Diploma in Social Media and Digital Marketing Program offered by Canadian College of Excellence

Diploma in Social Media and Digital Marketing Program
(12 Month, 52 Weeks) 100% Remote Program


Section 1: Program Overview

1.1 Introduction

The Diploma in Social Media and Digital Marketing program is designed to provide students with the essential skills and knowledge required for a successful career in digital marketing. The program aims to equip students with a comprehensive understanding of digital marketing strategies, social media platforms, search engine optimization (SEO), content marketing, email marketing, paid advertising, digital analytics, mobile marketing, and brand management.



§  Equip students with a comprehensive understanding of digital marketing strategies, techniques, and tools.

§  Provide practical skills and theoretical knowledge necessary to excel in the dynamic field of social media and digital marketing.

§  Foster critical thinking and creativity in developing effective digital marketing campaigns.

§  Prepare students for various roles in digital marketing including social media managers, content strategists, digital marketers, and brand managers.

§  Stay updated with the latest trends, technologies, and best practices in the digital marketing landscape.



§  To introduce students to the fundamentals of digital marketing, including its concepts, principles, and key terminology.

§  To delve into specific areas of digital marketing such as content marketing, social media marketing, search engine optimization (SEO), email marketing, paid advertising, digital analytics, mobile marketing, and brand management.

§  To provide hands-on experience through practical exercises, case studies, and real-world projects to reinforce theoretical concepts.

§  To facilitate critical analysis of successful digital marketing campaigns and strategies implemented by industry leaders.

§  To encourage collaboration and teamwork through group projects, discussions, and presentations.

§  To prepare students for industry certifications such as Google Analytics, HubSpot, and Facebook Blueprint to enhance their credibility in the job market.


Intended Learning Outcomes:

Upon completion of the Diploma in Social Media and Digital Marketing Program, students will be able to:


§  Demonstrate a deep understanding of digital marketing strategies, including the ability to identify target audiences, set marketing objectives, and develop comprehensive marketing plans.

§  Create engaging and relevant content for various digital platforms, tailored to the needs and preferences of target audiences.

§  Implement effective social media marketing campaigns across different platforms, utilizing techniques such as content curation, community engagement, and influencer marketing.

§  Optimize websites and digital content to improve search engine rankings and enhance online visibility through SEO techniques.

§  Design and execute email marketing campaigns that drive customer engagement, retention, and conversion.

§  Develop and manage paid advertising campaigns on platforms like Google Ads, Facebook Ads, and Instagram Ads to reach target audiences and achieve marketing goals.

§  Utilize digital analytics tools to track, analyze, and interpret key performance indicators (KPIs) to measure the effectiveness of marketing campaigns and make data-driven decisions.

§  Implement mobile marketing strategies to effectively engage with users on mobile devices and capitalize on the growing mobile market.

§  Employ brand management techniques to build and maintain a strong brand identity across digital channels, ensuring consistency and authenticity.

§  Communicate effectively with team members, clients, and stakeholders, demonstrating professionalism and competence in digital marketing practices.

§  Through a combination of theoretical learning and practical experience, students will develop the expertise needed to create and implement effective digital marketing campaigns, engage audiences across various digital channels, and analyze data to optimize campaign performance. The program is designed to be relevant and responsive to the evolving digital landscape, ensuring that graduates are well-prepared to meet the challenges of the digital age.


1.2 Program Structure and Curriculum

The Diploma in Social Media and Digital Marketing program consists of 10 courses, each lasting for 5 weeks and carrying 4 credits, total of 40 credits. The total program duration is 52 weeks, including a 7-week internship/practicum at the end of the program.


The program begins with foundational courses in digital marketing, covering topics such as digital marketing strategies, content marketing, and social media marketing. It then progresses to more advanced topics such as SEO, email marketing, paid advertising, digital analytics, mobile marketing, and brand management.


The curriculum is designed to align with industry standards and emerging trends in the field of digital marketing. It provides students with a comprehensive understanding of the key concepts and techniques used in digital marketing, as well as hands-on experience with industry tools and platforms.


