Digital Media Marketing Program (Postgraduate) – George Brown College
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Digital Media Marketing Program (Postgraduate) – George Brown College


ADAM LAWRENCE: The program
that you are here for today, the Digital Media Marketing
program is really hosted out of our St. James campus
as is the majority of our business programs here. St. James campus is
very centrally located, about a 10-minute
walk from Eaton Centre. It’s really between
Jarvis and Sherbourne, right on King Street so very easy
to get to by public transit. And of course, like I said,
close to Eaton Centre, close to a lot of the
different sporting arenas, St. Lawrence Market. Lots of really vibrant stuff
happening downtown here. Of course at the college as well
to help you be successful at any of our programs, please
never forget that we have our Student Life and many
services to support you. So while we’re gonna be talking
a lot about the academics today, I always want to be clear with
everyone that of course there are options for you as far
as seeking out services and supports here; whether it be
for accessibility or students with disabilities to
awards, on-campus jobs, Student Association,
acting as advocates for you. Lots and lots of stuff. As I mentioned, your program that
you’re here– interested in today, the Digital Media Marketing, it’s
part of our Centre for Business. Centre for Business has four
academic schools that host post graduate programs and today’s
is featured from our Marketing program. So on that note and
again without further ado, I am going to pass the
microphone over to Blair and he is going to take over from
here with the presentation. BLAIR SMITH: Yeah, so I’m Blair
and I’m a professor of marketing here and the co-ordinator of the
Digital Media Marketing program. And this session is really for
you to ask me anything about the program. I’ve got the pleasure of
chatting with you more about this post graduate certificate
in Digital Media Marketing here at George Brown College. So let’s jump in. So, best job in the world. A while ago there’s a campaign
done by Tourism Australia and it offered up the opportunity to
get one of the six– six-month paid jobs at some place in Australia
as the best job of the world. One of them was to be the
caretaker for the islands of the Great Barrier Reef as this
guy got the opportunity to do. Now I start with this
because at George Brown, we can’t promise that you’re
gonna get to Australia to get paid to live in this surrounding but by
investing your time in this webinar, you’re taking an important step
to another best job in the world, what I believe is the best job
in the world and that’s the wild and wonderful world of marketing. So you’re starting
in the right place. So your best job in the world
starts here at George Brown College. It’s really important
to note– to note this. The college itself as
Adam was mentioning, we’re in the heart of downtown
Toronto which is Canada’s business, creative
and technology centre. And specifically, this Digital
Media Marketing post graduate program is one of
the leading in Canada. It offers a respected government
and industry approved academic credential that blends
three main things. So learning the fundamentals
of marketing communication, applied project and hands-on
work with current best in class marking software. And then a on the job
work experience semester; so a co-op or an
internship placement. And when you leave this
program after 12 months, you’ll be able to make an
immediate impact on day one at leading companies; leading
marketing communication agencies; small, medium business start-ups;
not-for-profit organizations; many of whom are situated
within a short distance from George Brown College. So, some of the organizations
that we work with in the city include agencies like
Cossette Communications, #paid and publicists WPP. Client-side brands like Maple
Leaf Sports and Entertainment, Canadian Tire, Scotiabank,
SickKids and Bell Media, just to name a few. So you’re starting
in the right place. To get things going with some
of the specific information, I want to start by answering the
top three most asked questions that I get from potential
students who are interested in this program. So starting with number three. Can I do this program part-time? So the Digital Media Marketing
program, it’s an intense full-time post graduate level program. Expect to make this your main
commitment for the one year that you’re going to be here. The program consists of 13
classes over two in-class semesters and then there’s
one work experience semester. And these are– completing
all of these is mandatory to graduate from the program. For the in-class semesters,
the classes are Monday to Friday between the hours of
8:00am and 6:00pm. Now this schedule varies
semester to semester and some days you might not have a class. And you might not necessarily
be going for right from 8:00 to 6 :00. The expectation you should be
working with is that the time commitment is pretty close to
what you can say is a regular Monday to Friday type of role. If you have to work, we don’t
recommend more than 15 hours a week and try to keep it
to evenings and weekends. So second question. How does the 60 per cent in-class
and 40 per cent online working– online learning work? So each of the courses in this
program is delivered in a hybrid format which blends
in-class and online learning. In the case of the
online learning, it’s still active, two-way interaction so you’re not
just passively watching videos or consuming content like some
other types of online learning. It’s very much expected to be
interacting with your profs, with the content and
with your other classmates. And then in terms of the in-class
weeks, these in-class weeks are aligned across
