Digital Marketing Specialist Intensive (14 weeks)
Program Description
The Digital Marketing Specialist Intensive Program trains students to plan, execute, and measure online marketing campaigns. It combines technical skills (SEO, analytics, paid ads, automation) with creative skills (content strategy, social media, branding). Graduates will be able to manage campaigns across platforms, analyze results, and drive digital business growth.
By the end of the program, graduates will be able to:
- Design and execute SEO & SEM campaigns.
- Manage Google Ads & social media advertising.
- Create content marketing strategies and optimize for engagement.
- Analyze campaign data using Google Analytics & reporting tools.
- Implement email marketing automation.
- Develop digital marketing strategies aligned with business goals.
- Apply best practices in ethics, branding, and digital consumer behavior.
14-Week Intensive Outline
Week 1
Digital Marketing Foundations
• Principles of marketing in the digital age
• Consumer behavior and online trends
• Tools overview: Google Workspace, Canva, HubSpot
Week 2
Branding & Content Marketing
• Building digital brand presence
• Storytelling & copywriting for the web
• Lab: Blog writing & social content creation
Week 3
Search Engine Optimization (SEO)
• On-page & off-page SEO
• Keyword research and content optimization
• Lab: SEO audit & Google Search Console setup
Week 4
Search Engine Marketing (SEM)
• Google Ads fundamentals
• PPC campaigns and bidding strategies
• Lab: Build a mock Google Ads campaign
Week 5
Social Media Marketing I
• Platforms: Facebook, Instagram, LinkedIn, TikTok
• Organic vs paid strategies
• Lab: Develop a cross-platform content calendar
Week 6
Social Media Marketing II
• Social ad targeting and optimization
• Influencer and community marketing
• Lab: Launch a paid ad campaign simulation
Week 7
Email Marketing & Automation
• Email campaign design and segmentation
• Marketing automation tools (Mailchimp, HubSpot, ActiveCampaign)
• Lab: Build an automated drip campaign
Week 8
Web & E-Commerce Marketing
• User experience (UX) basics
• Conversion rate optimization (CRO)
• Lab: Landing page design with A/B testing
Week 9
Data & Analytics I
• Google Analytics 4 fundamentals
• Key digital metrics (CTR, CPC, ROAS, CLV)
• Lab: Track campaign performance dashboards
Week 10
Data & Analytics II
• Attribution models
• Advanced campaign reporting
• Lab: Build a digital marketing report for a client case study
Week 11
Influencer & Affiliate Marketing
• Collaborations, partnerships, and ethical considerations
• Affiliate networks and referral strategies
• Lab: Design an influencer/affiliate proposal
Week 12
Digital Marketing Strategy
• Budgeting and ROI calculations
• Integrated marketing communications
• Lab: Group project – draft a digital marketing plan
Week 13
Professional Practice
• Digital marketing careers & certifications (Google, Meta, HubSpot)
• Resume and portfolio building (case studies, campaign results)
• Mock interviews & networking tips
Week 14
Capstone Project / Practicum
• Students create a full digital marketing campaign for a real or simulated client
• Present campaign strategy, execution, and analytics
• Final evaluation and feedback
- Digital Marketing Specialist
- SEO/SEM Analyst
- Social Media Manager
- Content Marketing Coordinator
- PPC Specialist
- Marketing Automation Specialist
- E-commerce Marketing Associate
- Marketing Data Analyst
Salary Ranges (Canada)
Digital Marketing Specialist
~$45,000 – $70,000
Average ≈ CA$50-60k for many roles. Glassdoor reports about CA$56,833 average. (Glassdoor)
Digital Marketing Specialist (Robert Half data)
CA$57,500 (25th) – CA$74,750 (75th)
For those with more skills / autonomy. (Robert Half)
Entry / Junior
~$38,000 – $50,000
Lower end of roles, fewer years of experience. (Jobted)
Government / Public Sector
~$60,000 – $80,000+
Skills in multiple channels, maybe managing campaigns or small teams. (Robert Half)