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

Applies Towards the Following Programs


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