Continuing & Professional Education

Digital Marketing

Earn a Certificate

Courses for everyone 11

  • marketing specialists
  • digital marketers

These part-time study courses are designed to enhance current practitioners’ skillsets
Program enrolment is optional – register in a course without applying for admission

Explore key concepts used by marketing professionals to help integrate digital marketing into an overall marketing strategy. Be introduced to digital engagement as a means to define and develop a target audience, create and increase brand awareness, generate leads, and ultimately drive sales and other business objectives. Understand the risks, challenges, and ethical considerations associated with digital marketing as well as current and future digital marketing landscapes.
April 29
starts in 1 month
Online learning, asynchronous. With Laurenne Spratt
Learn how to leverage current organic digital marketing tactics and best practices to begin building an audience and capturing sales for your organization without spending money on media. This course will introduce you to the principles of search engine optimization (SEO), local citation management, reputation management, social media outreach, and email marketing, and will help you understand which tactics to choose and when.
Not currently scheduled – new schedules announced each June and November.
Learn how to leverage current paid digital marketing tactics and best practices to expand your reach and ultimately increase ROI for your organization. This course will introduce you to the principles of paid tactics such as paid social, paid search, display, remarketing, and video advertising. Learn when to use paid tactics, how to create and manage a paid digital marketing budget, how to grow your conversion rate, and how to benchmark your expenses and budget performance.
April 29
starts in 1 month
Online learning, asynchronous. With Ameet Khabra
Integrate the theory, methods, concepts, and tools you have learned from the previous core courses as you apply them to a real-world digital marketing project. Research, plan, execute, present, and review a digital marketing plan that will confront a business problem and outline a digital solution for it. Mirroring industry practice, you will work as part of a team and operate within an agile project management framework. Prerequisite EXSM 3915, 3916, 3917 and 5512
March 4
starts today
Online learning, synchronous. With Laurenne Spratt
Learn the language of analytics and its many acronyms as a means to measure where your web traffic is coming from, how much web traffic you are receiving, which messages are most effective and how to report on these measures. Identify useful metrics and describe how they can be analyzed to support business objectives, developing a reporting framework for effective communication. Create a website of your own and apply various approaches to analytics, including Google Analytics and ROI analysis in real-time.
April 29
starts in 1 month
Online learning, asynchronous. With Dana DiTomaso
Explore the principles of content development, planning, and management in the digital space. Understand the importance of strong copywriting, photography, videography, and design, and learn to develop strong omni-channel content while utilizing free tools that are available to you. Learn how to adopt best practices to plan a global content strategy, including objectives, metrics, and guidelines in developing and evaluating your communications to create content that is effective and relevant to different markets.
Not currently scheduled – new schedules announced each June and November.

Build an effective online presence through a strong marketing strategy that reflects your organizational culture. Learn about best practices for social media and marketing across various platforms, building and strengthening organizational reputation and brand online, strategic planning and development, how to build a social media following, and steps for executing an integrated strategic social media marketing plan.

March 4
starts today
Online learning, asynchronous. With Brian Siddle
Learn how to set up a fully functioning eCommerce store from start to finish. This course will walk you through the most up-to-date methods for creating an online store that is optimized for conversion and built to sell. In addition to setting up your homepage, collection pages, product pages, and sub-pages, we will also cover product photography/video, offer strategy, and copywriting.
March 4
starts today
Online learning, asynchronous. With Scott Cunningham, Simon Trafford

Explore the etiquette, ethics, and various legal and policy issues that affect how we use social media. Discuss topics like copyright, privacy, intellectual property, fair dealing, creative commons, and the public domain. Learn how these issues play out differently nationally and internationally, as well as the implications of those differences for social media use.

March 4
starts today
Online learning, asynchronous. With Raquel Mann

Learn how to identify, prepare for, and manage the risks inherent to a professional presence on social media, as well as to recognize the impacts of emerging problems elsewhere online. Explore best practices for policy, procedures, and guidelines for social media within an organization. Draw on learnings from traditional media and public relations concepts to prepare for and respond to emerging issues.

June 24
starts in 3 months
Online learning, asynchronous.
Digital accessibility refers to the practice of enabling all people to use a website or native application. It involves minimizing or removing restrictions in the use of technology due to barriers of ability: visual, auditory, speech, physical, or neurological. Learn how to consider accessibility in the design, planning, and marketing of websites, applications, and forms. Explore the principles of human-centred design and the universal design process in light of the unique requirements of rich media to become accessible for people with disabilities.
April 30
starts in 1 month
Online learning, synchronous. With Jonathan Sanderson

  • An appli­ca­tion fee of $100 is required for admis­sion into the program.
  • Tuition is paid on a course-by-course basis as you reg­is­ter for your classes.
  • Some cours­es require a text­book at an addi­tion­al cost.
  • Eli­gi­ble for the Cana­da-Alber­ta Job Grant.
Bursaries and funding opportunities
Funding source
Apply by
Canada-Alberta Job Grant 

Available for businesses in all sectors across Alberta

Two-thirds of the training costs (up to 100% if hiring an unemployed Albertan)
any time
Canada Training Benefit 

Residents of Canada, 25-65 years old, who have $10,000-150,000 in earnings for work.

income tax return
Skilled Immigrant Micro-Loan 

Whether you intend to work in the same field you trained in outside of Canada, or you wish to apply your transferable skills to a new career, this low-interest loan helps you cover the cost of education and related living expenses.

Up to $15,000 loan
Alumni Professional Development Grant 

Any graduate of the University of Alberta

Up to $500 anually
monthly deadline

Employed by the University of Alberta as Non-Academic Staff (NASA)

$750 annually
Dec / Mar / Jun / Sep

The Fac­ul­ty of Exten­sion has cre­at­ed a life-long learn­er in me; I’m so grate­ful for that.

Digital Marketing Certificate student

Tak­ing the Dig­i­tal Mar­ket­ing pro­gram has been one of the best deci­sions that I’ve ever made in my life and that I’m feel­ing very opti­mistic about my future because of it. The pro­gram has been incred­i­ble and the instruc­tors are all excellent.

Digital Marketing Certificate student

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