Official Description

4.5 Continuing Education Units (CEUs)

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.


Supplementary Information

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

Topics Covered

If you’re looking to establish yourself as an expert in an emerging field, this is the program for you! With state-of-the-art skills and industry resources to help you succeed, you’ll be prepared to navigate the online world from start to finish.

Featured topics include:

  • The principles, trends, and best practices of digital communication
  • Current uses of Internet-based media (websites, blogs, social media) in marketing communications and consumer relations
  • Current uses of Internet-based media in grassroots projects and fundraising
  • Online community management best practices
  • The appropriate uses for digital media communications
  • Tracking and engaging in online communications
  • Measurement and evaluation of digital media projects
  • Current uses of Internet-based media in public and media relations, crisis communications, and reputation management

Learning Outcomes

The course is designed to enable you to:

  • Trace the evolution of social media and its current place in the communications mix
  • Recognize the strengths and weaknesses of the key social networks in the North American market
  • Implement social media tactics based on strategic considerations
  • Apply best practices to digital campaigns and community management
  • Establish key metrics and determine ROI for social media campaigns


"The instructor mixed history with actuality and real trends - it was mindblowing and I felt like I was really updating useful skills."

- Iliana Arriaga

Section(s) offered
Section Title
Current Trends in Digital Communication
Language of Delivery
Remote Lecture
Jan 17, 2022 to Feb 11, 2022
Delivery Format(s)
Course Fee(s)
Drop Request Deadline
Sep 01, 2021 to Nov 15, 2021
Transfer Request Deadline
No transfer request allowed after enrollment
Withdrawal Request Deadline
No withdrawal request allowed after enrollment
Section Notes

This course is part of a McGill Winter Short Programs 2022, offered by McGill's Faculty Partnerships and Summer Studies. It will be offered in a live remote format  from January 17, 2022 to February 11, 2022 and is intended for those in the Asia-Pacific time zones (including, but not limited to China, Japan, South Korea, Taiwan, and India). 

Schedule: 3 hours X 10 sessions for 4 weeks. Courses will be taught from 7 P.M to 10 P.M (EST). Final schedule to be confirmed.

Refund: Refund is available until November 15, 2021 at 11:59 P.M (EST). After this date, no refund will be issued for this course, except in the event of a course cancellation.

Looking into obtaining an Attestation of completion?

You may complete the Social Media and Digital Communication Strategies in Business short program by taking the corequisite Social Media Strategy and Community Management.

Required fields are indicated by .