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Program Requirements

The objectives of this Professional Development Certificate in Digital Content and Community Management are to provide professionals with the knowledge and skills necessary to participate in social media on behalf of their organization or brand, to create effective content, to manage on-line communication, and to manage content from a wide range of sources in order to optimize its potential for the organization. Emphasis is placed on the following subjects: monitoring and tracking digital content; carrying out environmental scanning; tracking trends and conversations with a view to influencing opinion and behavior; and enhancing an organization’s digital footprint and reputation.

Required Courses

• CBUS 110 Current Trends in Digital Communication (4.5 CE units) *

  Offered by: Career & Professional Develop (School of Continuing Studies)

  Overview

  Business : Principles of digital communication. Overview of current uses of Internet-based media (websites, blogs, databases, social media) in public relations, direct marketing, internal communications, fund-raising, community projects, consumer relations and reputation management. Trends and best practices in digital and social technologies, as well as their appropriate use for different organizations and objectives. Tried-and-true as well as trending uses of widely used platforms, and the shift to mobile applications. Measurement and evaluation strategies, methods and resources. The mutual influence of traditional and digital media.

  Terms: Fall 2016, Winter 2017

  Instructors: Sullivan, Michelle; Cross, Scott (Fall) Sullivan, Michelle (Winter)

  • 30 hours of classroom instruction plus approx.15 hours of course readings and assignments

• CBUS 111 Content Creation (4.5 CE units)

  Offered by: Career & Professional Develop (School of Continuing Studies)

  Overview

  Business : The role of original content in organizational strategy. Its influence on decision-making in the social, economic and political spheres, notably news flow and consumer choice. Effective engagement, persuasion, story-telling, relationship-building and community management using the principles of effective writing for a range of audiences. Writing for the Web and social media. Creative and effective use of design and audio-visual elements as essential elements of content creation. Sharing, recycling/upcycling content created by others.

  Terms: Fall 2016

  Instructors: Cross, Scott (Fall)

  • 30 hours of classroom instruction plus approx.15 hours of course readings and assignments

  • It is strongly recommended to take Current Trends in Digital Communication course prior to this course.

• CBUS 112 Social Media Strategies and Community Management (4.5 CE units)

  Offered by: Career & Professional Develop (School of Continuing Studies)

  Overview

  Business : Engaging stakeholders, clients, supporters, and consumers in trust relationships to promote reputation, public support, brands, products, political campaigns and social causes. Global and multilingual considerations. Students will develop a digital campaign, including appropriate measurement and evaluation.

  Terms: Winter 2017, Summer 2017

  Instructors: Gardner Gregory, Kevin; McAlear, Adele; Cross, Scott (Winter) Gardner Gregory, Kevin (Summer)

  • 30 hours of classroom instruction plus approx.15 hours of course readings and assignments

  • It is strongly recommended to take Current Trends in Digital Communication course prior to this course.

• CBUS 113 Strategic Digital Communications (4.5 CE units)

  Offered by: Career & Professional Develop (School of Continuing Studies)

  Overview

  Business : Aligning digital communications with organizational strategies. Development and implementation of digital communication plans. Employee engagement, internal branding, policies and best practices in the use of social media in organizations. The use of social media tools for employee recruitment, handling information leaks, reputation and crisis management. Integration of traditional and social media relations.

  Terms: Winter 2017, Summer 2017

  Instructors: Sullivan, Michelle (Winter) Scott, Jeffrey P; Cross, Scott (Summer)

  • 30 hours of classroom instruction plus approx.15 hours of course readings and assignments.

  • It is strongly recommended to take Current Trends in Digital Communication course prior to this course.

• CBUS 114 Content Management and Architecture (4.5 CE units)

  Offered by: Career & Professional Develop (School of Continuing Studies)

  Overview

  Business : The organization and management of content processes through the use of digital media. Understanding the role of content in the modern enterprise and the need for an enterprise-specific, functional architecture. Purposing of content, creating the content strategy and the execution processes and workflow models for content creation and deployment. Issues of implementation. Understanding and crafting the systems and structures of the organization’s content functions.

  Terms: Winter 2017

  Instructors: Grindlay, Steven (Winter)

  • 30 hours of classroom instruction plus approx.15 hours of course readings and assignments.

  • It is strongly recommended to take Current Trends in Digital Communication course prior to this course.

* Note: It is strongly recommended that CBUS 110: Current Trends in Digital Communication be taken before any other courses in the program.