Compétences en Communication
Peu importe le secteur d’activité, de solides compétences en communication et en relations interpersonnelles peuvent vous aider à vous démarquer.
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Certificats
Ce programme de certificat de perfectionnement professionnel en marketing numérique et publicité, non assorti d’unités, permet aux étudiants d’acquérir les connaissances et les compétences de marketing numérique les plus recherchées, pour qui souhaite continuer de se démarquer sur le marché d’aujourd’hui.
Il n’est pas obligatoire d’être inscrit à ce programme pour suivre le cours YCBS 281 Digital Marketing Fundamentals. L’inscription à ce cours est ouverte à tous.
Il n’est pas obligatoire d’être inscrit à ce programme pour suivre le cours YCBS 281 Digital Marketing Fundamentals. L’inscription à ce cours est ouverte à tous.
Cours et ateliers
CCOM 207 Communication in Public Relations.
(3 credits)
Identifying, analyzing, and solving communication problems in a variety of public relations contexts. Emphasis on news releases, media kits, informational and promotional materials, and oral presentations.
CMR2 573 Digital Marketing Communications.
(3 credits)
Applies a strategic approach to developing and measuring a digital marketing communication strategy for various platforms and channels aligned to the traditional marketing communications mix. Covers how to leverage best practices to optimise online community building, conversion, and customer experience through digital channels in an integrated marketing communication strategy.
CPL2 510 Communication and Networking Skills.
(3 credits)
Automne 2019, Hiver 2020
This course will provide students with leadership skills pertaining to communication and networking in the workplace. Topics covered include influencing, appraising situations, business networking, teamwork and delivering effective presentations.
CPRL 221 Professional Communication and Networking.
(3 credits)
Fundamental theories and practices of communication and networking (internal and external) in the workplace. Writing, speaking, presentation and team interaction skills.
YCBS 110 Current Trends in Digital Communication
(4.5 CEUs)
Whether you have experience with digital applications or not, this course will ensure your
grasp of digital media is solid and up-to- date.
YCBS 111 Content Marketing
(5.0 CEUs)
Strategies and tactics involved in building an effective digital content marketing strategy. Research and evaluation of an organization’s web presence. Development and implementation of content strategy across relevant platforms, and measurement of the efficacy of the tactics chosen. Creation of digital content in the voice of a brand, for each digital platform on which that brand must communicate, including email and text.
YCBS 112 Social Media Strategies and Community Management
(4.5 CEUs)
Learn everything you need to design, implement, manage, and evaluate social media campaigns.
YCBS 113 Strategic Digital Communications
(4.5 CEUs)
YCBS 114 Content Strategy
(4.5 CEUs)
Develop skills in creating online content architecture, including website construction, management strategies, and implementation.
YCBS 204 Effective Public Speaking
(6 CEUs)
YCBS 216 Interpersonal Skills for Professionals
(4.5 CEUs)
The objective is to help learners develop effective interpersonal skills. Emphasis is placed on the following areas: communication styles, emotional intelligence, conflict resolution, working with teams and influencing others, workplace diversity and intercultural communication, presentation skills, and facilitation skills. As a result of acquiring and developing these interpersonal skills, learners can increase their overall professional effectiveness.
YCBS 281 Digital Marketing Fundamentals
(4.0 CEUs)
Overview of foundational digital marketing concepts and strategies; role of digital marketing in an organization; key features, benefits, risks, and audiences of current digital platforms and tools; evaluation of the most appropriate platforms to achieve an organization’s business objectives; tactics for effectively reaching and engaging target audiences; introduction to evaluation of performance of digital marketing campaigns.
YCBS 282 Digital Promotion and Advertising
(6.0 CEUs)
Overview of digital marketing channels and how they work together as part of a digital ecosystem including social media, Search Engine Optimization (SEO) and Search Engine Marketing (SEM). Review of various digital advertising methods from both a technical and innovative perspective to reach a wider audience. Introduction to social media marketing, influencer marketing, display and video advertising. Digital marketing campaign measurement and analytics.
YCBS 283 Digital Marketing Strategy Capstone
(6.0 CEUs)
Integration of knowledge and skills needed to develop a digital marketing strategy. Development process and key components of a strategic digital marketing plan and budget; evaluation of organization’s digital marketing maturity; alignment of organizational and digital marketing plan objectives; research, creation and management of online advertising and promotion campaigns; impact of stakeholders and partners on achieving objectives.
YCBS 284 Marketing Technologies
(4.0 CEUs)
Role of technology in digital marketing and delivery of a superior customer experience; introduction to core technologies, platforms, and tools of Marketing Technology Stack; marketing and enterprise technology strategy alignment; design and functional requirements, user stories and user experience, development workflows; legacy systems; data acquisition strategies, reporting and dashboarding; system integration and maintenance.
YCBS 285 Visual Content Creation for Digital Marketing
(4.0 CEUs)
Overview of visual content creation technologies, tools, and best practices for both video and still images. Visual content creation process from inception to export for digital (marketing) outputs.
YCCM 208 Professional Writing in Business
(4.5 CEUs)
Hiver 2021, Printemps/Été 2021, Automne 2021
Concepts and principles of effective written communication: audience, purpose, organization, and style. Emphasis on business documents commonly produced by professionals (e.g., project and business plans, reports, status updates, proposals, analyses). Pre-writing and re-writing processes, including self-editing to enhance clarity, conciseness, and coherence. Audio-recorded instructor feedback.
Associations professionnelles
Formation pour entreprises
L'École d'études permanentes de McGill (ÉEP) offre des possibilités de perfectionnement professionnel et d'éducation pour les entreprises et les institutions locales et internationales. Que vous soyez une multinationale, une organisation internationale, une petite ou moyenne entreprise, un organisme gouvernemental ou un établissement d'enseignement à la recherche de cours ou d'ateliers spécialisés ou un programme complet pour vos employés, l’ÉEP a la solution pour vous.