DIGITAL MARKETING SPECIALIST

CO-OP DIPLOMA

Empower your career

CORNERSTONE
International Community College of Canada
 YOUR SUCCESS
OUR PRIORITY

DIGITAL MARKETING SPECIALIST

CO-OP DIPLOMA
Curriculum Overview
This program focuses on the most critical areas of the internet. We cover technological resources such as web analytics, YouTube
advertising, micro-blogging, business to business (B2B) marketing, display advertising, social media marketing, and search engine
optimization (SEO) with an emphasis on business approaches.

“
“Instead of one-way interruption, Web Marketing is about delivering
useful content at just the right moment that a buyer needs it.”

– David Meerman Scott

Co-op Term Overview

The co-op work term is essential to develop well-rounded students. By working directly in Canadian companies, you will have the
opportunity to learn practical skills that complement their academic learning. This will build on the theories you will study and
enrich your knowledge, broaden your career network, and give you much-needed industry experience.
 Vancouver is a global
leader in supporting
innovation and growth
in the digital economy.
– (2018) City of Vancouver, Digital Strategy

Program Duration 12 months total

6
months
+ 6
months

Academic Co-op
training work

Work Load
Students are expected to complete a minimum of 1-3
hours of assigned reading and/or homework each day,
as designated by the instructor.

Admission Requirements
1. High School Graduation or equivalent;
or 18 years of age.
2. Applicants must successfully demonstrate an
English language proficiency level based on
one of the following:
• TOEFL PBT – 513; CBT – 183; IBT – 65;
• TOEIC – 620;
• IELTS – 5.5;
•C
 ornerstone Placement Test – Level 5 or
equivalent.* You may study ESL courses prior to starting the program
DIGITAL MARKETING VS TRADITIONAL MARKETING

Digital Content Optimization and Distribution

In this digital era, everything can be found with the click of a mouse or the tap of your finger. Smart devices have become an
integral part of how we access information and interact with the world. The marketing industry has evolved to meet these
changes. Now, traditional mediums of advertising such as radio, television, news, and mail are delivered to consumers digitally.

   As of 2017, there were aproximately

3.58 billion internet users worldwide
Target Reach Cost Engagement – Statista

1 billion daily 1.13 billion 500 million 313 million

active users daily users monthly users monthly users

93% of online Email has a median ROI 43% of people want to

experiences begin with of 122% – 4 times higher see more video content
a search engine. than other formats. from marketers.

Marketers who use Marketers who use Marketers who

social media networks relevant content for use Facebook for
on a regular basis effective SEO professional purposes

33% 72% 74%

CURRICULUM BREAKDOWN

Program Duration
60h 120h 60h 60h 60h 120h
6
months
Web Graphics Digital Marketing SEO Social Media Web Analytics Display Advertising &
Academic Marketing Measurement Mobile Application
& Approach
Studies

12 months
480h
6
months

Paid Co-op Co-op Work Experience

SOCIAL MEDIA STRATEGY  GOOGLE ADWORDS WEB PAGE MANAGEMENT

ADOBE PHOTOSHOP DISPLAY ADVERTISING GOOGLE ANALYTICS

SEARCH ENGINE 61% of marketers say improving SEO and

growing their organic presence is their
top inbound marketing priority.
OPTIMIZATION – HubSpot, 2017
PROGRAM CURRICULUM
Course Web Graphics- Adobe Photoshop/ WordPress · 60hr
2006
This course will introduce content manipulation with Adobe Photoshop and rudimentary web development using the
WordPress platform. You will gain an understanding of Photoshop tools, image resizing, digital colour dimensions of
screen and print, and image optimization for the web. And, you will also learn how to create a WordPress website that
will include the use of HTML and CSS editing, domain name registration and web hosting.

Course Digital Marketing · 120hr

2007
The Digital Marketing course will teach the fundamental elements of digital marketing such as marketing strategy, content
design, optimal keyword targeting, search engine advertising, page rank formulas, and trouble shooting search engine
rankings. You will also learn to identify and measure different types of analytical data including content analytics, mobile
analytics, and conversion analytics.

Course Search Engine Optimization · 60hr

2008
This course covers the core functions of search engines and how they can be applied to web design and content
structure. You will learn about how search engine crawlers (SEC) are used to continuously review web pages and their
contents in order to determine search engine results. Examples include relevance of content, frequency of updated
information, rich media content, internal and external links, and web page security.

Course Social Media Marketing · 60hr

2009
Through this course, you will explore the principles and use of effective commercial social media; you will utilize multiple
social media platforms to connect companies with their target demographics using Facebook, Twitter, Instagram, and
YouTube, as well as additional marketing resources such as blog posts and podcasts. Lastly, you will learn how to use these
tools to build brand equity and improve social engagement with your target demographic.

Course Web Analytics, Measurement, and Approach · 60hr

2010
This course will expand on marketing analytics with in-depth focus on advanced advertising metrics. You will learn
more about user acquisition, paid vs organic user traffic, campaign execution and analysis, ad reporting, conversion
rates, return on investment (ROI), and marketing strategy evaluation. This will teach you to determine and evaluate
user trends and behaviours and how they impact the outcome of a marketing strategy.

Course Display Advertising and Mobile Web Application · 120hr

2011
With this course, you will focus on enhancing user experience in the mobile marketing industry. They will learn about
marketing strategies for mobile platforms and smart devices through interactive advertising including augmented reality,
location based advertising, branded apps, mobile video ecosystems, near field communication (NFC), and 2D and 3D
trigger scanning such as QR codes. Understanding of these subjects will help students to create valuable marketing content
and strategies.
E- LEARNING – SMART BOOK TECHNOLOGY
Textbooks are over. Instead, your course content is housed within Connect and delivered
to you in a revolutionary way, designed to adapt to your individual learning behavior. By
prompting you with questions to assess your comprehension and retention of the material,
SmartBook guides you to learn (and remember!) key concepts.

Instant feedback
Connect keeps you self-aware—and
accountable—by cluing you into the
concepts you need to focus on to perform
well. Easily track your progress with reports
that reveal the areas you need to prioritize.

Lecture capture
Lecture capture means you’ll never
miss out. Best of all, you can target the
information you need with a powerful
keyword search function that allows you to
effortlessly pinpoint relevant information.

In product and help tutorials

To do list
You’ll never again wonder what you need
to do next. A customized feed surfaces
precisely what you should be working on to
see success in your course.
Connect is designed to be easy to use, but
if you need a little help, or want to learn
tips and tricks for super users, you can find
tutorials as you work.
Custom calendar
Your coursework, assignments, and exams
are organized—and easily scannable—in
your Connect Calendar.
START YOUR DIGITAL
MARKETING CAREER
• Advertising
• Broadcast Marketing
• Social Media Marketing
• Digital Trade Marketing
• Social Media Analysis
• Digital Analytics
• Social Data Analysis

TOP DIGITAL MARKETING

AGENCIES IN VANCOUVER
• Cosset
• Catalyst
• Mediative
• FCV Interactive
• Rethink
• Blast Radius
• Citizen Relations
• Hight Road

www.ciccc.ca
609 West Hastings Street, Vancouver, BC  V6B 4W4
+1 (604) 620-1111 | info@ciccc.ca