1.3 Admission Requirements

To be admitted to the Diploma in Social Media and Digital Marketing program, students must meet the following admission requirements:

The admission requirements are designed to assess the applicant's academic background, professional experience, and potential for success in marketing, digital marketing and leadership roles. Below are the outlined admission requirements:


Admission Process: The admission process involves submitting an application form along with academic transcripts, undergoing any required assessments or interviews, and meeting the program's eligibility criteria. Admission decisions are based on the applicant's academic background, relevant experience, and commitment to pursuing a career in healthcare.


Educational Qualifications:

Applicants should have completed secondary education or its equivalent, such as a high school diploma or an international baccalaureate (IB) diploma.

A strong background in mathematics, science, and computer science may be advantageous for an AI diploma program.

English is the primary language of instruction in Canadian College of Excellence, Dubai, applicants may need to demonstrate proficiency in English through standardized tests such as the TOEFL or IELTS if the English score in high school diploma or its equivalence is below 60%.

Interview: CCE, Dubai interviews all eligible applicants, before their provincial letter of admission, test applicant academic readiness, academic and technical proficiency, Interest, and passion in the program-subject chosen, communication skills, problem solving and critical thinking skills and ability to collaborate with peer group and Faculty to successfully complete their academic program.

The admission process aims to identify motivated and qualified candidates who demonstrate the potential to succeed in the program and make meaningful contributions to the digital marketing profession. 


Section 2: Program Evaluation


2.1 Learning Outcomes

The Diploma in Social Media and Digital Marketing program aims to equip students with the following learning outcomes:

§  Understand fundamental concepts, terminologies, and methodologies of digital marketing.

§  Master techniques for developing digital marketing strategies and campaigns.

§  Recognize the role of digital marketing in modern business practices.

§  Leverage social media platforms for marketing purposes effectively.

§  Develop social media strategies to engage audiences and drive brand awareness.

§  Utilize social media analytics to measure and optimize campaign performance.

§  Understand the principles of SEO and its importance in digital marketing.

§  Optimize website content and structure for search engines.

§  Implement SEO best practices to improve website visibility and rankings.

§  Explore the role of content in digital marketing and brand storytelling.

§  Develop content marketing strategies to attract and retain customers.

§  Create compelling and engaging content for various digital channels.








2.2 Curriculum Mapping


The program's courses and learning activities are designed to align with the defined learning outcomes. Each course contributes to the achievement of specific learning outcomes as follows:


Weekly Coverage

Reference Books

Foundations of Digital Marketing


Hours: 100

Weeks: 5

Credits: 4


Week 1: Introduction to Digital Marketing (20 hours)

Week 2: Digital Marketing Strategies (20 hours)

Week 3: Digital Marketing Channels (20 hours)

Week 4: Content Marketing (20 hours)

Week 5: Social Media Marketing (20 hours)

"Digital Marketing For Dummies" by Ryan Deiss and Russ Henneberry

Social Media Marketing


Hours: 100

Weeks: 5

Credits: 4


Week 6: Social Media Platforms (20 hours)

Week 7: Social Media Content Strategy (20 hours)

Week 8: Social Media Advertising (20 hours)

Week 9: Social Media Analytics (20 hours)

Week 10: Social Media Campaign Planning (20 hours)

"Social Media Marketing Workbook: How to Use Social Media for Business" by Jason McDonald

Search Engine Optimization (SEO)


Hours: 100

Weeks: 5

Credits: 4


Week 11: Introduction to SEO (20 hours)

Week 12: On-Page SEO (20 hours)

Week 13: Off-Page SEO (20 hours)

Week 14: Technical SEO (20 hours)

Week 15: SEO Strategy and Analytics (20 hours)

"SEO 2022: Learn Search Engine Optimization with Smart Internet Marketing Strategies" by Adam Clarke

Content Marketing


Hours: 100

Weeks: 5

Credits: 4





Week 16: Content Strategy (20 hours)

Week 17: Content Creation (20 hours)

Week 18: Content Distribution (20 hours)

Week 19: Content Marketing Analytics (20 hours)

Week 20: Content Marketing Campaigns (20 hours)

"Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses" by Joe Pulizzi

Email Marketing


Hours: 100

Weeks: 5

Credits: 4


Week 21: Email Marketing Fundamentals (20 hours)

Week 22: Email List Building (20 hours)

