Official Description

4.5 Continuing Education Units (CEUs)

Engaging stakeholders, clients, supporters, and consumers in trust relationships to promote reputation, public support, brands, products, political campaigns and social causes. Global and multilingual considerations. Students will develop a digital campaign, including appropriate measurement and evaluation.


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

  • Principles of online community-building and engagement – trust and influence
  • Principles of consumer behaviour in digital media
  • Online grassroots campaigns, petitions, and lobbying
  • Overview of digital marketing practices
  • Consumer relations, brand relations, and promotional campaigns in action: examples of best (and not-so-good) practices in social media campaigns
  • Targeting audiences and choosing channels
  • Global and multilingual considerations
  • Effective diffusion, use, and re-use of content
  • Campaign preparation

Learning Outcomes

The course is designed to enable you to:

  • Engage stakeholders and develop relationships to promote brands, products, and social causes
  • Design a digital campaign, including appropriate measurement and evaluation


Everything I assign is framed as ‘you can take this to work.’ I run an agency, and some of the homework submissions I receive, I could give them to a client and I think they’d go, ‘wow.’”

- Jackson Wightman, lecturer, Social Media Strategies and Community Management

Applies Towards the Following Programs

Section(s) offered
Section Title
Social Media Strategy and Community Management
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 Current Trends in Digital Communication.

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