Marketing Management - Digital Media
CIP Code: 9.0702
Overview
Working in marketing management within the digital media landscape involves strategic execution and optimization of online campaigns to reach and engage target audiences effectively.
The Lambton College Marketing Management - Digital Media, Ontario College Graduate Certificate, is designed to provide students with both the theoretical and hands-on skills necessary in today's digital media marketing world. The emergence of social media, mobile tools and other new technologies has created a need for highly trained, creative individuals who can combine traditional marketing strategies with digital, online platforms to create and maintain an effective online presence for businesses they represent.
Curriculum will initially focus on the foundational knowledge in marketing that is necessary prior to integrating digital marketing strategies in businesses. Students utilize aspects of primary and secondary market research, statistics, databases, and various digital media platforms to integrate into digital marketing plans. New and emerging interactive media will be studied, and students will integrate these into various projects. The final term will enhance all learning outcomes through a research or co-operative education work term.
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This Lambton College program is licensed to and delivered by Cestar College (PDF), a licensed private career college in Toronto, Ontario. Students who are registered at are students of a public college and as such, will receive full credit from Lambton College for all Lambton College courses completed at the Cestar College campus in Toronto. Students who meet program graduation requirements will graduate with a credential from Lambton College. Students may be scheduled to have classes on Saturdays.
Admission Requirements
- University degree, college diploma, or advanced diploma in business or a related discipline
The admissions process is competitive and meeting the minimum academic requirements does not guarantee admission.
Lambton College reserves the right to alter information including admission requirements and to cancel a program or course at any time; to change the program curriculum as necessary to meet current competencies or changes in the job market; to change the pathways to third-party certification bodies; or to withdraw an offer of admission both prior to and after its acceptance by an applicant or student because of insufficient applications or registrations or over-acceptance of offers of admission. In the event Lambton College exercises such a right, Lambton College's sole liability will be the return of monies paid by the applicant or student to Lambton College.English Language Requirements
- IELTS of 6.5
-or-
IELTS of 6.0 + Completion of EAP-3106 (English for Academic Purposes) during the first term of study
- or -
- TOEFL iBT 79
-or-
ITOEFL 70 + Completion of EAP-3106 (English for Academic Purposes) during the first term of study
- or -
- Passed Lambton Institute of English placement test
Please Note: IELTS is the only proficiency score accepted by the Study Direct Stream (SDS) program. Additional country-specific requirements may also be applicable.
Meeting the minimum English requirements does not guarantee admission. Students with higher English proficiency scores will receive priority in the admission assessment process. Not all students will qualify for EAP-3106 in place of the required IELTS or TOEFL test scores.
Costs
- Term 1 $8,900.00
- Term 2 $8,200.00
- Term 3 $8,900.00
- Co-op Term $0.00
Total Cost of Program
Tuition fees are estimates and are subject to change each academic year. Fees do not include books (unless specifically noted), supplies or living costs.
Lambton College reserves the right to alter information including admission requirements and to cancel at any time a program or course; to change the location and/or term in which a program or course is offered; to change the program curriculum as necessary to meet current competencies or changes in the job market; to change the pathways third-party certification bodies; or to withdraw an offer of admission both prior to and after its acceptance by an applicant or student because of insufficient applications or registrations or over-acceptance of offers of admission. In the event Lambton College exercises such a right, Lambton College’s sole liability will be the return of monies paid by the applicant or student to Lambton College.
Additional Fees
WIL Project Fees
Students who are not successful in securing a co-op or fail to meet the co-op requirements will need to register in CPL-5559 WIL Project.
There is an additional fee of $2,480 for each student enrolled in the WIL Project course.
Textbooks
The anticipated cost for textbooks in this program is approximately $500 - $700 per term. This amount accounts for both mandatory textbook costs (included in tuition fees) as well as textbook fees not included in your tuition fee amount.
Important Dates, Deadline & Late Fees
For additional information on registration dates, deadlines and late fees please refer to Registration Dates and Deadlines.
Student Fees
A student services fee is included in your tuition.
Health Insurance Coverage
Emergency medical insurance is mandatory for all international students at Lambton College. This includes students who are full-time and part-time and who are on a co-op. This insurance is provided by GuardMe - a third party insurance provider.
See Insurance Costs & Details
Technology Requirements
In order to keep pace with the requirements of each and every course in your program, Lambton College requires that each student have access to a laptop while studying at our college.
