Communication, Engagement & Advertising

Communication, Engagement & Advertising (Saskatoon, SK)
Nov 01, 2017 to Nov 03, 2017
Location : K W Nasser Centre (256 - 3rd Avenue South)
Now taking registrations for Fall 2017. See brochure and online registration below.


Learn how to enhance your communication and engagement across multiple digital platforms such as email, messaging apps and social networks and be able to target your organization’s messages effectively through paid advertising on search engines and through a variety of social media channels.

Introduction & Background:

The majority of your professional interactions today begin with some form of digital or social media channel.  Whether this is through a visit to your website, a social media channel, a response to an email, or a search engine inquiry, you need to ensure that you are communicating your message effectively.  

The Digital Communication, Engagement & Advertising Program focuses on ensuring that participants are able to engage their audience.  Participants will learn how to improve the perception of digital deployments, and how to use both free and paid digital advertising opportunities to communicate messages effectively to a selected target audience.  A number of channels are explored in conjunction with the individual organizations strategy and target audience, to determine which channels and techniques should be used to optimize communication and provide the highest return-on-investment.  

Participants will have the opportunity to take advantage of special vouchers to test run actual campaigns on select channels. 

"Fantastic program will be back to take the other courses!" -  Kendra Rowswell, Northwest Regional College

Who Should Attend?

Anyone within an organization who interfaces with the public or with clients or is involved with paid advertising campaigns in roles including: customer service, advertising, marketing, sales, communications, and management.

Key Learning Objectives:

For Individuals

•    Learn how to use the tools available to ensure that digital channels can be found and that they present the best impression possible
•    Be able to design and execute an effective paid advertising campaigns on both the Google and Bing search networks and multiple social media networks
•    Learn when and how to engage with others through email and messaging channels to achieve desired goals
•    Learn how to increase engagement across a variety of social media networks

For Organizations

•    Understand the role that paid advertising and promoted posts play in connecting with your target audience through digital and social media channels
•    Ensure that advertising objectives are being achieved in the most cost effective manner through digital and social pay-per-click and pay-per-conversion options
•    Understand how and why to engage with your target audience through digital and social media channels and messaging applications and who in your organization should be involved

"As a start-up business, I feel that this course is going to give me a competitive advantage - Fantastic!" - Deanna Kleiboer, Serendipity Bra Boutique

6 Half-Day Modules Making up the 3-Day Communication, Engagement & Advertising:


Module 1: Social Communication & Engagement

Communication is bi-directional, it involves listening, responding and engaging.  This module addresses key strategies and techniques that can be deployed to increase the communication and engagement across your social media networks.


Module 2: Digital Advertising Fundamentals

This module establishes the fundamental digital advertising skills.  Promoting posts to your targeted audiences  and the various options for digital advertising including: pay-for-impression, pay-per-click, and pay-per-conversion will be covered.


Module 3: Search Engine Marketing with Google & Bing

The basic fundamentals of both Google AdWords and Bing Ads provide the core skills for Search Engine Marketing.  Google Tag Manager will introduce re-marketing to your advertising tools portfolio to increase your effectiveness.


Module 4: Core Social Media Channels Advertising

This module will look at advertising on the core social media channels of Facebook, Twitter, and LinkedIn.  Knowing when and how to promote a post rather as well as ad options can increase reach and engagement with your target audience. 


Module 5: Visual Social Media Channels Advertising

During this module the nuances and strategies for advertising on Pinterest, Instagram, Snapchat and YouTube are discussed.  The growth of visual social media has created an opportunity for reaching your audience by advertising on these channels.


Module 6: Messaging Channels

This module looks at emerging internal and external messaging channels as well as email for communicating.   Messaging Apps are a critical communication  option, with many surpassing social  networks for active users.

Enrollment Bonus: Participants will also be granted access to several free DSMP Online courses as well as premium courses valued at several hundred dollars.

Instructor Profile:

Lyle R. Wetsch

Lyle Wetsch

Lyle is the designer of the Digital & Social Media Program and the facilitator of all of the programs components.  He is currently an Assistant Professor of Marketing at Memorial University, NFLD and Chair in Teaching and Learning for the Faculty of Business Administration.

In addition to his work at Memorial University, he is actively involved in providing presentations and consulting with businesses on various elements of digital and social media through his company “Digital Marketing Consultants”.  He has assisted businesses and organizations with the development, design and implementation of their digital and social media strategies as well as serving on several advisory boards.  His work has received several international accolades.


Partnership Programming:

Edwards School of Business is proud to partner with one of the east coast's leading business school's in Canada, Memorial University, Faculty of Business Administration, Gardiner Centre in Newfoundland to provide this 3-Day Course.

Program Fees

$1,695 plus GST

  • Program fee includes course tuition, all course materials, lunches and refreshment, but not hotel accommodations.
  • University of Saskatchewan's liability is limited to reimbursement of paid tuition fees.
  • Cancellation received in writing at least 14 days in advance of the course start date will receive a full refund. Written cancellations received less than 14 days prior to the course will be subject to a $200 administration fee. Non-attendance (notification 24 hours or less) will incur full course tuition fee.
  • One free transfer is permitted, provided written notice is received at least 14 days in advance of the course start date.