Social media and Community management (30 hours)
Businesses worldwide face a fundamental change in the ways that consumers interact with brands and each other. Social media has helped give consumers a voice, connect them with their friends and other like-minded consumers, and has given them considerable power over marketers and brands. This course offers an overview of how marketing has (and has not) changed due to the rise of social media. It will equip students with the relevant knowledge, perspectives, and practical skills required to develop marketing strategies that leverage the opportunities inherent in social media and consumer-to-consumer social interactions for achieving business and marketing goals.
This course will examine the use of social media in business, new channels of marketing, advertising and communication that make up the social media space, leveraging marketing channels for optimal results. This course utilizes case studies and lab exercises from large corporations and small business to provide hands on experience and real-world examples.
Strategic Digital Communications (30 hours)
Disruptive technologies have changed the communications landscape profoundly. The introduction of new communications channels, platforms and formats have and continue to contribute to the diminishing popularity of traditional medias among audiences and advertisers alike. Modern communications strategies have been propelled away from archaic trickle–down, push and interruptive models towards consumer driven interactive ones.
These changes have sharpened organizational interest in content as one of the few abiding constants in a chaotic, fast-changing, and always-on business environment. In their continued pursuit of competitive advantage and more effective customer engagement, many organizations find themselves ill- equipped to transition into the role of publisher smoothly and effectively.
This course focuses on the structures, tools and principles that help businesses make the transition into content publishing, as well as managing, creating and delivering content that consistently meets audience needs and business objectives.
Courses are non-credit transcript courses. A McGill transcript will be issued for these courses. The language of instruction is English. Courses can be taken individually.
- $2175 CAD
- International health insurance
- Course material
- Official McGill transcript
- Attestation of completion of program
- Orientation session
- Welcome and Farewell receptions
3 weeks program