The growth of the Internet in the last 20 years and the more recent meteoric rise of Social Media has made ‘digital’ an important aspect of the marketing programs for all organizations in every industry.  Ensuring that there is a correct complement of traditional marketing channels with digital alternatives provides the most efficient and effective marketing mix.  Whether a government organization, a non-profit entity, or a for-profit business, there is a growing role for the inclusion of digital channels into the integrated marketing communications program.  Providing opportunities for greater reach, increased connectivity, better monitoring and an increased return on investment, digital channels are being chosen over traditional alternatives at an increasing rate.

The Digital Marketing Program offered by the Gardiner Centre is composed of three Certificate Programs (each with six modules) and five Power Workshops.  The Certificate Programs are designed to provide an introduction to some of the most important digital marketing tools available today.  To provide the broadest base of awareness and understanding, it is ideal for attendees to complete all six modules of a certificate but a four-module certificate can also be earned by completing the one core module and three additional modules within the certificate.  If an organization has a narrow, specific need, modules can also be completed individually.  The modules of the certificates are not designed just for the technical people within the organization but rather are designed to provide ALL organizational members from employees to upper management with an increased understanding of the opportunities and potential of various digital marketing channels.

 The three certificates and the modules that currently make up the Digital Marketing Program are:

·         Website & Direct E-Marketing Certificate

·      Social Media & E-Marketing Certificate