Week 23: Email Campaign Creation (20 hours)

Week 24: Email Automation (20 hours)

Week 25: Email Marketing Analytics (20 hours)

"Email Marketing Rules: A Step-by-Step Guide to the Best Practices that Power Email Marketing Success" by Chad White

Paid Advertising


Hours: 100

Weeks: 5

Credits: 4


Week 26: Introduction to Paid Advertising (20 hours)

Week 27: Google Ads (20 hours)

Week 28: Social Media Advertising (20 hours)

Week 29: Display Advertising (20 hours)

Week 30: Paid Advertising Analytics (20 hours)

"Ultimate Guide to Google AdWords: How to Access 100 Million People in 10 Minutes" by Perry Marshall and Mike Rhodes

Digital Analytics


Hours: 100

Weeks: 5

Credits: 4


Week 31: Introduction to Digital Analytics (20 hours)

Week 32: Google Analytics (20 hours)

Week 33: Web Analytics Tools (20 hours)

Week 34: Data Analysis and Visualization (20 hours)

Week 35: Digital Analytics Strategy (20 hours)

"Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity" by Avinash Kaushik

Mobile Marketing


Hours: 100

Weeks: 5

Credits: 4


Week 36: Mobile Marketing Fundamentals (20 hours)

Week 37: Mobile App Marketing (20 hours)

Week 38: SMS Marketing (20 hours)

Week 39: Mobile Advertising (20 hours)

Week 40: Mobile Marketing Strategy (20 hours)

"The Mobile Marketing Handbook: A Step-by-Step Guide to Creating Dynamic Mobile Marketing Campaigns" by Kim Dushinski

Brand Management


Hours: 100

Weeks: 5

Credits: 4


Week 41: Branding Fundamentals (20 hours)

Week 42: Brand Identity and Positioning (20 hours)

Week 43: Brand Communication (20 hours)

Week 44: Brand Reputation Management (20 hours)

Week 45: Brand Management Strategy (20 hours)

"Building Strong Brands" by David A. Aaker



Hours: 100

Weeks: 5

Credits: 4


Week 1-5: Real-world Database Projects (100 hours)

Ongoing: Hands-on Experience and Professional Feedback


No specific book, as this course focuses on applying knowledge to real-world projects.

The curriculum is regularly reviewed and updated to ensure its alignment with the program's goals and industry standards.


2.3 Teaching and Learning Strategies

The program employs a variety of instructional methods and strategies, including lectures, case studies, group projects, and guest lectures from industry experts. These strategies support student engagement, active learning, critical thinking, and practical application of knowledge. Innovative approaches such as simulation exercises and virtual labs enhance the teaching and learning experience.

Social Media Marketing:

§  Social Media Campaign Simulations: Simulated social media campaigns will enable students to apply theoretical concepts to practical scenarios, experimenting with different platforms, targeting strategies, and content formats.

§  Social Media Analytics Lab: Hands-on experience with social media analytics tools will empower students to track, measure, and analyze the performance of social media campaigns, optimizing future strategies.

§  Guest Lectures: Inviting social media influencers or professionals to share their strategies and success stories will inspire students and provide valuable industry insights.

§  Live Projects: Collaborating with real businesses or nonprofit organizations on social media marketing campaigns will offer students authentic learning experiences and networking opportunities.


Advanced Topics:

§  SEO Workshops: Practical workshops on search engine optimization techniques, keyword research, and on-page/off-page optimization will enhance students' understanding of SEO best practices.

§  Email Marketing Labs: Hands-on exercises in creating email marketing campaigns, segmenting audiences, and A/B testing will equip students with advanced email marketing skills.

§  Paid Advertising Practicum: Guided practicums on setting up and optimizing paid advertising campaigns across platforms like Google Ads, Facebook Ads, and LinkedIn Ads will develop students' proficiency in paid media management.

§  Digital Analytics Projects: Analyzing data from digital marketing campaigns using tools like Google Analytics and Adobe Analytics will deepen students' understanding of consumer behavior, campaign effectiveness, and ROI measurement.

§  Mobile Marketing Workshops: Exploring mobile marketing trends, strategies, and technologies will prepare students to leverage the growing importance of mobile devices in digital marketing.

