Official Description

5.0 Continuing Education Units (CEUs)

Strategies and tactics involved in building an effective digital content marketing strategy. Research and evaluation of an organization’s web presence. Development and implementation of content strategy across relevant platforms, and measurement of the efficacy of the tactics chosen. Creation of digital content in the voice of a brand, for each digital platform on which that brand must communicate, including email and text.


Supplementary Information

30 contact hours plus approximately 20 hours of assignments

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


Prerequisite(s) and Corequisite(s)


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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