Courses
Marketing Fundamentals
This introductory marketing course provides students with a comprehensive overview of the principles, concepts, and practices of marketing. Marketing plays a critical role in today's business landscape, helping organizations effectively connect with their target audiences, create value, and drive business success. This course explores the fundamental theories and techniques of marketing while also emphasizing the role of sustainability in creating long-term value for businesses, society, and the environment. Students are introduced to various marketing components, including consumer and business buying behaviour, customer segmentation, marketing research, product development, pricing, distribution, and integrated marketing communications.
Industry Certifications for Digital Marketing
Industry certifications are an important part of a digital marketing manager's success in marketing and communications. Students will learn how to effectively work with key digital marketing platforms such as Google.
Professional Communications
This course is designed for international students with diplomas or degrees. It focuses on polishing communications skills acquired through one's academic career and workplace experience. Through various business writing and speaking scenarios, students learn Canadian business practices and communication styles, incorporating inclusivity and diversity. Close attention is paid to proper incorporation of the intellectual property of others to ensure academic integrity. Students will practice organized and dynamic speaking and will strive for polished business documents.
Trends in Digital Marketing
This course explores online marketing tools and tactics, such as social media, email, digital advertising and content marketing, that businesses can use to build a profitable relationship with their customers. Students engage in simulated social media, email and digital advertising campaigns to gain a better understanding of how to use these tools in their marketing efforts. Along with learning about digital and social media marketing, students learn general principles of marketing that are key for every business, regardless of industry or size: identifying who your customers are; understanding what needs they have that you are uniquely able to serve; creating a brand voice that speaks to them; identifying who your competitors are; deciding how to differentiate your offering from theirs; and creating a plan for engaging customers across social media and digital advertising platforms.
Digital Marketing Analytics
Digital marketing analytics is foundational to digital marketing because it is the language used to optimize and connect results across all digital marketing tactics (search, social media, email, display, video, etc.) An effective digital marketing analyst is a vital data translator for a business. You can be a digital marketing analyst and establish yourself as an indispensable employee. Becoming an analyst requires the cultivation of both technical and soft skills. In this course, students will learn these skills and the in-course simulations will give students the opportunity to apply different learning concepts to real-world digital marketing scenarios.
Digital Media Integration
This course helps students understand how to integrate digital media tools to create a successful online campaign. The focus of this course is on the 'mechanics' of integration to demonstrate "how things fit together." Using skills learned from the program courses such as SEO, SEM, PPC, landing page development/testing, online advertising, email marketing, social media and analytics, students learn through practical application how to use tools with one another and how they integrate on a technical level. Students study how to use preference settings between platforms and tools to ensure a seamless campaign. Students are also introduced to key tools to manage/deploy content and to streamline workflow.
Ecommerce
This course is designed to give senior business students an introduction to electronic commerce. Its aim is to provide students with an understanding of the concepts, components, technology overviews, and functions of electronic commerce in the business environment. The course explores the organizational implications of implementing electronic commerce by an enterprise.
Customer Relationship Management Tools
This course examines the principles, methods and strategies of customer relationship management (CRM) and effective customer interaction that creates a competitive advantage. CRM manages a company's interaction with current and potential customers by using data analysis about customers' history with the company to improve business relationships with customers. This improves customer retention and drives sales growth. An emphasis is placed on assessing customer needs and improving the organization's ability to meet those needs. The course looks at how to develop and implement a CRM strategy which uses systems to compile data from a range of different sources including a company's website, social media, telephone, email, chat bots and live chat. Through CRM, businesses learn more about their target audiences and how to best meet their needs. An emphasis is placed on identifying, interacting and retaining and maximizing profitable customers through customized products and services based on information derived through metrics, establishing customer loyalty and improved target marketing.
Online Marketing Communications
In today's marketing world, all strategies and tactics need to be approached from an omni-channel perspective. The customer experiences several touchpoints during their journey to conversion. This course focuses on the integration of digital into overarching communication and marketing plans and how to achieve a digital first marketing strategy. This course will introduce methods and tactics to integrate digital throughout the customer journey touchpoints to ensure a seamless experience all the way through to conversion. Students will use this knowledge to build their own comprehensive marketing communications plan for a selected product or service.
Asset Creation for Digital Media
Adobe Photoshop and Adobe Illustrator are critical graphics tools necessary for every online marketing professional. Mastering these tools can broaden a digital marketer's toolset, significantly increase their graphics skillset and to expand their service offering to potential clients and employers while improving a student's ability to deliver more compelling and visually rich digital media campaigns. This course focuses specifically upon developing skills to create and edit online media graphics content for the web, social media, SEO/SEM/landing pages, email campaigns and mobile strategies.
