Canada Summer School: Developing Your Digital Marketing Skills

Offered by: Humber College in cooperation with Dania Academy and Business Academy Aarhus

Content

This course offers an introduction to social media architecture and technologies through the exploration of theory and practical applications. Students learn how social media impacts daily life and how it is applied in a professional context. Its multiple uses and applications are explored through case study analysis, in-class discussions, and practical assignments. Students will also be introduced to a variety of social media environments, gain hands-on experience with many of the leading social media applications and trends, learn about metrics and SEO, and, as a capstone for the course, develop a social media content plan and client presentation. This course requires the active participation of students and a willingness to immerse themselves in social media practices.

Learning objectives

Knowledge

The student will gain knowledge about:

• The concept of social media in relation to digital media, including its role and significance for individuals and organisations across sectors, industries, and geographical contexts
• The characteristics, functionalities, and differences between major social media platforms and their appropriate use in various communication situations
• Core theories, models, and best practices relevant to social media communication, content creation, and campaign development
• Key concepts related to social media metrics, analytics, and SEO, and their role in evaluating communication effectiveness
• The role of social media in professional practice, including its application in marketing, branding, and communication strategies

Skills

The student will get the skills to:

• Select and apply appropriate social media platforms based on communication goals, target audiences, and contexts
• Analyse and interpret social media metrics and data in relation to communication objectives
• Develop and execute a social media campaign using relevant theories, models, and best practices
• Produce clear, effective, and industry-relevant content tailored to different social media platforms
• Apply basic SEO principles and data-informed approaches to optimise content and visibility

Competencies

The student will learn to:

• Independently plan, develop, and present a coherent social media content strategy or campaign in a professional context
• Critically evaluate social media campaigns, including their effectiveness, relevance, and alignment with communication goals
• Reflect on and justify the choice of platforms, content, and strategies in relation to specific target groups and contexts
• Collaborate and communicate professionally in the development and presentation of social media solutions
• Apply social media knowledge and skills in practical and professional settings, adapting to different tasks and requirements

ECTS-weight

The subject element covers 5 ECTS-points.

Exam description