Digital & Social Media: Communication, Engagement and Advertising



Introduction & Background


“I am excited to put to use all of the advertising tools that we learned from this course. In the future I see big dollar increases.” – Tera Harper, Borderland Co-op.

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.

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.  

“Amazing instructor and course.” – Danielle Letts-Douglas, BHG Investments.

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. 


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.

M2This 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.


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.

M4This 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. 


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.


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.

  • Key Learning Objectives
    “Really, I thought I knew a lot about digital advertising, this course showed me how much I didn’t know. Excellent course!” – Tana Torkelson, Weyburn Credit Union.

    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
    “I think Lyle has such a passion for this type of work that it truly comes across in his teaching. The fact he is excited makes the course entertaining as well as valuable.” – Lindsie Scott, North West Terminal Ltd.

    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
  • Who Should Attend?
    “Interesting, great need to know information. I would greatly recommend this program.” – Phyl Rolston, Living Skies Limousine.

    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.


Program Fees

$1,695 plus GST

Includes course tuition, all teaching materials, meals and refreshments.

Registration Deadline

To Be Announced

Course Planner

For more information, contact

Laurie Mitchell

Program Coordinator


Email Me

Instructor Profile

LyleLyle 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.

GardinerPartnership 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.


Enrollment Bonus

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


University of Saskatchewan's liability is limited to reimbursement of paid tuition fees.

Cancellations received at least ten (10) business days in advance of the course commencement date will receive a full refund. Cancellations received less than ten (10) business days prior to the course commencement date will be subject to a $500 administration fee. Cancellations received less than three (3) business days prior to the course commencement date will be subject to full course tuition cost.

Non-attendance will incur full course tuition cost.

Fees subject to change without notice.

Program Transfers

One course transfer will be permitted without penalty if the cancellation request is received within fifteen (15) business days prior to the course start date. Alternate program transfers may be approved dependent on course availability. Transfer requests must be scheduled within six (6) months of the initial purchase. Applicants will be responsible for any price difference in program fees at the time of the request. Each subsequent transfer request will be subject to $300 administration fee. 

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