§  Brand Management Seminars: Seminars on brand positioning, identity development, and reputation management will cultivate students' strategic thinking and brand-building capabilities.


2.4 Assessment Methods

Assessment methods used in the program include formative and summative assessments to evaluate student learning and progress. These methods align with the program's learning outcomes and ensure the achievement of desired competencies.


Practical Projects:

§  Campaign Development: Students could work on real or simulated campaigns, starting from planning to execution. They should present their strategies, implementation plans, and results, emphasizing adaptability to changing market conditions.

§  Website Optimization: Practical projects may involve optimizing a website for SEO, usability, and mobile responsiveness. Students should conduct audits, implement improvements, and track performance metrics.

§  Social Media Campaigns: Students could manage social media accounts for real businesses or create mock campaigns. They should demonstrate effective content creation, community engagement, and performance tracking.

§  Email Campaign Management: Practical projects may involve creating and executing email campaigns using email marketing platforms. Students should segment audiences, design templates, and analyze campaign performance.

§  Paid Advertising Campaigns: Students could manage ad campaigns on platforms like Google Ads or Facebook Ads, optimizing targeting, ad creatives, and budget allocation based on performance data.

§  Analytics Reports: Projects may involve creating comprehensive analytics reports summarizing key metrics, insights, and recommendations for improving digital marketing strategies.


Presentations and Case Studies:

§  Case Study Analysis: Students can analyze real-world case studies of successful or unsuccessful digital marketing campaigns. They should identify key factors contributing to the outcomes and propose alternative strategies.

§  Campaign Presentations: Students may present their own campaign strategies, explaining their rationale, implementation plans, and results achieved. Peers and instructors can provide feedback and suggestions for improvement.


Exams and Quizzes:

§  Theory Exams: Traditional exams can assess students' understanding of concepts, theories, terminology, and best practices in digital marketing.

§  Quizzes: Regular quizzes can be used to reinforce learning and assess understanding of specific topics covered in lectures or readings.

§  Peer and Self-Assessment:


Peer Reviews:

§  Students can provide feedback on each other's work, evaluating aspects like creativity, effectiveness, and adherence to best practices.

§  Self-Reflection: Students may be required to reflect on their own learning and growth throughout the course, identifying strengths, weaknesses, and areas for improvement.


Industry Projects and Internships:

§  Industry Collaborations: Partnering with industry organizations for real-world projects or internships can provide students with hands-on experience and opportunities to apply their skills in professional settings.


Portfolio Development:

§  Portfolio Compilation: Throughout the program, students can compile a portfolio showcasing their best work, including campaign strategies, content samples, analytics reports, and certifications earned.

§  By employing a diverse range of assessment methods, instructors can effectively evaluate students' proficiency in various aspects of social media and digital marketing, ensuring they are well-prepared for the challenges of the industry. Additionally, providing constructive feedback and opportunities for reflection can further enhance students' learning outcomes and professional development.


Section 3: Faculty and Resources


3.1 Faculty Qualifications

Our program is delivered by a team of experienced faculty members who possess a blend of academic qualifications and industry expertise. Our faculty members hold advanced degrees in fields relevant to digital marketing, such as marketing, communication, and business administration. They also bring extensive professional experience in various aspects of digital marketing, including social media marketing, SEO, content marketing, and analytics. Many of our faculty members are actively engaged in research and publication, contributing to the latest developments in the field. Additionally, our faculty members participate in regular professional development activities to stay updated with industry trends and best practices.


Several faculty members are actively engaged in research and scholarly activities, contributing to the advancement of knowledge in healthcare management and leadership. The resume detailing the educational qualifications, professional work experience, relevant research and thesis work, laboratory experience are included along with copies of certificates for the following faculty:

§  Irana Afroz

§  Afrin Sadia Rumana

§  Meenakshi Singh

§  Muhammad Quasem

§  Anantha Krishnan Ramajeyam

§  Many faculty members have substantial experience working in leadership roles within healthcare organizations, bringing firsthand knowledge of industry challenges and best practices to the classroom.


Faculty Development and Professional Growth:

The institution is committed to supporting the ongoing professional development of faculty members through various means, including participation in conferences, workshops, and seminars related to healthcare management and leadership.