all of the courses. So what that means is there will
be some weeks where the learning is gonna happen in class
and then some weeks where the learning will happen online. But you should still expect that
you’ll have to come to campus each week because even
if it is an online week, you might still have
to do group work. We do have a series of
guest speakers or other events. And last. How can I apply if I’m
an international student? So right now the Digital Media
Marketing post grad program is open to residents
of Canada only. There are post graduate courses
in the School of Marketing, if you’re interested, that are
open to international students. One of them is the Strategic
Relationship Marketing program which is the code B409 or
the Marketing Management and Financial Services which is B406. There are other options at
George Brown College for international students but
you’ll need to research those on your– on the website. So. Now that we’ve got those main
three questions out of the way, I’ll give a bit more of a
specific overview of what the program entails. So starting with the
admission requirements. So just to get in, you’re
looking at having a three-year college advanced diploma
or a Bachelor’s degree. Or in some cases you can display
several years of relevant work experience which needs to
be supported by a resume and references. We get applicants from a
range of different education and personal backgrounds. There’s no– no background
that will prepare you better– better than another. It’s really as long as you
meet these requirements and your attitude and desire to learn
the subject is what will set you up for success. And these are the main outcomes
for the Digital Media Marking program. So the first one is
marketing strategy; being able to do things like internal
and competitive analysis; segmenting; targeting; positioning. Some of the core aspects of what
the role of marketing is all about. Then there’s marketing communi—
marketing communication planning. Specifically using online
communication and media channels. So websites, email,
social media marketing, search; that’s all within the
realm of what we’re gonna be covering with this program. You’re gonna be exploring
different strategies for content, for website, for email and
social media which includes both organic and paid. And then building applied skills
in analytics for marketing, content creation, search
engine optimization and search advertising, and social
intelligence amongst others. So it’s both a theoretical and
foundational parts of marketing as well as very hands-on applied
skills in some key areas within the online space. And then there’s also these
essential employability skills and these are outlined by
the Government of Ontario. They’re also known as soft
skills which in many cases are arguably more important than
some of those hard skills that we just mentioned. So some of the soft skills that
you’re gonna be building and evaluated on include
communication in all forms: verbal, visual and written. Numeracy; critical thinking
and problem solving. So, we don’t need people to
come here as mathematicians or statisticians but you definitely
have to have a comfort with, with numbers and arithmetic
to be able to, to do analysis. This is an essential not just
for this– with the government’s mandating but also for marketing
moving– for a career in marketing. There’s also elements of
information management, personal relationships and
personal accountability and time management as well. So it’s gonna be quite a
comprehensive challenge but one that should be fun and will
develop you in a number of different ways. So specifically, you should be
prepared to do the following things: as I mentioned, there’s analyze
and do arithmetic for marketing; be ready to create
and curate content; communicate verbally,
written and online; design and deliver compelling
and influential presentations and be able to work
collaboratively in a team. The work does mix both
individual as well as team work and there’s a pretty
even split between the two. So then some of the learning
experiences and how you’re gonna be able to– or how you’re gonna do
some of what we mentioned before, it’s based on principles
of active learning. So as was mentioned, each course
is a hybrid delivery which blends live in-class and online
lessons and the cohort size is approximately 40 people. So it’s a nice– it’s a
nice community family feel. You’re gonna be going through
all of the classes with the same group of people throughout
your time in the program. The in-class formats mix lab,
lecture and workshop styles. And we also use interactive
learning content which means reading, watching and listening. The activities and assignments
are a mix of individual and group. And then on top of all of this,
we all– you’ll also hear from specialists– from guest
speakers and have opportunities to participate in special events
in the digital marketing space. So it’s all designed like I said on a–
on a principles of active learning. So what you can expect in
doing all of this wonderful active learning is this. You’re gonna be investing
five to six hours a week per course of work. And this is a mix of, of
in-class learning as well as hands-on work with different
assignments and projects. So there are things like
digital marketing plans, social intelligence analysis,
brand audits. Those are some of
the assignments. You’re gonna get some beginner
use of essential marketing software. Some of the software reviews
in the past includes Hootsuite, Brand Watch, Google Analytics
and Tableau along with the Microsoft Office Suite. And you’ll have the opportunity
to build an online portfolio of different types of content
that’ll help you display your digital literacy. And these are all nice things that
