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Overview

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

  • A diploma or degree from an accredited College or University, and/or mature students with 3 -5 years of related work experience.
  • English proficiency at the college level.

Filter Classes: In Class     Online     Correspondence     Hybrid    


Curriculum

SMD101
Social Media Strategies
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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
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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
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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
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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 Dev. Strategies
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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
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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
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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.

Graduation

If you meet all program requirements and become eligible for a Certificate, Diploma or Degree you must inform the Registration Office by completing a Request to Graduate form and paying the fee. Forms are available at the Registration office and online.

Certificates and diplomas are issued twice a year: Fall (October) and Spring (June). Request to Graduate forms must be received no later than July 31 (for Fall Convocation), November 30 or March 31 (for Spring Convocation).

Program Contacts

Julie Clark
Program Assistant
julie.clark@senecacollege.ca
416-491-5050 ext.22797


Barbara Pimenoff
Program Coordinator
barbara.pimenoff@senecacollege.ca
416-491-5050 ext.22504


Information Session

New students are invited to attend an information session.