Relations publiques
Se joindre au monde des professionnels en communications ouvre des portes dans tous les secteurs d'activité; amorcez une carrière enrichissante et inspirante.
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Certificats
Acquérez l’expérience pratique dont vous avez besoin pour vous lancer une carrière réussie dans le milieu de la communication professionnelle.
Diplômes
Améliorez vos compétences en communication grâce à un programme intensif sur les aspects stratégiques des relations publiques.
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.
CMIS 530 Digital Analytics and Targeting.
(3 credits)
Covers fundamental techniques in measuring and analysing the digital marketing experience success and effectiveness as well as using audience data to improve advertising and content using targeting and experiments. How to measure, analyze, and act upon the evolving internet technologies and trends.
CMIS 542 Strategic Internet Marketing.
(3 credits)
Introduction to electronic marketplaces and their evolving role in e-business focusing predominantly on the use of general and vertical marketplaces by businesses. Social media marketing including new channels of marketing, advertising and communication will also be discussed.
CMIS 544 Digital Marketing Automation, Planning and Technology.
(3 credits)
Covers the fundamental concepts needed to develop a digital marketing plan. Enables students to gain an understanding of market behaviour, translation of corporate goals into digital marketing objectives, basic overview of various strategic approaches to align to objectives, as well as implementation and control.
CMR2 542 Marketing Principles and Applications.
(3 credits)
Hiver 2019, Automne 2019, Hiver 2020
Covers the different aspects of marketing operations: the marketing concept, the analysis and research of market opportunities, the planning, implementation, and control of the marketing program (Product, Promotion, Distribution, and Pricing). The course focuses on Canadian market environment and Canadian marketing institutions. Lectures and case studies on an individual basis and/or involving team work will be used.
CPRL 214 Applied Public Relations Methods 1.
(3 credits)
Context, resources, learning activities, and guidance to conduct comprehensive, primary and secondary public relations research, and assess, edit, revise and proofread public relations materials for print, electronic and digital media.
CPRL 220 Fundamentals of Fund-Raising.
(3 credits)
In-class, Part-time
Printemps/Été 2019
Current status of fund-raising and philanthropy in Canada. Donor motivations, strategies for attracting support from different donor audiences, development of fund-raising campaigns for not-for-profits, charitable foundations, para-public and public-sector organizations. Role of donor organizations. Theoretical knowledge, technical skills and ethical considerations.
CPRL 223 Basics of Public Relations.
(3 credits)
In-class, Part-time
Hiver 2019, Automne 2019, Hiver 2020
An overview of public relations theory, principles and practice, including the development of the discipline and its role in society, its function in different organizations, and the techniques used in the different sub-specialties of the field.
CPRL 224 Applied Public Relations Methods 2.
(3 credits)
In-class, Part-time
Hiver 2019, Automne 2019, Hiver 2020
Analyze, plan, design and execute projects that extend and hone writing and presentation skills in a self-directed manner.
CPRL 225 Social and Traditional Media Relations.
(3 credits)
In-class, Part-time
Hiver 2019, Hiver 2020
Organizations must communicate with diverse publics against the background of a rapidly changing media landscape. With the increasing presence of digital (including social) media, publics are both fragmenting and coalescing in new ways. This course will cover the context, theory and best practices that are evolving as a result.
CPRL 226 Corporate Communications.
(3 credits)
In-class, Part-time
Hiver 2019, Hiver 2020
Issues and conditions affecting the communication of corporate issues and identity will be examined including corporate branding, financial communications, social responsibility, the reciprocal effects of internal and external publics, and planning and production of corporate communication vehicles.
CPRL 227 Internal Communication.
(3 credits)
In-class, Part-time
Automne 2019
An examination of how internal communication strategies are designed and implemented to ensure people within an organization work together effectively and efficiently to support the organization's business plan, including the definition and purpose of internal communications that add value, as well as the communication needs of internal stakeholders.
CPRL 228 Event Management.
(3 credits)
In-class, Part-time
Automne 2019
Effective use of public and media events for communication and relationship-building with key stakeholders, including research, identification of publics, design, timelines, logistics, protocol, speeches and programs, and dealing with suppliers, as well as promotion and evaluation of the event.
CPRL 321 PR Issues Management.
(3 credits)
In-class, Part-time
Hiver 2019, Hiver 2020
Mechanisms by which organizations participate in the public policy process will be examined through an understanding of the social and political contexts where public issues occur and the inherent communication processes at all levels and specifically dealing with the roles of lobbying, media relations and social responsibility.
CPRL 322 Cases in Public Relations.
(3 credits)
In-class, Part-time
Hiver 2019, Printemps/Été 2019, Hiver 2020, Printemps/Été 2020
Preparation of communication plans for organizations and current situations will provide the opportunity to apply the knowledge gained throughout the program. In addition, recent developments and methods in key areas of practice will be addressed.
CPRL 510 Fundamentals of Public Relations.