will– that you can showcase as you are working
towards getting a job both– getting both a co-op and internship
placement and a job once you’re finished the program. So on that work experience
semester for the co-op or internship, it’s a mix
of paid and unpaid roles. And we have a team of people
here at George Brown College who uncover opportunities
for you to apply to. So there’s a mix of we find
but then the best searches also combine an element of
you finding things. So looking at companies you’re
interested in or researching specific jobs on company
websites and on job boards to come up with that ideal
co-op and internship placement. It is a competitive interview process. There’s no us giving you jobs. You need to interview. You need to apply and go through
that in order to secure a job. And we help prep you for that
in the co-op or work experience prep course so you’re
not left on your own. We definitely support
you through this process. And as I mentioned before, this
is a mandatory to complete the program. So within this semester, you
need to complete a total of 360 hours of co-op or internship to
earn the credit for this part of the– of the program. And like I said, you
need this to pass. And then both for our work
experience and then when you’re finished, some of the jobs
in marketing or digital media that you can– you might get, the
way we kind of break them down is three sides. One side is called
client side so working, working with the brands. And this might be something
like a digital marketing co-ordinator, social media market—
social media co-ordinator, digital analyst or
lead generation marketing. Then there’s another
category which is agency side. So if you’re working on– in a
marketing communication agency that helps– work with
these clients or brands, it might be in client
services, account executive, creative content strategist or
an expert in certain areas like a search engine
optimization co-ordinator. And then finally, there could
be jobs in the media space. And that’s a third one. So things like junior media planner,
creator relations, paid social planner are all media side roles. So it’s a pretty broad, broad set of
opportunities and the one thing in digital marketing is
there’s no longer really just one digital marketing role. They’re starting to get very
segmented and very specialized. And we’re seeing a lot of that
happening semester to semester. So that kind of takes you through
the process from application through to completion and jobs. Now we’ll open up the floor for
you to, to ask me anything. You’ve got my contact information
below and there’s also the Centre for Business if there’s
something that I’m not able to answer. And finally, the admissions. If you have any specific
questions about your application or admissions, contact the
Admissions office and you can Google that on the
George Brown webpage. All right. So. Okay. So if you type in the questions. Let’s see what we’ve got. I’m gonna— Okay. So, how does the workload
compare to the workload of an average university student? I have not been an average university
student for a number of years. (laughing) But some of what I hear, it’s, it’s
comparable if not slightly higher. It really depends on the number
of courses you took per semester in university. So in our case, you’re taking
six courses in each semester with the exception of the work
term and each course you can expect an average of
five-ish hours a week. So that’s 30 hours a week
dedicated to just your studies. So how that compares
to your university is, is really what to expect. All right. Thank you for answering
the fee question. Okay. What software
applications are covered? So I mentioned some of
the software that we use. More of what we are doing is in
the marketing space so things like Google Analytics,
Hootsuite, Brand Watch which is a
social insight software, the Microsoft Office Suite which is
for general office productivity. Things like Adobe Photoshop,
Dreamweaver and Illustrator, if you’re into that,
that’s more on the, the graphic and visual design
or website designed space. That’s something that we don’t
get into here in this program. That would be better suited in a
graphic design or an interactive design course which we would
offer through the School of Design. All right. Are the placements in Toronto
or they can– can they be in surrounding areas? The majority of the placements
are in Toronto but some students do find roles on their own
elsewhere outside of the city but in Canada. Those are fine to arrange. There have been occasions where
people have gone to the States which takes a little bit more
navigating but 99 per cent of the placements are in,
in central Toronto. How many students are there? So in the program, you go
in a cohort– in a cohort. So what that means is each
course is only offered one time in a semester so you take
that same course in that same schedule as everybody else. So there are on average
of about 40 students who, who are in each cohort. Yes, each– each course in
the curriculum is mandatory. You have no choice in the
courses that are offered. What would be the average
compensation range coming out of the program? That’s a question
we get asked a lot. I don’t have a number on what
the starting salaries are ‘cause it really depends on the type of
organizations that people would go into. In some cases people freelance,
agency side, client side. It really all depends so I don’t–
I don’t have a number to provide. It just varies way too much. Are the classes more
test-based or assignment based? They’re a mix of, of different
forms of assessment so it really does depend on each course
but in any course you would– you should expect a mix of
test and exam as well as assignments and projects. Can I get course credit