Digital Marketing Presentation
This course emphasizes the development of practical selling skills and building of self- confidence required to perform successfully in today's fast-paced business environment. Students will study major topics such as the steps in the selling process and how to apply these steps in real-world situations; the importance of the selling function across organizations; the role of relationships, networking, ethics and effective selling communications. Students will learn how to create a presentation based on data and analysis of information to affect change management and deliver strategies. Learning to persuade a group to invest in digital, as well as persuading and educating, are core tenets of managing digital media and marketing. This course will build on educating with data and catering to your audience. We will create thoughtful presentations designed to express a strategy and deliver an outcome.
Digital Tools for Marketing
Moving beyond traditional business software, this course is designed to expose students to emergent trends and media tools in digital marketing. Students are provided an introduction to key software in audience analysis, behaviour, retention, campaign analysis and content management and basic HTML required to enact campaigns. The course exposes students to industry leading digital marketing and optimization tools and students gain hands on practice to improve their own digital marketing efforts. By the end of the term, the students feel comfortable understanding these tools to improve their web, social media and digital media marketing campaigns.
Project Management
This course will provide the student with an overview of the structured processes and knowledge areas of project management within the context of organizations. It will contrast the differences between operational management and project management. It will provide the student with numerous tools and techniques used to initiate, plan, execute, monitor and control, and close a project. Students learn the vocabulary, definitions, principles and concepts of project management and working in a project team.
Job Search & Success
This course provides student with skills and knowledge to help support their career search and succeed in the workplace. Students align their personal skill set and goals to guide them on their career paths. They will learn how to effectively conduct a job search, build a professional and well-tailored resume and cover letter, and develop and practice interview techniques. Students will also develop their personal brand to help support effective career networking and aid in their job search. Teamwork and collaboration in the workplace are also discussed. Self-reflection is used to inspire insight and support their professional career journey.
Content Creation
The way in which one communicates online can be remarkably different than how one does in the more formal and structured offline context. The course addresses the speed at which information needs to be delivered-succinctly, effectively and compellingly. Additionally, the limitations of digital media and social media platforms as it relates to language are introduced. Online cultural nuances that need to be considered, the strategic choice of words required for SEO while maintaining a compelling narrative and the ability to create emotional appeal to one's audience are addressed to improve the success of online campaigns. Students will test their choice of words and headlines in A/B variant testing to optimize the effectiveness of online ads, landing page development and social media and email campaign development.
Digital Analytics & Campaign Analysis
Campaign analysis is a key skill required by digital marketers in order to deploy, optimize and present the status of campaigns to their clients. In this course, successful campaigns are broken down to their constituent pieces to introduce students to both the mechanics and the emotional appeal required for success. These elements include: audience research, strategy development, the language, the pitch and offer, the development of appealing and compelling content, among others. This course also introduces students to key analytics relating to SEO, SEM, social media, email and mobile marketing. Tools such as Google Analytics, HooteSuite, Crazy Egg and others will be used in deep detail. Students translate their analytics knowledge to acquire and retain users while driving better conversion rates. Upon completion, students are able to make objective data driven choices and be able to make strategic recommendations to improve online campaign results.
Digital Marketing Tactics
The digital marketing landscape is vast and varied. In this course students are introduced to 6 fields of online marketing that increase awareness and conversion: SEO, SEM (Pay per click), landing page design and optimization, email marketing, social media marketing and online/mobile advertising. Students are guided in depth to each of them. Through practical application students learn how to analyze and optimize a site for search engines, use keywords to drive traffic to media sites, become comfortable using Google Ads (PPC), develop, test and optimize landing pages, create conversion enhanced email marketing campaigns, be introduced to social media marketing concepts, and become familiar with the online advertising environment.
Capstone Project - Digital Media
In the field of digital marketing, the ability to craft sound recommendations and propose digital marketing solutions based that will connect with consumers and sell products is essential. Students will use the skills gained throughout the Digital Marketing Management program to build a digital marketing plan for a fictional business and a fictional product of their choice (use your creativity) grounding it in research and ensuring it hits all the marks to ensure its success. Projects will emphasize the students' expertise in research, analytics, content creation, business intelligence, SEO, and more.