(3 credits)
Hiver 2019, Automne 2019, Hiver 2020
Survey and history of public relations practice, its various sub-specialties and its role in the organizational structure. Theories of communication and applications of theoretical knowledge in the field. Recent trends and best practices in both private and not-for-profit sectors. Professional ethics and associations.
CPRL 515 Fund-raising and Philanthropy.
(3 credits)
The organization as donor and as fund-raiser. Social, legal and regulatory context of fund-raising and corporate giving. Role and structure of foundations, government agencies and other donor organizations. Corporate community support. Fund-raising campaigns (planning and methods), donor relations, working with volunteer leadership, information management, ethics and accountability.
CPRL 520 Applied Public Relations Communication.
(3 credits)
Hiver 2019, Automne 2019, Hiver 2020
Identification, analysis and solution of communication problems in a variety of public relations contexts. Emphasis on planning, audience, research, content, effectiveness, language, editing and design of communication tools. Practical approaches to print and Internet communication, oral presentations, and writing for media.
CPRL 530 Internal Stakeholder Communication.
(3 credits)
Automne 2019, Hiver 2020
Communication with the full range of internal stakeholders, including employees, management, Board, volunteers and foundations, as well as audiences specific to the organization such as patients, students, members, etc. Topics include organizational culture, labour relations, mobilization of stakeholders and issues/change management (i.e. mergers, acquisitions, partnerships).
CPRL 531 Media Context and Applications.
(3 credits)
Hiver 2019, Hiver 2020
Context in which media operate (regulation, ownership, practical constraints). Building relationships with journalists. Media theory and current trends in media uses and technology. Strategies and tools for communicating through media, including message development, spokesperson training and media events. Crisis and risk communications.
CPRL 532 Public Relations Event Management.
(3 credits)
Automne 2019
Management of events in support of strategic organizational objectives for relations with investors, clients, employees, government, media or community. Special events as part of public awareness or fund-raising programs. Topics include planning, budgeting, financial support, logistics, protocol, working with suppliers and partners, promotion and evaluation.
CPRL 533 Communications in the Corporate Sector.
(3 credits)
Hiver 2019, Hiver 2020
This course will provide exposure to issues and functions essential for practice in the corporate sector, issues management, crisis communications, financial communications, branding and reputation management, as well as communications related to mergers and acquisitions. It will also provide the basic financial literacy necessary for any communications management professional.
CPRL 534 Communications in the Not-For-Profit Sector.
(3 credits)
This course will provide exposure to issues and stakeholders important to not-for-profit organizations: NGOs, charitable foundations, cultural organizations, health and education institutions and community organizations. It will cover socio-political issues affecting these organizations as well as planning and methods for communications with donors, volunteers, regulators, funding agencies and corporate partners.
CPRL 535 Public Opinion and Public Policy.
(3 credits)
Hiver 2019, Hiver 2020
How organizations, voters, media and interest groups work to influence public policy, and how the efforts of each affect the others. Government relations at the political and public service level, including lobbying, advocacy, and regulatory issues. Coalition building. Public opinion research methods and theory. Media and democracy.
CPRL 540 Communication Planning.
(3 credits)
Hiver 2019, Printemps/Été 2019, Hiver 2020, Printemps/Été 2020
Communication plans in real situations. Topics include environmental scanning, audits, strategy and implementation of plan, including timelines, budgeting, working with suppliers and consulting skills. Emphasis on evaluation and return on investment of communication.
CPRL 541 Ethics in Public Relations.
(3 credits)
Automne 2019
Public relations practitioner's role and influence in the ethical organization: corporate social responsibility, laws and regulations on governance, and public accountability. Legal and ethical behaviour related to sustainable development and globalization. The ethical public relations practitioner: professionalism, codes of ethics, issues in practice.
CPRL 590 Topics in Public Relations.
(3 credits)
Specialized course covering an advanced topic in the public relations management area selected from current issues or themes in literature.
MGCR 222 Introduction to Organizational Behaviour.
(3 credits)
In-class, Part-time
Hiver 2019, Printemps/Été 2019, Automne 2019, Hiver 2020
Individual motivation and communication style; group dynamics as related to problem solving and decision making, leadership style, work structuring and the larger environment. Interdependence of individual, group and organization task and structure.
MGCR 352 Principles of Marketing.
(3 credits)
Hiver 2019, Printemps/Été 2019, Automne 2019, Hiver 2020
Introduction to marketing principles, focusing on problem solving and decision making. Topics include: the marketing concept; marketing strategies; buyer behaviour; Canadian demographics; internal and external constraints; product; promotion; distribution; price. Lectures, text material and case studies.
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 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.
Temoignage
« Notre classe a organisé un événement de A à Z; l’évènement s’est déroulé sans anicroche. Acquérir une expérience éducative pratique, c’est ce que j’ai préféré du programme, et cette expérience nous a fait réaliser que nous sommes des professionnels. »
Melissa L.
diplômée
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
l'enseignement à la recherche de cours ou d'ateliers spécialisés ou un programme complet pour vos employés, l’ÉEP a la solution pour vous.