for my university degree? Yup. In some cases, you can apply
to get a course exemption. That’s– that process is
explained once you– once you apply and you get in. You just need to prove that the
university course matches very closely to the course outcomes
for the– for the course here. So it’s something that I would
evaluate based on information that you’re providing. And you have to apply for it. What are some examples of
past student placements? What I mentioned before in
the jobs and digital media are examples of past
student placements. So again, there’s basically
three main sides to go to. You can work client side
which is kind of managing and building the brand. You can work in an agency
which is a service provider to different brands; maybe they’re
your subject matter expert in something. Or you can go media which tends
to be like paid advertising. And that is, is another–
is another space. Do you get to pick which
semester you go to school and which you have the work term? So, no. The work term is set and
starting in January 2019, the work term is gonna be in
the final semester of the B413 Digital Media Marketing program. You don’t have a choice
of when to do that one. If someone has knowledge
about web development, social media,
Photoshop and Dreamweaver, does that help in the long run? It only helps in whatever run,
whatever race or what you want to run. So if you want to get into website
design, those skills will help. If you want to get into email marketing
and analytics, probably not. So it really depends
what path you wanna take. As I mentioned before, just
digital marketing is not a single thing. It’s– the roles are breaking
down much more specifically. So this course will give you
good exposure to the breadth of it and give you opportunity
to try different things and ultimately, you’re– you will
likely find areas that you are more interested in, in digging
into that might shape your career path. What type of laptop is
needed for the program? Well, if you check out the website
in the program description for the Digital Media Marketing program,
it lists all of this in detail. You are gonna need some sort of
laptop computer but it doesn’t matter if it’s a PC or a Mac. It can be either. And then all the specific
minimum computing requirements are listed in the description
under the program on the website. So take a look there
for all the details. How competitive is it to get into? I don’t know the
application numbers. We don’t– I, I don’t see that. All applications are done
through a central body that’s run by the
Government of Ontario. I do know that for our
40 spots in my time here, they are always filled up and
I’m sure there’s more than 40 people applying. So if you’re interested, get
your application in ahead of time to give yourself a chance to,
to get through when you want to. Does the program
cover email automation? Will we work on real projects? So I’m gonna answer yes, we do
get you working on real client projects in, in some– in some cases. Does it cover email automation? We will talk about
email automation. One of the things that we–
that is a challenge I guess, is when working
with these tools, you need access to real
data sets or real audiences. And in some cases, we don’t have
that and in some cases we do. So we’ll definitely cover
email automation in some way. Whether or not and how
hands-on we get depends on the, the software we have access to. All right. One more. It was not clear what software
apps we use in the program. I see other colleges offer
Dreamweaver and Photoshop. Yes. So, so I mentioned before, if
you want to use Dreamweaver and Photoshop, those are visual
design and website design tools. This is not a program for
graphic or interaction design. If you want to use
those specific tools, I encourage you to look at
programs at George Brown in the School of Design. Some of the software tools we
will use include the Microsoft Office Suite which includes
presentation tools which is something very
important for a marketer. Microsoft Excel for
data manipulation. We’ll use Google Analytics. We have used Hootsuite and have
used Brand Watch in the past and hope to continue using
those in the future. But there’s many reasons which
could change outside of our control that might stop us. So, so we use tools that are for
digital marketing and digital communication in that way. So hopefully that, that
answers that software question. Has there ever been a situation
in which a student is unable to get a co-op? No. Sometimes students take
longer to find something they’re interested in and we have
to work with them but in my time here, it’s a requirement for
graduating the course and we usually– we find a way to, to
get those things figured out. And it looks like
the last question. The– each one of the courses
are one– are in a hybrid format. So it mixes in-class and online. There are no 100 per
cent fully online courses. All right. Thank you, Tanja
for that one answer. Okay, I’m gonna answer
just this one final question. At the end of the program,
will we be able to complete and execute a
marketing plan for SAS. You can build a marketing
strategy and plan for any type of organization. The principles are all the same. How you choose to apply them for
different industries will vary but you’re equipped
with those tools. That is our ultimate goal. All right. Final question. Does the program
cover pricing strategies? Yes, we do talk about
pricing and the fundamentals for marketing. So, if there’s any other
questions, you can email me, email the Centre for Business
or call; the information’s there. And otherwise hopefully this
puts you on a path to finding your best job in the world
in the field of marketing.
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