Business Intelligence
This course is designed to develop research techniques and skills to meet the needs of digital marketing media. Students will identify and evaluate opportunities and potential roadblocks in the marketing and business development for an organization. This course will provide insight into how to use data and information to understand, evaluate and solution issues. Students will learn to gather, evaluate, analyze and report using various sources of data. Creating reports and charts and providing insights will be a key component of business intelligence.
Work Term (Full-Time)
Co-operative education provides students with the opportunity to apply classroom learning to the workplace, undertake career sampling and gain valuable work experience that may assist students in leveraging employment after graduation.
WIL Project
Work Integrated Learning (WIL) Project is aimed at enriching students by connecting different program areas of study, cutting across subject-matter lines, and emphasizing unifying concepts. The focus of the WIL Project is to make connections between study and industry by engaging students in relevant and meaningful activities that are connected to and practiced within the professional workplace. WIL Project allows students to enhance and strengthen their employability prospects post-graduation by fine tuning skills and knowledge and meeting the expectations of today's employers. Students are required to attend the scheduled shifts in the WIL office, reporting to the WIL Supervisor. Weekly real-world challenges are presented in the WIL office, designed by industry professionals. In addition to the weekly assigned deliverables, students are also offered professional development sessions, and exposed to industry guest speakers, enhancing their opportunity to develop their professional network.
Contact
Centre for Global Engagement
LAMBTON COLLEGE SARNIA
1457 London Road
Sarnia ON, N7S 6K4
After Graduation
Employment Opportunities
Career positions may include, but are not limited to: Communications Manager, Advertising Consultant, Media Coordinator, Marketing Manager, Web Marketing Consultant, Ebusiness Manager.
Looking for Support After Graduation?
The International Graduate Services & Support Centre (GSSC) is a place dedicated to assisting International alumni as they seek employment and settle into Canadian life following graduation.
Post-Graduate Employment
International students who successfully complete their programs of study at Lambton College may be eligible to apply for a Post-Graduation Work Permit (PGWP) Program. This program allows students to gain valuable Canadian work experience.
A work permit under the PGWP may be issued for the length of the study program, up to a maximum of three years. A post-graduation work permit cannot be valid for longer than the student's study program, and the study program must be a minimum of eight months in length. The length and approval of the PGWP is determined solely by Immigration, Refugees and Citizenship Canada (IRCC).
Students must meet the eligibility requirements to apply for a post-graduation work permit.
Immigration Regulations & Changes
Immigration regulations are legislated by the Federal Government of Canada and are subject to change at any time without notice. Students are responsible for ensuring that they are in compliance with all Immigration, Refugees and Citizenship Canada regulations at all times during their studies and while in Canada. Lambton College staff are not authorized to provide advice or guidance on immigration-related matters. Prospective applicants and current students should consult the Immigration, Refugees and Citizenship Canada website or call the IRCC Call Centre at 1-888-242-2100 to answer or clarify any immigration-related questions or information.
Co-op
About Co-op
Students in this program have the opportunity to gain valuable work experience by applying classroom learning during co-op experiences.
Learn more about co-op terms and the roles and responsibilities of students and co-op advisors.
More Information
Student Responsibilities
- Course and program delivery schedules are proposed and subject to change for each intake.
- Students are required to bring their own laptop with wireless capability.
- Students are advised to bring an official copy of their most recent police clearance, driver's license, and vaccination record from their home country.
Technology Requirements
It is required that students purchase a laptop with a Windows operating system.
Internet Speed Requirements
For best performance for students learning remotely, an internet connection with a minimum of 40 Mbps download and 10 Mbps upload speed is recommended in order to effectively use video conferencing and remote lecture delivery software as well as, other online resources remotely. Due to the large area over which students may be dispersed, we are unable to recommend a specific provider, so you will need to inquire around your area to find one that best suits your needs.
Minimum Laptop Requirements
In order to access the internet and virtually-delivered software and courseware, student laptops should include the following at a minimum. By meeting the following specifications, students will be equipped to access software and courseware on their laptop through the internet:
- Intel i5 8th Gen Processor or equivalent
- 16 GB of RAM (with a minimum of 8 GB)
- 100 GB HDD or more
- HD Graphics
- Webcam with a microphone
- Wireless 802.11n/ac 5ghz capable
- Windows Operating System (Windows 11)
Software
To ensure students are getting the most our of their classroom experience, some software will be required.
Lambton College has made this software easily accessible online. Students can leverage our Microsoft Office 365 software packages and services. In addition, much of the software you require for your courses will be available on demand for use on any device - on or off campus.