 6|
Feb. 9 - March 2
7:00 - 9:30 p.m.
|CRN 30015||5 classes||April 4 - 5|
April 6 - 7
|6:30 - 9:30 p.m. |
9:00 a.m. - 4:00 p.m.
6:30 - 8:30 p.m.
Digital Darkroom Basics
Taking a well-exposed and well-composed photograph is a good foundation, but digital editing can enhance any image. Learn about importing, colour correction, cropping and more.
Prerequisite: Foundations of Photography, Level 1
Note: Adobe Lightroom is used.
|Subject code: XAFT 10020||15 Hours. Fee: $279|
|CRN 90178||5 classes||Feb. 5 - March 5|| |
6:30 - 9:30 p.m.
Discover the fundamentals of professional editing and the skills and standards common to all editors. Learn why editing matters and how editing skills can be developed and refined. Be introduced to different kinds of editing (copy editing, style editing and structural editing).
|Subject code: XCOM 20002||15 Hours. Fee: $419|
|CRN 30205 ||5 classes||Jan. 28 - Feb. 11||6 - 9 p.m.||Mon., Thurs.|
Copyediting and Proofreading
Learn copy editing to ensure that documents are accurate, clear, correct, consistent and complete. Fix usage, grammatical, punctuation and mechanical errors, and maintain a consistent editorial style. Study the proofreading process and learn how to mark copy for correction.
Recommended prerequisite: Editing Fundamentals
Textbooks (required - available at the BookStore): The Copyeditor’s Handbook: A Guide for Book Publishing and Corporate Communications, 3rd edition, Amy Einsohn, approx. $40+GST; Proofreading: Meeting Professional Editorial Standards, Editors Association of Canada, approx. $40+GST
|Subject code: XCOM 20003||20 Hours. Fee: $449|
|CRN 90358||4 classes||March 12 - 26|
|6:30 - 9:30 p.m.|
9 a.m. - 3:30 p.m.
9 a.m. - 2:30 p.m.
Ernest Barbaric is a trusted authority on digital and social media marketing. His work has been featured in Forbes, Canadian Business, USA Today, Financial Post, Mashable and Social Media Today, among others.
He works with leaders, entrepreneurs and marketing professionals to build online authority, increase qualified inbound traffic, improve conversions and develop brand awareness – all through digital marketing.
Ernest is one of the founders of the Social Media for Business program at Mount Royal University. He teaches the Social Media Strategy course and the Twitter for Business workshop. He is dedicated to providing a great classroom experience with real-life marketing examples and interactive discussions.
Before joining Copyblogger full time, Chris ran a successful consulting business for 8 years. As well as teaching at MRU, Chris speaks at conferences and organizations around the world on the topics of online business, web development and content marketing.
As the Word of Mouth Marketing Strategist at Mount Royal University, Karen combines marketing, grassroots community initiatives, a love of brand, technology and social media to ensure she, and the university, are always ahead of the curve. Karen's passion is embracing and creatively implementing word of mouth marketing principles to meet business goals while cultivating a loyal community in person and online that help spread the good word about MRU.
Karen holds a Bachelor degree in Psychology from the University of Calgary, is an active member of the international Word of Mouth Marketing Association, presenter and workshop facilitator and is personally very active in the Calgary community using social media to create unique events and connect people with businesses, charities and each other.
Lizzie MacNeill leads partnerships, social media and PR for later.com, an Instagram marketing platform with over 2 million users. Before joining Later, Lizzie led social media and communications teams across Canada in the non-profit and retail sectors to help brands grow and monetize their online audience. She was the former social media manager at Hockey Canada and Saje Natural Wellness.
Lizzie is an alumni of Mount Royal, completing the first two years of her Bachelor of Communications – Public Relations program at the institution before transferring to Royal Roads University in Victoria, B.C. to complete her Bachelor of Professional Communications with an emphasis on social media.
As an early adopter of social media, Kat is a “pioneer” of the new rules of marketing and public relations. She was named an entrepreneur to watch by Inc. Magazine, and her work has been featured in publications both nationally and internationally.
Kat is known for making difficult topics easier to understand and more entertaining. She’s worked with some of the world’s largest brands and counseled dozens of senior leaders, helping them navigate and leverage social media in ways that matter.
Last December she founded the Facebook Live show “Social Media Questions with Kat” where she responds to social media and digital marketing questions from marketers, business owners and entrepreneurs.
Kat holds a degree from Mount Allison University in History and Political Science, as well as an Advanced Diploma in Public Relations from NSCC. But her social media education began in 2005 when she accepted an invitation to Facebook and continues today.
When Kat isn’t busy teaching, she’s planning her retirement to Cape Breton.
Nancy Smith loves to help businesses understand and develop strategies for social media. As an early adopter and avid social media user, it has been a natural transition for her to apply knowledge from her marketing career to assist brands such as Travel Alberta, SportChek, and Samsung.
As a passionate advocate for social media, Nancy has been an instructor at Mount Royal University since 2015 in the Social Media and Marketing and Strategic Communications programs. Nancy is also an acclaimed speaker, with more than 10 years of experience providing workshops and sessions at large-scale conferences dealing with issues related to social media.
As the mother of a teen, Nancy can also relate to the challenges parents face in today’s digital world. Realizing that there was a gap in the information available for generating positive discussions, she has recently launched SocialCitizens.ca as a resource for parents in order to provide the practical advice that parents were looking for—and that kids needed. She enjoys helping adults learn about the positive aspects of social media and working with kids on how they can be responsible social citizens in a rapidly changing global environment. She is an author of a book, Social Citizens: A Positive Approach to Social Media & Parenting in a Digital World.
For information about this program:
403.440.6861 or 1.888.392.3655
Mount Royal University, 4825 Mount Royal Gate SW, Calgary AB T3E 6K6
Customize this program for your organization through our Corporate Training department.