Faculty members are encouraged to pursue further education, research projects, and professional certifications to enhance their expertise and stay abreast of industry developments.

Regular faculty meetings and collaborative initiatives facilitate knowledge sharing, networking, and the exchange of best practices among faculty members.

Feedback from students, industry partners, and academic peers is solicited and used to continually improve teaching methodologies and course content.


3.2 Academic Resources

Our institution offers a range of academic resources to support the Diploma in Social Media and Digital Marketing program. Our library provides access to a comprehensive collection of digital marketing books, journals, and online resources. We also have specialized laboratories equipped with the latest software and tools used in digital marketing, allowing students to gain hands-on experience in a simulated work environment. Our computing facilities are regularly updated to ensure students have access to the latest technology relevant to digital marketing. We also provide access to relevant databases and online resources, enabling students to conduct research and stay informed about industry trends.


The specific academic resources including eLearning/ digital content offered to students are:

§  D2L- Brightspace -Learning Management System

§  McGraw Hill Connect

§  Pearson Higher Education Online Resource

§  eBookshelf-Vitalsource

Library Resources:

The institution's library offers an extensive collection of print and electronic resources, including textbooks, journals, research papers, and databases relevant to healthcare management and leadership. Librarians are available to assist students in navigating resources, conducting literature reviews, and accessing information needed for assignments and projects. Online access to a vast array of electronic journals, databases, and e-books ensures that students have access to the latest research and scholarly literature in the field.


Simulation Laboratories:

While the program may not require specialized laboratories, students have access to computer applications equipped with software tools relevant to healthcare management, statistical analysis, and data visualization. These apps provide students with opportunities to develop technical skills, conduct data analysis, and explore healthcare information systems.


Online Resources:

Students have access to online learning platforms, discussion forums, and virtual classrooms, facilitating asynchronous learning and collaboration with peers and faculty members. The institution subscribes to online platforms and databases specific to healthcare management and leadership, providing students with additional resources for research and professional development.


Regular Evaluation and Upgradation:

Academic resources are regularly evaluated to ensure their relevance, currency, and alignment with program needs and industry standards. Feedback from students, faculty, and industry partners is solicited to identify areas for improvement and inform decisions regarding resource acquisition and upgrades.


3.3 Student Support Services

We are committed to providing comprehensive student support services to assist students in their academic journey. Our academic advising services help students navigate the program requirements and make informed decisions about their academic and career goals. We offer tutoring services to support students in their coursework and ensure their academic success. Our career counseling services provide guidance on internship and job opportunities in the field of digital marketing, helping students prepare for their future careers. We also offer extracurricular activities and networking events to enhance the overall student experience and facilitate professional development. Our goal is to support students holistically and ensure their success in the program and beyond.


§  Academic Advising: Students have access to academic advisors who guide course selection, academic planning, and career pathways in healthcare. Advisors work closely with students to identify their individual goals and develop personalized academic plans.


§  Tutoring Services: We offer tutoring services for students who require additional support in understanding course materials or improving their academic performance. Tutors are available to provide one-on-one assistance and support in areas such as medical terminology, anatomy, and patient care skills.


§  Career Counseling: Our career services department offers career counseling and guidance to help students explore employment opportunities in the healthcare field. Career advisors assist students with resume writing, interview preparation, and job search strategies.


§  Internship/Placement Support: We facilitate internship and placement opportunities for students to gain real-world experience in healthcare settings. Our placement coordinators work closely with healthcare organizations to identify placement opportunities that align with students' interests and career goals.


§  Extracurricular Activities: We offer a variety of extracurricular activities, including student clubs, seminars, and community service projects, to enhance the overall student experience and foster personal and professional growth.


Our student support services are designed to promote student success, well-being, and engagement throughout their academic journey. We are committed to providing a supportive and inclusive learning environment where all students can thrive and achieve their goals in healthcare education and practice.


Section 4: Continuous Improvement


4.1 Program Evaluation and Feedback Mechanisms

Our program utilizes various mechanisms to gather feedback from stakeholders to continuously improve and enhance the program's effectiveness and relevance. We collect feedback from students through course evaluations at the end of each term, as well as through regular surveys to assess their overall satisfaction and suggestions for improvement. We also engage with alumni to gather insights into how well the program prepared them for their careers in digital marketing.


