Official Description

4.5 Continuing Education Units (CEUs)

The role of original content in organizational strategy. Its influence on decision-making in the social, economic and political spheres, notably news flow and consumer choice. Effective engagement, persuasion, story-telling, relationship-building and community management using the principles of effective writing for a range of audiences. Writing for the Web and social media. Creative and effective use of design and audio-visual elements as essential elements of content creation. Sharing, recycling/upcycling content created by others.


Supplementary Information

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

It is strongly recommended to take Current Trends in Digital Communication course prior to this course.

Topics Covered

  • Communicating organizational values and messages strategically and effectively
  • Trends in news flow and sources of “news,” including citizen journalism, blogging, and mobile applications
  • The online search for original content in the age of digital overload; distinguishing features of original content
  • Principles of effective writing through exercises and peer review
  • Adaptation of messages and stories for different audiences, sharing and recycling/upcycling content created by others
  • Adaptation of messages and stories for different media and formats
  • Integration of audio-visual content into messages and stories for engagement and enhancement
  • Blogging, tweeting, and critical elements of story-telling

Learning Outcomes

The course is designed to enable you to:

  • Write for digital platforms
  • Adapt messages for multiple target audiences
  • Publish content in multiple formats


I’m already working in a marketing role. [My organization has] only started dipping our toes into social and community management, and these courses will accelerate implementing our plan.

- Marc Roth, alumnus, Professional Development Certificate in Digital Content and Community Management

Applies Towards the Following Programs

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