Communication, Engagement and Advertising

Part of the Digital and Social Media Program


Pre-Recorded Modules & Live Sessions


Introduction and Background

“This program was very engaging and informative. I can't wait to put some of this training to the test.” – Kristin Olson, Crossroads Credit Union.

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.  

“As the Executive Director for 2 Non-Profit Organisations, this program provided crucial information on how to use my small marketing budget effectively and have the best reach” – Bridget Pottle, Saskatchewan Lacrosse Association.

The Communication, Engagement and 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 organization's strategy and target audience, to determine which channels and techniques should be used to optimize communication and provide the highest return-on-investment.  

Course Structure 

This program is delivered through recorded modules and live sessions.  Approximately half will be delivered through recorded modules and half delivered through live sessions.

Participants will get access to the recorded modules on October 19 and must be completed by November 18. The recorded content MUST be completed before being invited and attending the live sessions. This content covers introductory to intermediate strategies including:

  • Digital Advertising Fundamentals (including Tag Manager)
  • Advertising with Google & Bing
  • Social Media Advertising Basics
  • Social Listening, Engagement & Crisis Management 

The live sessions are mandatory to attend. After each session, participants will have a bit of ‘homework/application’ where participants implement learnings. The live sessions are scheduled for November 18, 25, and December 2 from 11:00 m – 1:00 pm. This content covers intermediate to advanced strategies including:

  • Live 1:  Google Advertising
  • Live 2:  Social Media Advertising
  • Live 3:  Optimizing Communication

*Please note that you MUST complete the recorded content before being invited to the live sessions and both the recorded content and live sessions are mandatory for your Certificate of Completion*  

  • Recorded & Live Modules
    The Digital Advertising Fundamentals module covers the fundamental concepts of digital advertising that are consistent across all platforms such as strategy, targeting, campaign types, pricing, and budgeting.
    Today’s most powerful marketing tools such as pay-per-conversion campaigns and remarketing all require the use of specialized code installed on your website.  Google Tag Manager allows you to manage these coding needs without the need to continually require your IT department or web developer to assist in code changes.  Through a web-based interface, Google Tag Manager allows marketing departments to effectively deploy advanced marketing campaigns rapidly and conveniently. 
    Social media channels are some of the most popular platforms for consumers to consume content on and the Facebook group of properties have the highest number of monthly active users of almost all social media channels (except YouTube).  The range of powerful advertising and targeting options across Facebook, Instagram, Messenger and WhatsApp makes these channels an essential starting point in your social ads plan. 
    The growing power and capabilities to reach specific audiences on LinkedIn, Twitter, Snapchat, and Pinterest will be covered in this module.
    Email marketing continues to provide some of the highest Return on Investment of any marketing channels.  Proper techniques and structure must be utilized to avoid being considered as spam by your target audience.  This module covers platforms, techniques, and legal obligations to ensure your email marketing efforts are achieving success. 
    Google Advertising covers a wide range of opportunities ranging from search ads, display ads, and video ads.  95% of online experiences begin with a search with over 65% of the global search market using Google, making Google Search Ads a key marketing option. Google Ads on other Google-owned properties including YouTube, Gmail, and the Google Partner Network will be discussed. Choosing the right platforms, type of ads and bidding strategy is key to ensure that you are maximizing your Return-on-Ad-Spend. 
    Bing maintains approximately 35% of the global search market. Organizations need to ensure that their search engine marketing spend is properly distributed across both Google and Bing to ensure effective coverage of your target audiences. Amazon is the leading platform for retail type advertising and Apple is key for app installation ads.  This module will cover key techniques for these smaller but important marketing platforms. 

    Messaging is the preferred channel of communication between customers and organizations. Using them for both organic and paid reach is key to communicating with target audiences as the top 4 messaging apps have more monthly active users than the top 4 social media channels. Podcasts and vidcasts have become a key communications platform, especially among younger target audiences. Stories are the type of content that has one of the highest engagement rates (along with video). Strategies and techniques to utilize these platforms are covered in this module. 

    Not all opportunities to engage with your target audiences will occur on your platforms or channels.  Many conversations will be on public channels or alternative accounts.  Having an effective strategy and using the correct tools to listen for relevant conversations across multiple social platforms is critical.  But, listening is just the first step, having a clear strategy for when and how to engage with individuals across these platforms, especially in periods of crisis management, is essential and the focus of this module. 

    Being able to target audiences with your paid advertising that will be most likely to convert is critical.  All digital platforms have the ability to target your audiences based on remarketing and the ability to target individuals on one platform based on their interest or engagement with content on another platform. This module will include targeting the right message to the right people for the highest return on your marketing investment.



  • 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
  • Who Should Attend?
    This program should be a pre-requisite for anyone working within Marketing & Advertising" – Lori Lisitza, University of Saskatchewan.

    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.

    Individuals who want to expand their reach beyond traditional offline media platforms or basic digital marketing strategies. 

    Marketing professionals or Business Owners looking to improve their communication through paid and free digital advertising.

    Individuals wanting to understand the latest trends in digital marketing and effective targeting strategies to maximize ROI. 

Virtual Delivery

Program Fees


Includes course tuition, all teaching materials.

Registration Deadline

To Be Announced

Course Planner

For more information, contact

Britney Graf

Marketing and Communications Coordinator

t: 306-966-4798


Instructor Profile



Lyle Wetsch, MBA, MSc. Mgmt

Lyle is the designer of the Digital and Social Media Program and the facilitator of all of the program's components.  He is currently an Associate Professor of Marketing at Memorial University, NFLD and Chair in Teaching and Learning for the Faculty of Business Administration with over 200 presentations and publications in the past 16 years. 

He has assisted businesses with the development, design, and implementation of their digital and social media strategic and tactical plans with his company, Digital Marketing Consultants. His work has received several international accolades.

Lyle's professional credentials include being a Google Partner, multiple Google certifications, Microsoft, Twitter, Hootsuite and Hubspot marketing and advertising certificates. 

Partnership Programming

Together with our partners, we continue to add value and enhance our educational experiences to our community through professional development and training in a supportive and welcoming environment.

This Edwards Executive Education program is proudly presented in partnership with The Gardiner Centre at Memorial University. 



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 $200 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 more than ten (10) business days prior to the course start date. Program transfers within ten (10) business days of the course start date will be subject to a $200 administration fee.

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 $200 administration fee.

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