Feedback Mechanisms:

Student Surveys:

Regular surveys are conducted to gather feedback from current students regarding their learning experiences, curriculum satisfaction, and suggestions for improvement.

Alumni Surveys:

Alumni are surveyed to assess the program's effectiveness in preparing them for their careers, gathering insights on areas of strength and areas for enhancement.

Faculty Feedback:

Faculty members are encouraged to provide feedback on course materials, instructional methods, and overall program effectiveness, fostering a culture of continuous improvement among instructors.

Employer Feedback:

Employers of program graduates are surveyed to evaluate the relevance of the curriculum to real-world healthcare management challenges and to identify areas where graduates excel or require additional training.

Advisory Board Input:

An Advisory Board consisting of industry professionals and experts provides valuable input on emerging trends, industry needs, and opportunities for program enhancement.


Utilization of Feedback:

§  Feedback gathered from these mechanisms is analyzed and synthesized to identify common themes, strengths, and areas for improvement.

§  Program administrators, faculty, and relevant stakeholders collaborate to develop action plans aimed at addressing identified areas for improvement.

§  Curriculum revisions, instructional enhancements, faculty development initiatives, and resource allocations are informed by the feedback received to ensure ongoing program enhancement and relevance.

§  Continuous monitoring and evaluation of implemented changes allow for iterative improvements and adjustments based on further feedback and assessment.

All feedback gathered is carefully reviewed and analyzed to identify areas for improvement. This feedback is then used to make necessary changes to the curriculum, teaching methods, and resources to ensure the program remains relevant and effective.


4.2 Quality Enhancement Initiatives

Our institution is committed to continuous improvement and quality enhancement in the Diploma in Social Media and Digital Marketing program. We have recently undertaken several initiatives to enhance the program, including:


Examples of Initiatives:


Curriculum Revisions: Regular review and updating of the curriculum to incorporate emerging trends, industry best practices, and feedback from stakeholders.

Faculty Development Programs: Provision of faculty development workshops, seminars, and training sessions to enhance teaching effectiveness, instructional design, and subject matter expertise.

Incorporation of New Technologies: Integration of innovative technologies and learning tools into the curriculum to enhance student engagement, facilitate interactive learning experiences, and prepare graduates for digital healthcare environments.

Collaborations with Industry Partners: Partnership with healthcare organizations, industry associations, and professional networks to provide students with experiential learning opportunities, guest lectures, and access to real-world case studies and projects.


4.3 Program Review and Monitoring

The institution conducts regular program reviews and monitoring activities to ensure ongoing program quality and effectiveness.


Processes and Frequency:

§  Program reviews are conducted on a cyclical basis, typically every three to five years, to assess program outcomes, student achievement, and alignment with industry standards and accreditation requirements.

§  Continuous monitoring of key performance indicators, such as student retention rates, graduation rates, and post-graduation employment outcomes allows for timely identification of trends and areas requiring attention.

Utilization of Review Results:

§  Results of program reviews and monitoring activities are used to inform strategic planning, resource allocation decisions, and curriculum enhancements.

§  Actionable recommendations stemming from program reviews are implemented through collaborative efforts involving program administrators, faculty, and relevant stakeholders.

§  Continuous evaluation and adjustment based on review results ensure that the program remains responsive to changing industry needs and evolving educational standards.

These initiatives are aimed at continuously improving the quality of education and ensuring that our graduates are well-prepared for successful careers in digital marketing.


5: Conclusion


In conclusion, this self-evaluation report provides an overview of our program and demonstrates our commitment to maintaining high-quality educational standards. We have outlined the program's goals, structure, curriculum, and assessment methods, while highlighting the qualifications of our faculty and the resources available to support student learning. We have also emphasized our dedication to continuous improvement through feedback mechanisms and quality enhancement initiatives.


We believe that our program meets the required standards for programmatic accreditation and are confident that it prepares students for successful careers in their chosen fields. We welcome the opportunity for external review and feedback from the Accreditation Committee to further enhance our program's quality.


Thank you for considering our institution for programmatic accreditation. We look forward to the opportunity to engage in the external review process and demonstrate our commitment to providing a high-quality education.